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8 -- cac payback for public DTC ecommerce (top quartile) (2026)

Name: Cac Payback Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-07

2026 · Eightx

The top-quartile CAC payback period for the cohort of public DTC brands is 8 months.

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Attribution: Eightx View source

Lighthouse Research Team

Last verified: 2026-08-07 · How we verify data →

Source verified Evidence graded

Value

Unit

Duration Months

Data Vintage

2026

Entity

public DTC ecommerce (top quartile)

Geography

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

63/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Eightx Primary Tier A

https://eightx.co/blog/ecommerce-kpi-benchmark-report-2026 ↗

Confidence: 67/100 Vintage: 2026 Channel: Common Crawl

Source Article

2026 eCommerce KPI Benchmark Report (SEC 10-K Data) | Eightx

Ecommerce Benchmarks 2026 eCommerce KPI Benchmark Report (SEC 10-K Data) Public DTC benchmarks built from SEC 10-K filings give you numbers your board will accept. Median gross margin across the cohort is 47%, median operating margin is negative 2.4%, and the top-quartile CAC payback is 8 months. Us…

Original Research

Eightx · Original study ↗

Methodology

Top-quartile value from SEC 10-K filings of 40+ public DTC and CPG brands.

Methodology documented

Segmentation

IndustryRetail Company SizeEnterprise RegionUS Channelcontent

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Plain Text

public DTC ecommerce (top quartile): 8 cac payback. Source: Eightx (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ecommerce_cac_payback_top_quartile_2026

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<blockquote cite="https://lighthousedata.io/data/ecommerce_cac_payback_top_quartile_2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>8</strong> -- cac payback for public DTC ecommerce (top quartile)<br><small>Source: Eightx (2026) · <a href="https://lighthousedata.io/data/ecommerce_cac_payback_top_quartile_2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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