This is an interesting thread. For B2C average cost per acquisition is between $26 – $52 and rising. Today for eCommerce and everyone that preaches Shopify and apparel you need to have an existing community or be focused on building an owned audience (email).
It’s all about knowing enough about those that convert that you can make up the difference in acquisition costs via maxing out LTV.
There’s a huge shift going to to focus on LTV and leveraging 1st party data to reduce the dependence on FB and high acquisition costs.