Ecommerce ROI Calculator

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?”.

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.

Yes, when the investment is about winning new orders through a B2B storefront — more traffic, a higher order rate — because that is what this model counts. Put your average first-order value into “Average order value” and your on-site order rate into “Session → order rate”. Two cautions: repeat or contracted revenue that is not won order by order is undercounted, and buyers who browse online but order offline make the on-site order rate understate the effect. If the investment instead moves existing customers’ orders from phone, email, fax or reps onto a self-serve portal, the return comes from handling time, order errors and platform cost, not new sessions — the B2B ecommerce ROI calculator models that case.

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.

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.

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.