E-commerce profit is decided by acquisition cost, not turnover
This is Northbay Supply Co. — Lean team, third-party fulfilment and paid acquisition as the dominant variable cost driver. It was solved backwards from the target profit below, with United States statutory tax, Sales Tax (blended) and payroll on-costs already applied.
5 staff$2.63M annual revenue9.5% net margin
The plan, solved backwards
Target net profit
$250,000
Revenue required
$1,680,000
Operating costs
$864,000
Payroll base
$390,000
Funding solved
$585,000
Net margin
9.5%
What your sector's numbers say
• Auziplan works backwards from target profit to the order volume, average order value and ad spend that support it.
• Inventory and shipping timing drive working capital — stock turns and payable days are modelled, not assumed.
• Returns and write-offs are costed in, so the margin you plan on is the margin you bank.
Fulfilment and paid acquisition dominate variable cost.
E-commerce benchmarks applied
Sector gross margin
50%
Labour benchmark
12%
Occupancy of revenue
2.5%
Debtor days
3 days
Creditor days
40 days
Stock turns
6x per year
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