CAC Payback Period · Ecommerce (D2C Retail)
Ecommerce (D2C Retail) CAC Payback Period
The 2024 percentile distribution for CAC Payback Period in the ecommerce (d2c retail) vertical, sourced from HubSpot State of Marketing 2024 (derived for ecommerce).Derived row — interpolated from the primary source plus adjacent verticals. See “Derivation notes” below.
p25
4.0
Median
8.0
p75
18.0
Direction
Higher ↑
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Source: HubSpot State of Marketing 2024 (derived for ecommerce) · 2024 · derived
Derivation notes
Ecommerce targets much shorter payback periods than SaaS due to thinner margins and no subscription lock-in. High-frequency DTC brands (supplements, food) target 3-6 month payback. Low-frequency categories (furniture, electronics) accept longer payback offset by high AOV.