Customer Lifetime Value (LTV) for E-commerce at Series B (SaaS Subscription)
2026 data · Sample size: 391 · Source: Tomasz Tunguz Venture Data 2026
25th %ile
$2,651
Median
$3,632
75th %ile
$4,449
90th %ile
$5,102
▲Trending up year-over-year
About This Metric
Total revenue a business can expect from a single customer account over the entire relationship.
Average Revenue Per User × Average Customer Lifespan
Higher is better · Unit: currency
How to Improve
Increase contract duration through annual pricing incentives. Build product stickiness through workflow integration and data network effects. Launch a customer advisory board that shapes your roadmap around retention drivers.
Ehsan's Analysis
E-commerce companies at Series B stage are sitting on a goldmine of unrealized improvement in this metric. The gap between median and top-quartile represents millions in enterprise value. I have seen 15 companies close this gap in under 6 months by treating it as their primary OKR. The ones who fail treat it as a dashboard metric. The ones who win treat it as an operating principle.
EJ
Ehsan Jahandarpour
AI Growth Strategist & Fractional CMO
Forbes Top 20 Growth Hacker · TEDx Speaker · 716 Academic Citations · Ex-Microsoft · CMO at FirstWave (ASX:FCT) · Forbes Communications Council
Frequently Asked Questions
What is a good Customer Lifetime Value (LTV) for E-commerce at Series B?
Median is $3,632. Top-quartile achieves $4,449. Aim for top-quartile to attract investors.
How does SaaS Subscription model affect Customer Lifetime Value (LTV)?
The SaaS Subscription business model impacts this metric through pricing mechanics and customer behavior patterns. Benchmark against companies with the same model for accurate comparison.
How to improve Customer Lifetime Value (LTV)?
Focus on the primary driver for your stage. At Series B, the biggest lever is usually operational efficiency and product-market fit refinement.