Customer Acquisition Cost (CAC) · E-commerce
Customer Acquisition Cost (CAC) for E-commerce.
The true cost of acquiring one new customer.
E-commerce engineered for unit economics.
Finance & Strategy · E-commerce
Why e-commerce operators use the customer acquisition cost (cac).
Calculate fully-loaded CAC including marketing spend, sales team cost, and tooling — split into blended CAC and paid CAC. The benchmark for scaling acquisition.
E-commerce has moved from a margin-rich category to one where unit economics decide who survives. SAZ helps DTC, B2B e-com, and marketplaces sharpen positioning, fix margins, and build the demand and retention programs that compound.
Benchmarks
What good looks like — typical ranges to compare against.
< 33% of LTV
Healthy — invest more
33–50% of LTV
Balanced
> 50% of LTV
Tight — improve LTV or efficiency
The formula
How customer acquisition cost (cac) is calculated.
CAC = (Marketing + Sales spend) ÷ New customers acquiredIndustry context
What changes when customer acquisition cost (cac) is applied to e-commerce.
Unit economics, CAC, and LTV
Site, funnel, and merchandising
Lifecycle and retention
Fulfillment and ops
Run the numbers
Open the customer acquisition cost (cac).
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Customer Acquisition Cost (CAC) · E-commerce
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