ROAS Benchmarks

Subscription Box ROAS Benchmarks

What a profitable ROAS actually looks like for subscription box businesses, based on typical margins and cost structures.

Typical Gross Margin30% – 50%

Break-Even ROAS2.0x – 3.3x

Target ROAS Range1.5x – 2.5x

Why This Number

Physical curation, custom packaging, and recurring shipping compress initial margins. The model relies on recurring revenue over 3-6 months, so brands often accept breaking even or a slight loss on the first box to acquire the subscriber.

Common Mistake

Failing to factor in early churn — a 2x ROAS on initial acquisition may look acceptable, but if 40% of customers cancel before month two, the campaign never reaches profitability.

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