Act on the result
Use the marketplace contribution difference and both retained margins to decide which channel should receive the next comparable order cohort.
Educational only: Business decision support, not accounting, tax or legal advice.
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Update policy: Reviewed when formulas or official dependencies change.
Scope: Market-neutral small-business planning using your own assumptions.
What this comparison calculator helps you decide
Best for
Ecommerce sellers comparing direct and marketplace channels with the same representative order economics.
Outputs
Direct and marketplace contribution, contribution difference and retained margin for each channel.
Start here
Use one comparable order cohort and enter each channel fee from your own current contract.
Use a different tool when: Do not use this to set a viable listing price after marketplace, payment and fulfilment fees; use Marketplace Fee Profit Planner for that decision. Use this tool to compare retained contribution across direct and marketplace channels.
Commerce & operations
Multi-channel Profit: direct and marketplace contribution
Direct and marketplace contribution, contribution difference and retained margin for each channel.
Amounts use the same currency as your inputs. No currency conversion is performed.
Multi-channel Profit Comparison
Compare retained contribution across direct and marketplace channels.
Your numbers stay in this browser
Direct-channel orders.
Marketplace orders.
Comparable channel order revenue. Enter the amount on one consistent ex-tax market-currency basis.
Product cost per order. Enter the amount on one consistent ex-tax market-currency basis.
Fulfilment per order. Enter the amount on one consistent ex-tax market-currency basis.
Seller-funded shipping per order. Enter the amount on one consistent ex-tax market-currency basis.
Advertising per order. Enter the amount on one consistent ex-tax market-currency basis.
Other cost per order. Enter the amount on one consistent ex-tax market-currency basis.
Returned order share.
Recovered product cost share.
Cost per return. Enter the amount on one consistent ex-tax market-currency basis.
Fixed channel fee per order. Enter the amount on one consistent ex-tax market-currency basis.
Fee share recovered on return.
Direct-channel percentage fee.
Marketplace percentage fee.
Decision result
Each output is bound to its registered ecommerce engine formula.
- Direct Contribution Ex Tax
- 16,336.00
- Marketplace Contribution Ex Tax
- 15,478.40
- Marketplace contribution difference
- -857.60
- Direct Margin Rate
- 35.5%
- Marketplace Margin Rate
- 24%
Scenario comparison
Each row names the assumption axis changed from the baseline.
ScenarioResultDifference
Current scenario-857.60Baseline
Lower Marketplace fee rate-185.60672.00
Higher Marketplace fee rate-1,529.60-672.00
Save these results, change an input, then compare the updated figures with this baseline.
The baseline is temporary in this tab and is not added to shared scenario links or generated reports.
Calculation details
View calculation detailsView the formulas and inputs used for these results.
Direct Contribution Ex Tax
Direct Contribution Ex Tax
exact direct-channel contribution16,336.00Result16,336.00
Reports money for the entered planning period using the declared ex-tax cost and revenue basis. The engine retains full precision; presentation rounding does not feed calculation.
Multi-channel Profit Comparison formulas →Inputs used by these formula steps
- Direct Contribution Ex TaxDirect Orders
- 500
- Direct Contribution Ex TaxMarketplace Orders
- 700
- Direct Contribution Ex TaxRevenue Per Order Ex Tax
- 100
- Direct Contribution Ex TaxProduct Cost Per Order Ex Tax
- 35
- Direct Contribution Ex TaxFulfilment Cost Per Order Ex Tax
- 7
- Direct Contribution Ex TaxShipping Per Order Ex Tax
- 8
- Direct Contribution Ex TaxAdvertising Per Order Ex Tax
- 6
- Direct Contribution Ex TaxOther Cost Per Order Ex Tax
- 2
- Direct Contribution Ex TaxReturn Rate
- 0.08
- Direct Contribution Ex TaxRecovered Product Cost Rate
- 0.8
- Direct Contribution Ex TaxReverse Logistics Per Return Ex Tax
- 5
- Direct Contribution Ex TaxFixed Fee Per Order Ex Tax
- 0.3
- Direct Contribution Ex TaxRefundable Fee Rate
- 0.5
- Direct Contribution Ex TaxDirect Fee Rate
- 0.03
- Direct Contribution Ex TaxMarketplace Fee Rate
- 0.14
Marketplace Contribution Ex Tax
Marketplace Contribution Ex Tax
exact marketplace contribution15,478.40Result15,478.40
Reports money for the entered planning period using the declared ex-tax cost and revenue basis. The engine retains full precision; presentation rounding does not feed calculation.
