Real Margin · Cyber Week 2026 · E-commerce benchmarks · Event
Cyber Week 2026: what each store kept
DRAFT WITH SAMPLE DATA. This is how the Cyber Week report will look: the numbers below are Q3 2026's, not the event's.
Period: Cyber Week 20261,490 stores in this group
ROAS
4.24×
your group's median
Break-even ROAS
2.09×
your group's median
You keep of every $100
$20.7
your group's median
Meta CPA
$17.72
your group's median
Meta CPM
$4.27
your group's median
p25 and p75: a quarter of the stores sit below and above those values. The median is the store in the middle.
| Metric | p25 | Median | p75 | Compare yourself | Your rank |
|---|---|---|---|---|---|
| The essentials | |||||
| 2.87× | 4.24× | 9.61× | — | ||
| 1.81× | 2.09× | 2.67× | — | ||
| $12.5 | $20.7 | $29.4 | — | ||
| $12.35 | $17.72 | $23.39 | — | ||
| $2.44 | $4.27 | $6.99 | — | ||
| 20 more metrics with your WhatsApp: profitability, what each sale costs, ads, attribution and channels. | |||||
| Profitability | |||||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| What each sale costs | |||||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| Meta advertising | |||||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| Attribution and signal | |||||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| Sales and channels | |||||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
| 0,00 | 0,00 | 0,00 | |||
Where the money goes
Product and ads take almost half. What's left, $23 of every $100, still has to pay salaries and fixed costs.
- Product
- $25.3
- Shipping
- $10.0
- Payment fees
- $6.1
- Platform fees
- $6.2
- Taxes
- $6.9
- Ads
- $22.6
- You keep
- $22.8
Product and ads add up to $48 of every $100. Shipping, payment fees, platform fees and taxes take another $29.
The typical store keeps $20.7. One in five (18%) keeps less than $10, and 5% lose money on variable costs and ads alone.
Sum of 745 stores with product and shipping costs set up and active ads, weighted by revenue. "You keep" is before salaries, rent and tools.
Real ROAS vs break-even ROAS
The typical store sells 4.2 times what it spends on ads. It needs 2.1 not to lose money.
Median ROASBreak-even ROAS
Store monthly revenue
Break-even barely moves with store size: between 2.07 and 2.14 in every tier. What moves it is the vertical: 1.88 in beauty & personal care, 3.33 in electronics & tech. At the same ROAS of 3, one store makes money and the other loses it.
Half the stores run a ROAS at least 1.95 times their break-even. That cushion is what pays the fixed costs.
ROAS = total revenue ÷ total ad spend (Meta, Google, TikTok, Mercado Libre Ads). Break-even ROAS = revenue ÷ margin before ads: the ROAS at which ads leave $0. Medians per store.
Advertising
The same 214 stores pay 17% more per thousand impressions than in March, and their ROAS fell from 4.57 to 4.05.
Free. Leave your WhatsApp and your store URL and everything opens right here: all 25 metrics for your vertical and size, and the full report.
- Advertising: CPM and ROAS of the same 214 stores, month against month.
- Attribution and signal quality: how much of your sales Meta sees on Shopify and on Tiendanube.
- The full table of all 14 verticals: margin, product cost, ROAS, break-even, CPM, cost per purchase and AOV.
- Mercado Libre: fees, shipping, and how much more margin the same seller makes in their own store.
- Payment gateways and installments: what the typical store really pays at each gateway.
- The top 10% of stores, and CyberMonday 2025 day by day.
Frequently asked questions
What we get asked most about these numbers.
From July to September 2026, out of every $100 sold, $22.8 was left after product, shipping, payment fees, platform fees, taxes and ads, summed across 745 stores. The typical store kept $20.7. That is before salaries, rent and tools.
One that clears your break-even ROAS with room for fixed costs. In Q3 2026 the median ROAS was 4.24 and the median break-even 2.09, but break-even runs from 1.88 in beauty & personal care to 3.33 in electronics & tech: it depends on what your product costs.
The ROAS at which ads leave $0: revenue divided by margin before ads. Below it, every sale an ad brings in loses money. The Q3 2026 median was 2.09.
$4.26 per thousand impressions, median per store in Q3 2026. The same 214 stores paid 17% more in September than in March. Meta's own cost per purchase was $17.72.
It depends on the platform. On Shopify, Meta claims 98% of the typical store's real paid orders, and reports more purchases than sales at 38% of stores. On Tiendanube it records 87%.
29.6% of revenue, median per seller, counting sales fees (Mercado Pago and installments included) and shipping.
From 1,490 stores that use Escalafy (1,229 in Argentina), with their orders, their configured costs and their real ad spend. The data is aggregated: no store can be identified and no cell has fewer than 15 stores.
Methodology
Period: July to September 2026. Sample: 1,490 stores with Escalafy connected (757 on Tiendanube, 417 on Shopify and 316 on Mercado Libre only), 1,229 of them in Argentina.
Revenue = what customers paid, net of refunds, in USD at each day's official exchange rate. Costs = what each store set up in Escalafy: product, shipping, payment fees, platform fees and taxes. Ads = real spend on Meta, Google, TikTok and Mercado Libre Ads.
Medians per store unless stated otherwise. No cell is published with fewer than 15 stores. Stores with a broken connection (more ad spend than revenue) are excluded.
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