Beauty eCommerce Benchmarks, compare data to stores like yours
Beauty stores tend to see some of the lowest median total sales numbers across our data, with the median total sales for beauty stores being $129k. This is low by comparison to stores selling other categories of products like health & fitness ($238k), homewares ($215k) and apparel ($251k).
They tend to have slightly higher gross margins though, with the median gross margin for beauty stores at 69% versus 64% for homewares stores.
New Customer AOV
New Customer AOV refers to new customer sales (after discounts and before refunds) divided by the number of new customer orders in the time period.
Did you know that the average DTC health & beauty store's New Customer AOV is $50- $55. What is your AOV?
New Customer Repurchase Rate
180 Day New Customer Repurchase Rate refers to the % of customers who made a second order within 180 days after their first order.
Health and Beauty stores see an average of 17% of new customers returning to make a repeat purchase within 180 days. What is your repurchase rate?
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