What is a Good Profit Margin for eCommerce?

Understanding target profit margins helps you know if your business is healthy. This guide covers profit margin benchmarks by industry and business type.

Types of Profit Margins

Gross Profit Margin

Formula:(Gross Profit / Net Revenue) × 100

Where: Gross Profit = Net Revenue – (Product Costs + Shipping Costs + Payment Gateway Fees + Custom Order Costs)

What it excludes: Operating expenses

Typical eCommerce range:30-60%

Interpretation:

• Under 30%: Low margins, pricing or cost issues
• 30-50%: Healthy for most categories
• 50-70%: Excellent margins
• 70%+: Very high (digital products, services)

Net Profit Margin

Formula: (Net Profit / Net Revenue) × 100

Where: Net Profit = Gross Profit – Operating Expenses

Includes: All costs (product costs, shipping, fees, operating expenses)

Typical eCommerce range:5-25%

Interpretation:

• Under 5%: Barely profitable, risky
• 5-10%: Acceptable for high-volume stores
• 10-20%: Healthy for most eCommerce
• 20-30%: Excellent margins
• 30%+: Outstanding (rare in eCommerce)

Industry Benchmarks

Fashion & Apparel

• Gross Margin:30-50%
• Net Margin:4-13%
• Note: High competition, frequent discounting

Electronics & Tech

• Gross Margin:10-30%
• Net Margin:2-8%
• Note: Low margins, high volume business

Beauty & Cosmetics

• Gross Margin:50-80%
• Net Margin:15-40%
• Note: High margins, strong branding potential

Home & Furniture

• Gross Margin:25-45%
• Net Margin:8-18%
• Note: Higher shipping costs impact margins

Food & Beverage

• Gross Margin:20-40%
• Net Margin:5-15%
• Note: Perishability, shipping challenges

Digital Products

• Gross Margin:80-98%
• Net Margin:60-85%
• Note: Minimal COGS, mostly operating expenses

Print on Demand

• Gross Margin:35-55%
• Net Margin:10-25%
• Note: No inventory costs but higher per-unit costs

Dropshipping

• Gross Margin:20-40%
• Net Margin:5-15%
• Note: No inventory but high supplier costs, heavy ad spend

Wholesale/B2B

• Gross Margin:15-35%
• Net Margin:8-20%
• Note: Lower margins but larger order volumes

Subscription Products

• Gross Margin:40-70%
• Net Margin:15-35%
• Note: Recurring revenue, higher LTV

Margin Targets by Business Stage

New Business (0-6 months)

• Gross Margin:35%+ target
• Net Margin: Negative to 5% acceptable (customer acquisition phase)
• Focus: Growth and customer acquisition over immediate profit

Growing Business (6 months – 2 years)

• Gross Margin:40%+ target
• Net Margin:8-15% target
• Focus: Balancing growth and profitability

Established Business (2+ years)

• Gross Margin:45%+ target
• Net Margin:15-25% target
• Focus: Sustainable profitability and optimization

How to Improve Margins

Increase Gross Margin

1. Raise prices: Even 5-10% can double profit
2. Negotiate supplier costs: Lower COGS directly increases margin
3. Add higher-margin products: Complement low-margin items with profitable ones
4. Reduce shipping costs: Better carrier rates, packaging optimization

Increase Net Margin

1. Optimize ad spend: Improve ROAS, cut unprofitable campaigns
2. Reduce operating expenses: Cut unnecessary subscriptions and services
3. Improve conversion rate: More orders from same traffic = lower CAC
4. Increase average order value: Upsells, bundles, minimum orders

Margin Monitoring

Track Over Time

Create margin trend report:

1. Line chart: Gross Margin % and Net Margin % over time
2. Monitor if margins improving or declining
3. Set alerts if margin drops below threshold

Set Margin Goals

1. Based on benchmarks, set targets
2. Example: “Achieve 20% net margin by Q4”
3. Use Gauge widget to track progress

Margin by Category

Different categories have different margins:

• Identify high-margin categories to promote
• Accept lower margins on traffic-driving products
• Discontinue consistently low-margin categories

Common Margin Mistakes

Mistake 1: Focusing Only on Revenue

“We did $100,000 this month!”

“We did $100,000 revenue and $18,000 net profit (18% margin)”

Mistake 2: Ignoring Operating Expenses

Looking only at gross margin

Tracking net margin after all expenses

Mistake 3: Comparing to Wrong Benchmarks

Comparing dropshipping margins to digital product margins

Comparing to similar business models in your industry

Mistake 4: Not Accounting for Ad Spend

Calculating profit without including advertising costs

Including all marketing costs in net profit calculation

Using Alpha Insights for Margin Analysis

View Current Margins

1. Go to Dashboard
2. See Profit Margin metric card
3. Check both gross and net margin

Margin Trends

1. Reports → Create custom report
2. Add line chart with Gross Margin % and Net Margin %
3. View last 90 days or last 12 months

Margin by Category

1. Create bar chart
2. X-axis: Product Categories
3. Y-axis: Profit Margin %
4. Identify highest and lowest margin categories