Definition
Repeat purchase rate measures the percentage of buyers who return: the single clearest signal of product-market fit and the hinge of D2C economics. First-to-second purchase is the hardest - and the one replenishment flows and post-purchase experience most influence.
Why it matters
If second-purchase rate is under 20%, scaling ads scales a leak. We fix the box before the megaphone.
Formula
Customers with 2+ orders / All customers
Benchmarks
25-30% healthy for consumables D2C
All glossary terms