These are guide ranges, not rules. Your category, stage, market and timing will move them, so use them to work out where to look, not to mark yourself pass or fail.
DTC metrics that matter
The metrics that actually run a direct-to-consumer brand, grouped by what they tell you: acquisition, retention...
Ecommerce KPIs by stage: what to track and when
Which numbers matter at each stage of an ecommerce brand, from validating demand before launch to running a $50M+...
DTC marketing benchmarks
What good actually looks like across the funnel: conversion, AOV, email contribution, paid efficiency, CAC and payback...
Unit economics benchmarks for ecommerce brands
The margin, payback, and cost ratios that decide whether growth makes money. These are the numbers an acquirer will...
Gross, contribution and EBITDA margin benchmarks by stage
What well-run DTC brands target for gross margin, contribution margin and EBITDA at $1M, $10M, $50M and $100M+ in...
MER benchmarks by revenue stage
What a healthy marketing efficiency ratio (MER) looks like at each revenue stage, and why it climbs as you scale. MER...
CAC payback and LTV:CAC benchmarks
How fast a new customer should pay back what it cost to acquire them, by category, and the LTV:CAC ratio that makes...
Inventory and cash flow benchmarks for ecommerce
Inventory turnover, days of inventory on hand by category, the cash conversion cycle, and how much revenue you should...
Ecommerce valuation multiples by revenue size
What DTC brands trade at by revenue band and buyer type, and what pushes a multiple up or down. These ranges assume...
Meta & paid ads benchmarks for ecommerce brands
What good looks like on creative engagement, click-through, and the efficiency ratio that actually ties back to your...
Meta ad creative benchmarks: hook rate, hold rate, CTR and fatigue
What good looks like for Meta ad creative: hook and hold rate, click-through, CPM, frequency and the signs an ad is...
Email & SMS marketing benchmarks for ecommerce brands
What good looks like across open rates, click rates, conversion, list health, the revenue your core flows should drive...
Website conversion benchmarks for ecommerce brands
What conversion rates to expect, and the mobile gap that quietly costs most stores the most money. Conversion is the...
Repeat purchase rate benchmarks by category
What repeat purchase rate to expect in your category, how long customers take to come back, and what good subscription...
Returns & refunds benchmarks for ecommerce brands
Typical return rates, why customers return, and the chargeback ceiling you should defend. Returns are a margin line and...