Facebook Ads Cost Per Purchase Benchmarks for E-commerce

Introduction

E-commerce ran slightly cheaper than the market on Cost Per Purchase (CPP) across all available countries, but with sharper swings. Over the 13-month view, E-commerce CPP averaged $45.14 versus a $48.06 global benchmark—about 6% lower—while tracing a steeper arc from a December lift to an April peak and a late-year slide that culminated in a pronounced November low. Volatility stood out: movements were larger and more frequent than the broader market, with the widest gaps opening in late summer and narrowing again by November.

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 available countries compared to the global benchmark.

The story in the data

The period begins at $43.92 in November 2024, surges 19% to $52.37 in December, then softens to $45.31 in January. After an 11% rebound to $50.52 in February, E-commerce CPP reaches its high at $53.32 in April 2025, before stepping down through mid-year and sliding into Q4. The series closes at $29.95 in November 2025—down 32% from the starting point and 44% below the April peak.

Across the year, the average was $45.14, with monthly CPP ranging from the $53s (April) to just under $30 (November). Month-to-month volatility averaged $4.33, with the sharpest drop in November 2025 (−$10.66 from October). By comparison, the global benchmark moved a milder $3.45 on average each month and finished at $30.61.

Seasonal and monthly dynamics

Seasonality is clear. A December run-up is followed by a January pullback, a brief late-winter lift into April, then a measured descent through summer and early fall. The holiday spike is visible for both series, though E-commerce’s December lift (+19% vs. November) outpaced the market (+17%). In H1 2025, E-commerce averaged $48.63; by July–October it eased to $42.22, and when November is included the back-half average fell to $39.76.

The rhythm diverges in late summer. While the global line shows an August bump, E-commerce stays flat in August and continues easing into September and October before a steep November reset. Performance typically tightens in Q4 as competition rises, and the data here show a marked compression by November for both series.

Country vs. Global

Relative positioning shifted month by month. E-commerce ran above market in November–December 2024 (+3% to +5%) and again in April 2025 (+4%). For most other months it trailed: −13% in January, −6% to −8% in February–March, and deeper gaps through late summer (−14% in August, −16% in September). The spread narrowed by November 2025, with E-commerce just 2% below the global line, as both series hit their annual lows.

Overall, the global benchmark declined 28% from November to November; E-commerce fell 32%—a slightly steeper slide with more month-to-month movement. Ten of thirteen months landed below the global benchmark, underscoring a year where E-commerce CPP was generally more affordable but more volatile.

Closing: Understanding Facebook Ads benchmarks for Cost Per Purchase in the E-commerce industry across all available countries helps quantify country-specific ad costs, compare industry ad performance, and situate CPP trends within the broader CPM analysis and CTR performance patterns of the global market.