adtribute Data · Industry benchmarks
Fashion & accessories e-commerce benchmarks
Monthly medians of every panel metric for direct-to-consumer brands in fashion & accessories: apparel, footwear, jewelry and accessories. Computed from the real ad spend, first-party tracking and Shopify orders of a subset of adtribute customers, and set against the median across all industries.
Headline medians
As of Sep 2026 · vs all industries
-
Blended CAC
€41.96
All industries: €48.38 -13% -
Blended ROAS (MER)
4.62
All industries: 4.60 0% -
Conversion rate
2.06%
All industries: 2.14% -0.1 pts -
Average order value
€84.58
All industries: €79.04 +7% -
Meta Ads CPM
€9.93
All industries: €12.76 -22% -
90-day repeat rate
10.91%
All industries: 13.45% -2.5 ptsAs of Jun 2026
As of September 2026, the fashion & accessories medians in our panel are a blended CAC of €41.96 per new customer, a MER of 4.62, a shop conversion rate of 2.06% and an average order value of €84.58. On Meta, 1,000 impressions cost €9.93 and a link click €0.91.
Each median is computed on its own panel, so together they describe the industry, not one brand that has all of them.
What stands out
- Of the four industries, fashion & accessories has the lowest Meta Ads CPM (€9.93 against €12.76 across all industries), the lowest 90-day repeat purchase rate (10.91% against 13.45% across all industries) and the lowest Meta Ads cost per link click (€0.91 against €1.06 across all industries).
- Read as a chain: Meta impressions cost 22% less than across all industries, shoppers click 5% less often, the shop converts 2.06% of sessions against 2.14%, and blended CAC ends at €41.96, 13% below the all-industries median of €48.38.
- At the median basket of €84.58 and a 60 percent gross margin, a first order earns about €50.75 of gross profit against a blended CAC of €41.96, so the first order already pays back acquisition. 10.91% of new customers order again within 90 days (13.45% across all industries).
- The largest change on a year earlier is in blended CAC: up 33%, to €41.96.
All fashion & accessories benchmarks
Latest month. The gap to all industries is colored by whether it is good or bad news for the operator. Every metric opens its page on this industry's view, with the monthly series and the CSV.
How these benchmarks are built
Every value applies the methodology of the all-industries benchmarks to one industry: per-brand monthly values, a balanced panel per metric, months distorted by bulk order imports or tracking outages removed, and the median estimated as a weighted blend of all brands in the cut, so no figure is any single brand's number. Industry figures are medians only, with no quartile bands, and the number of brands and panel membership are never disclosed.
Other industries
Frequently asked questions
What are typical e-commerce KPIs for fashion brands?
As of September 2026, fashion & accessories brands in our panel have a median blended CAC of €41.96, a MER of 4.62, a conversion rate of 2.06%, an average order value of €84.58 and a Meta Ads CPM of €9.93. Each median is computed on its own panel, so together they describe the industry, not one brand that has all of them.
What is a good customer acquisition cost (CAC) for fashion brands?
For fashion & accessories brands in our panel, the median blended CAC is €41.96 per new customer as of September 2026, 13% below the all-industries median of €48.38 and up 33% on a year earlier.
What is a good MER (blended ROAS) for fashion brands?
For fashion & accessories brands in our panel, the median MER is 4.62 in revenue per euro of ad spend as of September 2026, in line with the all-industries median of 4.60 and down 15% on a year earlier.
What is a good Meta (Facebook) ads ROAS for fashion brands?
For fashion & accessories brands in our panel, the median Meta Ads ROAS on adtribute attribution is 1.01 on last touch and 1.27 on first touch as of September 2026, against 1.01 and 1.60 across all industries. Break-even ROAS is 1 divided by gross margin, so judge it against your own margin as well.
What is a good Google Ads ROAS for fashion brands?
For fashion & accessories brands in our panel, the median non-brand Google Ads ROAS on adtribute attribution is 2.91 on last touch and 4.51 on first touch as of September 2026, against 2.66 and 4.15 across all industries. Break-even ROAS is 1 divided by gross margin, so judge it against your own margin as well.
What is the average Facebook ads CPM for fashion brands?
For fashion & accessories brands in our panel, the median Meta Ads CPM is €9.93 per 1,000 impressions as of September 2026, 22% below the all-industries median of €12.76 and up 20% on a year earlier.
What is the average Facebook ads CPC for fashion brands?
For fashion & accessories brands in our panel, the median Meta Ads cost per link click is €0.91 as of September 2026, 14% below the all-industries median of €1.06 and down 1% on a year earlier.
What is a good Facebook ads CTR for fashion brands?
For fashion & accessories brands in our panel, the median Meta Ads link click-through rate is 1.13% as of September 2026, 0.1 points below the all-industries median of 1.19% and up 0.2 points on a year earlier.
What is the average Google Ads CPC for fashion brands?
For fashion & accessories brands in our panel, the median Google Ads cost per click is €0.54 as of September 2026, 4% below the all-industries median of €0.56 and down 4% on a year earlier.
What is a good Google Ads CTR for fashion brands?
For fashion & accessories brands in our panel, the median Google Ads click-through rate is 1.95% as of September 2026, 0.2 points above the all-industries median of 1.79% and up 0.3 points on a year earlier.
What is a good conversion rate for fashion brands?
For fashion & accessories brands in our panel, the median shop conversion rate is 2.06% of sessions as of September 2026, 0.1 points below the all-industries median of 2.14% and down 0.6 points on a year earlier.
What is the average order value of fashion brands?
For fashion & accessories brands in our panel, the median average order value is €84.58 per order as of September 2026, 7% above the all-industries median of €79.04 and up 4% on a year earlier.
What share of orders do fashion brands get from new customers?
For fashion & accessories brands in our panel, the median new-customer share of orders is 51.19% of orders as of September 2026, 4.9 points above the all-industries median of 46.33% and down 7.7 points on a year earlier.
What is a good repeat purchase rate for fashion brands?
For fashion & accessories brands in our panel, the median 90-day repeat purchase rate is 10.91% of new customers for the June 2026 cohort, 2.5 points below the all-industries median of 13.45% and down 0.8 points on a year earlier.
Where do these fashion & accessories benchmarks come from?
From the connected ad accounts, first-party tracking and Shopify orders of the fashion & accessories brands among a subset of adtribute customers, all selling direct to consumer, with industry membership assigned from what each brand actually sells. Each metric uses a balanced panel, the same brands in every month. Industry figures are published as medians only, and the number of brands and panel membership are never disclosed.
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