Monthly P&L Actuals
Shopify Website
Sales & Orders
Rates used in formulas
Per-order Costs
Shopify
Marketing
Agency Fees
P&L Summary
Key metrics
How the Shopify Website P&L Calculator works
Enter one month of website sales and orders, your RTO, cancellation and COD rates, per-order costs, Shopify plan and app fees, marketing spends and agency fees. The calculator builds the website's P&L down to CM 2, with AOV, CM 2 per delivered order, blended and paid ads ROAS, and CAC.
- Net sales
- Gross sales minus cancelled and RTO orders (each a % of orders, applied to sales), minus the GST in the sales kept.
- Gross margin
- Net sales minus COGS. COGS is charged on delivered sales and on the RTO stock that isn't restocked, as a % of sales with the GST on expenses taken out.
- Order costs
- Shipping and packaging on every order shipped (placed minus cancelled), the RTO fee on RTO orders, and the COD fee on COD orders that are delivered. Cancelled orders are never shipped, so they carry none of these.
- CM 1
- Gross margin minus order costs, payment gateway charges on prepaid sales (with the GST on expenses taken out) and the Shopify plan and apps.
- CM 2
- CM 1 minus Meta, Google and CRM spend, organic marketing and agency fees.
Frequently asked questions
How does RTO affect a Shopify store's P&L?
An RTO order is shipped and packed and the courier charges an RTO fee, but the sale is lost. The stock usually comes back, so COGS is charged only on the share that isn't restocked. A cancelled order also loses the sale, but it is never shipped, so it costs nothing beyond the payment gateway fee on prepaid orders.
How is CM 2 per delivered order calculated?
CM 2 ÷ delivered orders, where delivered orders are orders placed minus cancellations and RTO. In the example, ₹3,40,185 of CM 2 over 1,530 delivered orders (1,800 orders less 3% cancelled and 12% RTO) gives ₹222 per delivered order.
Why is the payment gateway charged only on prepaid sales?
COD orders are paid to the courier in cash, so they don't go through the payment gateway. The calculator applies the payment gateway rate to the share of sales that isn't COD.
Should I enter ad spends with or without GST?
Without GST, like every cost in the calculator. For Meta and Google that is the spend Ads Manager shows. Only sales are entered including GST.
How is this different from the D2C P&L Calculator?
The D2C P&L Calculator works out profit on a period's orders, with COD and prepaid orders valued separately and RTO split between them. This calculator is a monthly P&L in the MIS format, down to CM 2, with Shopify fees, agency fees and CAC.