A repeat purchase occurs when a customer buys from the same company more than once. It’s a strong indicator of customer satisfaction, brand loyalty, and product-market fit, especially in e-commerce and subscription-based businesses.

Unlike new customer acquisition, repeat purchases stem from existing relationships and are typically easier and more cost-efficient to generate. They’re often used to measure retention, brand loyalty, and customer lifetime value (CLV).

In a sales context, repeat purchases might include:

• A client renewing their subscription or purchasing additional seats
• An existing user upgrading their plan or buying another product in your suite
• A returning e-commerce customer placing a second order

Strong repeat purchase rates usually indicate that the product delivers value, onboarding is effective, and customer success is doing its job.