Supplement Brand Benchmarks: Conversion Rate, AOV, CAC and Churn

These numbers feed the decisions in our playbook on the best ecommerce platform for supplement brands. Use them to spot your weakest metric, then open the guide that fixes it.

The benchmarks at a glance

Every row shows who published the number, when, and how much you can trust it.

How reliable are supplement benchmarks?

Not very, and it matters. Read any benchmark with these four questions.

• Who published it? Agencies and software vendors publish most numbers. They are not wrong by default, but their sample is their clients.
• What is the sample? A median from 50 stores and one from 50,000 do not mean the same thing.
• Which category? "Health and wellness" mixes supplements with fitness gear and skincare.
• Which definition? Conversion per session or per visitor? AOV before or after discounts and refunds?

The right use of a benchmark is to rank your own metrics: which one sits furthest from the range? That is where you start.

Conversion rate: around 2 to 3%

The health and wellness median is 2.3%, with a 2.0 to 2.8% typical range1Eevy AI, Shopify conversion rate benchmarks 2026, health and wellness, March 29, 2026.

Source: Eevy AI, March 20261Eevy AI, Shopify conversion rate benchmarks 2026, health and wellness, March 29, 2026.

• Read it by channel. Paid social traffic converts lower than email or branded search. A blended rate hides that.
• Mobile is the gap. Most supplement traffic comes from social apps on phones, where the median drops to 1.7%.
• Cart abandonment sits near 70% across ecommerce2Baymard Institute, Cart abandonment rate statistics, 50 studies, updated September 22, 2025. Part of it is recoverable with checkout fixes and follow-ups.

If your rate is below the range, start with why your supplement brand gets traffic but no sales and checkout optimization for supplement brands.

Average order value: measure your own

No public dataset gives a dependable dollar AOV for US supplement stores. The one supplement figure we found, about £66 in the UK, is a currency-converted estimate8Eightx, UK ecommerce AOV benchmark by vertical, March 2026 data.

Your AOV depends on things a benchmark cannot see:

Track AOV by channel and by offer. Then use how to increase AOV for a supplement brand and bundles and quantity breaks.

CAC and payback: $80 to $130, paid back in 3 to 6 months

Blended supplement CAC runs $80 to $130 in 2026, against $68 to $90 for ecommerce overall, according to Eightx3Eightx, Supplement CAC and payback benchmarks 2026, June 7, 2026. A second source puts DTC wellness CPA at $89 on average4MHI Growth Engine, Average cost per acquisition by DTC vertical 2026, as cited by Web Tonic.

• Payback matters more than CAC. Eightx reports 3 to 6 months for healthy brands, and 1 to 3 months for subscription cohorts, because the second order comes in 30 days instead of 903Eightx, Supplement CAC and payback benchmarks 2026, June 7, 2026.
• LTV to CAC: the common rule of thumb is 3:1 at least, 4:1 at maturity3Eightx, Supplement CAC and payback benchmarks 2026, June 7, 2026. It is a rule of thumb, not a measured benchmark.
• First order rarely pays. Plan cash for the gap between what you spend on ads and what the second and third orders bring back.

Work through your own numbers with LTV and CAC for a supplement brand.

Repeat purchase: about 1 in 3 within 3 months

37.67% of supplement customers reordered within about 3 months of their first order, in Decile's Q1 2024 cohort, up from 33.15% a year earlier5Commerce Catalyst, Supplement benchmarks, citing Decile, Q1 2024 cohort (June 2024).

• Supplements are consumables: a 30-day bottle sets the reorder clock.
• A customer who does not reorder within one or two supply cycles rarely comes back on their own.
• Marketplaces add a reorder channel you don't control: see Amazon or your own store.
• Reminders timed on the supply length (day 20 to 25 for a 30-day bottle) are the first lever.

See email flows and SMS flows for supplement brands.

Subscription churn: under 5% a month is strong

Eightx puts typical supplement subscription churn at 5 to 8% a month, with under 5% strong and over 10% a retention problem7Eightx, Supplement subscription churn rate benchmark, 2026.

Lifetime is a simple estimate: 1 divided by the monthly churn rate.

• Split voluntary and involuntary churn. Cancellations and failed payments need different fixes.
• Failed payments are the cheap win. Retries and card updates recover renewals without any discount.

Fixes: subscriptions and churn and failed payment recovery.

How to calculate your own benchmarks

Your own numbers, measured the same way every month, are the only ones you can act on.

Purchase data is only as good as your tracking. If ad platforms under-report orders, your CAC looks worse than it is. See server-side tracking for supplement brands.

What to fix first

Start with the metric furthest below its range.

How Tagada helps

The levers behind conversion, AOV, CAC and churn, in one checkout

Tagada puts the levers behind these metrics in one checkout.

• Conversion and AOV: one-click upsells, order bumps and A/B tests, with Apple Pay and Google Pay.
• Churn: subscriptions with trials, billing cycles, retries and automatic recovery.
• CAC accuracy: server-side events to Meta, Google and TikTok.
• Fewer lost sales: routing across Stripe, Adyen and TagadaPay, with cascade on decline.

Plans are on the pricing page.

Start free