Health & Fitness eCommerce Benchmarks, compare data to stores like yours

Fitness stores enjoy quite a high median total sales compared to other categories in our data set ($238k vs $129.9k for beauty and $130.1k for food & beverage). They have a similar average order value though ($62 vs $63 in beauty and $56 in food & beverage), which would suggest they have much higher order volumes.

Fitness stores tend to see similar gross & contribution margins to other categories, making it a great category to be in.

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. Repeat Customer AOV refers to repeat customer sales (after discounts and before refunds) divided by the number of repeat customer orders in the time period.

Did you know that for Health & Fitness brands, repeat customers tend to have a higher repeat AOV than new customers? How is your brand focusing on encouraging repeat purchases?

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New Customer Acquisition Cost

Blended New Customer CAC refers to the total marketing spend divided by the number of new customers.

Health & Fitness stores have an average Blended New Customer CAC of $33.95. What is your Blended New Customer CAC and how do you stack up against your competition?

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