DTC benchmarks by category
What good looks like for Meta ROAS, cost per new customer, new customer order value and repeat purchase share, from 39 DTC brands that run on ORCA, DTCo's analytics platform. Each figure is the median brand in its category, with the 25th to 75th percentile range beside it. Updated 2026-10.
Apparel & Fashion
| Metric | 25th pct | Median | 75th pct | Brands |
|---|---|---|---|---|
| Meta ROAS | 3.4x | 3.8x | 4.1x | 5 |
| Cost per new customer | $63 | $95 | $132 | 5 |
| New customer order value | $151 | $187 | $216 | 5 |
| Returning customer share | 37% | 41% | 48% | 5 |
Beauty & Personal Care
| Metric | 25th pct | Median | 75th pct | Brands |
|---|---|---|---|---|
| Meta ROAS | 1.7x | 3.1x | 5.7x | 7 |
| Cost per new customer | $55 | $67 | $76 | 7 |
| New customer order value | $39 | $52 | $82 | 6 |
| Returning customer share | 44% | 60% | 66% | 7 |
CPG / Food & Bev
| Metric | 25th pct | Median | 75th pct | Brands |
|---|---|---|---|---|
| Meta ROAS | 5.2x | 13.3x | 19.8x | 8 |
| Cost per new customer | $27 | $36 | $68 | 8 |
| New customer order value | $54 | $60 | $106 | 8 |
| Returning customer share | 61% | 82% | 89% | 8 |
Health & Wellness
| Metric | 25th pct | Median | 75th pct | Brands |
|---|---|---|---|---|
| Meta ROAS | 2.4x | 4.4x | 6.2x | 12 |
| Cost per new customer | $66 | $107 | $246 | 12 |
| New customer order value | $67 | $89 | $141 | 12 |
| Returning customer share | 50% | 74% | 88% | 12 |
Home & Lifestyle
| Metric | 25th pct | Median | 75th pct | Brands |
|---|---|---|---|---|
| Meta ROAS | 4.5x | 6.2x | 6.6x | 7 |
| Cost per new customer | $61 | $79 | $86 | 7 |
| New customer order value | $196 | $211 | $259 | 6 |
| Returning customer share | 25% | 37% | 58% | 7 |
How these are calculated
Each brand counts once per metric: we take the median of its latest three monthly ORCA snapshots, then report the 25th, 50th and 75th percentile across brands in the category. A figure is published only when at least four brands are behind it. Brands are never named, and we only publish efficiency metrics, never spend or revenue.
Meta ROAS is platform-reported purchase value over Meta spend. Cost per new customer is ad spend over first-time customers. New customer order value is the average first order. Returning customer share is the share of orders from repeat customers.
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