# Real Margin Cyber Week 2026 — 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.

URL: https://www.escalafy.com/en/real-margin/cyber-week-2026
Published: 2026-11-01 · Period: November 27 to December 3, 2026 · Source: Escalafy

DRAFT WITH SAMPLE DATA. This is how the Cyber Week report will look: the numbers below are Q3 2026's, not the event's.

- **4.2**: Median ROAS: what the typical store sells per dollar of ads
- **2.1**: Break-even ROAS: below it, ads lose money
- **$4.26**: Meta CPM, median per store
- **87%**: of real sales that Meta records on Tiendanube

## Vertical · Monthly revenue

| Vertical | Stores | ROAS (median) | Break-even ROAS (median) | You keep of every $100 (median) | Meta CPA (median) | Meta CPM (median) |
|---|---|---|---|---|---|---|
| All verticals | 1,490 | 4.24× | 2.09× | $20.7 | $17.72 | $4.27 |
| Health & supplements | 238 | 3.32× | 1.91× | $19.3 | $18.53 | $7.29 |
| Home & decor | 202 | 4.77× | 2.21× | $19.4 | $19.54 | $4.79 |
| Apparel | 193 | 4.68× | 2.20× | $21.4 | $15.65 | $2.66 |
| Beauty & personal care | 169 | 3.75× | 1.88× | $23.5 | $18.31 | $5.07 |
| Electronics & tech | 135 | 20.08× | 3.33× | $20.0 | $20.22 | $3.20 |
| Accessories & jewelry | 86 | 4.75× | 2.05× | $25.9 | $17.41 | $3.22 |
| Tools, auto & hardware | 82 | 11.31× | 2.66× | $22.2 | $18.88 | $3.90 |
| Toys, hobbies & books | 60 | 7.52× | 2.05× | $30.0 | $11.26 | $2.62 |
| Sports & fitness | 47 | 5.26× | 2.27× | $18.8 | $15.10 | $2.21 |
| Footwear | 43 | 4.14× | 2.29× | $15.9 | $20.91 | $3.18 |
| Lingerie & underwear | 41 | 3.78× | 1.95× | $26.0 | $13.56 | $4.50 |
| Food & beverage | 38 | 5.32× | 2.42× | $20.0 | $14.88 | $2.84 |
| Pets | 37 | 3.38× | 2.07× | $17.3 | $17.61 | $4.81 |
| Baby & kids | 27 | 4.24× | 2.18× | $25.6 | $13.89 | $4.65 |

| Store monthly revenue | Stores | ROAS (median) | Break-even ROAS (median) | You keep of every $100 (median) | Meta CPA (median) | Meta CPM (median) |
|---|---|---|---|---|---|---|
| Under $5K | 457 | 3.81× | 2.11× | $17.3 | $18.91 | $3.48 |
| $5–15K | 416 | 4.41× | 2.08× | $21.8 | $16.91 | $4.42 |
| $15–50K | 396 | 4.54× | 2.08× | $21.3 | $17.13 | $4.43 |
| $50–150K | 165 | 4.07× | 2.14× | $20.4 | $17.87 | $4.38 |
| Over $150K | 56 | 4.16× | 2.07× | $22.0 | $17.77 | $4.32 |

## 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.

- Under $5K: ROAS 3.81 · Break-even ROAS 2.11
- $5–15K: ROAS 4.41 · Break-even ROAS 2.08
- $15–50K: ROAS 4.54 · Break-even ROAS 2.08
- $50–150K: ROAS 4.07 · Break-even ROAS 2.14
- Over $150K: ROAS 4.16 · Break-even ROAS 2.07

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.

## What comes next in the 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.

The full report is at https://www.escalafy.com/en/real-margin/cyber-week-2026

## Frequently asked questions

### How much does an e-commerce store keep from each sale?

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.

### What is a good ROAS for e-commerce?

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.

### What is break-even ROAS?

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.

### How much is Meta CPM for e-commerce in LATAM?

$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.

### Does Meta record all of my store's sales?

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%.

### How much does Mercado Libre take from each sale?

29.6% of revenue, median per seller, counting sales fees (Mercado Pago and installments included) and shipping.

### Where does this data come from?

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.