Multi-channel Profit Comparison formulas →Inputs used by these formula steps
- Marketplace Contribution Ex TaxDirect Orders
- 500
- Marketplace Contribution Ex TaxMarketplace Orders
- 700
- Marketplace Contribution Ex TaxRevenue Per Order Ex Tax
- 100
- Marketplace Contribution Ex TaxProduct Cost Per Order Ex Tax
- 35
- Marketplace Contribution Ex TaxFulfilment Cost Per Order Ex Tax
- 7
- Marketplace Contribution Ex TaxShipping Per Order Ex Tax
- 8
- Marketplace Contribution Ex TaxAdvertising Per Order Ex Tax
- 6
- Marketplace Contribution Ex TaxOther Cost Per Order Ex Tax
- 2
- Marketplace Contribution Ex TaxReturn Rate
- 0.08
- Marketplace Contribution Ex TaxRecovered Product Cost Rate
- 0.8
- Marketplace Contribution Ex TaxReverse Logistics Per Return Ex Tax
- 5
- Marketplace Contribution Ex TaxFixed Fee Per Order Ex Tax
- 0.3
- Marketplace Contribution Ex TaxRefundable Fee Rate
- 0.5
- Marketplace Contribution Ex TaxDirect Fee Rate
- 0.03
- Marketplace Contribution Ex TaxMarketplace Fee Rate
- 0.14
Marketplace contribution difference
Contribution Delta Ex Tax
marketplace contribution − direct contribution-857.60Result-857.60
Reports money for the entered planning period using the declared ex-tax cost and revenue basis. The engine retains full precision; presentation rounding does not feed calculation.
Multi-channel Profit Comparison formulas →Inputs used by these formula steps
- Contribution Delta Ex TaxDirect Orders
- 500
- Contribution Delta Ex TaxMarketplace Orders
- 700
- Contribution Delta Ex TaxRevenue Per Order Ex Tax
- 100
- Contribution Delta Ex TaxProduct Cost Per Order Ex Tax
- 35
- Contribution Delta Ex TaxFulfilment Cost Per Order Ex Tax
- 7
- Contribution Delta Ex TaxShipping Per Order Ex Tax
- 8
- Contribution Delta Ex TaxAdvertising Per Order Ex Tax
- 6
- Contribution Delta Ex TaxOther Cost Per Order Ex Tax
- 2
- Contribution Delta Ex TaxReturn Rate
- 0.08
- Contribution Delta Ex TaxRecovered Product Cost Rate
- 0.8
- Contribution Delta Ex TaxReverse Logistics Per Return Ex Tax
- 5
- Contribution Delta Ex TaxFixed Fee Per Order Ex Tax
- 0.3
- Contribution Delta Ex TaxRefundable Fee Rate
- 0.5
- Contribution Delta Ex TaxDirect Fee Rate
- 0.03
- Contribution Delta Ex TaxMarketplace Fee Rate
- 0.14
Direct Margin Rate
Direct Margin Rate
direct contribution / retained direct revenue0.36 percentResult35.5%
Reports percent for the entered planning period using the declared ex-tax cost and revenue basis. The engine retains full precision; presentation rounding does not feed calculation.
Multi-channel Profit Comparison formulas →Inputs used by these formula steps
- Direct Margin RateDirect Orders
- 500
- Direct Margin RateMarketplace Orders
- 700
- Direct Margin RateRevenue Per Order Ex Tax
- 100
- Direct Margin RateProduct Cost Per Order Ex Tax
- 35
- Direct Margin RateFulfilment Cost Per Order Ex Tax
- 7
- Direct Margin RateShipping Per Order Ex Tax
- 8
- Direct Margin RateAdvertising Per Order Ex Tax
- 6
- Direct Margin RateOther Cost Per Order Ex Tax
- 2
- Direct Margin RateReturn Rate
- 0.08
- Direct Margin RateRecovered Product Cost Rate
- 0.8
- Direct Margin RateReverse Logistics Per Return Ex Tax
- 5
- Direct Margin RateFixed Fee Per Order Ex Tax
- 0.3
- Direct Margin RateRefundable Fee Rate
- 0.5
- Direct Margin RateDirect Fee Rate
- 0.03
- Direct Margin RateMarketplace Fee Rate
- 0.14
Marketplace Margin Rate
Marketplace Margin Rate
marketplace contribution / retained marketplace revenue0.24 percentResult24%
Reports percent for the entered planning period using the declared ex-tax cost and revenue basis. The engine retains full precision; presentation rounding does not feed calculation.
Multi-channel Profit Comparison formulas →Inputs used by these formula steps
- Marketplace Margin RateDirect Orders
- 500
- Marketplace Margin RateMarketplace Orders
- 700
- Marketplace Margin RateRevenue Per Order Ex Tax
- 100
- Marketplace Margin RateProduct Cost Per Order Ex Tax
- 35
- Marketplace Margin RateFulfilment Cost Per Order Ex Tax
- 7
- Marketplace Margin RateShipping Per Order Ex Tax
- 8
- Marketplace Margin RateAdvertising Per Order Ex Tax
- 6
- Marketplace Margin RateOther Cost Per Order Ex Tax
- 2
- Marketplace Margin RateReturn Rate
- 0.08
- Marketplace Margin RateRecovered Product Cost Rate
- 0.8
- Marketplace Margin RateReverse Logistics Per Return Ex Tax
- 5
- Marketplace Margin RateFixed Fee Per Order Ex Tax
- 0.3
- Marketplace Margin RateRefundable Fee Rate
- 0.5
- Marketplace Margin RateDirect Fee Rate
- 0.03
- Marketplace Margin RateMarketplace Fee Rate
- 0.14
Inputs used
- Direct orders
- 500
- Marketplace orders
- 700
- Revenue per order
- 100.00
- Product cost
- 35.00
- Fulfilment cost
- 7.00
- Shipping cost
- 8.00
- Advertising cost
- 6.00
- Other variable cost
- 2.00
- Return rate
- 8%
- Product recovery rate
- 80%
- Reverse logistics
- 5.00
- Fixed fee
- 0.30
- Refundable fee share
- 50%
- Direct fee rate
- 3%
- Marketplace fee rate
- 14%
Open this calculator with preset values
This calculator supports documented, shareable scenario URLs. Compatible assistants and applications can construct links using the parameters below.
