B2B ROI Calculator

Ecommerce ROI Calculator

Sessions, order rate and average order value → contribution per order, ROI and payback, after returns and fees. Transparent formula, exportable PDF & CSV report — free, no signup to calculate.

Advanced inputs & assumptions
How is this calculated?
  • kept revenue per order = order value × (1 − returns%)
  • contribution per order = kept revenue × grossMargin% − kept revenue × fees% − fulfilment per order
  • effect(M) = scenario × ramp(M, lag, rampMonths)
  • orders(M) = sessions × (1 + sessionUplift% × effect) × orderRate% × (1 + orderRateUplift% × effect)
  • incremental orders(M) = orders(M) − sessions × orderRate%
  • net(M) = incremental orders(M) × contribution per order − monthly investment
  • net gain(12) = Σ net(M) for M = 1..12 − one-off cost
  • ROI% = net gain(12) / (one-off cost + monthly investment × 12) × 100
  • break-even orders / month = monthly investment / contribution per order

The two uplifts compound: a 25% session lift on top of a 15% order-rate lift produces 44% more orders, not 40%. That is how a store actually behaves, but it also means the aggressive scenario moves faster than the inputs read.

Returns are modelled as a share of order value that never becomes revenue, and the goods are assumed not to be resold. If your returned stock goes back on the shelf, the model understates the contribution — lower the returns rate to compensate.

Customers are counted once, at the order that the investment produced. Repeat purchases, subscriptions and lifetime value are outside this model; for a retention-driven store, pair the result with the LTV and churn calculators rather than raising the uplift.

Full methodology & default values →

Example with demo defaults — adjust to your numbers

ROI (12 mo) 20.3%
Payback 9 mo
Net gain (12 mo) $26,023
Contribution per order $35
Incremental orders / month at full effect 473
Added contribution / month at full effect $16,305
Cost per incremental order $19
Incremental orders needed to break even monthly 261

ROI by scenario

Cons-5%Expe20%Aggr47%

36-month cumulative net gain

break-even12mo24mo36mo

Frequently asked questions

How is ecommerce ROI calculated here?

The model starts from contribution per order, not revenue. Kept revenue is your order value minus returns; from that it subtracts product cost via your gross margin, payment and platform fees, and the pick-pack-and-ship cost of one order. That contribution is then multiplied by the incremental orders the investment produces — sessions and order rate both lifted, ramped up over a lag and a ramp period — and the monthly investment is subtracted. ROI is the 12-month net gain divided by the one-off cost plus twelve months of investment. Every line is printed under “How is this calculated?”.

Why subtract returns, fees and fulfilment instead of using gross margin alone?

Because in ecommerce they are the difference between a healthy-looking ROI and a real one. An $85 order at 55% gross margin looks like $47 of contribution; take off 8% returns, 3.2% in payment and platform fees, and $6 to pick, pack and ship, and $35 is left — about a quarter less. Those three costs scale with orders, so an investment that buys more orders buys more of them too. Set any of them to zero if they genuinely do not apply to you.

Can I use this for B2B ecommerce?

Yes, and it is usually a better fit than the general ROI calculator because B2B storefronts still carry returns, payment fees and fulfilment per order. Put your average first-order value into “Average order value” and your on-site order rate into “Session → order rate”. Two cautions: if most of your revenue is repeat or contracted rather than won order by order, this model undercounts it, and if your buyers convert offline after browsing, the on-site order rate will understate the effect. Nothing in the formula is B2C-only.

Why do the two uplifts multiply rather than add?

Because they act on different stages. More sessions arrive, and a larger share of them order, so a 25% traffic lift on top of a 15% order-rate lift gives 1.25 × 1.15 = 1.4375, or 44% more orders — not 40%. That is how a store behaves, but it also means the aggressive scenario compounds faster than the input numbers suggest. If your investment only moves one of the two, set the other to zero rather than averaging them.

Where do the default values come from?

The pre-filled numbers are demonstration defaults that produce a realistic example — they are not claimed industry averages. Replace them with your own figures for an accurate result. Where a field is labelled as an assumption, adjust it to match your business; the methodology page lists every default and its status.

Is my data stored anywhere?

Calculating stores nothing: every calculation runs in your browser, there is no account, and nothing you type is sent while you calculate. Only if you download the PDF report do we receive the work email you enter plus a short summary of the inputs you modelled, so we can follow up — the privacy page states exactly what is kept.