adtribute Data · Industry benchmarks
Home & living e-commerce benchmarks
Monthly medians of every panel metric for direct-to-consumer brands in home & living: kitchen, decor, garden, home fragrance, bedding and tableware. 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
€54.55
All industries: €48.38 +13% -
Blended ROAS (MER)
5.30
All industries: 4.60 +15% -
Conversion rate
1.57%
All industries: 2.14% -0.6 pts -
Average order value
€125.92
All industries: €79.04 +59% -
Meta Ads CPM
€11.30
All industries: €12.76 -11% -
90-day repeat rate
14.29%
All industries: 13.45% +0.8 ptsAs of Jun 2026
As of September 2026, the home & living medians in our panel are a blended CAC of €54.55 per new customer, a MER of 5.30, a shop conversion rate of 1.57% and an average order value of €125.92. On Meta, 1,000 impressions cost €11.30 and a link click €1.08.
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, home & living has the highest average order value (€125.92 against €79.04 across all industries), the highest Meta Ads ROAS on last touch (1.49 against 1.01 across all industries) and the highest Google Ads cost per click (€0.76 against €0.56 across all industries).
- Read as a chain: Meta impressions cost 11% less than across all industries, shoppers click 10% less often, the shop converts 1.57% of sessions against 2.14%, and blended CAC ends at €54.55, 13% above the all-industries median of €48.38.
- At the median basket of €125.92 and a 60 percent gross margin, a first order earns about €75.55 of gross profit against a blended CAC of €54.55, so the first order already pays back acquisition. 14.29% of new customers order again within 90 days (13.45% across all industries).
- The largest change on a year earlier is in Meta Ads CPM: up 25%, to €11.30.
All home & living 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 home and living brands?
As of September 2026, home & living brands in our panel have a median blended CAC of €54.55, a MER of 5.30, a conversion rate of 1.57%, an average order value of €125.92 and a Meta Ads CPM of €11.30. 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 home and living brands?
For home & living brands in our panel, the median blended CAC is €54.55 per new customer as of September 2026, 13% above the all-industries median of €48.38 and up 20% on a year earlier.
What is a good MER (blended ROAS) for home and living brands?
For home & living brands in our panel, the median MER is 5.30 in revenue per euro of ad spend as of September 2026, 15% above the all-industries median of 4.60 and down 3% on a year earlier.
What is a good Meta (Facebook) ads ROAS for home and living brands?
For home & living brands in our panel, the median Meta Ads ROAS on adtribute attribution is 1.49 on last touch and 1.92 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 home and living brands?
For home & living brands in our panel, the median non-brand Google Ads ROAS on adtribute attribution is 2.87 on last touch and 4.46 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 home and living brands?
For home & living brands in our panel, the median Meta Ads CPM is €11.30 per 1,000 impressions as of September 2026, 11% below the all-industries median of €12.76 and up 25% on a year earlier.
What is the average Facebook ads CPC for home and living brands?
For home & living brands in our panel, the median Meta Ads cost per link click is €1.08 as of September 2026, in line with the all-industries median of €1.06 and up 13% on a year earlier.
What is a good Facebook ads CTR for home and living brands?
For home & living brands in our panel, the median Meta Ads link click-through rate is 1.07% as of September 2026, 0.1 points below the all-industries median of 1.19% and up 0.1 points on a year earlier.
What is the average Google Ads CPC for home and living brands?
For home & living brands in our panel, the median Google Ads cost per click is €0.76 as of September 2026, 36% above the all-industries median of €0.56 and up 6% on a year earlier.
What is a good Google Ads CTR for home and living brands?
For home & living brands in our panel, the median Google Ads click-through rate is 1.69% as of September 2026, 0.1 points below the all-industries median of 1.79% and up 0.1 points on a year earlier.
What is a good conversion rate for home and living brands?
For home & living brands in our panel, the median shop conversion rate is 1.57% of sessions as of September 2026, 0.6 points below the all-industries median of 2.14% and up 0.1 points on a year earlier.
What is the average order value of home and living brands?
For home & living brands in our panel, the median average order value is €125.92 per order as of September 2026, 59% above the all-industries median of €79.04 and up 3% on a year earlier.
What share of orders do home and living brands get from new customers?
For home & living brands in our panel, the median new-customer share of orders is 48.72% of orders as of September 2026, 2.4 points above the all-industries median of 46.33% and down 3.2 points on a year earlier.
What is a good repeat purchase rate for home and living brands?
For home & living brands in our panel, the median 90-day repeat purchase rate is 14.29% of new customers for the June 2026 cohort, 0.8 points above the all-industries median of 13.45% and up 1.0 points on a year earlier.
Where do these home & living benchmarks come from?
From the connected ad accounts, first-party tracking and Shopify orders of the home & living 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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