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Real unit economics for online stores. Know your true profit per customer, not just revenue.
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The assumptions, benchmarks, and drivers behind your e-commerce projections.
This template builds unit economics from the three numbers that decide whether a store survives: average order value, customer acquisition cost, and margin-adjusted lifetime value. Crucially, LTV here is calculated as AOV × annual purchase frequency × gross margin % × customer lifespan, on gross profit, not revenue. That distinction matters more than any other input: a brand with 40% margins and $300 of revenue LTV actually has only $120 of true LTV to spend against acquisition. Traffic, conversion rate, and repeat-purchase behavior feed the top of the model so you see contribution per customer, not just topline sales.
The widely cited target for a viable DTC business is a 3:1 margin-adjusted LTV to CAC ratio. Below 1.5:1 at scale signals a structural problem that ad optimization alone won't fix; above 5:1 often means you could afford to acquire more aggressively. Gross margins of 40–60% are typical for physical-goods e-commerce, but net margins after CAC, fulfillment, and returns usually compress to 10–20%. The model pre-loads these ranges so your projected profitability is checked against reality rather than wishful spreadsheet math.
Repeat rate is the quiet lever that makes or breaks e-commerce economics. A single order rarely pays back a paid-acquisition customer; the second and third purchases are where margin-adjusted LTV crosses your CAC. That's why the model treats repeat frequency and gross margin as first-class inputs rather than afterthoughts, nudging repeat purchases from 1.3 to 1.8 per year can flip a channel from loss-making to profitable without touching ad spend at all.
Everything you need to know about e-commerce financial modeling.
The numbers that matter most for a e-commerce business, calculate any of them free.
Average Order Value is the mean revenue generated per transaction. It is the fundamental r...
ROAS measures the revenue generated for every dollar spent on advertising. It is the prima...
Repeat Purchase Rate measures the percentage of customers who make more than one purchase....
Customer Lifetime Value is the total revenue (or profit) a business expects to earn from a...
Customer Acquisition Cost is the total cost of acquiring a new paying customer, including ...
Gross Margin is the percentage of revenue remaining after subtracting the direct costs of ...
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