Percentage of customers who make more than one purchase.
High repeat rate indicates product-market fit and reduces reliance on new customer acquisition.
E-commerce: 20-40% is typical; 40%+ is strong. Marketplaces: 30-50% for healthy liquidity.
Total customers 10,000; Customers with 2+ orders 3,800 → Repeat rate = 38%.
Not defining time window; mixing B2B and B2C; not cohorting by acquisition channel.
Traction slide: repeat rate with cohort curves showing improvement.
38% repeat rate; M6 cohorts at 52%.