Facebook Ads Cost Per Purchase Benchmarks for E-commerce in South Africa

Facebook Ads cost-per-purchase benchmarks: E‑commerce in South Africa vs. global

This analysis looks at cost-per-purchase trends for industry E-commerce and target country South Africa compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

• Overall level: South Africa’s average cost-per-purchase (Oct 2024–Aug 2025) is 29.09, which is about 41% below the global baseline average of 49.24—clearly below market.
• Seasonality: Both series show Q4 holiday pressure. South Africa jumps sharply in November, while the global baseline peaks from December through February.
• Volatility: South Africa is more volatile, averaging a 4.98 point month-to-month swing (~17% of its average), versus 2.24 for the global trend (~5% of its average).
• Trend over time: South Africa rises 61% from October to August; the global baseline edges down about 2% over the same window.

Selected market overview: E‑commerce, South Africa

Period: Oct 2024–Aug 2025 (monthly medians)

• Average: 29.09
• High/Low: High in May at 39.23; Low in October at 20.17 (range of 19.06)
• First-to-last change: +61% (20.17 in Oct → 32.47 in Aug)
• Volatility: Average month-to-month change of 4.98; largest swings:
• +60.97% from October → November (20.17 → 32.46)
• +45.63% from April → May (26.94 → 39.23)
• −22.33% from May → June (39.23 → 30.47)
• Notable patterns: Costs step up in November and remain elevated into December, then moderate in January–April before a pronounced spike in May and a pullback in June. July–August stabilize around 30–32.

Global baseline overview (matched window)

Period: Oct 2024–Aug 2025 (monthly medians)

• Average: 49.24
• High/Low: High in February at 53.89; Low in November at 43.19 (range of 10.69)
• First-to-last change: −2.11% (46.67 in Oct → 45.69 in Aug)
• Volatility: Average month-to-month change of 2.24; key moves:
• +19.31% November → December (43.19 → 51.53)
• −7.86% May → June (50.97 → 46.96)
• Notable patterns: Clear Q4 holiday lift starting in December, sustained into January–February, followed by a gradual easing through mid-year.

South Africa vs. global: positioning and seasonality

• Relative level: South Africa’s E‑commerce cost-per-purchase is consistently below average—about 41% lower than the global benchmark on the period average.
• Volatility: Month-to-month variability is roughly 2.2× higher in South Africa (4.98 vs. 2.24), reflecting sharper spikes and dips.
• Seasonal signals:
• Q4 pressure appears in both datasets, aligning with common holiday dynamics on Facebook Ads.
• Global costs peak December–February, while South Africa’s sharpest move is April → May, followed by a June correction—highlighting a localized late‑spring surge.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry E-commerce and South Africa helps advertisers make more efficient budget and creative choices.