Revenue is not profit
Revenue is the money collected from sales, but it is not the same as profit. A store can generate strong sales while keeping very little cash after the costs required to acquire, deliver and collect each order.
A practical per-order formula
Expected profit = expected revenue − product cost − shipping − RTO cost − packaging − payment fees − advertising − platform fees.
Step 1: Start with the selling price
Use the actual selling price or order value you expect to collect. Keep discounts, refunds and other adjustments in mind when they materially affect the amount retained by the business.
Step 2: Subtract product and fulfillment costs
Include the product cost plus packaging and shipping. These are direct costs connected to getting an order ready and delivered.
Step 3: Include payment and platform fees
Payment processing and marketplace or platform fees reduce the amount left from each sale. Use your actual fee structure whenever possible rather than relying on a generic percentage.
Step 4: Include advertising cost
Advertising can make a sale possible, so it belongs in the profit calculation. Measuring ad cost per order helps you see whether additional sales are actually improving profit.
Step 5: Model RTO instead of ignoring it
If a percentage of COD orders return to origin, the expected value of those orders changes. Treat RTO as an expected cost rather than assuming every order is successfully delivered.
Why per-order profit is useful
Per-order economics helps sellers compare products, pricing, advertising and fulfillment choices before increasing inventory or ad spend.
Use the SellProfit calculator
Enter your numbers in the free profit calculator, then compare the result with your actual courier, payment and advertising reports.
Frequently asked questions
What is real e-commerce profit?
Real e-commerce profit is what remains after the costs required to make, sell, advertise, deliver and collect an order are accounted for.
Does RTO reduce e-commerce profit?
Yes. Returned orders can create additional delivery and return-related costs, so RTO should be included in expected order economics.
Should advertising cost be included in profit?
Yes. If advertising is used to acquire orders, its cost should be included when measuring the profit generated by those orders.