Financial model for your business

Ecommerce profit calculator for online stores

Build an online store financial model using orders, average order value, product cost, shipping, advertising, returns, taxes and fixed expenses.

The ecommerce profit calculator separates pickup or external-delivery orders with no store delivery cost from orders handled with your own delivery. Each channel uses orders per day, average order value and product-plus-packaging cost.

Choose a business model

Choose a business type to open a dedicated financial model with the relevant calculation inputs.

The scenario changes terminology and suggested roles only. Formulas and entered values remain unchanged.

Separate calculators by business model

Calculate your ecommerce unit economics

Enter values for your idea. Zero is valid when an item does not apply to the business.

Enter orders, average order value, product cost, advertising, logistics and fixed expenses.

Ecommerce business plan calculation example

Inputs. The store forecasts 18 pickup or externally delivered orders per day with a UAH 1,400 average order value and UAH 760 product-plus-packaging cost. Another 7 orders use the store’s own delivery: UAH 1,650 average order value, UAH 850 direct cost and UAH 160 delivery cost. The month has 26 selling days.

Revenue: 18 × 1,400 × 26 + 7 × 1,650 × 26 = 655,200 + 300,300 = UAH 955,500. Cost of sales: 18 × 760 × 26 + 7 × 850 × 26 = UAH 510,380. Gross profit: 955,500 − 510,380 = UAH 445,120.

Variable expenses. Marketing 10%, tax 5%, military levy 1% and losses 2% give 18% × 955,500 = UAH 171,990. Own delivery is 160 × 7 × 26 = UAH 29,120. Total variable expenses are UAH 201,110, so contribution is UAH 244,010. Fixed expenses for staff, employer charges, premises, software and accounting are UAH 111,722. Operating profit: 244,010 − 111,722 = UAH 132,288.

Break-even: 111,722 ÷ (244,010 ÷ 955,500) = about UAH 437,485 in revenue. Investment need after inventory, reserve, loan and supplier delay is UAH 617,627. Payback: 617,627 ÷ 132,288 = 4.7 months. A separate traffic and conversion forecast must support the 25 daily orders entered here.

The model calculates the result of the entered orders, average order value, product cost, delivery, marketing, payroll, taxes and overhead. It does not calculate website traffic or conversion; translate those forecasts into a realistic daily order count separately.

Profit planning algorithm

Identify fixed costs that arise regardless of activity volume: rent, fixed salaries, accounting and legal services.
Identify variable costs that grow with activity: cost of sales, turnover tax and levy, delivery, bonuses, marketing and write-offs.
Estimate revenue and gross profit using operation volume, average value and cost per operation.
Compare gross profit with fixed and variable costs and determine the break-even point.
Set an ambitious but realistic net-profit target and calculate the sales volume required to achieve it.

Calculation and tax settings

The calculator does not choose a sole-proprietor tax group for you. In 2026, Group 3 starts with 5% unified tax and a separate 1% military levy on turnover. Every field remains editable.

Days you sell each month days Multiplies one day of sales and cost of sales by the number of working days. Days you pay for delivery each month days Used only to calculate the cost of deliveries paid by the business. Group 3 unified tax % turnover Percentage of monthly turnover. The starting value is 5%; enter your own rate for another tax arrangement. Sole-proprietor military levy on turnover % turnover A separate percentage of monthly turnover. The 2026 starting value for Ukrainian Group 3 is 1%; edit it or enter 0 when it does not apply. Military levy on employee salaries % salary The 2026 starting value for ordinary salary is 5%. This is a separate percentage withheld from employee gross salary. Employee salary income tax % Income-tax percentage withheld from gross salary. Social contribution paid by the employer % Percentage added to employee salaries and used for the owner contribution. Minimum salary UAH In 2026, the starting base for the owner’s monthly social contribution is UAH 8,647; the field remains editable.

Planned business indicators

Enter your own figures. The selected scenario changes terminology only; it never changes formulas or numeric values.

Infrastructure

Property and initial investment.

Property area m² Total area of the leased premises. Monthly rent UAH per m²/month Monthly rent per square metre. Rent prepayment months Number of rent months paid before launch. Utilities UAH/month Average monthly utility cost. Renovation cost UAH Preliminary estimate for renovating the premises. Equipment and furniture UAH Total initial investment in equipment and furniture. Website, POS software and other investment UAH Website development, POS software and other investment in the premises. Registration, launch marketing and other start-up costs UAH Registration, launch campaign and other costs incurred before opening.

