Calculator

Channel Mix Margin Calculator

Strong unit economics can still disappear once the mix shifts toward the wrong lane. Use this calculator to blend marketplace and DTC order contribution into one monthly read so you can see what the mix itself is doing to merchant margin.

Compare contribution per order by channel
Estimate blended monthly contribution across the mix
See what a marketplace-heavy or DTC-heavy month really leaves

Model the channel mix

Start with one selling price and one product cost, then layer in marketplace take-home and DTC stack differences. The result shows what the mix does to monthly contribution before you start celebrating topline channel growth.

Total monthly orders Total monthly orders across both channels. Marketplace share % Share of total orders that currently flow through marketplace. Selling price Use the same selling price across both lanes. Product cost Direct unit cost shared by both paths. Marketplace fee rate % Referral, final value, or blended marketplace take. Marketplace fixed fees Fixed channel drag on marketplace orders. Marketplace fulfilment cost Marketplace-specific fulfilment burden. DTC fee rate % Store processor rate on DTC orders. DTC fixed fees Fixed processor fee or checkout drag on DTC orders. DTC app cost per order Allocated app or tooling cost on DTC orders. DTC fulfilment cost Store-side pick-pack and shipping burden. DTC ad cost Expected CAC applied to DTC orders.

Three channel-mix scenarios.

Formula

What the mix is really doing

Monthly blended contribution = (Marketplace orders × Marketplace contribution) + (DTC orders × DTC contribution)

Blended contribution per order = Monthly blended contribution ÷ Total monthly orders

Channel mix is a margin decision, not just a growth story. The same total order count can produce very different retained profit depending on how much volume is flowing through marketplace versus DTC.

Where channel growth gets misread

Teams celebrate a stronger DTC share without loading CAC properly.
Marketplace growth looks cheap until fee drag is blended into the month.
Mix changes get discussed in revenue terms instead of contribution terms.

Where to go next

Once the mix is visible, compare it against the take rate and lane-level channel math so the business can decide whether to push volume, margin, or cleaner payout.