E-commerce benchmarks
E-commerce KPI benchmarks.
DTC and e-commerce benchmarks. Conversion rate, repeat purchase rate, and contribution margin drive long-term success.
Sourced from
- · SaaS Capital
- · OpenView Partners
- · KeyBanc
- · McKinsey
- · IBISWorld
- · SAZ engagement aggregates
9 benchmarks
Compare your numbers.
Each row shows the typical range across the industry, the median, and the top-quartile threshold.
Profitability
| Metric | Typical range | Median | Top quartile |
|---|---|---|---|
Gross margin | 40–65% | 52% | 65%+ |
Contribution margin | 15–35% | 24% | 38%+ |
Sales
| Metric | Typical range | Median | Top quartile |
|---|---|---|---|
Conversion rate | 1.2–4.5% | 2.6% | 5%+ |
Average order value | $45–$220 | $95 | Brand-dependent |
Cart abandonment rate Industry average is high — improving 5pp = real lift. | 60–78% | 70% | < 60% |
Retention
| Metric | Typical range | Median | Top quartile |
|---|---|---|---|
Repeat purchase rate (12-mo) | 18–48% | 32% | 55%+ |
Unit economics
| Metric | Typical range | Median | Top quartile |
|---|---|---|---|
Customer LTV | $120–$680 | $280 | $500+ |
CAC payback | 4–14 mo | 9 mo | < 6 mo |
Marketing
| Metric | Typical range | Median | Top quartile |
|---|---|---|---|
Email revenue contribution | 12–32% | 22% | 35%+ |
Run the math
Calculators that use these benchmarks.
Plug your numbers in and see where you land against the medians above.
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E-commerce benchmarks
Where do you stand against e-commerce top quartile?
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