Repeat Purchase Rate refers to the proportion of customers who make additional purchases from the same brand or seller within a given period. It is a core metric for measuring customer loyalty and product stickiness. In foreign trade, this indicator is often used to analyze the contribution of repeat customers and assess the sustainability of B2B or B2C operations. It is typically calculated as: Number of repeat customers ÷ Total number of customers × 100%. Use cases include evaluating marketing campaign effectiveness, gauging customer satisfaction, and forecasting long-term revenue. Note: The statistical period (e.g., quarterly, annual) must be clearly defined; a distinction should be made between 'repeat purchase' and 'repurchase' (the latter can refer to the same customer buying different products); unlike 'customer retention rate,' repeat purchase rate emphasizes the act of repurchasing rather than merely maintaining a relationship. Foreign trade companies should use it in conjunction with Customer Lifetime Value (CLV) to avoid inflated figures caused by short-term promotions.
📝 Examples
1. Through email marketing and after-sales follow-up, we increased the repeat purchase rate in the North American market from 25% to 40%. (Note: Used to describe the improvement in customer repurchasing behavior resulting from marketing strategies.)
2. This product has a repeat purchase rate as high as 60%, indicating that customers are very satisfied with quality and delivery times; we can use this to develop exclusive discount plans for repeat customers. (Note: Used to evaluate product competitiveness and guide customer retention strategies.)
💡 Foreign Trade Tips
Foreign trade terms are the foundation of international business communication
Trade practices may vary slightly by country; pay attention when using them
When using terms in contracts, specify the applicable version (e.g., Incoterms 2020)
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