Per-order profit across 5 sales channels — same product, different economics.
Common inputs
DTC fulfillment
Channel-specific
Per-order profit by channel
Channel
Net Revenue
Profit
Margin %
Channel selection guide
About this calculator
Multi-channel ecommerce is the standard playbook in 2026 — most successful DTC brands run 2-4 sales channels simultaneously. But channel decisions are usually made on gut feel ("Amazon makes sense for us") without rigorous per-order economics comparison. This calculator side-by-sides 5 common channels at once.
The math is consistent across channels: Revenue − Platform fees − COGS − Channel-specific costs (ads, FBA, shipping) = Net Profit. The differences come from fee structures (Amazon\'s 8-15% referral + FBA, TikTok\'s 8% commission, Etsy\'s ~11% all-in) and acquisition costs (DTC ads vs Amazon Sponsored vs TikTok Spark Ads vs organic Etsy traffic).
The pattern most brands discover: DTC has the best per-order margin but requires the largest CAC investment to drive volume. Marketplaces (Amazon, TikTok Shop, Etsy) trade margin for cheaper effective acquisition. Wholesale trades both margin and direct relationships for distribution leverage with retailers.
Smart channel allocation: use marketplaces to acquire customers at scale, use DTC to maximize LTV and brand control. Use wholesale to fund inventory and access retail. The Amazon vs DTC Margin and TikTok Shop vs DTC Margin tools dive deeper into specific channel pairs.
Frequently asked questions
Why compare channels per order rather than total?
Total profit reflects volume × per-order economics. Per-order economics tells you scaling capacity. A channel with 50% margin and 100 orders/month delivers more profit dollars than 80% margin and 30 orders, but the latter scales more efficiently with ad spend. Always look at both.
Should I run all five channels?
Few brands should. Each channel has overhead (listing optimization, ad management, customer service flow). Pick 2-3 channels: usually one acquisition channel (high volume, lower margin — Amazon, TikTok Shop) and one retention channel (DTC for repeat customers + LTV).
Which channel typically has the best margin?
DTC almost always — you control pricing, ad costs, and customer relationship. Wholesale to retailers can hit similar gross margins but with worse cash conversion (net 60-90 payment terms). Marketplace channels (Amazon, TikTok Shop, Etsy) trade margin for volume.
How does Amazon FBA compare to Shopify wholesale?
Amazon: high volume, ~75% gross margin retained, full retail price visible. Wholesale: smaller volume per partner, ~50% margin retained (selling at wholesale price = ~50% off retail), full distribution leverage with retailers. Different shapes of revenue.
Should I price differently per channel?
Yes — most successful multi-channel brands price 5-15% higher on Amazon and TikTok Shop than DTC to compensate for platform fees. Match prices on Etsy (fees comparable to Shopify processing). Wholesale is always 50% off retail by convention.