E-commerce Profit Calculator Europe 2026
This e-commerce profit calculator computes the true net profit per order and total monthly profit for a DTC or marketplace store in Europe in 2026 — after product cost, payment processing fees, shipping, returns, advertising and platform fees. Enter average order value (AOV), product cost, shipping in/out, payment fees (~2.5%), platform fee (e.g. 0% Shopify, 15% Amazon), ad spend per order and the return rate. Example: an EUR 65 AOV with EUR 22 product cost, EUR 4 shipping, 2.5% payment, EUR 12 ad cost and 8% return rate leaves EUR 11.20 net profit per order — a 17% margin, healthy for DTC in 2026 (benchmark 8–15%). Last updated June 2026.
How to use this calculator
- 01Enter average order value (AOV) and product cost.
- 02Add outbound shipping cost and the return rate.
- 03Set payment processing fee and any platform fee.
- 04Add average ad spend per order (CAC at customer level).
- 05Read net profit per order, margin and monthly profit.
- •DTC net margin benchmark 2026: 8–15% after ads.
- •Marketplaces (Amazon): 5–10% net is typical after 15% fee.
- •Returns destroy margin: each 1pp return cuts ~0.5pp from margin.
- •Ad cost should stay under 25–30% of revenue for DTC.
- •AOV uplift via bundles is the fastest margin lever.
Frequently asked questions
What is a good profit margin for e-commerce?
DTC stores aim for 8–15% net margin after ads and returns. Amazon sellers usually run 5–10% after fees. Below 5% you have no buffer for ad cost increases.
Should I include shipping income or shipping cost?
Both — shipping charged to the customer counts as revenue, shipping you pay to carriers is a cost. The calculator nets them automatically if you enter both.
How do returns affect profitability?
Returns include refund + return shipping + restocking + lost margin. Each 1 percentage point of returns typically reduces net margin by 0.5pp.
How is ad spend per order calculated?
Take total ad spend ÷ number of orders. Example: EUR 12,000 ad spend and 1,000 orders = EUR 12/order. This is your blended CAC at the order level.
Does this include VAT?
No — enter AOV net of VAT for an apples-to-apples margin calculation. VAT collected from EU consumers is owed to the tax authority and is not your revenue.
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