Free tools · Run 10,000+ times · No signup to see your result

Run your numbers.

27 free 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 helped build and scale 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 ran these tools more than 10,000 times in the last month alone. More on the track record.

Most used · one input · 30 seconds

The AI Shopify Store Audit

Paste your store URL. Get a scored teardown across conversion, SEO, AI search visibility, speed and trust, plus a prioritized fix list in an operator's voice.

~35 checks6 scored pillarsScore free, no signup

Audit my store

The diagnostic · ~90 seconds

The DTC Growth Scorecard

Not sure which number is the real problem? Most DTC brands plateau at $1M, $5M, or $20M by running the right playbook for the wrong stage. Twelve questions gets you your inflection point, a readiness score, and your numbers benchmarked against brands at your stage.

12 questions2,600+ runsNo email to see your stage

Get my scorecard

Find

Audience

Job

Free DTC brand calculators

Unit economics, margin, and cash

Diagnostics

Start here if you don't know which number is broken.

#1 most used

DTC Growth Scorecard

Twelve questions, about 90 seconds. No email to see your stage.

You'll need

Revenue band
Category
Repeat rate
Margin structure
Channel mix

You get

Your inflection point and readiness score

Twelve questions · about 90 seconds

#2 most usedLowest effort

Shopify Store Audit

Paste your store URL. Get a scored teardown across conversion, SEO, AI search visibility, speed and trust, plus a prioritized fix list in an operator's voice.

~35 checks, six scored pillars, real Google speed data. Score free, findings unlock with your email.

You'll need

Your store URL

You get

A 0–100 score across six pillars

One input · about 30 seconds

Store & conversion

Traffic is arriving. Is it converting?

#4 most usedPath step 5

Conversion Rate Revenue-Leak Calculator

The revenue your store leaks below its conversion benchmark: sessions times the gap times AOV, scaled to a yearly number you can act on.

Median Shopify conversion is 1.4 to 1.8%. Best-in-class runs 3.7%.

You'll need

Monthly store sessions
Current conversion rate
Average order value
Benchmark to compare against
Good (2.5%)
+2 more

You get

Revenue leaking per year

4 steps

Path step 6

Conversion vs Margin Tipping-Point Calculator

Would that price cut actually make you money? The exact conversion lift a price move must deliver to break even, adjusted for repeat behaviour, plus a read on whether your funnel says price is even the problem.

A 10% cut at a 40% margin needs +33% conversion just to stand still.

You'll need

Monthly store sessions
Add-to-cart rate
Current conversion rate
Average order value
Gross margin
+12 more

You get

Break-even conversion lift

5 steps

Free-Shipping Threshold Calculator

Where to set free shipping so it lifts cart size instead of eating margin, from your AOV, gross margin, and shipping cost.

The zone that moves cart size: 1.2 to 1.4x your AOV.

You'll need

Average order value
Gross margin
Average outbound shipping cost per order
Your current free-shipping threshold

You get

Your recommended threshold

4 steps

Margin & P&L

What you actually keep per order.

Start here

DTC Profitability Calculator

Your P&L from revenue down to EBITDA: gross margin, fulfilment, returns, marketing, overhead. See where the money leaks.

The DTC median is ~5% EBITDA. 10% is healthy. Where are you?

You'll need

Monthly revenue
Gross margin
Fulfilment + shipping
Returns allowance
Marketing spend
+1 more

You get

Your EBITDA

6 steps

Path step 7

DTC Returns Cost Calculator

What a return really costs, all-in: reverse shipping, handling, fees, and lost resale value, scaled to your annual P&L hit. The line most brands never build.

~19 to 20% of apparel-skewed orders come back. Cost yours out.

You'll need

Average order value
Return rate
Orders per month
Reverse shipping per return
Handling, inspection, restock, CS
+2 more

You get

All-in cost per return

6 steps

Landed Cost Calculator

FOB to landed: freight, duties, and tariffs, the true gross margin left after them, and the price move that restores it.

DTC median gross margin sits in the low-to-mid 50s. Duties come straight out of it.

You'll need

Retail price
FOB unit cost
Freight per unit
Duty / tariff rate
Brokerage, insurance & compliance

You get

Your landed gross margin

4 steps

Wholesale vs DTC Margin Calculator

What you really keep per unit in each channel: keystone pricing, chargebacks, and the volume multiple wholesale needs to match one DTC order.

Keystone wholesale pays 50% of retail. Chargebacks take 1 to 5% more.

