Facebook Ads Cost Per Purchase Benchmarks for E-commerce

Introduction

E-commerce acquisition costs across all countries ran consistently below the global market in 2025, with one brief April flare-up before settling into a lower-cost groove through Q4. The year opened in the mid-$40s, climbed to a spring peak, then trended down to the low $40s with a modest November bump. Compared to the broader benchmark, E-commerce showed cheaper cost-per-purchase most months, slightly choppier month-to-month moves, and a smaller full-year decline.

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 across all countries compared to the global benchmark.

The story in the data

• Starting point to finish: E-commerce cost per purchase (CPP) moved from $44.90 in January to $41.85 in December, a 6.8% decline. The global benchmark fell more, down 15% over the same span (from $53.25 to $45.08).
• Highs and lows: E-commerce peaked at $52.89 in April and bottomed at $41.28 in October, an $11.61 swing (about 26% of its annual average). The annual average CPP for E-commerce was roughly $45.4, versus $51.4 for the global all-industry benchmark.
• Key movements: Early-year acceleration was clear—February jumped to $50.16 (+12% vs. January), and April set the high. From there, CPP eased nearly every month into October. November posted a brief rebound to $43.65 (+5.7% MoM) before December eased back to $41.85.
• Volatility: Average absolute month-to-month change in E-commerce CPP was about $2.67, versus $1.77 for the global benchmark—roughly 50% more volatile.

Seasonal and monthly dynamics

The rhythm was “spring spike, late-summer slide, quiet Q4.” E-commerce CPP built steadily into April, then cooled through late summer and early fall—August to October marked the softest stretch, landing at the yearly low in October. Q4 carried the lowest quarterly prices for E-commerce, averaging $42.26 across October–December. The global series followed a different cadence: elevated levels in the first half, a brief late-summer lift, then a sharper step-down in November and December.

Seasonality in broader Facebook Ads benchmarks often reflects competition and conversion rates shifting through the year. In this dataset, E-commerce’s CPP softened as the year progressed, while the global market’s drop was concentrated late in the year, producing a clearer Q4 discount at the global level.

Country vs. Global

Across all countries, E-commerce stayed below market most months and briefly ran above market in April:

• Annual gap: E-commerce averaged about 12% below the global benchmark ($45.4 vs. $51.4).
• Narrowest gap: April ran slightly above global (+1%). Late year was also close, with December at about 7% below.
• Widest gap: The spread was largest in early fall—September (−21%) and October (−22%) versus global.
• Trend contrast: The global benchmark declined steadily (−15% Jan to Dec) with a sharp November drop, while E-commerce eased more gradually (−7%). E-commerce’s monthly path was choppier, though still trending lower from spring to autumn.

Closing

In summary, Facebook Ads cost-per-purchase benchmarks for E-commerce across all countries show a spring peak, a prolonged decline into October, and a low-cost Q4 that remained below the all-industry global average. These CPP trends, read alongside CPM analysis and CTR performance, provide a clear, country-agnostic view of industry ad performance and country-specific ad costs within a global context. Understanding Facebook Ads cost-per-purchase benchmarks for E-commerce across all countries helps marketers evaluate acquisition costs against global patterns.