Structural drivers of sustainable revenue: cohort LTV trajectories, margin contribution by category, and funnel efficiency across acquisition channels.
Cumulative revenue per customer by acquisition cohort
Revenue × margin % by product category
Basket economics across acquisition sources
Revenue lost at each checkout step — Q1 2025
Q1 2025 revenue predictability
Top acquisition cohorts by 90-day LTV
| Cohort | Customers | 90D LTV | LTV:CAC |
|---|---|---|---|
| Jan 2025 | 1,847 | $263 | 4.2x |
| Feb 2025 | 2,103 | $271 | 4.4x |
| Mar 2025 | 1,956 | $248 | 3.9x |
| Dec 2024 | 2,584 | $289 | 4.6x |
| Nov 2024 | 1,692 | $234 | 3.5x |
| Oct 2024 | 1,523 | $218 | 3.3x |
| Sep 2024 | 1,405 | $197 | 3.1x |
| Aug 2024 | 1,298 | $182 | 2.8x |
Dec 2024–Feb 2025 cohorts demonstrate 4.2–4.6x LTV:CAC, up from 2.8–3.3x in Aug–Oct 2024. This 35% efficiency gain validates recent CAC ceiling increases. However, blended gross margin compression (-1.2pp) driven by increased Electronics mix (34% → 41% of GMV, 38% margin vs. 48% Home & Garden) partially offsets cohort quality gains. Recommendation: maintain current CAC spend but shift promotional budget toward high-margin Home & Garden to stabilize blended margin above 43%, protecting net revenue per cohort.