Published figure
Finaloop: Ecommerce Profit Benchmarks: P&L + Performance Metrics That Matter
An article on the profit of ecommerce brands, from the books Finaloop keeps for them. We compare a brand’s contribution margin after marketing with its median.
1 · The source
It counts hundreds of brands with 7- and 8-figure yearly sales.
Publisher Finaloop, an ecommerce accounting service Appeared in Finaloop blog, Rayla Rappaport and Aaron Orendorff Published Mar 1, 2026 Who it covers Hundreds of brands with 7- and 8-figure yearly sales Period 2023 to 2025, the years its data covers. It doesn’t say which of them the median covers. Data The books Finaloop keeps for these brands Original finaloop.com/blog/ecommerce-profit-benchmarks-performance-metrics ↗ We last read it Sep 30, 2026 2 · The figures we use
One figure, for contribution margin after marketing.
Metric Their figure Statistic How theirs differs Contribution margin after marketing 25% Median Close in definition. The article doesn’t say which period the median covers. Their definition “Our calculation takes net profit and subtracts all variable costs and ad spend (not including fixed marketing fees, such as agency retainers).”
3 · What we leave out
The page has more figures than the ones we use.
The article also gives medians for gross margin. Its gross profit also subtracts shipping, fulfillment and payment fees, so it isn’t our gross margin.
The article gives a median of about 129 days of inventory. We compare weeks of inventory with public brands’ filings instead.