E-commerce vs B2B — CPA: $48.00 vs $93.69. 2026 advertising benchmarks.
Online retail and shopping - typically lower CPA due to shorter sales cycles
Business-to-business services - higher CPA due to longer sales cycles
| Metric | E-commerce | B2B | Difference |
|---|---|---|---|
| Cost Per Acquisition | $48.00 | $93.69 | $45.69 (-49%) |
| Cost Per Thousand Impressions | $9.00 | $16.00 | $7.00 (-44%) |
| Cost Per Click | $1.30 | $5.87 | $4.57 (-78%) |
| Conversion Rate | 4.01% | 4.85% | -0.84% |
| Competitiveness | high | medium | — |