Glossary · Unit economics
Purchase Frequency
The average number of times a customer makes a purchase within a given time period, typically calculated annually.
Formula
Purchase Frequency = Total Orders in Period ÷ Unique Customers in Period
How it works
D2C purchase frequency benchmarks: supplements 4-6× per year, beauty 2-4×, fashion 2-3×, home goods 1-2×, pet food 6-8×. Improving purchase frequency is the most efficient LTV lever — it requires no new customer acquisition. Key tactics: subscription programs, replenishment reminders, loyalty programs, and post-purchase cross-sell flows.