Facebook Ads Cost Per Purchase Benchmarks for Retail

Introduction

Retail’s cost per purchase (CPP) across all countries ran consistently below the global cross‑industry benchmark in 2025 and trended downward through the year. The category started elevated in January, lifted briefly in October, then fell sharply into year‑end — a two‑stage slide that widened the gap versus the market. Volatility was also higher than the global average, with a particularly pronounced reset in November and December.

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 Retail across all countries compared to the global benchmark.

The story in the data

Retail CPP averaged $35.75 in 2025, ranging from a high of $41.48 in January to a low of $26.14 in December — a $15.34 spread, roughly 43% of the annual average. The year opened at $41.48, eased through mid‑year, briefly rebounded to $39.00 in October, then fell to $29.12 in November and $26.14 in December. From January to December, Retail’s CPP compressed 37%.

Monthly rhythm showed modest back‑and‑forth early on: February dipped to $37.45 (−10% vs. January), March lifted to $38.72, and April edged higher to $39.70. A steadier decline followed into June ($33.91), with small summer recoveries in July ($35.33) and August ($36.45). The sharpest single‑month move was October to November, a $9.87 drop (−25%), followed by a further −10% in December. Five of the final seven months landed at or below $36, underscoring a second‑half slide.

By contrast, the global benchmark averaged $51.40, with a narrower range: $54.80 at the high (February) to $45.08 at the low (December), a $9.72 spread (19% of its average). The market declined 15% from January to December — a milder descent than Retail’s.

Volatility highlights the difference: Retail’s median CPP shifted by an average of $3.03 month‑to‑month, versus $1.77 for the global benchmark. The step‑down in Q4 was the major source of Retail’s higher swing.

Seasonal and monthly dynamics

Quarter by quarter, Retail stair‑stepped lower: Q1 averaged $39.22, Q2 $36.84, Q3 $35.53, and Q4 $31.42. October was an outlier pop before the category’s two‑month trough into year‑end. This contrasts with the broader market, which was relatively steady from Q2 to Q3 before softening in Q4 (Q4 global average: $48.30).

While country‑specific ad costs can vary, this all‑countries view shows a Retail pattern that softened progressively through 2025, with the most pronounced contraction concentrated in November and December.

Country vs. Global

Retail’s CPP sat below market every month, by 22% to 42%. The gap was narrowest in January (−22%) and widest in December (−42%), widening notably in Q4 as Retail fell faster than the benchmark. On a quarterly basis, Retail’s Q4 average ($31.42) trailed the global $48.30 by roughly 35%. For the full year, Retail averaged about 30% below the global cross‑industry CPP.

The global trend eased gradually (−15% from January to December), while Retail’s trajectory was steeper and more volatile (−37%), with a choppier mid‑year and a decisive two‑month drop at the finish.

Closing

Within Facebook Ads benchmarks, cost‑per‑purchase for Retail across all countries shows a clear 2025 descent, more volatile and consistently below the global average. Understanding cost per purchase benchmarks for the Retail industry across all countries helps advertisers gauge purchase efficiency and compare performance to global patterns alongside broader CPC trends, CPM analysis, and CTR performance.