How to read these general ecommerce numbers
A 50% gross margin is the single most important figure here, because it sets the floor on your ads: break-even ROAS is 1 divided by margin, about 2.0x for general ecommerce. With an average order around $110 and a typical CAC near $75, the question is whether the gross profit per order (50% of $110 is about $55) covers acquisition with room left for overhead and profit. Repeat rate (around 26%) is what lets general ecommerce brands spend above first-order break-even and still win.
Frequently asked questions
What is a good profit margin for general ecommerce brands?+
Gross margins for general ecommerce typically run about 40% to 60%, around 50% at the median, before the full cost stack (shipping, fees, returns). Net margins land near 10%. These vary widely by price point and stage; treat them as directional.
What ROAS do general ecommerce brands need?+
Break-even ROAS is roughly 1 divided by your gross margin. At a 50% margin that is about 2.0x, so any campaign reporting below that loses money before overhead. Your target sits above it. Work out your exact number in the Target ROAS calculator.
What is a typical CAC and AOV for general ecommerce?+
Average order value clusters around $110 (roughly $60 to $160), and customer acquisition cost around $75. What matters is the gap between them after margin, not either number alone.
Drop in one general ecommerce product and get the exact ROAS and ad budget per sale it needs to profit.