• by Ray Schultz , Columnist, April 21, 2025

Ecommerce brands may be anxious heading into Q2, given the uncertain economy. And some may have been concerned in Q1, judging by Decile’s Q1 2025 E-commerce Industry Benchmarks. 

Marketers pulled the following average order totals in these sectors in Q1: 

• Home Goods — $266 
• Fashion & Apparel — $191 
• Health & Beauty — $151 
• Supplements — $70
• Food & Beverage — $69 

Now any comparison would be inexact. But the average order totals for the calendar year 2024 were as follows:

• Home goods — $233 
• Fashion & Apparel — $179 
• Health & Beauty — $138 
• Supplements — $82
• Food & Beverage — 70%

How did your brand compare?

On a more granular level, home goods marketers recovered 218% of their customer acquisition costs by the first order in Q1. 

For Fashion & Apparel, the rate was 162%, and for Food & Beverage 122%, in contrast, to Health & Beauty averaged at 94%, and Supplements at 82%. 

The quarter also saw these ratios for new/returning customers:

• Home Goods — 2.48 (more new  customers)
• Fashion & Apparel — 1.33 (more new customers)
• Health & Beauty — 1.21 (more new customers)
• Supplements — 0.81 (more returning customers)
• Food & Beverage — 0.88 (more returning customers)

And, brands achieved the following purchase frequencies:  

• Home Goods — 1.2
• Fashion & Apparel — 1.1
• Health & Beauty — 1.2
• Supplements — 1.3
• Food & Beverage — 1.2