Facebook Ads Cost Per Purchase Benchmarks for E-commerce

Introduction

E-commerce cost-per-purchase (CPP) trends for the period June 2025–June 2026 show a lower but choppy profile relative to the global benchmark. Across the year, E-commerce CPP averaged about $34.6 per purchase in All countries available — roughly 28% below the global median of $48.2. The series features a pronounced trough in March 2026 and a late-spring rebound into May–June 2026, with monthly swings that reveal meaningful momentum and intermittent spikes. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for E-commerce in All countries available compared to the global benchmark.

The story in the data

E-commerce CPP began at $37.06 in June 2025 and finished at $38.34 in June 2026 — a modest +3.5% lift from start to finish. The 13-month high was $38.34 (June 2026) and the low was $26.29 (March 2026), a range of about $12.05, meaning the peak was roughly 46% higher than the trough. Month-to-month movement averaged about $3.3 in absolute terms (≈9.5% of the series mean), signaling notable short-term volatility for purchase costs. Key monthly moves include a slide into September 2025 (down to $33.33), a year-end rise to about $37 in December, a sharp March 2026 trough at $26.29, and a recovery into late spring with $38.15 in May and $38.34 in June 2026.

On the global side, the baseline median started near $49.01 in June 2025, peaked at about $55.54 in March 2026, and collapsed to $25.50 in June 2026 — an unusual late-period decline that inverted the competitive context in the final month. The global series averaged $48.2 and showed larger absolute monthly swings (average monthly change ≈ $4.2), driven in part by the dramatic baseline fall into June 2026.

Seasonal and monthly dynamics

Seasonal rhythm is visible: costs edged up into December 2025 before easing into a post-holiday Q1 reset. March 2026 is the clearest trough for E-commerce CPP, followed by a vigorous rebound through April–June. The pattern reads like a winter peak into Q4, a leaner Q1 with a sharp low in March, and a late-spring uptick. Volatility clusters around the turn of the year and again in late Q1 — February to April shows the largest successive swings for E-commerce.

Country vs. Global

Across the period, E-commerce CPP in All countries available trailed the global benchmark for most months. On average the sector sat about 28% below the global CPP. The gap was narrowest in May 2026 (E-commerce ~ $38.15 vs baseline ~$44.90 — about 15% below) and widest in March 2026 (E-commerce $26.29 vs baseline $55.54 — about 53% below). An important anomaly appears in June 2026: the baseline fell to $25.50 while E-commerce held at $38.34, leaving E-commerce about 50% above the global median in that month. Overall, the E-commerce series shows slightly higher relative month-to-month percent swings than the baseline, even as its absolute level remains lower for most of the window.

Understanding cost-per-purchase benchmarks for E-commerce across All countries available provides a grounded view of industry ad performance and country-specific ad costs in the context of Facebook Ads benchmarks, CPC trends, CPM analysis, and CTR performance comparisons.