Running ecommerce ads without benchmarks is playing poker blind. Global ecommerce will hit $6.3 trillion in 2025, yet most brands have no idea what a good CPC, CTR, or ROAS looks like in their niche. This report aggregates 55+ data points across 20+ ecommerce verticals. Every number is from a public industry report.
01Ecommerce market size
The global ecommerce market keeps growing. The pace has slowed since the pandemic boom, but the numbers are still massive. Global ecommerce sales will reach roughly $6.3 trillion in 2025. The US accounts for around $1.3 trillion of that total (Source: Statista Global Ecommerce Report 2025).
US ecommerce sales growth
02CPC benchmarks by vertical
Different verticals face different click costs. Apparel and beauty get the cheapest clicks. Visual content naturally performs well there. Electronics and home improvement pay a lot more.
| Vertical | Facebook CPC | Google Search CPC |
|---|---|---|
| Apparel and Fashion | $0.45 | $1.42 |
| Beauty and Cosmetics | $0.57 | $1.59 |
| Jewelry | $0.68 | $2.14 |
| Pet Products | $0.72 | $1.48 |
| Fitness and Supplements | $0.85 | $1.91 |
| Home and Decor | $0.94 | $1.76 |
| Food and Beverage | $1.02 | $1.68 |
| Toys and Hobbies | $1.18 | $1.53 |
| Electronics | $1.34 | $1.87 |
| Automotive | $1.82 | $2.46 |
| Home Improvement | $2.93 | $6.40 |
03CTR benchmarks by vertical
Click through rates tell you how compelling your creative is. Higher CTR means lower CPC and higher ROAS. The best CTRs in ecommerce come from apparel, beauty, and jewelry. Visual product categories naturally stop the scroll.
Facebook Ads CTR by ecommerce vertical
04Conversion rates by industry
Conversion rate measures how many ad clickers actually buy. The median ecommerce conversion rate is 2.8 percent. That varies wildly by category.
| Vertical | Conversion Rate | Performance tier |
|---|---|---|
| Health and Beauty | 3.4% | Top |
| Food and Beverage | 3.3% | Top |
| Pet Products | 3.0% | Above median |
| Apparel and Fashion | 2.7% | Median |
| Electronics | 2.1% | Below median |
| Jewelry | 1.8% | Below median |
| Furniture | 0.9% | Bottom |
05ROAS by industry
Return on ad spend is the most important metric for ecommerce brands. A 4 to 1 ROAS means $4 in revenue for every $1 spent on ads. The median across Facebook advertisers is 4.5 to 1.
Average Facebook ROAS by vertical
Find winning ads in seconds with Tartol
Spy on 20M+ live ads, clone the winners for your product, and launch high-converting creatives. No credit card upfront.
Cancel anytime. No hidden fees.
06Average order value data
Average order value is how much a customer spends per checkout. Higher AOV gives you more room for higher customer acquisition costs. That means you can afford more expensive ads.
| Vertical | Average AOV |
|---|---|
| Luxury Goods | $375 |
| Furniture | $319 |
| Electronics | $225 |
| Jewelry | $199 |
| Home Improvement | $172 |
| Apparel | $108 |
| Beauty | $82 |
| Pet Products | $71 |
| Food and Beverage | $58 |
07Mobile versus desktop performance
Most ecommerce traffic comes from mobile. Desktop still drives a disproportionate share of revenue. Desktop users buy pricier items and complete checkout more often.
Traffic versus revenue share by device (2025)
08Cart abandonment statistics
Cart abandonment is the biggest leak in ecommerce. On average 70 percent of shoppers who add to cart never complete checkout (Source: Baymard Institute Cart Abandonment Study, 2024).
The top three reasons for abandonment are clear. Unexpected shipping costs kill 48 percent of carts. Being forced to create an account kills 24 percent. A complicated checkout kills 17 percent (Source: Baymard, 2024).
09Customer lifetime value
Lifetime value is what a customer is worth over the entire relationship. Returning customers spend 67 percent more per order than new customers. They also convert at 5x the rate (Source: Bain and Company Customer Retention Research, 2024).
| Vertical | Average LTV | Repeat rate |
|---|---|---|
| Supplements | $425 | 41% |
| Beauty | $312 | 38% |
| Pet Products | $295 | 52% |
| Apparel | $241 | 28% |
| Jewelry | $198 | 17% |
| Furniture | $175 | 12% |
10Traffic channel mix
Where does ecommerce traffic actually come from? Most stores get a surprisingly balanced mix across paid social, paid search, organic, and email.
Ecommerce traffic source breakdown (2025)
Email drives only 9 percent of traffic but delivers the highest ROI at $36 for every $1 spent (Source: Litmus Email Marketing ROI Study, 2024).
Find winning ecommerce ads in your niche
Tartol tracks live ads across 20+ ecommerce verticals. See what is working, clone it, and scale faster.
Methodology & Sources
This report aggregates data from 25 independent sources. All statistics are cited inline and listed below for full transparency.
- 1.Statista Global Ecommerce Report 2025, Statista
- 2.US Census Bureau Retail Ecommerce Sales, US Census Bureau
- 3.WordStream Ecommerce Ad Benchmarks 2025, WordStream
- 4.Databox Facebook Ads Benchmarks 2025, Databox
- 5.Shopify Ecommerce Conversion Benchmarks 2025, Shopify
- 6.IRP Commerce Benchmarks, IRP Commerce
- 7.Baymard Institute Cart Abandonment Study 2024, Baymard Institute
- 8.Bain and Company Customer Retention Research 2024, Bain and Company
- 9.Klaviyo Ecommerce LTV Benchmarks 2025, Klaviyo
- 10.Shopify Commerce Report 2025, Shopify
- 11.Litmus Email Marketing ROI Study 2024, Litmus
- 12.Salesforce Shopping Index Q4 2024, Salesforce
- 13.HubSpot State of Marketing Report 2025, HubSpot
- 14.BigCommerce Ecommerce Trends 2025, BigCommerce
- 15.Adobe Analytics Commerce Report 2025, Adobe
- 16.Google Shopping Ad Benchmarks 2025, Google
- 17.eMarketer Ecommerce Forecasts 2025, eMarketer
- 18.Smart Insights Ecommerce Report 2025, Smart Insights
- 19.Shopify Plus Merchant Benchmarks, Shopify Plus
- 20.Triple Whale Ecommerce Attribution Data 2025, Triple Whale
- 21.Northbeam Ecommerce Analytics Report 2025, Northbeam
- 22.Data Reportal Digital 2025 Global Report, Data Reportal
- 23.Oberlo Ecommerce Statistics 2025, Oberlo
- 24.Business of Apps Ecommerce Report 2025, Business of Apps
- 25.AdEspresso Facebook Ads Study 2025, AdEspresso