Free Resource
2026 E-Commerce & DTC Financial Benchmarks
Revenue is vanity. Contribution margin is sanity. Compare your CAC, LTV, margins, and unit economics against 2026 benchmarks for e-commerce brands doing $1M-$50M+.
What's Inside
The unit economics that separate winners from cash-burners
Compiled from our work with 100+ e-commerce and DTC brands across Shopify, Amazon, and wholesale channels. These are the financial benchmarks that investors, lenders, and acquirers use to evaluate your business.
Gross margin benchmarks by product category: apparel, beauty, food & bev, supplements, home goods, and electronics
Customer acquisition cost (CAC) benchmarks by channel: Meta, Google, TikTok, email, and organic
LTV:CAC ratio targets and why anything below 3:1 is a warning sign
Contribution margin tiers: what percentage of revenue should survive after COGS, shipping, and ad spend
Return rate benchmarks by category and what they really cost you after restocking
Fulfillment cost ratios: in-house vs. 3PL vs. FBA, and when each makes financial sense
Cash conversion cycle targets: how fast your inventory investment should turn back into cash
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