Daymark Blog

A good AOV runs $45-150 for consumables and $180-436 for jewelry, with DTC Shopify stores median $85-95. See benchmarks by vertical and the AOV-vs-margin trap.

A good blended CAC runs $22-45, but channel-reported CAC double-counts. See 2026 CAC benchmarks by vertical and why CAC means nothing without LTV.

A good ecommerce conversion rate is 2-3%, but device, traffic source, and price point change that. See 2026 benchmarks and why your own trend beats any average.

A 3:1 LTV:CAC ratio can be healthy or cash-trapped depending on payback period. Why the SaaS-borrowed rule misleads DTC brands, plus benchmarks by stage.

A good repeat purchase rate depends on category: 40-60%+ for consumables, 20-35% apparel, under 15% durables. See the customer-level formula and benchmarks.

A good return rate depends on whether you count units, orders, or revenue. See 2026 benchmarks by category and how returns quietly erode your real ROAS.

A full walkthrough from top-line revenue to true net profit per order for D2C brands: COGS, shipping, fees, ad spend, returns, and overhead.

Retention is what makes CAC math work. The metrics that matter, cohort thinking, and the levers that move repeat rate, payback, and LTV:CAC.

Treat returns as a P&L line, not a support ticket. How to measure return rate honestly, cost a return in full, and reserve for it without guessing.