{"id":1405,"date":"2026-03-16T13:45:20","date_gmt":"2026-03-16T16:45:20","guid":{"rendered":"https:\/\/www.emanda.com.br\/blog\/?p=1405"},"modified":"2026-04-20T17:21:50","modified_gmt":"2026-04-20T20:21:50","slug":"cac-ecommerce","status":"publish","type":"post","link":"https:\/\/www.emanda.com.br\/blog\/cac-ecommerce\/","title":{"rendered":"CAC no Ecommerce: o que \u00e9, como calcular e como reduzir"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O <strong>CAC (Custo de Aquisi\u00e7\u00e3o de Cliente)<\/strong> \u00e9 uma das m\u00e9tricas mais importantes para qualquer ecommerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ele mostra <strong>quanto custa conquistar um novo cliente<\/strong> e determina se o crescimento da loja \u00e9 sustent\u00e1vel ou se o neg\u00f3cio est\u00e1 apenas comprando vendas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com o aumento do custo de m\u00eddia nos \u00faltimos anos, entender o CAC se tornou essencial para manter a rentabilidade das lojas virtuais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neste guia voc\u00ea vai entender:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>o que \u00e9 CAC no ecommerce<\/li>\n\n\n\n<li>como calcular corretamente<\/li>\n\n\n\n<li>qual \u00e9 um CAC saud\u00e1vel<\/li>\n\n\n\n<li>e as principais formas de reduzir essa m\u00e9trica<\/li>\n<\/ul>\n\n\n\n<h2 id=\"o-que-e-cac-no-ecommerce\" class=\"wp-block-heading\">O que \u00e9 CAC no ecommerce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CAC significa <strong>Custo de Aquisi\u00e7\u00e3o de Cliente<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ele representa o valor m\u00e9dio que uma empresa precisa investir para conquistar um novo cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em um ecommerce, esse custo pode incluir:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>an\u00fancios no Google Ads<\/li>\n\n\n\n<li>an\u00fancios no Meta Ads<\/li>\n\n\n\n<li>influenciadores<\/li>\n\n\n\n<li>afiliados<\/li>\n\n\n\n<li>ferramentas de marketing<\/li>\n\n\n\n<li>equipe de marketing<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Se uma loja investe R$10.000 em marketing e conquista 200 clientes, o CAC ser\u00e1:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CAC = 10.000 \/ 200<br>CAC = R$50<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ou seja, cada cliente custou R$50 para ser adquirido.<\/p>\n\n\n\n<h2 id=\"como-calcular-cac-no-ecommerce\" class=\"wp-block-heading\">Como calcular CAC no ecommerce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A f\u00f3rmula b\u00e1sica do CAC \u00e9:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CAC = investimento total em marketing \/ novos clientes adquiridos<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exemplo:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Investimento em marketing: R$20.000<br>Novos clientes: 400<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CAC = R$50<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas \u00e9 importante considerar todos os custos envolvidos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>tr\u00e1fego pago<\/li>\n\n\n\n<li>ferramentas<\/li>\n\n\n\n<li>equipe<\/li>\n\n\n\n<li>produ\u00e7\u00e3o de conte\u00fado<\/li>\n\n\n\n<li>ag\u00eancia<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Muitos lojistas subestimam o CAC porque n\u00e3o incluem todos esses custos.<\/p>\n\n\n\n<h2 id=\"qual-e-um-cac-saudavel-no-ecommerce\" class=\"wp-block-heading\">Qual \u00e9 um CAC saud\u00e1vel no ecommerce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para entender se o CAC \u00e9 saud\u00e1vel, precisamos olhar outra m\u00e9trica:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>LTV (Lifetime Value)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O LTV representa <strong>quanto um cliente gera de receita ao longo do tempo<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Regra comum no mercado:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">LTV deve ser <strong>3x maior que CAC<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exemplo:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CAC = R$40<br>LTV = R$120<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Isso indica um neg\u00f3cio sustent\u00e1vel.