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Facebook Ads Cost Per Purchase Benchmarks for Retail in South Africa

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Cost Per Purchase for Retail in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Retail 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.
  • South Africa’s Retail cost-per-purchase is well below market: average 18.30 versus a global baseline of 50.03 for the same period (Oct 2024–Mar 2025), around 63% lower.
  • Clear seasonality: costs rise into Q4 (peak in December), drop sharply in January, and rebound in March—consistent with holiday-driven pricing.
  • Volatility is higher in South Africa’s series than the global baseline, with average month-to-month swings of 26.8% versus 6.7% globally.

Selected trend: Retail in South Africa

  • Period covered: Oct 2024–Mar 2025 (6 months).
  • Average: 18.30; median: 19.00.
  • High: 22.48 in Dec 2024; low: 13.62 in Feb 2025.
  • First-to-last change: +31.3% from Oct (16.62) to Mar (21.82).
  • Volatility: average absolute month-to-month change 4.59 (26.8% on average).
  • Notable moves:
  • Oct → Nov: +28.7%; Nov → Dec: +5.1% (Q4 build).
  • Dec → Jan: −38.3% (post-holiday reset).
  • Jan → Feb: −1.9% (stable trough).
  • Feb → Mar: +60.3% (strong rebound).

Comparison to the global baseline

  • For the same months, the global baseline averages 50.03 (median 51.92), with a high of 53.89 (Feb) and low of 43.19 (Nov). First-to-last change is +12.7%.
  • Volatility is lower globally: average absolute month-to-month change 3.09 (6.7% on average).
  • Relative positioning (South Africa vs global each month):
  • Oct: ~64% below.
  • Nov: ~51% below.
  • Dec: ~56% below.
  • Jan: ~74% below.
  • Feb: ~75% below.
  • Mar: ~59% below.
  • On average, South Africa’s Retail cost-per-purchase sits at about 36% of the global level—consistently below market across all observed months.

Seasonal patterns and volatility

  • Seasonal lift in Q4 is visible in both series, with December elevated. This is followed by a January pullback.
  • The South Africa series shows a deeper January dip and a sharper March rebound than the global trend, indicating higher intra-quarter variability.
  • Cumulatively from October to December, South Africa rises ~35%, while the baseline’s net October-to-December lift is ~10%, reinforcing stronger seasonal swings locally.

Month-by-month highlights (Oct 2024–Mar 2025)

  • Oct: 16.62 (baseline 46.67).
  • Nov: 21.38 (baseline 43.19).
  • Dec: 22.48 (baseline 51.53).
  • Jan: 13.87 (baseline 52.31).
  • Feb: 13.62 (baseline 53.89).
  • Mar: 21.82 (baseline 52.61).

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

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Retail industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting South Africa, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.

Why we use median instead of average

We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.

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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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