Repeat purchase
A repeat purchase happens when a customer buys again after an earlier completed purchase. It is different from an email open, repeat website visit or second enquiry. Businesses can measure it over a defined period, but the calculation should state which customers and orders are included so the result is meaningful.
Why it matters for your business
Returning customers can reveal whether the product and experience are worth coming back for. Follow-up should support that experience rather than trying to compensate for unreliable delivery with more messages.
A business example
A meal-prep business checks how many first-time customers place another completed order within its chosen review period.
Illustrative example.Your next step
Choose a review period and measure second completed orders alongside customer feedback.
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