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D2C Metrics Calculator: AOV, ROAS, Repeat Rate & Contribution Margin (CM1, CM2, CM3)

Check whether your D2C brand makes money after shipping, returns and ads. Enter revenue, orders, ad spend, COGS, fulfilment, payment and RTO costs to get contribution margins and the ROAS you need to break even.

QUICK ANSWERCM1 = revenue − product cost. CM2 = CM1 − shipping, packaging, payment and RTO/returns. CM3 = CM2 − marketing. Break-even ROAS = revenue ÷ CM2. If your ROAS is below break-even, first orders lose money and you rely on repeat purchases.

ROAS = Revenue ÷ Ad spend
CM2 = Revenue − COGS − Fulfilment − Payment − Returns
Break-even ROAS = Revenue ÷ CM2

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What the D2C Metrics Calculator does

✅ AOV and ROAS
✅ Break-even ROAS
✅ CM1, CM2, CM3
✅ Blended CAC
✅ Repeat customer share

How to use the D2C Metrics Calculator

STEP 1
Enter your numbers
Type the figures you know. Every field starts with a realistic example so you can see how it works.
STEP 2
Read the result instantly
Results, tables and the plain-English explanation update as you type. No submit button, no login.
STEP 3
Test scenarios
Change one assumption at a time (valuation, growth, dilution, exit) to see what really moves the outcome.
STEP 4
Share or save
Copy the summary, send it on WhatsApp or print to PDF for your co-founders, board or investment committee.

Unit economics for Indian D2C brands

COD and RTO (return to origin) are the hidden margin killers in India. Address verification, COD fees and pin-code rules often improve CM2 faster than renegotiating product cost.

Investors look for CM2 above 30–35% and a growing share of revenue from repeat customers, which reduces dependence on rising ad costs.

Frequently asked questions

What is a good ROAS for D2C?

There is no universal number; it must be above your break-even ROAS. Many brands target 2.5–4x blended ROAS depending on margins.

What is CM2?

Contribution margin after product cost and all variable fulfilment costs such as shipping, packaging, payment fees and returns.

How do I reduce RTO?

Verify COD orders by call or WhatsApp, offer prepaid incentives, block high-RTO pin codes and improve delivery speed.

Is this tool free? Do I need to sign up?

Yes. It is completely free, needs no login and has no usage limit. FastFee builds payment collection software; these startup and investor tools are free resources for founders, angels and fund managers.

Is my data private?

Yes. Everything you type stays in your own browser on this device (local storage). Nothing is uploaded to FastFee. Export or print a copy if you need to keep it.

Use it together with

CAC & LTV Calculator →CAC, LTV, LTV:CAC ratio and payback months from spend, churn and margin.Startup Benchmark Tool →Growth, margin, burn multiple, NRR, payback, churn and runway vs median and top quartile.

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