How much does your online store really earn?

Not revenue. What is left after VAT, cost of goods, shipping, payment gateway, gifts and advertising.

  1. 30 000 €

    Revenue and average order

    ≈ 667 orders a month

    Two numbers you know by heart. We'll estimate the other costs, and you can adjust them to fit your store in the next steps.

  2. 01−5 610 €

    VAT

    Rate 23 %

    VAT is not yours. Until you deduct it, you are looking at the state's money.

    How we calculate it: 23 % of revenue incl. VAT. Net revenue is 24 390 €.

  3. 02−13 415 €

    Cost of goods

    55 % of net price

    Without purchase prices filled in, no tool can calculate your profit. Surprisingly many online stores don't have them on their products — yet Upgates can record them on every order at the time of purchase.

    How we calculate it: 55 % of net revenue (24 390 €). Gross margin is 45 %.

  4. 03−2 133 €

    Shipping and packaging

    3,20 € per order

    Shipping is not a percentage of revenue, it is an amount per order. On small orders it eats a bigger share than on large ones — which is why average order value matters so much.

    How we calculate it: 3,20 € per order × 667 orders. Order count comes from revenue and the average order of 45,00 €.

  5. 04−180 €

    Payment gateway

    1 % of card payments

    You pay the gateway fee only on payments that go through it. Cash on delivery and bank transfer carry no fee — so it matters what share of orders is paid by card.

    How we calculate it: 1 % of card payment volume. 60 % of revenue is paid by card or online, i.e. 18 000 €.

  6. 05−366 €

    Gifts and loyalty points

    1,5 % of net price

    A gift with an order and a redeemed loyalty point are costs like any other — there is just never an invoice for them, so they never make it into the profit.

    How we calculate it: 1,5 % of net revenue (24 390 €).

  7. 06−7 500 €

    Advertising

    ACoS 25 %

    Ad cost as a share of revenue (ACoS). Until you see it per channel, you don't know where the money earns and where it burns.

    How we calculate it: ACoS 25 % of revenue incl. VAT (30 000 €).

  8. Most online store owners have never seen this number.

    Where the revenue went

    • Revenue incl. VAT30 000 €
    • VAT18,7 % of revenue−5 610 €
    • Cost of goods44,7 % of revenue−13 415 €
    • Shipping and packaging7,1 % of revenue−2 133 €
    • Payment gateway0,6 % of revenue−180 €
    • Gifts and loyalty points1,2 % of revenue−366 €
    • Advertising25 % of revenue−7 500 €
    • Real profit796 €

    What you just saw is an estimate from the values you entered. The real number comes from your data: orders and purchase prices from Upgates, spend from Google and Meta, shipping and gateway — in one report, every day. We then run your campaigns by that same number.

    Show me my real numbers

    Download your result as a PDF

    Your profit breakdown on one page — to compare with your report or hand to your accountant. Now and then we'll also send tips on getting more profit out of your store.

    A client had his highest-revenue month of the year — and made a loss. Not because he wasn't selling. Nobody had counted the free gifts, the shipping and the ads.

Contact

Let's look at your online store.

Thirty minutes on Google Meet. We go through what your online store runs on, where stock and invoicing live, how orders flow and what your numbers show. At the end we tell you straight whether we can help and what we would start with.

Available
Mon–Fri 8:00–16:00 CET