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D2C ecommerce calculator: is each order making money?
Most online stores track ROAS and miss the RTOs, shipping both ways and payment charges that decide whether an order makes money. Put in your numbers and see the real profit per order.
What would change it
The same numbers with one thing improved, worked out live.
Full breakdown
Every number this calculator works out.
Compare scenarios
Save up to three versions and compare them side by side.
How this is calculated
- Sessions = ad spend ÷ cost per click. With CPM: impressions = ad spend ÷ CPM × 1,000, and sessions = impressions × CTR.
- Orders placed = sessions × session to order conversion.
- Kept orders = orders placed × (1 − RTOs and returns %).
- Revenue = kept orders × average order value. ROAS = revenue ÷ ad spend.
- Margin per kept order = average order value × (gross margin − shipping − payment charges).
- Each RTO or return loses shipping twice (out and back): 2 × shipping on that order.
- Profit this month = margin on kept orders − RTO or return shipping losses − ad spend.
- Break-even ROAS = revenue ÷ (margin on kept orders − RTO or return losses); not reachable when that is 0 or less. Below it, ads lose money on the first order.
- CAC = ad spend ÷ kept orders. Cost per order placed = ad spend ÷ orders placed. Most you can pay per customer on the first order = (margin on kept orders − RTO or return losses) ÷ kept orders; margin after ad cost = that − CAC.
- 12-month margin per customer = that first-order margin + margin per kept order × (orders per customer in 12 months − 1), counting at least 1 order: the RTO or return losses are charged once, to winning the customer, and repeat orders are counted as kept. 12-month revenue = average order value × orders per customer. LTV:CAC = 12-month margin ÷ CAC. 12-month profit = kept orders × 12-month margin − ad spend.
Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.
Questions
About this calculator
A returned or refused cash-on-delivery order brings no revenue but still costs shipping twice (out and back) and the ad money that won it. The calculator removes those orders from revenue and charges their shipping loss, so the profit you see is after RTO.
It is the ROAS at which the first order covers its own ad cost: revenue ÷ (margin on kept orders − RTO losses). Below it, every new customer costs more to win than their first order earns.
Only if customers come back. The 12-month margin per customer and LTV:CAC show whether repeat orders in the first year pay back what you spent to win the customer. If LTV:CAC is below 1, they do not.
No, they are only starting values so the page is not empty. Replace them with your own store's numbers from your ads account, store dashboard and courier reports.
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