Churn RateE-commercePublic
Churn Rate for E-commerce at Public (Hybrid)
2026 data · Sample size: 200 · Source: CB Insights State of Venture 2026
25th %ile
4.6%
Median
3.9%
75th %ile
3.2%
90th %ile
2.9%
▼Trending down year-over-year
About This Metric
Percentage of customers or revenue lost during a given period. The inverse of retention.
Customers Lost / Starting Customers × 100
Lower is better · Unit: percentage
How to Improve
Implement a 90-day onboarding program with milestone check-ins. Build health scoring that predicts churn 60 days out. Create switching costs through integrations and data lock-in.
Ehsan's Analysis
E-commerce churn at Public stage tells you everything about product-market fit. Monthly churn above 4% means you are filling a leaky bucket. The companies I advise that get below 2% all implement one practice: structured onboarding with day-1, day-7, and day-30 milestones. If you cannot name your three activation events, you have not earned the right to spend on acquisition.
J.
Ehsan Jahandarpour
AI Growth Strategist & Fractional CMO · Forbes Top 20 Growth Hacker · TEDx Speaker · 716 Academic Citations
Frequently Asked Questions
What is a good Churn Rate for E-commerce at Public?
The median Churn Rate is 3.9%. Top-quartile companies achieve 3.2%. Aim for top-quartile to be competitive.
How does Churn Rate change by company stage?
Churn Rate decreases as companies mature. Earlier-stage companies typically see higher values due to smaller scale.
How to improve Churn Rate in E-commerce?
Focus on the primary drivers specific to E-commerce. Track weekly with a 4-week rolling average and iterate on the biggest lever.