5 min read
What is a Good ROAS for Ecommerce? Benchmarks & ROI Tracking
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WHAT IS A GOOD ROAS FOR ECOMMERCE IN 2026? THE HONEST ANSWER (AND WHY THE NUMBER LIES)
Everyone wants a single number - what's a good ROAS? Here's the honest answer up front — the commonly quoted benchmark is 3:1 to 4:1, but the actual 2026 ecommerce average has slid to around 2.87:1, and the median is closer to 2:1. That means roughly half of all ecommerce brands are running below a 2:1 return. So if you're benchmarking against "4:1," you're comparing yourself to a number most stores never hit.
But the bigger problem isn't the benchmark. It's that ROAS itself — the way most brands measure it — is being quietly mis-reported by the very platforms you're using to calculate it. Let's fix both.