Data Strategy

A good AOV runs $45-150 for consumables and $180-436 for jewelry, with DTC Shopify stores median $85-95. See benchmarks by vertical and the AOV-vs-margin trap.

A 3:1 LTV:CAC ratio can be healthy or cash-trapped depending on payback period. Why the SaaS-borrowed rule misleads DTC brands, plus benchmarks by stage.

A good return rate depends on whether you count units, orders, or revenue. See 2026 benchmarks by category and how returns quietly erode your real ROAS.

A full walkthrough from top-line revenue to true net profit per order for D2C brands: COGS, shipping, fees, ad spend, returns, and overhead.

Retention is what makes CAC math work. The metrics that matter, cohort thinking, and the levers that move repeat rate, payback, and LTV:CAC.

Treat returns as a P&L line, not a support ticket. How to measure return rate honestly, cost a return in full, and reserve for it without guessing.

Shopify's profit reports miss ad spend, some fees, and return timing. Here's how to calculate real net profit per order, worked from an $80 checkout down to the bank.

Build a cohort retention table from a Shopify order export, no app required. Group by first-order month, read the cohort triangle, and spot a leaky bucket.

A copyable monthly P&L template built for D2C: revenue, discounts, returns, COGS, contribution margin, and net profit, with a line-by-line guide.