Run your numbers.
More than two dozen calculators and scorecards built from the same math I use with clients, brands scaling from single-digit millions to nine figures, and Shopify app founders heading toward an exit. See your result free. Add an email only if you want the full breakdown and a copy to keep. Your numbers carry over from tool to tool, so the second one takes half the time. Every calculator is built on the bands in the 2026 benchmark library, so you can see where the defaults come from.
Operator data, not theory. Built by an early Shopify employee who created the partner program, co-founded WIN Brands Group (scaled to mid nine figures, profitably), and sold an app company to Tiny. The benchmarks come from current data across leading brands and apps in the Shopify ecosystem, stress tested against hundreds of apps and thousands of online brands. It's the same math I run with clients, from seed-stage apps to Nike, Coca-Cola, and P&G. Founders and operators have run these tools more than 7,000 times. More on the track record.
The DTC Growth Scorecard
Most DTC brands plateau at $1M, $5M, or $20M by running the right playbook for the wrong stage. Answer twelve questions and get your inflection point, a readiness score, and your numbers benchmarked against brands in your category, at your stage.
Free DTC brand calculators
Unit economics, margin, and cashThe sequence I run with brand clients (DTC or D2C, the math doesn't care how you spell it): P&L first, then what you can pay for a customer, where the store leaks revenue, whether a price move would actually pay for itself, what inventory locks up, and what returns cost. If you're new to the math, the guide to DTC growth stages covers what changes at each revenue level.
Shopify Store Audit
DTC Profitability Calculator
Max Allowable CAC Calculator
Conversion Rate Revenue-Leak Calculator
Conversion vs Margin Tipping-Point Calculator
DTC Inventory Cash-Flow Calculator
DTC Returns Cost Calculator
Shopify Plus Cost Calculator
Shopify Plan Picker
LTV & Repeat Rate Calculator
Break-Even ROAS Calculator
Free-Shipping Threshold Calculator
Landed Cost Calculator
Wholesale vs DTC Margin Calculator
Email + SMS Owned-Revenue Calculator
Not sure which of these numbers is the real problem? The scorecard tells you in about 90 seconds.
Free Shopify app calculators
Valuation, retention, and the exitThe five numbers that decide what a Shopify app is worth: free-to-paid conversion, CAC payback, churn, Shopify's cut, and the multiple a buyer pays. I've built and sold an app company in this market. For the wider map, see where value is moving in the Shopify ecosystem.
Free-to-Paid Conversion Calculator
SaaS / App CAC Payback Calculator
Shopify App Churn-Cost Calculator
Shopify App Revenue-Share Calculator
Shopify App Valuation Calculator
App Store Listing Conversion Benchmark
Net Revenue Retention Calculator
App Pricing-Model Simulator
App Gross Margin Calculator
Shopify App Exit-Readiness Scorecard
The benchmarks behind the tools
The quick referenceEvery calculator on this page judges your number against a benchmark, and a benchmark is only useful if you know where it comes from. These are operator numbers: current data from brands and apps in the Shopify ecosystem, checked against client work, not pulled from a 2019 blog post. The top 1 to 5% column shows what the best operators in the ecosystem actually hit. If your number lands there, that metric is a strength worth pressing. Find the metric that worries you and run it.
