B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
$29
$29 -- average loss per new customer acquired for ecommerce brands (2022)
Ecommerce brands lost an average of $29 on every new customer acquired in 2022.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
$29
Unit
Currency Usd
Data Vintage
2022
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
SimplicityDX
Primary
Tier B
https://www.darkroomagency.com/observatory/customer-lifetime-value ↗
Source Article
Customer Lifetime Value: Formula & Examples | Darkroom
RETENTION MARKETING
Customer Lifetime Value (CLV): What It Is and How to Calculate It
Written by Darkroom leardership
July 17. 2026
Customer lifetime value (CLV) is the total profit a business earns from a customer across their entire relationship. It is calculated as average order value × purchase …
Original Research
SimplicityDX
· Original study ↗
Methodology
SimplicityDX research on ecommerce customer acquisition economics
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
ecommerce brands: $29 average loss per new customer acquired. Source: SimplicityDX (2022). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ecommerce-loss-per-new-customer-2022
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<blockquote cite="https://lighthousedata.io/data/ecommerce-loss-per-new-customer-2022" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>$29</strong> -- average loss per new customer acquired for ecommerce brands<br><small>Source: SimplicityDX (2022) · <a href="https://lighthousedata.io/data/ecommerce-loss-per-new-customer-2022" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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