MarginReality

Home Decor E-commerce Benchmarks

Typical benchmark ranges for online home decor stores. Figures are editorial estimates compiled from public research and practitioner experience — not formal citations or aggregated merchant data.

Want to know how these ranges are sourced and calculated? Read our methodology.

Home Decor profit benchmarks — at a glance

Online home decor stores average a 45% gross margin and a 9% net margin, with a typical refund rate of 7% and customer acquisition cost of $28.

These are typical ranges compiled from public e-commerce research, company filings, and practitioner experience — not formal citations. See how these figures are calculated →

Why these numbers look like this

Home decor is a visually driven category where Instagram and Pinterest ads consistently outperform other channels, but the 7% average shipping cost reflects the fragility problem — candles break, ceramics crack, and framed art bends in transit. The 9% net margin is decent but fragile itself: one damaged-in-transit claim can wipe out the profit from three successful orders. Investing in better packaging materials pays back quickly in this category.

At a Glance

45%

Avg gross margin

9%

Avg net margin

3x

Avg ROAS

$28

Avg CAC

$68

Avg order value

$220

Avg CLV

Profit Margin

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Gross margin35–55%(avg 45%)
Net margin6–12%(avg 9%)
COGS30–50%(avg 40%)

ROAS

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Return on ad spend2.5–4.2x(avg 3x)
Ad cost % of revenue8–16%(avg 12%)

Customer Acquisition

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CAC$18–$42(avg $28)
CLV:CAC ratio7.9:1 avg

Order Value

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Average order value$45–$120(avg $68)
Refund rate4–10%(avg 7%)

Lifetime Value

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Customer lifetime value$130–$380(avg $220)
Shipping cost %5–10%(avg 7%)

Compare your store to these benchmarks

Drop your Shopify Orders CSV into the CSV Profit Checker or use the Profit Calculator to see how your margins compare to the home decor industry average.

Read the full Home Decor profit guide

Want the narrative breakdown behind these numbers? See our Home Decor store profit margin guide for costs, seasonality, and margin-improvement tactics.

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