Brandless’ proposition of good products at a great price works if they a sustainable cost. Being an eCommerce company, the CAC is a variable that grows with sales. At $3 per product and a CAC that grows along with the volume of sales, the model looks very different and inferior to ALDI’s. For the whole of 2019, as Brandless’ traffic was unravelling... See more

Despite this, Lovevery’s lifetime sales per customer are more than double that of KiwiCo’s, according to an analysis by Bloomberg Second Measure. (And at around $700 after 24 months, more than enough to justify spending on customer acquisition.)