- Formula
- Repeat-buyer GMV / total GMV
- Unit
- %
- Models
- Marketplace
| Marketplace | Mature consumer marketplaces often report 50–80%+ of GMV from repeat buyers; early-stage marketplaces may see 20–40%EST | Omega Point estimate |
What it is
% GMV from repeat measures the share of total gross merchandise value generated by buyers who have transacted on the platform more than once. Formula: repeat-buyer GMV ÷ total GMV, expressed as a percentage.
How to calculate it
Define "repeat buyer" — most commonly, any buyer who has completed two or more transactions on the platform, lifetime. Sum the GMV from all orders placed by repeat buyers in the measurement period. Divide by total GMV in the same period. This is typically calculated monthly and trended over time; it naturally rises as the platform matures and acquires more returning buyers.
Why it matters
GMV from repeat is one of the clearest signals of marketplace defensibility. Repeat buyers have lower CAC (they return organically), higher average order values as trust compounds, and are less likely to defect to a competitor for a single lower price. A high and rising share of GMV from repeat buyers indicates the platform is building genuine loyalty rather than relying on continuous new-user acquisition to sustain volume. It is the basis of low-CAC, compounding revenue growth.
How to read it
No credible cross-marketplace published range exists for this specific metric. Marketplaces rarely disclose repeat-buyer GMV share publicly, and category differences make cross-company comparison difficult — a marketplace for commodity goods will look different from one for high-consideration services.
As an Omega Point estimate — an informed directional figure, not a measured one — mature consumer marketplaces that have been operating for several years often report that the majority of their GMV (50–80%+) comes from repeat buyers; this is consistent with the well-known pattern in e-commerce that repeat customers disproportionately drive revenue at scale. Early-stage marketplaces or those in categories with naturally low purchase frequency might reasonably see 20–40% of GMV from repeat buyers. These figures are directional analogies from general e-commerce and marketplace dynamics, not measured benchmarks.
Compare this metric primarily against your own cohort trend: is the repeat share rising quarter-over-quarter? Is it higher in your most mature geographies or categories? Your own historical trajectory is a more reliable guide than any cross-company number we can responsibly offer.