E-commerce CAC Calculator

Calculate your e-commerce customer acquisition cost from ad, marketing, influencer and creative spend — plus paid vs blended CAC, CAC as a percentage of AOV, and LTV:CAC.

Written and reviewed by the CalcBundle editorial team. Transparent formulas · results are estimates, not advice.

E-commerce CAC

Enter the number of new customers (greater than zero).

What is an e-commerce CAC calculator?

Customer acquisition cost (CAC) is what it costs, on average, to win one new customer. For e-commerce it spans paid ads, marketing, influencer partnerships, creative production and agency fees. Knowing CAC — and how it compares to order value and lifetime value — is the heart of profitable growth.

How to calculate CAC

Blended CAC = All acquisition costs ÷ new customers
Paid CAC = Paid media & creative ÷ new customers
CAC % of AOV = CAC ÷ AOV × 100

Add AOV, gross margin and LTV and the calculator also shows your first-order contribution after CAC and your LTV:CAC ratio.

CAC vs AOV

CAC as a percentage of AOV tells you whether a first order covers acquisition. If CAC is a large share of AOV, profitability depends on repeat purchases and margin — which is why raising AOV and retention matters so much.

CAC vs LTV

Acquisition only makes sense if customers are worth more than they cost. Compare CAC to e-commerce LTV and check the LTV:CAC ratio. Benchmarks vary by business, so treat them as guides.

Example

$20,000 of acquisition spend bringing 400 new customers gives a $50 CAC. At a $100 AOV that is 50% of the first order; with a 50% gross margin, the first order exactly covers CAC.

Frequently asked questions

What is e-commerce CAC?

E-commerce CAC (customer acquisition cost) is the average cost to acquire one new customer, including advertising, marketing, influencer, creative and agency costs, divided by new customers.

How do you calculate CAC?

CAC = total acquisition cost ÷ new customers. For $20,000 of acquisition spend that brings 400 customers, CAC is $50. Paid CAC uses only the paid media portion.

What is CAC as a percentage of AOV?

CAC ÷ AOV × 100 shows how much of a first order is consumed by acquisition. If CAC is $50 and AOV is $100, CAC is 50% of AOV — you rely on margin and repeat orders to profit.

How does CAC compare to LTV?

LTV:CAC compares the lifetime value of a customer to what you spent to acquire them. Many e-commerce businesses look for an LTV several times their CAC, but the right ratio depends on margins and payback.

CAC

Work out how much it costs to acquire one customer — blended, marketing and sales CAC.

LTV

Estimate a customer's lifetime value from order value, frequency and lifespan — or churn.

LTV:CAC Ratio

Compare lifetime value to acquisition cost and interpret the ratio.

AOV

Work out average order value and the revenue impact of raising it.

Disclaimer. This calculator provides estimates for informational purposes only. Results are based on the information you enter and the assumptions used by the calculator. Actual financial, tax, business valuation, lending, marketplace or investment outcomes may differ. Consider consulting a qualified professional for decisions involving significant amounts of money. Customer acquisition cost is an estimate based on the assumptions entered and may vary significantly by business.