What is the Ecommerce Unit Economics Calculator?
Unit economics tell you whether each customer is profitable. Contribution per order = AOV − COGS − fulfilment − payment fees − returns. LTV = contribution × lifetime orders − retention costs. A healthy LTV:CAC ratio is 3:1 or better, with CAC paid back within the first one or two orders.
How to use the Ecommerce Unit Economics Calculator
- Enter AOV and variable costs per order.
- Enter CAC and expected orders per customer.
- Add retention marketing per repeat order.
- Review LTV:CAC and payback.
Why use AnyShift's Ecommerce Unit Economics Calculator
Instant resultsNumbers update as you type — no submit button, no page reloads.
Formula shownEvery result shows how it was calculated so you can check the maths.
Editable assumptionsRates, fees and defaults are pre-filled but always adjustable.
Private by designCalculations run in your browser. Nothing is stored or sent.
Frequently asked questions
What is a good LTV:CAC ratio?
3:1 is the common benchmark. Below 1:1 you lose money on every customer; far above 5:1 may mean you are under-investing in growth.
Should LTV use revenue or profit?
Profit (contribution). Revenue-based LTV overstates what you can afford to spend.
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Last reviewed: Built for: United States, United Kingdom, Canada, Australia Part of Ecommerce & Sellers