We use cookies for analytics and ads to improve this site. Privacy policy

Cookie settings

Strictly necessary cookies (security, and remembering this choice) are always on. Privacy policy

Analytics & ads cookies

Free calculator · Online store

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.

Example numbers - replace with yours

Your result Hotels and homestays

Your funnel this month

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.

    Send me this plan

    Get these numbers on WhatsApp and email, with a link that reopens them. Your result stays on this page either way.

    We use your details to send the plan and to follow up once. Privacy Policy

    How this is calculated
    1. Sessions = ad spend ÷ cost per click. With CPM: impressions = ad spend ÷ CPM × 1,000, and sessions = impressions × CTR.
    2. Bookings placed = sessions × session to booking conversion.
    3. Kept bookings = bookings placed × (1 − cancellations %).
    4. Revenue = kept bookings × average booking value. ROAS = revenue ÷ ad spend.
    5. Margin per kept booking = average booking value × (gross margin − shipping − payment charges).
    6. Each cancellation loses shipping twice (out and back): 2 × shipping on that booking.
    7. Profit this month = margin on kept bookings − cancellation shipping losses − ad spend.
    8. Break-even ROAS = revenue ÷ (margin on kept bookings − cancellation losses); not reachable when that is 0 or less. Below it, ads lose money on the first booking.
    9. CAC = ad spend ÷ kept bookings. Cost per booking placed = ad spend ÷ bookings placed. Most you can pay per guest on the first booking = (margin on kept bookings − cancellation losses) ÷ kept bookings; margin after ad cost = that − CAC.
    10. 12-month margin per guest = that first-booking margin + margin per kept booking × (bookings per guest in 12 months − 1), counting at least 1 booking: the cancellation losses are charged once, to winning the guest, and repeat bookings are counted as kept. 12-month revenue = average booking value × bookings per guest. LTV:CAC = 12-month margin ÷ CAC. 12-month profit = kept bookings × 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.
    More free calculators

    Work out the next number

    D2C product profit calculatorOnline store Ad spend and ROAS calculatorPlan ad spend B2B lead cost calculatorLead generation Appointment and booking calculatorLead generation Store footfall calculatorLocal footfall Lead leakage calculatorStop losing leads

    See all free tools & calculators →