E-commerce Marketing Budget Template
A ready-to-use marketing budget framework for mid-market e-commerce and DTC brands. Built around the channels that actually drive online revenue — Meta Ads, Google Shopping, Klaviyo, and influencer partnerships.
Paid Acquisition
40% ($384,000)Performance marketing across paid channels
| Channel | Budget % | Annual Amount | Focus Area |
|---|---|---|---|
| Meta Ads — Facebook & Instagram Shopping | 15% | $144,000 | Prospecting + retargeting |
| Google Ads — Performance Max & Shopping | 10% | $96,000 | High-intent product search |
| TikTok Ads & TikTok Shop | 6% | $57,600 | Discovery & impulse purchases |
| Amazon Sponsored Products & Brands | 5% | $48,000 | Marketplace visibility |
| Affiliate Program via Impact.com | 4% | $38,400 | Performance-based partnerships |
Retention & Lifecycle
25% ($240,000)Email, SMS, loyalty, and post-purchase experience
| Channel | Budget % | Annual Amount | Focus Area |
|---|---|---|---|
| Klaviyo — Email Flows & Campaigns | 7% | $67,200 | Lifecycle automation |
| Attentive — SMS & MMS Campaigns | 5% | $48,000 | Flash sales & abandoned cart |
| Yotpo — Reviews & UGC Collection | 4% | $38,400 | Social proof engine |
| Smile.io — Loyalty & Rewards Program | 4% | $38,400 | Repeat purchase driver |
| Post-Purchase & Win-Back Flows | 3% | $28,800 | Reactivation campaigns |
| Gorgias — Customer Experience Platform | 2% | $19,200 | Support-driven retention |
Content & Influencer
20% ($192,000)Creator partnerships, organic content, and SEO
| Channel | Budget % | Annual Amount | Focus Area |
|---|---|---|---|
| Influencer Partnerships via Aspire | 8% | $76,800 | Micro & mid-tier creators |
| UGC & Creator Content Production | 4% | $38,400 | Ad creative & organic assets |
| SEO Content & Blog Strategy | 4% | $38,400 | Buying guides & comparisons |
| Product Photography & Video | 4% | $38,400 | PDP & social creative |
Analytics, Events & MarTech
15% ($144,000)Attribution, personalization, and industry events
| Channel | Budget % | Annual Amount | Focus Area |
|---|---|---|---|
| Shoptalk Spring — 10x10 Booth | 4% | $38,400 | Flagship e-commerce conference |
| CommerceNext Growth Show — Sponsorship | 3% | $28,800 | DTC networking & partnerships |
| Triple Whale — Attribution & Analytics | 3% | $28,800 | Cross-channel attribution |
| Rebuy — Smart Personalization | 2% | $19,200 | Upsell & cross-sell engine |
| VWO — A/B Testing & CRO | 3% | $28,800 | Conversion rate optimization |
Budget Rationale
This $960K budget represents approximately 12% of revenue for an $8M DTC brand — aligned with the 10-15% benchmark for mid-market e-commerce companies in growth mode. Paid acquisition takes the largest share because DTC brands typically generate 60-70% of revenue from paid channels, while a 25% retention allocation targets the industry-standard 3:1 LTV:CAC ratio.
- Email & SMS: Klaviyo ($415-$735/mo) + Attentive ($1,000-$2,000/mo)
- Reviews & UGC: Yotpo Pro ($300-$500/mo)
- Loyalty Program: Smile.io Growth ($199/mo)
- Attribution: Triple Whale ($1,129/mo at $5-7M GMV)
- Personalization: Rebuy Pro ($499/mo)
- Influencer Management: Aspire Pro (~$2,500/mo)
- Customer Support: Gorgias Pro ($300/mo)
- Affiliate Platform: Impact.com Essential ($500/mo)
- Blended ROAS: Target: 3:1 or better across all paid channels
- Customer Acquisition Cost: Target: $68-$78 blended CAC
- LTV:CAC Ratio: Target: 3:1 minimum, 4:1 ideal
- Email Revenue Share: Target: 25-30% of total revenue from email & SMS
- Repeat Purchase Rate: Target: >30% within 12 months
- Conversion Rate: Target: 2.5-3.0% site-wide, 9%+ on Amazon
- Average Order Value: Target: $100+ with upsell/cross-sell via Rebuy
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