Ecommerce CPC in 2026

The dataset's closest row is Shopping, Collectibles & Gifts; there is no standalone "ecommerce" row, so this page uses that category and says so.

All four figures: LocaliQ, 2026 data.

Retail clicks price near the middle of the table, but retail margins sit far below a lawyer's or a dentist's, which makes ecommerce the category where break-even arithmetic decides survival. A £25-margin product at the category's 4.01% conversion rate affords almost exactly a £1.00 click; the median costs four times that.

That gap is why small shops live on Shopping campaigns with tight product targeting, brand terms and long-tail queries rather than head-term text ads, and why margin per order belongs in the account plan before any bid is set.

Retail intent on Amazon prices differently from search intent on Google; the Amazon vs Google compare covers when to move the first £750.

Budgets in £ or € divide exactly the same way against your own measured CPC. Run your numbers, pre-filled with this category's median, in the find-your-CPC calculator.

Full 24-row table on the benchmark board. Whether an under-average CPC is affordable for you is a break-even question: what is a good CPC. Worked end to end in the £750/month online-shop scenario.