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D2C Unit Economics & RTO Margin Audit

Stop celebrating fake top-line GMV. Factor in GST, COD Return-to-Origin (RTO) shipping losses, and Meta CAC to see your true profit per box.

AUDITING UNIT ECONOMICS...

Net CM3 Per Order: ₹142

MAX ALLOWABLE CAC

₹380

BREAKEVEN ROAS

2.6x

1. Product Pricing & COGS (CM1)

SELLING AOV / MRP (INCL. GST) (₹)

GST SLAB (%)

MANUFACTURING COGS (₹)

PACKAGING & UNBOXING (₹)

2. Shipping & The COD RTO Leak (CM2)

FORWARD SHIPPING FEE (₹)

RTO REVERSE SHIPPING FEE (₹)

CASH-ON-DELIVERY (COD) SHARE OF ORDERS 65% COD / 35% Prepaid

COD RETURN-TO-ORIGIN (RTO) FAILURE RATE 25% of COD Orders Returned

When a COD order is rejected at the doorstep, you earn ₹0 revenue but pay Forward + Reverse shipping plus wasted packaging.

3. Customer Acquisition Cost (CM3)

BLENDED AD CAC PER DISPATCHED ORDER (₹)

CURRENT ROAS

3.71x

Per-Delivered-Order Waterfall

EFFECTIVE ECONOMICS

Because 16.3% of your total dispatched parcels fail via COD RTO, every successfully delivered order must absorb the shipping & ad losses of those failed shipments.

CM1 (Product Margin) 0%

CM2 (After Logistics & RTO) 0%

CM3 (Net Profit After Ads) 0%