Is this calculator specific to Shopify?

The math is ecommerce-specific and works especially well for Shopify stores because it includes the costs Shopify merchants usually need to model: COGS, payment fees, shipping, returns, ad spend, inventory, conversion rate, or repeat purchases depending on the tool.

Should I use gross margin or contribution margin?

Use contribution margin when you are making advertising, discount, or growth decisions. Gross margin is useful, but contribution margin is stricter because it accounts for variable costs like payment fees, fulfillment, shipping, returns, and app costs.

Why does the tool use default values?

Defaults make the calculator useful immediately and show the shape of the result before you enter your own numbers. Replace them with your store's actual numbers before making a final decision.

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Repeat Purchase Rate Calculator

Calculate repeat purchase rate and the revenue impact of improving repeat purchases by one percentage point.

Repeat purchase rate calculator

Measure retention quality and size the revenue impact of improving repeat purchases by just one point.

Total customers

Repeat customers

Average order value

Average repeat orders

Repeat purchase rate

28%

Repeat revenue

$181,440

+1 point customers

+1 point revenue

$6,480

Use the +1 point revenue number to decide whether post-purchase email, replenishment, or winback work is worth prioritizing.

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About this tool

What this free tool calculates

Use this for retention planning. It connects repeat purchase rate to revenue impact so email automations have a clear target.

How to use the result

Repeat purchase rate is repeat customers divided by total customers. The tool also estimates revenue from a one-point improvement.

A small repeat-purchase lift can beat an acquisition lift when CAC is rising, especially for replenishable products.

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Why the calculator stays input-driven

This free ecommerce tool does not guess demand, scrape competitors, or invent benchmarks. Change the numbers to match your store, then use the result to decide whether a product, campaign, discount, or inventory move is worth doing.

Frequently Asked Questions

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