You'll need

Retail price
Landed unit cost
Wholesale price as share of retail
Chargebacks and deductions
DTC variable costs
+1 more

You get

Wholesale keeps per unit

4 steps

Acquisition & payback

What you can afford to pay for a customer.

#5 most usedPath step 3

Max Allowable CAC Calculator

The most you can spend to acquire a customer and stay healthy: contribution margin times payback, capped by your LTV:CAC guardrail. See both legs of the math.

The guardrails: 3:1 LTV:CAC on gross margin, payback under 6 months.

You'll need

Average order value
Gross margin
Contribution margin per order
Average lifetime orders per customer
Target payback period
+4 more

You get

Your max allowable CAC

5 steps

Path step 4

Break-Even ROAS Calculator

The ROAS your ads must clear before a dollar of profit exists: 1 divided by contribution margin, plus your profit-target and LTV-adjusted numbers.

At a 38% contribution margin, break-even is 2.6x. Most brands guess higher.

You'll need

Average order value
Contribution margin per order
Average lifetime orders per customer
Profit target on ad-driven revenue
Break even (0%)
+4 more

You get

Your break-even ROAS

5 steps

Retention & LTV

What a customer is worth after the first order.

Path step 2

LTV & Repeat Rate Calculator

Lifetime orders, repeat rates benchmarked by category, and the gross-margin LTV your CAC math should actually be using.

Half of all repeat purchases happen inside the first 30 days.

You'll need

Average order value
Gross margin
Your category
Consumables / CPG (supplements, food, beauty)
Apparel / fashion
+5 more

You get

Your gross-margin LTV

5 steps

Email + SMS Owned-Revenue Calculator

The share of revenue your owned channels drive, benchmarked, and the annual dollar gap to where it should be.

Healthy brands drive 25 to 40% of revenue from owned channels.

You'll need

Monthly revenue
Email share of revenue
SMS share of revenue
Active subscribers

You get

Your owned-revenue share

4 steps

Cash & operating cost

What's locked up, and what it costs to run the store.

Shopify Plus Cost Calculator

Your real all-in Plus cost, not the $2,300 sticker: platform fee or 0.25% of GMV, payment processing, apps, and services, as dollars and a share of revenue.

The platform fee is usually the smallest line on the invoice.

You'll need

Monthly GMV
Contract term
3-year ($2,300/mo)
1-year ($2,500/mo)
Blended processing rate
+6 more

You get

Your all-in Plus cost

5 steps

Path step 8

DTC Inventory Cash-Flow Calculator

How much cash your inventory ties up, your cash conversion cycle, and the runway your next reorder eats. The line that quietly stalls scaling brands.

A cash cycle under 30 days is strong. Over 75 is a risk flag.

You'll need

Monthly revenue
Gross margin
Days of inventory held
Supplier lead time
Deposit paid upfront
+1 more

You get

Cash locked in the cycle

6 steps

Shopify Plan Picker

Which plan is cheapest at your volume: Basic, Grow, Advanced, or Plus, with 2026 rates, gateway surcharges, and the crossover points.

Platform plus processing should stay under 4% of revenue.

You'll need

Monthly online revenue (GMV)
Average order value
Payment gateway
Shopify Payments
Third-party gateway
+6 more

You get

Your cheapest Shopify plan

4 steps

Exit

What a buyer sees.

New

DTC Exit-Readiness Scorecard

Ten questions against what brand buyers actually diligence: margin, repeat revenue, channel concentration, paid dependency, founder risk. A 0-100 score, the buyer type you fit, and the fix list.

Score 80+ and you control the timeline. Under 60, fix the list first.

You'll need

Trailing-12-month revenue
Under $1M
$1M–$5M
$5M–$20M
$20M–$50M
+21 more

You get

Exit-readiness score

5 steps

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 exit

Funnel & payback

Installs through to paid, and what the customer cost to win.

Path step 3

SaaS / App CAC Payback Calculator

Your app's CAC payback in months, plus LTV:CAC and the SaaS magic number, read against SMB-app reality, not enterprise numbers.

Under 12 months is healthy for an SMB app. Under 6 is fuel.

You'll need

Average revenue per account
Gross margin
Cost to acquire one customer
Monthly customer churn
New MRR added last month
+1 more

You get

Your CAC payback

5 steps

Start herePath step 2

Free-to-Paid Conversion Calculator

Benchmark your free-to-paid against the right band, freemium vs billed trial, and see the MRR you unlock by closing the gap.

Billed trials convert 25 to 35%. Freemium runs 3 to 5%. Judge your model.