Operating indicators

Number of sales, average purchase amount, inventory and supplier credit.

How many orders are picked up or handled by an outside delivery service? orders/day Pickup and delivery for which your store has no separate delivery expense. How many orders does the store deliver itself? orders/day Only orders delivered by your courier, vehicle or contractor. Average order amount without your delivery UAH Average pickup order or order with no delivery expense for the store. Average order amount with your delivery UAH How much the customer pays on average for such an order. Goods, materials or raw-material inventory days Number of sales days covered by inventory on hand. Supplier payment delay days Average payment delay for goods, materials or raw materials.

Cost of sales and variable costs

Costs that change with sales volume.

Cost of one order without your delivery UAH Purchase cost of goods and packaging for one order. Cost of one order with your delivery UAH Goods and packaging before courier or fuel expenses. Employee bonuses % of revenue Share of revenue allocated to bonuses, including payroll taxes. How much does it cost the store to deliver one order? UAH/order Courier, fuel or contractor cost for one order. Ongoing marketing costs % of revenue Share of revenue allocated to advertising and customer acquisition. Defects, returns and write-offs % of revenue Expected share of revenue lost through defects, returns and write-offs.

Staff, salaries and payroll taxes

The source Excel workbook contains six staff rows. Enter headcount and gross salary for each row; the other eight figures calculate automatically.

Role	Employees	Military levy	Income tax	Net salary	Social contribution	Cost per employee
Owner / director		0	0	0	0	0
Online store manager		0	0	0	0	0
Sales manager		0	0	0	0	0
Order picker		0	0	0	0	0
Courier		0	0	0	0	0
Buyer / accountant		0	0	0	0	0
Total	0

Fixed and variable costs

This is the current result. It changes immediately when any field is edited.

Editable fixed costs

Accounting and legal services UAH/month Monthly estimate for accounting and legal support. Website, software and social media support UAH/month Recurring monthly digital infrastructure cost. Other fixed costs UAH/month Contingency for other recurring monthly costs.

Monthly fixed costs

Owner social contribution	0
Salaries and payroll taxes	0
Rent and utilities	0
Accounting and legal services	0
Website, software and social media support	0
Other costs	0
Total fixed costs	0

Monthly variable costs

Employee bonuses	0
Customer delivery	0
Ongoing marketing costs	0
Unified tax on turnover	0
Military levy on turnover	0
Defects, returns and write-offs	0
Total variable costs	0

Financial plan

This is the current result. It changes immediately when any field is edited.

Financing and cash reserve

Cash reserveUAHCash held for unexpected costs as part of total assets. LoansUAHLoan financing allocated to the project.

Investment planning

Assets	Amount
Fixed assets	0
Renovation	0
Furniture and equipment	0
Other fixed assets	0
Goods, materials or raw-material inventory	0
Prepaid rent	0
Cash reserve for unexpected costs	0
Total resources (assets)	0

Equity and liabilities	Amount
Owner equity	0
Loans	0
Supplier payables	0
Total equity, investment and liabilities	0

Investment required0Owner equity + Initial launch costs

Monthly profit plan

Revenue	0
Revenue: no in-house delivery	0
Revenue: in-house delivery	0
Cost of sales	0
Cost: no in-house delivery	0
Cost: in-house delivery	0
Gross profit	0
Variable costs	0
Contribution profit	0
Fixed costs	0
Net profit	0

Break-even point and target profit

The break-even point shows how many operations per day are needed for gross profit to cover fixed and variable costs. The table displays the modelled range from 0 to 129 operations.

Target monthly net profitUAH/monthDesired profit used to calculate the required operation volume.

Break-even point0

Orders for target profit0

Current order volume0

Margin of safety0

Investment payback0

Break-even point

Fixed costsVariable costsTotal costsGross profit

Orders per day: no delivery + in-house delivery	Fixed costs	Variable costs	Total costs	Gross profit

Questions for analysing the result

Which cost items are critical and which are not material to achieving the result?
Which assumptions create the largest risk that the project becomes loss-making?
What sales level is required to reach the target profit, all else being equal?
How should employee incentives be designed so staff benefit from developing the business?
How does supplier payment delay affect investment required and working capital?
If a 10% price rise reduces customers and sales volume by 15%, will profit increase or decrease?
Change the inputs and identify which assumptions have the greatest effect on net profit.

File format

Analytics stores only anonymous calculation parameters — no name, phone number or email address.

