E-commerce CPC Benchmarks
The median cost per click for e-commerce advertising on Google Search is $2.57 as of July 2026. Half of the 4 keywords we track in this industry fall between $2.45 and $2.76. The most expensive term measured is "online shopping" at $3.20, and the cheapest is "discount furniture online" at $2.22. Reaching top-of-page placement typically requires a bid between $0.97 and $4.11. Search demand for these terms changed +49.2% over the last twelve months. Figures are national United States medians collected via DataForSEO.
Which e-commerce keywords cost the most?
Small sample. This industry has 4 keywords in the current dataset. The median is indicative, not robust. Treat it as a starting point and validate against your own account data.
| Keyword | CPC | Top-of-page bid | Volume/mo | Competition | Opportunity |
|---|---|---|---|---|---|
| online shopping | $3.20 | $1.07–$6.32 | 33,100 | 0.66 | 3,517 |
| pet supplies online | $2.61 | $1.04–$4.01 | 1,900 | 1.00 | 0 |
| buy shoes online | $2.52 | $0.89–$4.21 | 1,300 | 1.00 | 0 |
| discount furniture online | $2.22 | $0.59–$3.10 | 720 | 1.00 | 0 |
How much does an e-commerce click cost on Google Ads?
Low cost, rising demand, and no price gaps left to exploit.
E-commerce records a median of $2.57 with a narrow range from $2.45 to $2.76 and a maximum of $3.20. The market has converged: there is little room to find underpriced inventory. Demand moved +49.2% over twelve months. The highest-volume term is "online shopping" at 33,100 searches per month. Top-of-page bids run $0.97 to $4.11. To put the median in budget terms: at $2.57 per click, 100 clicks cost about $257. Depending on which keywords you win, that same 100 clicks ranges from roughly $245 at the 25th percentile to $276 at the 75th. If 2% of those visitors convert, your cost per conversion lands near $129 before accounting for sales or fulfilment costs. That figure, not the cost per click, is the one to compare against what a customer is worth to you. Use the 2% only as a placeholder until you have your own measured conversion rate, since it moves the result more than the click price does.
| Measure | Value | What it means |
|---|---|---|
| Median CPC | $2.57 | Half the tracked keywords cost less than this |
| Typical range (p25–p75) | $2.45 – $2.76 | Where half of all keywords fall |
| Full range | $2.22 – $3.20 | Cheapest to most expensive measured |
| Top-of-page bid | $0.97 – $4.11 | Median bid range to reach page-one placement |
| Keywords tracked | 4 | Sample size behind these figures |
| Period | Monthly searches |
|---|---|
| 2025-07 | 29,080 |
| 2026-06 | 43,390 |
| Change | +49.2% |
At these click prices, breakeven depends more on shipping cost and return rate than on CPC. Calculate contribution margin before setting a ROAS target.
Figures are medians across the 4 E-commerce keywords in our Google Search dataset, collected July 2026 via DataForSEO. How we collect and calculate this.
Opportunity is derived, not measured: (volume × (1 − competition)) ÷ CPC. How this data is collected.