Result
Customer acquisition cost
—
Your inputs are stored in this browser, so everything is still here next time. Nothing is sent to a server.
This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Acquisition cost = marketplace fees and promotion ÷ number of new customers. Same principle as ordinary CAC, except the spend base isn't ad budget directly but the whole cost of being on the platform — sales commission plus on-platform promotion.
Marketplace commission is usually charged on every sale, not only sales to new customers — if you divide only on-platform ad spend by new customers without the commission, the marketplace's acquisition cost is understated relative to other channels that don't carry a commission.
This figure is useful to compare against CAC on other sales channels — a marketplace often looks more expensive than direct sales because of the commission, but can turn out cheaper on total cost if it doesn't require its own investment in brand awareness and buyer trust.