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Ecommerce ROAS benchmarks
Open-license dataset of gross margin, return rate, processing fee, and shipping cost benchmarks across 20 ecommerce verticals — with derived break-even ROAS for each.
Schema
| Column | Type | Description |
|---|---|---|
vertical | string | Ecommerce vertical or sub-vertical (e.g. apparel, beauty_premium, furniture_flat_pack) |
avg_gross_margin_pct | integer 0–100 | Approximate gross margin as a percentage of revenue |
avg_return_rate_pct | integer 0–100 | Approximate return rate (returned orders / total orders) |
avg_payment_processing_pct | decimal | Typical payment processing fee as a % of gross revenue |
avg_shipping_pct_of_revenue | integer | Shipping & fulfillment as a % of revenue (includes pick/pack) |
break_even_roas | decimal | Computed: 1 ÷ (margin − processing − shipping) |
profitable_roas_1_5x | decimal | Computed: break_even_roas × 1.5 (target ROAS with 50% headroom) |
notes | string | Qualitative context per vertical |
Methodology & sources
Values are approximate medians, not exhaustive surveys. Constructed from a blend of: public DTC brand financials (10-K filings where available); Shopify state-of-commerce reports (2024–2025); McKinsey and Bain DTC benchmark publications; vendor-published category reports (Klaviyo, Recharge, Yotpo); operator data across ~40 DTC client accounts the maintainer has worked with. Where sources conflict, the median is taken; outliers are excluded. The dataset is published explicitly as directional: use it as a sanity-check for your own inputs, not as a substitute for them.
Methodology details, source URLs, and the reasoning per vertical are documented at methodology. To suggest a correction or a new vertical, see contact.
Use
Cite the dataset as: Oza, D. (2026). Ecommerce ROAS Benchmarks by Vertical. roascalculatorapp.com. CC-BY 4.0.