Baby Products E-commerce Benchmarks

Complete benchmark data for online baby stores. All figures based on industry averages and aggregated Shopify merchant data.

Why these numbers look like this

Baby products face some of the strictest regulatory requirements in e-commerce—CPSIA lead testing, flammability standards, and choking hazard warnings are non-negotiable. Parents spend significantly more time researching purchases than other categories, reading reviews and safety reports before buying. Brands that invest in trust signals (pediatrician endorsements, certifications, transparent sourcing) convert at 2-3× the rate of generic listings.

At a Glance

40%

Avg gross margin

10%

Avg net margin

3.5x

Avg ROAS

$28

Avg CAC

$58

Avg order value

$400

Avg CLV

Profit Margin

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Gross margin30–50%(avg 40%)

Net margin7–13%(avg 10%)

COGS35–55%(avg 45%)

ROAS

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Return on ad spend2.8–4.8x(avg 3.5x)

Ad cost % of revenue8–15%(avg 11%)

Customer Acquisition

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CAC$18–$42(avg $28)

CLV:CAC ratio14.3:1 avg

Order Value

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Average order value$40–$90(avg $58)

Refund rate4–9%(avg 6%)

Lifetime Value

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Customer lifetime value$250–$650(avg $400)

Shipping cost %4–8%(avg 6%)

Compare your store to these benchmarks

Drop your Shopify Orders CSV into the CSV Profit Checker or use the Profit Calculator to see how your margins compare to the baby industry average.

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