Data & Benchmarks

Ecommerce Benchmarks 2026

Industry benchmarks for margins, costs, and profitability — based on mid-market Shopify Plus merchant data. Use these to evaluate your store's performance and identify where margin is leaking.

Profitability

6 benchmarks
Gross Margin %

Gross Margin Benchmarks by Product Category

Industry gross margin benchmarks across 8 major ecommerce verticals — health, beauty, fashion, electronics, home, pet, food, and jewelry.

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Net Profit Margin %

Shopify Plus Profit Margin Benchmarks 2026

Profit margin benchmarks for Shopify Plus stores by revenue tier — from $1M to $100M+ in annual GMV.

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Contribution Margin %

Contribution Margin Benchmarks for Ecommerce

Contribution margin benchmarks that account for COGS, shipping, fulfillment, returns, and payment processing — the true measure of ecommerce order profitability.

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Average Discount Rate %

Average Discount Rate & Margin Impact Benchmarks

Benchmarks for average discount rates across ecommerce and the compounding impact of promotions on realized profit margins.

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% of Profitable Orders

Order-Level Profitability Benchmarks

Benchmarks for order-level profitability distribution — what percentage of orders are profitable, break-even, or margin-negative.

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Margin Loss from Stacking %

Promotion Stacking Margin Loss Benchmarks

Benchmarks quantifying the margin impact of unintended discount and promotion stacking in ecommerce checkout.

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Costs

5 benchmarks
Total Fee % of Revenue

Amazon vs Shopify Total Fee Comparison 2026

Side-by-side comparison of total selling fees on Amazon FBA vs Shopify Plus including platform fees, fulfillment, advertising, and payment processing.

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Shipping Cost % of Revenue

Shipping Cost as % of Revenue Benchmarks

Benchmarks for shipping and delivery costs as a percentage of ecommerce revenue by product type and fulfillment model.

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SaaS Cost % of Revenue

SaaS Tool Stack Cost Benchmarks (% of Revenue)

Benchmarks for SaaS and technology spending as a percentage of revenue for mid-market ecommerce merchants.

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Fulfillment Cost per Order ($)

3PL Fulfillment Cost Benchmarks per Order

Cost benchmarks for third-party logistics (3PL) fulfillment including pick, pack, ship, storage, and receiving fees.

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Processing Fee %

Payment Processing Fee Benchmarks by Method

Benchmarks for payment processing fees across major methods — credit cards, digital wallets, BNPL, and alternative payments.

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Operations

2 benchmarks
Return Rate %

Ecommerce Return Rate Benchmarks by Category

Average return rate benchmarks across major ecommerce categories and their direct impact on realized profit margins.

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Additional Margin Drag %

Cross-Border Commerce Margin Impact Benchmarks

Benchmarks for the margin impact of cross-border ecommerce including currency conversion, duties, tariffs, and international shipping.

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Growth

2 benchmarks
CAC ($)

DTC Customer Acquisition Cost (CAC) Benchmarks

Customer acquisition cost benchmarks for direct-to-consumer ecommerce by channel, vertical, and AOV tier.

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Conversion Rate %

Shopify Conversion Rate Benchmarks by Industry

Conversion rate benchmarks for Shopify stores across major industries, including mobile vs desktop breakdowns.

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How do you compare?

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