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Shopify E-Commerce Benchmarks

Kendall is an app that helps Shopify stores lower their CAC by improving conversion rates, cutting out poor-performing ads, and identifying leaky checkout flows. Each week, we publish free e-commerce benchmarks that are calculated across our app's user base (which consists of hundreds of Shopify stores of varying sizes).

Check back every few days to see how the Benchmarks are trending!

Our benchmarks are calculated across a universe of hundreds of stores across dozens of broad store categories. The stores in this sample universe are from the US and Canada only, ranging in size from $100k sales per year to over $100M sales per year. They generally sell physical products. There's no predominant geographic, sectoral, or size bias within the sample.

Short-Term Benchmarks

Last 7 days: Jun 22, 2024 to Jun 28, 2024

25th Percentile

  • Add to Cart Rate:  2.8%
  • Cart Conversion Rate:  24.3%
  • Blended ROAS (MER):  2.7
  • New Customer Blended ROAS:  1.6
  • New Customer Acquisition Cost:  $70.00
  • NCAC as Pct of New Customer AOV:  56.8%
  • % Change in NCAC over previous period:  17.5%
  • Facebook CPM:  $20.06
  • Facebook CPC:  $1.13
  • Google CPM:  $20.36
  • Google CPC:  $1.10
  • % Change in Total Ad Spend over previous period:  3.5%
  • % Change in Ad Spend as % of Sales over previous period:  19.2%
  • % Change in AOV over previous period:  -6.2%
  • % Change in Sales over previous period:  -19.9%

Median

The "Typical" Store
  • Add to Cart Rate:  4.9%
  • Cart Conversion Rate:  34.2%
  • Blended ROAS (MER):  4.9
  • New Customer Blended ROAS:  2.7
  • New Customer Acquisition Cost:  $34.23
  • NCAC as Pct of New Customer AOV:  34.6%
  • % Change in NCAC over previous period:  2.0%
  • Facebook CPM:  $13.89
  • Facebook CPC:  $0.79
  • Google CPM:  $11.14
  • Google CPC:  $0.79
  • % Change in Total Ad Spend over previous period:  -4.7%
  • % Change in Ad Spend as % of Sales over previous period:  -2.6%
  • % Change in AOV over previous period:  0.4%
  • % Change in Sales over previous period:  -6.3%

75th Percentile

  • Add to Cart Rate:  7.1%
  • Cart Conversion Rate:  48.0%
  • Blended ROAS (MER):  9.4
  • New Customer Blended ROAS:  5.4
  • New Customer Acquisition Cost:  $16.54
  • NCAC as Pct of New Customer AOV:  13.9%
  • % Change in NCAC over previous period:  -10.1%
  • Facebook CPM:  $9.98
  • Facebook CPC:  $0.50
  • Google CPM:  $7.48
  • Google CPC:  $0.52
  • % Change in Total Ad Spend over previous period:  -19.7%
  • % Change in Ad Spend as % of Sales over previous period:  -13.0%
  • % Change in AOV over previous period:  6.2%
  • % Change in Sales over previous period:  10.7%
Add to Cart Rate
2.8%
4.9%
7.1%
Cart Conversion Rate
24.3%
34.2%
48.0%
Blended ROAS (MER)
2.7
4.9
9.4
New Customer Blended ROAS
1.6
2.7
5.4
New Customer Acquisition Cost
$70.00
$34.23
$16.54
NCAC as Pct of New Customer AOV
56.8%
34.6%
13.9%
% Change in NCAC over previous period
17.5%
2.0%
-10.1%
Facebook CPM
$20.06
$13.89
$9.98
Facebook CPC
$1.13
$0.79
$0.50
Google CPM
$20.36
$11.14
$7.48
Google CPC
$1.10
$0.79
$0.52
% Change in Total Ad Spend over previous period
3.5%
-4.7%
-19.7%
% Change in Ad Spend as % of Sales over previous period
19.2%
-2.6%
-13.0%
% Change in AOV over previous period
-6.2%
0.4%
6.2%
% Change in Sales over previous period
-19.9%
-6.3%
10.7%
Want help calculating your store's metrics to see how you match up exactly against these and lots more benchmarks? Looking for guidance on how to lower CAC by improving your conversion rates, identify leaky checkout flows, and cutting out poor-performing ads? Then you should check out Kendall.

