Apparel eCommerce Benchmarks, compare data to stores like yours
Apparel stores tend to enjoy a higher total sales number than stores selling other categories of products (I.e. beauty products, food & beverage, etc). In fact, the median total sales number is almost 2x higher than other categories ($251k for Apparel stores versus $129k for stores selling beauty products or $131k for stores selling food & beverage products).
The margins tend to be similar though, with the median gross margin for apparel stores sitting at 62% (versus 63% for food & beverage stores and 69% for beauty stores).
Contribution Margin
Contribution margin is calculated by taking the total sales minus discounts, refunds, taxes, COGS, and marketing spend and then divided by net sales.
Apparel and beauty brands who sell directly to consumers online generally see a contribution margin of around 40-46% How does your store's contribution margin compare against your competitors?
New Customer Acquisition Cost
Blended New Customer CAC refers to the total marketing spend divided by the number of new customers.
eCommerce Apparel stores have an average Blended New Customer CAC of $25-$30. What is your Blended New Customer CAC and how do you stack up against your competition?
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