What Is a Good Customer Acquisition Cost for eCommerce?

CAC is meaningless without context. Whether your acquisition cost is good or bad depends entirely on your margins, AOV, and how much a customer spends over their lifetime — not on a benchmark table.

When founders ask 'what is a good CAC?', they are usually looking for a number to compare against. The honest answer: CAC in isolation tells you almost nothing useful. The right question is whether your CAC is sustainable given your economics. How to Think About CAC Correctly CAC has three meaningful reference points: CAC vs Gross Margin per Order: If you acquire a customer for €40 and your first order generates €35 in gross margin, you are losing money on acquisition and betting entirely on repeat purchases. This is only viable if you have strong data on repeat purchase rates. CAC vs LTV (Lif