A2X Newsletter (for Online Sellers) | It's here: The 2026 Ecom P&L Benchmarks Report
The 2026 Ecom P&L Benchmarks Report is here – and the numbers might not be what most people expected.
A quick recap for new subscribers: Every quarter, Ecom CFO releases a report outlining financial performance benchmarks for DTC brands. A2X is a partner on the report, and with each release we share the full analysis in a video featuring Ecom CFO founder Sam Hill.
The TL;DR from the latest report? 2025 split the market. Small brands (under $10M) and large brands (over $50M) thrived. Mid-market brands ($10M-$50M) got squeezed on nearly every metric.
Sam also makes the case for why forecasting >10% growth in 2026 may be setting you up to fail – and what to do instead.
➡️ See all of the benchmarks in the full report here, and watch our video analysis here.
Watch our full breakdown of the 2026 Ecom P&L Benchmarks Report
Sam and I walk through every metric cohort by cohort in our video discussion –including what the data says about ROAS, tariffs, and AI’s role in the small-brand advantage.
Download the full report here
Access the full P&L Benchmarks Report with percentile breakdowns for gross margin, contribution margin, EBITDA, and more – so you can see exactly where you stand.
