eCommerce Benchmarks 2026
Find industry average and learn how to be above the fold.
| Industry | CVR | AOV | LTV (12mo est.) | Cart Abandonment | CAC (est.) | Repeat Purchase Rate |
|---|---|---|---|---|---|---|
| Health & Beauty | 4.5–4.6% | $60–$164 | $220–$380 | 80.9% | $28–$55 | 35–50% |
| Food & Beverage | 6.1–6.2% | $65–$75 | $200–$360 | 63.6% | $20–$40 | 45–65% |
| Fashion & Apparel | 3.0–3.1% | $97–$191 | $180–$320 | 78.5% | $35–$65 | 22–35% |
| Jewelry & Accessories | 0.9–1.2% | $310–$436 | $280–$520 | 82.8% | $60–$120 | 12–20% |
| Supplements & Wellness | 3.5–5.5% | $70–$90 | $280–$500 | 67.0% | $28–$55 | 40–60% |
| Baby & Kids | 0.7–1.5% | $180–$362 | $320–$580 | 76.0% | $40–$80 | 30–45% |
| Home & Garden | 1.2–1.7% | $110–$266 | $160–$280 | 80.3% | $45–$90 | 15–25% |
| Sporting Goods | 2.3–2.5% | $90–$130 | $200–$340 | 71.0% | $30–$60 | 28–42% |
| Pet Care | 2.5–3.3% | $59–$73 | $240–$420 | 54.8% | $25–$50 | 38–55% |
| Toys & Hobbies | 1.8–2.2% | $50–$85 | $120–$220 | 72.0% | $20–$45 | 20–35% |
| Electronics & Tech | 1.6–1.7% | $200–$247 | $180–$300 | 75.5% | $45–$90 | 10–18% |
| Home & DIY | 1.5–2.0% | $100–$145 | $150–$260 | 74.0% | $35–$70 | 18–28% |
| Industry | Meta ROAS | Meta CPA | Google ROAS | Google CPA | TikTok ROAS | TikTok CPA |
|---|---|---|---|---|---|---|
| Health & Beauty | 3.0–3.5x | $32–$42 | 2.8–3.8x | $22–$32 | 3.2–3.5x | $22–$32 |
| Food & Beverage | 2.0–3.0x | $25–$38 | 3.0–4.0x | $18–$28 | 1.8–2.5x | $22–$35 |
| Fashion & Apparel | 2.5–3.0x | $28–$36 | 3.5–4.5x | $18–$28 | 2.6–3.0x | $24–$35 |
| Jewelry & Accessories | 1.8–2.5x | $45–$70 | 3.5–5.0x | $28–$48 | 1.5–2.2x | $40–$65 |
| Supplements & Wellness | 2.5–3.5x | $32–$45 | 3.5–5.0x | $20–$35 | 2.0–2.8x | $28–$42 |
| Baby & Kids | 2.2–3.0x | $28–$40 | 3.2–4.5x | $20–$32 | 1.8–2.5x | $25–$38 |
| Home & Garden | 2.3–2.7x | $38–$55 | 2.5–3.5x | $25–$40 | 1.5–2.2x | $35–$55 |
| Sporting Goods | 2.1–2.8x | $30–$45 | 3.0–4.2x | $20–$32 | 2.0–2.8x | $28–$42 |
| Pet Care | 2.0–2.5x | $30–$42 | 2.7–3.2x | $22–$30 | 1.6–2.2x | $28–$42 |
| Toys & Hobbies | 2.0–2.8x | $25–$38 | 3.0–4.0x | $18–$28 | 1.8–2.5x | $22–$35 |
| Electronics & Tech | 1.7–2.2x | $44–$55 | 2.8–3.5x | $28–$42 | 1.5–2.0x | $40–$58 |
| Home & DIY | 1.8–2.5x | $38–$58 | 2.8–4.0x | $25–$40 | 1.4–2.0x | $35–$55 |
| Industry | Campaign Open Rate | Campaign CTR | Flow Open Rate | Flow CTR | Email Order Rate | Rev per Recipient |
|---|---|---|---|---|---|---|
| Health & Beauty | 30.5% | 1.4–2.2% | 46–54% | 5.0–8.0% | 0.09–0.12% | $0.10–$0.18 |
| Food & Beverage | 31.2% | 1.5–2.2% | 50–56% | 5.5–8.5% | 0.12–0.18% | $0.08–$0.14 |
| Fashion & Apparel | 33.1% | 1.2–1.8% | 48–55% | 4.5–7.0% | 0.07–0.09% | $0.08–$0.15 |
| Jewelry & Accessories | 32.5% | 1.0–1.5% | 44–52% | 3.5–5.5% | 0.05–0.08% | $0.14–$0.28 |
| Supplements & Wellness | 31.0% | 1.6–2.4% | 48–56% | 5.5–8.5% | 0.10–0.15% | $0.10–$0.20 |
| Baby & Kids | 30.5% | 1.2–1.8% | 45–53% | 4.5–7.0% | 0.08–0.11% | $0.12–$0.22 |
| Home & Garden | 32.5% | 1.0–1.6% | 44–52% | 3.5–6.0% | 0.05–0.08% | $0.12–$0.22 |
| Sporting Goods | 31.9% | 1.5–2.2% | 49–56% | 5.0–7.5% | 0.08–0.11% | $0.10–$0.18 |
| Pet Care | 31.5% | 1.5–2.2% | 47–54% | 5.0–7.5% | 0.09–0.13% | $0.09–$0.15 |
| Toys & Hobbies | 31.7% | 1.3–2.0% | 46–53% | 4.5–7.0% | 0.07–0.10% | $0.07–$0.12 |
| Electronics & Tech | 29.3% | 1.8–2.8% | 42–50% | 4.0–6.5% | 0.06–0.09% | $0.14–$0.25 |
| Home & DIY | 30.9% | 1.1–1.7% | 44–52% | 3.8–6.0% | 0.06–0.09% | $0.10–$0.18 |
*Methodology note: These benchmarks are aggregated from publicly available eCommerce benchmark reports, platform-level performance data, agency observations, and category-specific research. They should be used as directional planning ranges, not fixed performance targets.
Detailed Benchmark Breakdowns
Health & Beauty Industry Report 2026: Marketing Benchmarks Breakdown
A practical breakdown of Health & Beauty eCommerce benchmarks for 2026, covering conversion rate, AOV, LTV, cart abandonment, paid ads, email marketing, retention, and where brands should focus to outperform the category average.
Food & Beverage Industry Report 2026: Marketing Benchmarks Breakdown
A concise 2026 benchmark report for Food & Beverage eCommerce brands, covering conversion rate, AOV, LTV, cart abandonment, paid ads, email performance, and retention opportunities.
Fashion & Apparel Industry Report 2026: Marketing Benchmarks Breakdown
A 2026 benchmark report for Fashion & Apparel eCommerce brands, covering conversion rate, AOV, LTV, cart abandonment, paid ads, email performance, return rates, retention, and how sizing, fit confidence, merchandising, and product education affect profitable growth.