Medium-Term Benchmarks

Last 30 days: May 30, 2024 to Jun 28, 2024

25th Percentile

  • Add to Cart Rate:  2.9%
  • Cart Conversion Rate:  24.6%
  • Blended ROAS (MER):  2.6
  • New Customer Blended ROAS:  1.7
  • New Customer Acquisition Cost:  $63.22
  • NCAC as Pct of New Customer AOV:  53.5%
  • % Change in NCAC over previous period:  14.5%
  • Facebook CPM:  $20.02
  • Facebook CPC:  $1.12
  • Google CPM:  $20.34
  • Google CPC:  $1.22
  • % Change in Total Ad Spend over previous period:  6.5%
  • % Change in Ad Spend as % of Sales over previous period:  18.5%
  • % Change in AOV over previous period:  -6.8%
  • % Change in Sales over previous period:  -21.8%

Median

The "Typical" Store
  • Add to Cart Rate:  5.0%
  • Cart Conversion Rate:  33.8%
  • Blended ROAS (MER):  5.0
  • New Customer Blended ROAS:  2.6
  • New Customer Acquisition Cost:  $34.81
  • NCAC as Pct of New Customer AOV:  36.4%
  • % Change in NCAC over previous period:  0.2%
  • Facebook CPM:  $13.98
  • Facebook CPC:  $0.72
  • Google CPM:  $11.65
  • Google CPC:  $0.88
  • % Change in Total Ad Spend over previous period:  -4.2%
  • % Change in Ad Spend as % of Sales over previous period:  5.4%
  • % Change in AOV over previous period:  -0.8%
  • % Change in Sales over previous period:  -8.8%

75th Percentile

  • Add to Cart Rate:  7.8%
  • Cart Conversion Rate:  47.2%
  • Blended ROAS (MER):  9.8
  • New Customer Blended ROAS:  5.6
  • New Customer Acquisition Cost:  $16.93
  • NCAC as Pct of New Customer AOV:  15.8%
  • % Change in NCAC over previous period:  -10.7%
  • Facebook CPM:  $10.18
  • Facebook CPC:  $0.50
  • Google CPM:  $8.08
  • Google CPC:  $0.54
  • % Change in Total Ad Spend over previous period:  -19.0%
  • % Change in Ad Spend as % of Sales over previous period:  -8.4%
  • % Change in AOV over previous period:  3.9%
  • % Change in Sales over previous period:  1.2%
Add to Cart Rate
2.9%
5.0%
7.8%
Cart Conversion Rate
24.6%
33.8%
47.2%
Blended ROAS (MER)
2.6
5.0
9.8
New Customer Blended ROAS
1.7
2.6
5.6
New Customer Acquisition Cost
$63.22
$34.81
$16.93
NCAC as Pct of New Customer AOV
53.5%
36.4%
15.8%
% Change in NCAC over previous period
14.5%
0.2%
-10.7%
Facebook CPM
$20.02
$13.98
$10.18
Facebook CPC
$1.12
$0.72
$0.50
Google CPM
$20.34
$11.65
$8.08
Google CPC
$1.22
$0.88
$0.54
% Change in Total Ad Spend over previous period
6.5%
-4.2%
-19.0%
% Change in Ad Spend as % of Sales over previous period
18.5%
5.4%
-8.4%
% Change in AOV over previous period
-6.8%
-0.8%
3.9%
% Change in Sales over previous period
-21.8%
-8.8%
1.2%
Want help calculating your store's metrics to see how you match up exactly against these and lots more benchmarks? Looking for guidance on how to lower CAC by improving your conversion rates, identify leaky checkout flows, and cutting out poor-performing ads? Then you should check out Kendall.

