E-commerce advertisers boost social media ad spending 70% in Q2 2026
E-commerce advertisers significantly increased their investment in paid social media ads, with a 70% rise in median monthly spend, according to a recent report by Emplifi, the only Autonomous CX platform. The findings, based on data from over 7,700 Meta ad accounts, show a substantial boost in efficiency and performance across the board.
In Q2 2026, the median monthly social ad spend for ecommerce advertisers surged to $27,966, up from $16,426 in the same period in 2025. This growth was accompanied by a 29% increase in click-through rates to 2.56%, and a 18% reduction in cost per click to $0.133, the lowest of any industry tracked.
Susan Ganeshan, Chief Marketing Officer at Emplifi, highlighted the importance of a seamless customer journey for these improvements. "Brands that are seeing the biggest gains on paid social aren't just increasing their budgets," she said. "They're focusing on what happens after the click, ensuring that the ad lands on relevant content and a smooth purchase experience."
North America led the regional growth, with a 61% increase in median monthly social ad spend, from $8,277 to $13,308. In the United States, the median monthly spend increased by 57% to $15,111, with a click-through rate of 1.78%, the highest among all regions. The cost per click decreased by 3% to $0.483.
The United Kingdom also saw robust growth, with a 54% increase in median monthly spend, from $5,257 to $8,074. Click-through rates rose by 20%, and the cost per click dropped by 9%.
Europe recorded a 14% increase in median monthly social ad spend, to $7,037. The region saw the largest decrease in cost per click, at 16%, while click-through rates increased by 20%. These figures indicate a significant improvement in both engagement and cost efficiency across the region.
Direct-to-consumer brands, fashion, and automotive sectors stood out in terms of industry performance. Direct-to-consumer brands experienced the strongest spend growth, with a 37% increase in median monthly spend to $18,787. Click-through rates rose by 13%, and the cost per click dropped by 17%.
Fashion and automotive sectors also showed substantial increases, with median monthly spend rising 37% and 24%, respectively. Click-through rates increased by 13% and 11%, while the cost per click decreased by 17% and 18%.
Retail spend increased by 14%, alongside a 11% rise in click-through rates and a 7% reduction in cost per click. Automotive saw the highest engagement gain, with a 24% increase in click-through rates, reflecting a growing consumer appetite for social media as a research and consideration channel.
The report, titled "Social Media Ads Benchmarks 2026: Where Paid Social Investment Is Actually Paying Off," offers a detailed analysis of the findings. Emplifi's Q2 2026 Social Ads Benchmark Report is based on anonymized data from over 7,700 Meta ad accounts, covering global regions and industry verticals. Figures represent median monthly spend, click-through rate, and cost per click per account, with year-over-year comparisons reflecting Q2 2026 against Q2 2025.