Home & Kitchen: unit economics benchmarks
Illustrative industry planning presets — not statutory rates.
Per-order figures in rupees, for planning only. The calculator also deducts GST at the rate you choose, and RTO costs. Your own costs will differ — open a channel in the calculator and replace the figures with yours.
Source: ECOMCA planning assumptions, prepared 31 October 2026 from public information: gross margins and advertising spend reported by listed Indian consumer brands, marketplaces’ published fee schedules, and industry reports on RTO and returns. A typical single order, not measured data for any brand or platform. Where a channel shows no figures, it is not typical for this category.
Own D2C website
| Selling price (incl. GST) | ₹1,499 |
|---|---|
| − Product cost | ₹635 |
| − Packaging | ₹60 |
| − Platform & payment fees | ₹37 |
| − Shipping | ₹130 |
| − Marketing | ₹229 |
| Left after these costs (GST not yet deducted) | ₹408 |
RTO rate: 15% of orders (not in the waterfall above).
Open these numbers in the calculatorMarketplaces (Amazon, Flipkart)
| Selling price (incl. GST) | ₹1,199 |
|---|---|
| − Product cost | ₹535 |
| − Packaging | ₹48 |
| − Platform & payment fees | ₹144 |
| − Shipping | ₹110 |
| − Marketing | ₹120 |
| Left after these costs (GST not yet deducted) | ₹242 |
RTO rate: 5% of orders (not in the waterfall above).
Open these numbers in the calculatorVertical portals (Myntra, Nykaa)
Figures not yet entered.
Quick commerce (Blinkit, Zepto, Instamart)
| Selling price (incl. GST) | ₹499 |
|---|---|
| − Product cost | ₹223 |
| − Packaging | ₹10 |
| − Platform & payment fees | ₹100 |
| − Shipping | ₹15 |
| − Marketing | ₹50 |
| Left after these costs (GST not yet deducted) | ₹101 |
RTO rate: 2% of orders (not in the waterfall above).
Open these numbers in the calculatorWant to see how your own numbers compare?
We prepare channel-wise MIS and contribution-margin reports for D2C and marketplace sellers.
Illustrative estimates for planning only, not professional advice and not statutory rates. They are not measured data for any brand or platform; check your own settlement reports before you act.