Long-Term Benchmarks

Last 90 days: Mar 31, 2024 to Jun 28, 2024

25th Percentile

  • Add to Cart Rate:  3.1%
  • Cart Conversion Rate:  26.6%
  • Blended ROAS (MER):  2.8
  • New Customer Blended ROAS:  1.8
  • New Customer Acquisition Cost:  $63.49
  • NCAC as Pct of New Customer AOV:  54.9%
  • % Change in NCAC over previous period:  24.6%
  • Facebook CPM:  $20.21
  • Facebook CPC:  $1.09
  • Google CPM:  $17.20
  • Google CPC:  $1.23
  • % Change in Total Ad Spend over previous period:  24.5%
  • % Change in Ad Spend as % of Sales over previous period:  20.2%
  • % Change in AOV over previous period:  -3.6%
  • % Change in Sales over previous period:  -16.7%

Median

The "Typical" Store
  • Add to Cart Rate:  5.0%
  • Cart Conversion Rate:  34.3%
  • Blended ROAS (MER):  5.3
  • New Customer Blended ROAS:  2.7
  • New Customer Acquisition Cost:  $35.27
  • NCAC as Pct of New Customer AOV:  36.0%
  • % Change in NCAC over previous period:  6.2%
  • Facebook CPM:  $13.13
  • Facebook CPC:  $0.73
  • Google CPM:  $11.31
  • Google CPC:  $0.86
  • % Change in Total Ad Spend over previous period:  1.5%
  • % Change in Ad Spend as % of Sales over previous period:  2.2%
  • % Change in AOV over previous period:  1.1%
  • % Change in Sales over previous period:  -0.1%

75th Percentile

  • Add to Cart Rate:  7.5%
  • Cart Conversion Rate:  46.3%
  • Blended ROAS (MER):  9.9
  • New Customer Blended ROAS:  6.1
  • New Customer Acquisition Cost:  $16.76
  • NCAC as Pct of New Customer AOV:  15.8%
  • % Change in NCAC over previous period:  -12.7%
  • Facebook CPM:  $9.30
  • Facebook CPC:  $0.46
  • Google CPM:  $8.23
  • Google CPC:  $0.58
  • % Change in Total Ad Spend over previous period:  -17.8%
  • % Change in Ad Spend as % of Sales over previous period:  -16.3%
  • % Change in AOV over previous period:  6.6%
  • % Change in Sales over previous period:  22.4%
Add to Cart Rate
3.1%
5.0%
7.5%
Cart Conversion Rate
26.6%
34.3%
46.3%
Blended ROAS (MER)
2.8
5.3
9.9
New Customer Blended ROAS
1.8
2.7
6.1
New Customer Acquisition Cost
$63.49
$35.27
$16.76
NCAC as Pct of New Customer AOV
54.9%
36.0%
15.8%
% Change in NCAC over previous period
24.6%
6.2%
-12.7%
Facebook CPM
$20.21
$13.13
$9.30
Facebook CPC
$1.09
$0.73
$0.46
Google CPM
$17.20
$11.31
$8.23
Google CPC
$1.23
$0.86
$0.58
% Change in Total Ad Spend over previous period
24.5%
1.5%
-17.8%
% Change in Ad Spend as % of Sales over previous period
20.2%
2.2%
-16.3%
% Change in AOV over previous period
-3.6%
1.1%
6.6%
% Change in Sales over previous period
-16.7%
-0.1%
22.4%
Want help calculating your store's metrics to see how you match up exactly against these and lots more benchmarks? Looking for guidance on how to lower CAC by improving your conversion rates, identify leaky checkout flows, and cutting out poor-performing ads? Then you should check out Kendall.
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