E-commerce / DTC live
GMV, contribution margin, CAC/LTV, ad spend by platform, and inventory weeks-of-supply.Demo data · illustrative · demo-ecommerce-deep
GMV
$644K
24.4%
sum(order_value)
Contribution Margin
11.2%
53.4%
(gmv - cogs - fulfillment - returns) / gmv
CAC
$4,122
52.6%
paid_spend / new_customers
LTV
$2,978
26.2%
avg_margin_per_order × orders_per_lifetime
LTV : CAC
931
33.8%
ltv / cac
Inventory Turnover
714
7.9%
cogs / avg_inventory
Average Order Value
$2,715
24.4%
gmv / orders
Repeat Rate
91.4%
60.4%
repeat_customers / customers
Ad spend by platform
$0.5M/mo · MER is platform-reported (treat post-iOS numbers with caution)| Platform | Spend /mo | MER | Revenue share |
|---|---|---|---|
| Meta | $218K | 2.9x | 46% |
| TikTok | $96K | 2.1x | 19% |
| $142K | 4.2x | 35% |
Inventory weeks-of-supply
By category — beyond ~16 weeks, markdown exposure builds| Category | Weeks of supply | Markdown risk |
|---|---|---|
| Core / evergreen | 9 | 4% |
| Seasonal | 19 | 31% |
| New launch | 22 | 38% |
| Accessories | 12 | 9% |
What the model sees
Grounded read on the brandMarkdown exposure is building in New launch: 22 weeks of supply at ~38% markdown risk. Every week it sits past ~16 weeks is margin you'll give back on promotion — pull a markdown plan forward now rather than discounting reactively at quarter-end.
Inventory TurnoverContribution Margin199 sources
Blended MER is 3.1x, but Google (4.2x) is carrying it and TikTok (2.1x) is the drag. TikTok's number is also the least trustworthy post-iOS — platform-reported ROAS over-credits view-through. Hold a clean-room/MMM read before scaling it; the on-platform MER flatters TikTok.
CACLTV : CAC168 sources
Unit economics work only if LTV:CAC clears ~3x after the real (not platform-reported) CAC. Defend repeat rate and contribution margin before buying more first orders — a second purchase is the cheapest LTV you'll ever get.
Repeat RateAverage Order Value144 sources