You'll need

Billing model
Billed free trial
Freemium tier
New free users per month
Free-to-paid conversion
+2 more

You get

Your free-to-paid rate

5 steps

Path step 1

App Store Listing Conversion Benchmark

Views into installs: benchmark your listing conversion by review cohort and see the installs you leave on the table.

Strong listings convert 3 to 8%. Reviews drive the spread.

You'll need

Monthly listing visits
Monthly installs
Your review count
Under 25 reviews
25 to 200 reviews
+6 more

You get

Your view-to-install rate

4 steps

Retention

The number that compounds — or leaks.

Path step 4

Shopify App Churn-Cost Calculator

What monthly churn really costs: revenue lost per year, the share of new MRR it eats, and the valuation it quietly erases.

3 to 5% monthly is normal. Over 6% is eating your growth.

You'll need

Current MRR
Monthly revenue churn
New MRR added each month
Average revenue per account
Realistic save rate

You get

Revenue lost to churn / year

5 steps

Path step 5

Net Revenue Retention Calculator

Your NRR and GRR from expansion, contraction, and churn, annualized, and what the number does to your multiple.

NRR over 100% compounds without a single new install.

You'll need

Start-of-month MRR
Expansion MRR this month
Contraction MRR this month
MRR lost to cancellations

You get

Net revenue retention / month

4 steps

Pricing, margin & Shopify's cut

Your ceiling, and what you keep.

Path step 6

Shopify App Revenue-Share Calculator

What you keep after Shopify's cut: model your crossover month and your real take-home, month by month.

0% on your first $1M of lifetime partner revenue. 15% on everything after.

You'll need

Monthly app revenue
Expected monthly growth
Time horizon
1 year
2 years
+3 more

You get

Your take-home over the horizon

4 steps

App Pricing-Model Simulator

What tiered or usage pricing does to MRR, ARPA, and churn before you reprice, including the churn you can absorb and still come out ahead.

At a 2x top tier you can lose half the cohort and still break even.

You'll need

Current MRR
Paying merchants
Power users on the paid base
Price multiple the top tier could carry
1.5x
+8 more

You get

Monthly MRR lift from the reprice

4 steps

App Gross Margin Calculator

True gross margin after infra, support, and Shopify's cut, plus support cost per merchant, the line that decides whether growth scales.

The SaaS standard is 80%+. Under 60% prices like an agency.

You'll need

Current MRR
Paying merchants
Monthly infrastructure cost
Monthly support people-cost
Other direct monthly costs
+3 more

You get

True gross margin

4 steps

Valuation & exit

What the app is worth.

#3 most usedThe capstone

Shopify App Valuation Calculator

What your app is worth: a profit or ARR multiple, adjusted for growth, churn, net revenue retention, concentration, and founder dependency, the factors buyers actually diligence.

Anchors: ~4x profit, 4.5x ARR, adjusted for the five factors buyers price.

You'll need

Valuation basis
TTM net profit
ARR (recurring revenue)
Trailing-12-month net profit
Annual recurring revenue (ARR)
+27 more

You get

Estimated app value

6 steps

Pre-exit check

Shopify App Exit-Readiness Scorecard

Ten questions against what buyers actually diligence: churn, NRR, concentration, founder dependency, platform risk. A 0-100 score and the fix list.

Score 80+ and you control the timeline. Under 60, fix the list first.

You'll need

Annual recurring revenue
Under $100K
$100K–$500K
$500K–$1M
$1M–$3M
+20 more

You get

Exit-readiness score

5 steps

The benchmarks behind the tools

The quick reference

Every 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.

2026 benchmark bands — scroll sideways on a narrow screen
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 →
App exit-readiness score	80+: you control the timeline	60 to 79: sellable, with gaps priced in	Under 60	Exit readiness →
Brand exit-readiness score	80+: multiple buyer types, your timeline	60 to 79: sellable, with gaps priced in	Under 60	Exit readiness
Repeat revenue share (DTC)	Over 50% of revenue from returning customers	30 to 40%	Under 20%, or unmeasured	LTV & repeat

Benchmarks move. When the data shifts, the tools shift with it.

Frequently asked questions

The fine print, answered

Are these calculators actually free?

Yes. Every calculator shows your result with no email and no signup; the written breakdown is what the email unlocks. The store audit shows your score free and unlocks the findings with your email.

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.

The tools give you the number. I help you change it.

If your scorecard, CAC ceiling, or valuation surfaced something you want to act on, that's the conversation. Fifteen years across every seat in the Shopify ecosystem: employee, partner, and merchant.

Start a conversation →