<\/p>\n\n\n\n<h2 id=\"por-que-o-cac-esta-aumentando-no-ecommerce\" class=\"wp-block-heading\">Por que o CAC est\u00e1 aumentando no ecommerce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Existem v\u00e1rios fatores que explicam o aumento do CAC:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>aumento do custo de an\u00fancios<\/li>\n\n\n\n<li>maior concorr\u00eancia<\/li>\n\n\n\n<li>depend\u00eancia de tr\u00e1fego pago<\/li>\n\n\n\n<li>baixa reten\u00e7\u00e3o de clientes<\/li>\n\n\n\n<li>baixa taxa de recompra<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Quando um ecommerce depende apenas de novos clientes para crescer, o CAC tende a subir constantemente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ecommercebrasil.com.br\/artigos\/anunciar-ficou-mais-caro-como-e-commerces-podem-manter-o-lucro-mesmo-com-cpm-e-cpc-nas-alturas\">Veja mais no Blog da Ecommerce Brasil<\/a><\/p>\n\n\n\n<h2 id=\"como-reduzir-cac-no-ecommerce\" class=\"wp-block-heading\">Como reduzir CAC no ecommerce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Algumas estrat\u00e9gias ajudam a reduzir o CAC:<\/p>\n\n\n\n<h3 id=\"melhorar-taxa-de-conversao\" class=\"wp-block-heading\">melhorar taxa de convers\u00e3o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Otimizar p\u00e1ginas de produto e checkout pode aumentar vendas sem aumentar tr\u00e1fego.<\/p>\n\n\n\n<h3 id=\"aumentar-ticket-medio\" class=\"wp-block-heading\">aumentar ticket m\u00e9dio<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Vender mais por pedido reduz o impacto do CAC.<\/p>\n\n\n\n<h3 id=\"investir-em-retencao\" class=\"wp-block-heading\">investir em reten\u00e7\u00e3o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Clientes que voltam a comprar reduzem o custo m\u00e9dio de aquisi\u00e7\u00e3o.<\/p>\n\n\n\n<h3 id=\"trabalhar-recompra\" class=\"wp-block-heading\">trabalhar recompra<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Uma das estrat\u00e9gias mais eficientes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quando o cliente compra novamente, o CAC da primeira compra passa a ser dilu\u00eddo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quer mais dicas? <a href=\"https:\/\/www.emanda.com.br\/blog\/reduzir-cac-ecommerce\/\">Clique aqui para ver <strong>10 Dias de Como Reduzir o CAC no Ecommerce<\/strong><\/a><\/p>\n\n\n\n<h2 id=\"o-papel-da-recompra-na-reducao-do-cac\" class=\"wp-block-heading\">O papel da recompra na redu\u00e7\u00e3o do CAC<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Um erro comum \u00e9 analisar apenas a primeira compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exemplo:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CAC = R$60<br>Primeira compra = R$70<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parece pouco lucrativo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas se o cliente compra novamente:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Receita total = R$210<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nesse caso, o CAC deixa de ser um problema.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso muitas lojas investem em <strong>estrat\u00e9gias de recompra e reten\u00e7\u00e3o<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Campanhas autom\u00e1ticas de email, por exemplo, ajudam a trazer clientes de volta para a loja.<\/p>\n\n\n\n<h2 id=\"conclusao\" class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O CAC \u00e9 uma m\u00e9trica essencial para qualquer ecommerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas analis\u00e1-lo isoladamente pode levar a decis\u00f5es erradas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O verdadeiro crescimento sustent\u00e1vel acontece quando o neg\u00f3cio consegue:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>reduzir CAC<\/li>\n\n\n\n<li>aumentar LTV<\/li>\n\n\n\n<li>estimular recompra<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Quando essas tr\u00eas m\u00e9tricas evoluem juntas, o ecommerce se torna muito mais rent\u00e1vel.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O CAC (Custo de Aquisi\u00e7\u00e3o de Cliente) \u00e9 uma das m\u00e9tricas mais importantes para qualquer ecommerce. Ele mostra quanto custa conquistar um novo cliente e determina se o crescimento da loja \u00e9 sustent\u00e1vel ou se o neg\u00f3cio est\u00e1 apenas comprando vendas. Com o aumento do custo de m\u00eddia nos \u00faltimos anos, entender o CAC se [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1422,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","footnotes":""},"categories":[423,213,424],"tags":[88,417,72,73,416,12,27],"class_list":["post-1405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cac","category-ecommerce","category-metricas-de-ecommerce","tag-cac","tag-custo-de-aquisicao","tag-ecommerce","tag-loja-virtual","tag-ltv","tag-marketing-digital","tag-recompra"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CAC no Ecommerce: o que \u00e9, como calcular e 7 formas de reduzir<\/title>\n<meta name=\"description\" content=\"Entenda o que 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