CAC is soaring in eCommerce: here’s how to leverage existing buyers
Rising Customer Acquisition Costs (CAC) and declining Return on Ad Spend (ROAS) are making new customer acquisition increasingly expensive and unsustainable. Paulius (Adeo Web) demonstrates why sustainable eCommerce growth relies on retention and existing customer relationships. Featuring a case study of a €1B fashion retailer, this session explores how a strategic loyalty program transforms current shoppers into a high-ROI growth engine.
Customer acquisition in eCommerce is becoming more and more expensive. Over the past five years, average CAC has increased by roughly 60%, while ROAS continues to decline, making paid scaling less efficient and increasingly unsustainable.
This raises a fundamental question: if acquiring new customers is getting harder and less profitable, where does sustainable growth come from?
To me, the answer is increasingly clear - existing customers.
Paulius will share how Adeo Web helped design and implement a loyalty programme for a €1B fashion retailer, transforming their existing customer base into a significantly higher ROI growth engine.