Scenario links contain only allowlisted numeric and closed-choice inputs shown in the URL; Margin101 excludes free text and identifying fields. Anyone you share the URL with can read those numbers, so do not include private or identifying data.
| Parameter | Meaning | Unit | Allowed values | Presence | Default |
|---|---|---|---|---|---|
| advertisingPerOrderExTax | Advertising per order. Enter the amount on one consistent ex-tax market-currency basis. | currency units/order, ex tax | 0 to 100000000 | Required | 6 |
| directFeeRate | Direct-channel percentage fee. | proportion of direct-channel revenue charged as fee | 0 to 1 | Required | 0.03 |
| directOrders | Direct-channel orders. | whole events/planning period | 0 to 100000000 | Required | 500 |
| fixedFeePerOrderExTax | Fixed channel fee per order. Enter the amount on one consistent ex-tax market-currency basis. | currency units/planning period, ex tax | 0 to 100000000 | Required | 0.3 |
| fulfilmentCostPerOrderExTax | Fulfilment per order. Enter the amount on one consistent ex-tax market-currency basis. | currency units/planning period, ex tax | 0 to 100000000 | Required | 7 |
| marketplaceFeeRate | Marketplace percentage fee. | proportion of order revenue charged as marketplace fee | 0 to 1 | Required | 0.14 |
| marketplaceOrders | Marketplace orders. | whole events/planning period | 0 to 100000000 | Required | 700 |
| otherCostPerOrderExTax | Other cost per order. Enter the amount on one consistent ex-tax market-currency basis. | currency units/planning period, ex tax | 0 to 100000000 | Required | 2 |
| productCostPerOrderExTax | Product cost per order. Enter the amount on one consistent ex-tax market-currency basis. | currency units/planning period, ex tax | 0 to 100000000 | Required | 35 |
| recoveredProductCostRate | Recovered product cost share. | proportion of returned product cost recovered | 0 to 1 | Required | 0.8 |
| refundableFeeRate | Fee share recovered on return. | proportion of provider fees refunded | 0 to 1 | Required | 0.5 |
| returnRate | Returned order share. | proportion of orders returned | 0 to 1 | Required | 0.08 |
| revenuePerOrderExTax | Comparable channel order revenue. Enter the amount on one consistent ex-tax market-currency basis. | currency units/order, ex tax | 0 to 100000000 | Required | 100 |
| reverseLogisticsPerReturnExTax | Cost per return. Enter the amount on one consistent ex-tax market-currency basis. | currency units/return, ex tax | 0 to 100000000 | Required | 5 |
| shippingPerOrderExTax | Seller-funded shipping per order. Enter the amount on one consistent ex-tax market-currency basis. | currency units/order, ex tax | 0 to 100000000 | Required | 8 |
Multi-channel Profit: direct and marketplace contribution
The marketplace contribution difference isolates how the entered order volumes and channel fee stacks change retained contribution.
Formula summary
- Primary formula
- channel contribution = retained revenue − product, fulfilment, shipping, advertising, other costs and fees
Data used here
- The estimate uses your inputs and the general business formula documented in the methodology.
Decision checks
Stress-test the decision
Retest the direct fee rate and marketplace fee rate as percentages of channel revenue on the same order basis.
When this estimate can be misleading
- All provider fees, exchange rates, returns, demand and operating rates are user-entered scenarios.
- Use one consistent ex-tax currency and planning period across compared inputs.
- This is educational business decision support, not accounting, tax, legal or financial advice.
- The marketplace contribution difference isolates how the entered order volumes and channel fee stacks change retained contribution.
Educational estimate, not advice. See all assumptions & limitations →
Related reading
Guides to interpret the decision and its assumptions.
- Channel Pricing: Protect One Product Margin
Compare channel cost stacks, contribution, cash terms and capacity on one basis without assuming identical margins or provider fees.
Read guide - Marketplace Expansion for a DTC Brand
Compare channel contribution, cash timing, fulfilment and cannibalisation boundaries before expanding a direct brand.
Read guide - Single-Platform Dependency Risk
Measure channel contribution and cash exposure before funding diversification without inventing a disruption probability.
Read guide
Frequently asked questions
How do I compare retained contribution across direct and marketplace channels?
Use the marketplace contribution difference and both retained margins to decide which channel should receive the next comparable order cohort.
What should stay consistent when I compare the options?
Keep the time basis, units and included costs consistent across options, then verify the assumptions that create the largest difference.