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The ecommerce P&L calculator

Model revenue, contribution margin, CAC, ROAS, and operating income in real time. Start with a scenario preset, refine the numbers, and download a branded PDF report.

Start with
Why contribution margin, not gross margin

The number that actually tells you if you're profitable

Most ecommerce P&Ls stop at gross margin — revenue minus COGS. That hides the cost of actually acquiring and fulfilling the order: paid marketing, payment processing, and shipping. Contribution margin subtracts those too, which is why a channel or SKU can look healthy on gross margin and still be losing money on every order.

This calculator models your full P&L — revenue, COGS, variable marketing and fulfillment costs, and fixed overhead — in real time, so you can stress-test a CAC increase, a shipping cost hike, or a discount campaign before it happens instead of after. Start from a preset above or build a custom scenario, then download a branded PDF to share.

Active scenario: Growing brand · $10M
Key performance indicators
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Model insight
Ecommerce P&L Statement
Monthly
Margin waterfall — gross revenue to operating income

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Common questions

How to use this calculator

What's the difference between contribution margin and gross margin? +
Gross margin only subtracts COGS from revenue. Contribution margin goes further and also subtracts the variable costs tied to each order — shipping, payment processing, and paid customer acquisition cost. It's the number that tells you whether an incremental order or a new marketing channel is actually making you money, which is why this calculator is built around it instead of gross margin.
How accurate is this compared to my real P&L? +
It's a modeling tool, not an accounting system — it won't match your books to the penny. It's built to be directionally accurate enough to stress-test scenarios (a CAC increase, a shipping cost hike, a discount campaign) in seconds instead of rebuilding a spreadsheet. For an audit against your actual financials, that's what the free audit is for.
Does this work for Shopify, BigCommerce, or any ecommerce platform? +
Yes — the model is platform-agnostic. You're entering revenue, COGS, shipping, marketing spend, and overhead as dollar figures or percentages, not pulling data from a specific platform, so it works the same whether you run Shopify, Shopify Plus, BigCommerce, or a custom stack.
My numbers look worse than I expected — is something wrong? +
Usually not with the calculator. Contribution margin looks lower than gross margin because it includes real variable costs gross margin ignores, like CAC and payment processing. Most DTC brands are surprised the first time they see the full picture — that's the point of the exercise.
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