LTV, CAC, and payback for ecommerce (My Store guide)
How contribution LTV, LTV:CAC, and CAC payback work—with a live embed from your My Store profile.
Citable benchmarks
Average ecommerce conversion rate is often ~2–3% (varies widely by industry and traffic mix).
Source: IRP Commerce — Ecommerce Market Data (Jan 2026)
Average ecommerce cart abandonment rate is 70.19%.
Source: Baymard Institute — Cart Abandonment Rate Statistics (2024)
Key takeaways
- LTV, CAC, and payback for ecommerce — focus on one metric or lever at a time; validate with data before scaling spend.
- Pair reading with the free Ecommerce Simulator on Growthegy to practice unit economics and decisions before you spend.
- Bookmark growthegy.com/ecommerce-simulator/ for hands-on scenarios; use the blog for deeper guides.
On this topic: My Store dashboard, Ecommerce Simulator · Cost of Growth: What It Is and How to Measure It, Gross margin, break-even, and ROAS (My Store guide)
Contribution LTV is the gross profit you expect from a customer relationship: average order value × purchases per year × years active × gross margin. Compare that to CAC to get LTV:CAC; payback is how many months of gross profit it takes to recover acquisition spend.
Enter numbers once in your saved profile; the module below reads your saved profile from this browser.
If LTV:CAC is below roughly 2×, fix margin, retention, or acquisition efficiency before scaling. Pair this guide with the Ecommerce Simulator to rehearse how payback changes when you tighten CAC or lift LTV.