Jewelry E-commerce Benchmarks

Why these numbers look like this

Jewelry suffers from a 9% average refund rate — among the highest in e-commerce — because ring and bracelet sizing is nearly impossible to get right online without a try-on experience. Gross margins are a healthy 51% thanks to low material costs relative to perceived value, but that margin gets consumed fast by the 13% average ad spend needed to stand out in a crowded, visual-first market. Stores that invest in virtual try-on tools or free sizing kits see refund rates drop by 3-5 percentage points, directly protecting net margin.