{
  "@context": "https://schema.org",
  "@type": "Dataset",
  "name": "What is a good ROAS for ecommerce?",
  "description": "A good ecommerce ROAS is around 3x for most stores and 4x or better for products with under 40% gross margin. Break-even ROAS equals one divided by gross margin, so a 35% margin store needs roughly 2.9x just to cover the cost of goods.",
  "url": "https://www.revenuelab.fyi/answers/what-is-a-good-roas-for-ecommerce",
  "dateModified": "2026-08-12",
  "creator": {
    "@type": "Organization",
    "name": "RevenueLab",
    "url": "https://www.revenuelab.fyi"
  },
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "keywords": [
    "Shopify Store Revenue Calculator",
    "LTV:CAC Calculator",
    "CAC Payback Calculator"
  ],
  "distribution": {
    "@type": "DataDownload",
    "contentUrl": "https://www.revenuelab.fyi/api/public/page.json?path=answers%2Fwhat-is-a-good-roas-for-ecommerce",
    "encodingFormat": "application/json"
  },
  "json": {
    "type": "answer",
    "question": "What is a good ROAS for ecommerce?",
    "shortAnswer": "A good ecommerce ROAS is around 3x for most stores and 4x or better for products with under 40% gross margin. Break-even ROAS equals one divided by gross margin, so a 35% margin store needs roughly 2.9x just to cover the cost of goods.",
    "tableTitle": "Break-even and target ROAS by gross margin",
    "columns": [
      "Gross margin",
      "Break-even ROAS",
      "Target ROAS"
    ],
    "rows": [
      {
        "label": "20%",
        "value": "5.0×",
        "note": "6.5×+"
      },
      {
        "label": "30%",
        "value": "3.3×",
        "note": "4.5×"
      },
      {
        "label": "40%",
        "value": "2.5×",
        "note": "3.5×"
      },
      {
        "label": "50%",
        "value": "2.0×",
        "note": "3.0×"
      },
      {
        "label": "70%",
        "value": "1.4×",
        "note": "2.0×"
      },
      {
        "label": "90% (digital)",
        "value": "1.1×",
        "note": "1.6×"
      }
    ],
    "context": "There is no universal good ROAS, only ROAS relative to your margin and repeat rate. Stores with strong repeat purchase behaviour can profitably run near break-even on first orders because the second and third orders carry no acquisition cost. Judging campaigns on first-order ROAS alone systematically kills the channels that build a customer base.",
    "methodology": "Break-even ROAS = 1 ÷ gross margin. Targets add a contribution buffer for fulfilment, returns, and overhead based on typical ecommerce cost structures.",
    "dateModified": "2026-08-12",
    "relatedCalculators": [
      {
        "label": "Shopify Store Revenue Calculator",
        "to": "/shopify-store-revenue-calculator"
      },
      {
        "label": "LTV:CAC Calculator",
        "to": "/ltv-cac-calculator"
      },
      {
        "label": "CAC Payback Calculator",
        "to": "/cac-payback-calculator"
      }
    ],
    "relatedReading": [
      {
        "label": "Shopify conversion rate benchmarks",
        "to": "/blog/shopify-conversion-rate-benchmarks"
      }
    ]
  }
}