Ecommerce business plan calculator with detailed financial estimates

The ecommerce profit calculator models revenue and costs for an online store across two order channels: pickup or external delivery without your store’s own delivery cost, and orders handled with your own delivery. It calculates gross profit, contribution, operating profit, break-even revenue, safety margin, startup funding need and estimated payback.

The model does not forecast website traffic or conversion rate. Orders per day and average order value are entered directly. Traffic, advertising campaign performance and conversion should therefore be validated separately and then translated into a realistic daily order assumption.

Online store revenue inputs

Pickup or external delivery orders

Enter the expected orders per day, average order value and direct product-plus-packaging cost per order. Monthly revenue equals orders per day multiplied by average order value and sales days. Direct cost is calculated from the same order volume.

Orders with your own delivery

Enter a separate order count, average order value and direct cost for orders delivered by your business. Add the own-delivery cost in the variable expense section. Separating the channels prevents delivery economics from being hidden inside one blended average.

Product cost, inventory and supplier delay

The direct cost field should contain the purchase cost of the products sold, packaging and other per-order items that rise with sales. Inventory value is estimated from monthly direct cost and inventory days. Supplier payment delay reduces the amount of working capital that must be financed at the same time. These calculations show why a profitable order model can still require substantial cash.

Marketing, payroll and overhead

Marketing is entered as a percentage of revenue. The model also supports bonuses, delivery expense, turnover taxes and losses or write-offs. Fixed expenses include rent, utilities, accounting, software support and other regular payments. Up to six staff roles can be added with headcount and salary, while employer payroll costs are calculated from the entered rates.

Gross profit is revenue minus direct product cost. Contribution is gross profit minus variable expenses. Operating profit is contribution minus fixed expenses. This sequence shows whether a weak result comes from the product economics, customer acquisition and fulfilment, or the fixed cost structure.

Startup costs and funding

Add equipment, software investment, setup expenses, prepaid rent and a cash reserve. Own capital and loans are recorded separately. The investment need includes startup costs and working assets such as inventory and reserve, adjusted for supplier credit. This helps test whether the store has enough funding to survive the gap between buying stock and receiving customer payments.

Break-even and payback formulas

Revenue combines both order channels.
Direct product and packaging cost is deducted from revenue.
Marketing, delivery, bonuses, taxes and losses are deducted from gross profit.
Payroll, premises and other fixed expenses are deducted from contribution.
Break-even revenue is calculated only when the contribution ratio is positive.

The safety margin compares forecast revenue with the break-even level. Target order volume is based on the chosen profit goal and the current average economics. Payback appears only if monthly operating profit is positive.

How to verify an ecommerce plan

Base orders per day on a separate traffic and conversion forecast.
Use actual supplier prices, packaging costs and delivery quotations.
Include returns, write-offs and promotional spending where they affect the model.
Check inventory days and supplier delay instead of treating stock as free.
Run pessimistic, base and optimistic order scenarios.

Using the result

The calculator provides a transparent financial scenario, not a guarantee of demand. If break-even orders look unrealistic, review average order value, direct product cost, marketing share, delivery expense and fixed overhead. After launch, update the model with actual orders, average order value, cost of goods and operating expenses.

Frequently asked questions about the calculator

These answers explain what the selected model calculates and how to enter data correctly.

What will I receive after the calculation, and can I view sample files?

Yes. Open the complete PDF sample in a new tab or download the real Excel sample. Both files are generated by the same calculator with demonstration data and contain the same sections as a personal result.

XLSXView and download the Excel sample PDFOpen the PDF sample in the browser

What does the ecommerce business plan calculator calculate?

It calculates revenue, product purchase cost, own delivery, advertising, staff, taxes, net profit, required investment, payback and the online store break-even point.

How should city orders delivered by the online store be entered?

Enter pickup and orders whose delivery is not paid separately by the store as regular sales. Enter orders delivered by the store’s courier, vehicle or contractor in the delivered-sales fields.

Can a sales channel that does not exist be left empty?

Yes. If every order belongs to one sales method, leave the other method blank or zero; this does not break the calculation.

How are sole-proprietor taxes handled for an online store?

The calculator does not determine the owner’s tax group. Group 3 starts with a 5% unified tax and a separate 1% military levy on turnover, and every rate is editable.

What do the Excel and PDF files contain?

Excel contains the detailed calculation for further work, while PDF contains a structured analysis of revenue, costs, taxes, profit, break-even and payback.