| Metric | Top 1–5% | Healthy | Red flag | Run it |
|---|---|---|---|---|
| DTC EBITDA margin | 20%+ while still growing | 10%+ (the median is ~5%) | Losing money at scale | Profitability → |
| Platform + software cost (% of GMV) | Under 2.5% | Under 4% | Over 6.5% | Plus cost → |
| LTV:CAC, gross margin basis | 5:1 with paid spend still scaling | 3:1 or better | Under 2:1 | Max CAC → |
| Brand CAC payback | Profitable on the first order | Under 6 months | Over 12 months | Max CAC → |
| Shopify store conversion | 3.7%+ (best-in-class) | 1.4 to 1.8% (the median) | Under 1% | Conversion leak → |
| Discount break-even, 10% sitewide cut | Sells through at full price, discounts stay targeted | +20% CVR lift needed at 60% margin | +33%+ needed at 40% margin and below | Tipping point → |
| Add-to-cart rate | 9%+ of sessions | ~6.3% of sessions (ecommerce median) | Under 4.5%: price objection upstream | Tipping point → |
| Cash conversion cycle | Negative: customers fund the inventory | Under 30 days | Over 75 days | Inventory cash → |
| Return rate, apparel-skewed | Under 10%, with sizing data doing the work | Priced into the P&L at ~19 to 20% | Unmeasured | Returns cost → |
| App free-to-paid, billed trial | 45%+ | 25 to 35% | Under 15% | Free-to-paid → |
| App free-to-paid, freemium | 8%+ | 3 to 5% | Under 2% | Free-to-paid → |
| App CAC payback | Under 6 months: that is growth fuel | Under 12 months | Over 18 months | CAC payback → |
| App monthly churn | Under 2%, with net revenue retention over 100% | 3 to 5% | Over 6% | Churn cost → |
| Shopify revenue share | Pricing built so the 15% is already in the margin | 0% on your first $1M lifetime, then 15% | Not modelled into pricing | Revenue share → |
| App valuation anchor | 6x+ ARR: growth, retention, clean books | ~4x profit, ~4.5x ARR, factor-adjusted | Founder-dependent, concentrated | Valuation → |
| Break-even ROAS | Under 2 (contribution margin 50%+) | Under 2.5 (contribution margin 40%+) | Over 4 (contribution margin under 25%) | Break-even ROAS → |
| Meta hook rate (thumb-stop) | 40%+: the algorithm rewards it | 30% or better (25% is the floor) | Under 25%: fix the first frame | Creative benchmarks → |
| Creative hit rate (winners) | ~8%+ at $1M+/mo, up to ~15% in a strong month | ~5% of creatives win | Under ~4% at real spend | Creative benchmarks → |
| Creative volume shipped | Production ramps ahead of spend increases | ~1 new ad per $3K of monthly spend | Under-producing: the account plateaus | Creative benchmarks → |
| Free-shipping threshold | Cart size climbs to meet it | 1.2 to 1.4x your AOV | Below your AOV | Threshold → |
| Landed gross margin, after duties | 60%+ | 55%+ | Under 40% | Landed cost → |
| Plan + processing (% of revenue) | Under 2.5% | Under 4% | Over 6.5% | Plan picker → |
| Owned revenue share (email + SMS) | ~40% with honest attribution | 25 to 40% of revenue | Under 15% | Owned revenue → |
| Wholesale per-unit contribution | Beats DTC after chargebacks | 60%+ of your DTC contribution | Under 35%, or negative | Wholesale vs DTC → |
| 12-month repeat rate | Top of category band, second order inside 30 days | Consumables 35–50% · apparel 20–30% · home 15–25% | Well below the category band | LTV & repeat → |
| Net revenue retention | 110%+ | 100%+ (90 to 100 is SMB-app normal) | Under 90% | NRR → |
| App gross margin | 85%+ | 75%+ (the SaaS standard is 80) | Under 60% | Gross margin → |
| Listing view-to-install | 5 to 8% (200+ reviews) | 3 to 8% for a well-positioned listing | Under 3% with decent traffic | Listing conversion → |
| Exit-readiness score | 80+: you control the timeline | 60 to 79: sellable, with gaps priced in | Under 60 | Exit readiness → |
Benchmarks move. When the data shifts, the tools shift with it.
Frequently asked questions
The fine print, answeredAre these calculators actually free?
Yes. Every tool shows your result with no email and no signup. The email gate only appears if you want the full written breakdown sent to you, along with the weekly Dispatch.
Where do the benchmarks come from?
Operator data: current numbers across leading brands and apps in the Shopify ecosystem, stress tested against hundreds of apps and thousands of online brands, with input from specialists in finance, retention, and paid acquisition. It's the same math I use in client work, as an early Shopify employee, a founder who sold an app company to Tiny, and an operator who scaled a brand portfolio to mid nine figures in annual revenue.
Which calculator should I start with?
Running a brand: start with the DTC profitability calculator, everything else keys off your margin structure. Building an app: start with Free-to-Paid Conversion. Not sure what's wrong in the first place: the DTC Growth Scorecard diagnoses it in about 90 seconds.
What is a good EBITDA margin for a DTC brand?
The median DTC brand runs around 5% EBITDA. 10% or better is healthy. The Profitability Calculator shows where your P&L sits and which line is dragging it.
How do I value a Shopify app?
Start from roughly 4x annual profit, or about 4.5x ARR for larger apps, then adjust for growth rate, churn, net revenue retention, customer concentration, and founder dependency. Those five factors are what buyers actually diligence, and the app valuation tool walks each one.
What happens to the numbers I enter?
They stay in your browser. Inputs carry over between tools via local storage so you don't retype them. Nothing is sent anywhere unless you choose to add your email for the full breakdown.