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What one sale pays on each channel
One product, six ways to sell it. The payout, the margin, and the ROAS that ad has to clear. Amazon, Etsy, eBay, Walmart Marketplace, TikTok Shop, and a Shopify store beside them.
1. What the channel keeps
Net payout is the item price plus the shipping you charge, minus platform fees, minus the shipping you pay. Cost of goods comes in the next step. Cards are sorted by net payout, highest first.
2. Margin on the order
Contribution per order = (1 − refund rate) × (item price + shipping charged − cost of goods) − platform fees − shipping you pay.
On a refund, this page assumes you get the goods back, you do not keep the sale, and you do not recover the platform fees or the outbound shipping. It does not add return postage. Payment processing is the payment line from step 1. It is not added a second time.
The margin as a decimal is that contribution divided by the item price plus the shipping you charge. Sales tax is not treated as revenue.
3. The ROAS the ad has to clear
Break-even ROAS is 1 divided by the contribution margin as a decimal. A margin of 0.1500 means 1 ÷ 0.1500.
Target ROAS is 1 divided by (that decimal minus the profit percent you want, also as a decimal). A 10% profit on a 0.1500 margin is 1 ÷ (0.1500 − 0.1000).
The decimal is rounded to four places before that division, so you can check the line on a calculator. Profit per order is the contribution minus the ad spend. Profit per 100 orders counts that same ad spend on every order.
Refunds are reducing this order
Gorgias puts store support tickets in one inbox, with an AI Agent that can handle returns and order tracking. That is the description on its page on this site.
Amazon’s fee is why this ad misses
The Amazon sellers guide on this site says Helium 10 covers product research, keywords, AI listings, and ads. The same guide lists profits, alerts, inventory management, and a managed refund service among its ops tools.
Next
If you sell on more than one of these channels, the next page is how to keep one stock count across Amazon, Walmart, and Shopify.
Where the rates come from
Every rate below was read from that platform’s own fee or seller page on October 31, 2026. Rates change. If this page and the platform disagree, the platform is right. Confirm the number on the platform’s page before you price a product. Figures are US dollars for a US sale.
- Amazon selling fees, read October 31, 2026. Selling plans are Individual at $0.99 per item sold, or Professional at $39.99 a month. Referral fees are a percentage of the total price (item, shipping, and gift wrap) or a minimum, whichever is greater. This page has no gift-wrap input, so gift wrap is not in the base.
- Etsy Fees & Payments Policy, read October 31, 2026. Listing fee $0.20. Transaction fee 6.5% of the display price plus shipping and gift wrap. For a US sale the transaction fee does not apply to sales tax. Offsite Ads is 15% under $10,000 of sales in the prior 365 days (you can opt out) or 12% once the shop has reached $10,000 (required), capped at $100 on one order, and for a US sale it does not apply to sales tax.
- Etsy payment processing fees, read October 31, 2026. A US bank account is 3% + $0.25 per order, on the total sale including tax and shipping.
- eBay selling fees, the US English page, read October 31, 2026. The final value fee is a percentage of the total amount of the sale plus a per-order fee: $0.30 on an order of $10.00 or less, $0.40 above $10.00. eBay says that total includes the item, handling, shipping the buyer pays, and sales tax, and that you do not pay a separate third-party payment processing fee. The first 250 listings each month have no insertion fee; after that the insertion fee on most categories is $0.35.
- Walmart Marketplace pricing, read October 31, 2026. The referral fee is a percentage of the total sales price. Walmart says that price includes the item, shipping and handling, gift wrap, and other charges. This page uses the item plus the shipping you charge. It does not add sales tax, because the pricing page does not say tax is in the base. Gift wrap is not an input.
- TikTok Shop referral fees by category, read October 31, 2026. The page is dated October 8, 2026, and the rates on it took effect October 31, 2024. Referral fee = rate × (customer payment + platform discount − tax). The base includes shipping the buyer pays. This page sets the platform discount to $0. Most rows are 6%. Diamond, gold, jade, platinum / carat gold, and ruby, sapphire, and emerald are 5%.
- Shopify pricing, read October 31, 2026. Online standard card rates are Basic 2.9% + 30¢, Grow 2.7% + 30¢, Advanced 2.5% + 30¢, and Plus 2.25% + 30¢. Premium card rates are 3.5% + 30¢, 3.3% + 30¢, 3.1% + 30¢, and 2.95% + 30¢. International cards add 1%. Monthly prices on that page are Basic $39 ($29 yearly), Grow $105 ($79 yearly), Advanced $399 ($299 yearly), and Plus from $2,300. None of the monthly price is divided into this one order.
- Shopify Payments card types in the United States, read October 31, 2026. Standard is a domestic consumer Visa, Mastercard, Discover, or Diners Club card. Premium is a domestic commercial, corporate, or business card, or any domestic American Express card.
How the fees are grouped
Each card splits the charge the way that platform’s page splits it: the referral or final value fee, payment processing, a fixed per-order fee, and an optional fee you can turn off when the platform lets you opt out. Amazon’s pricing page describes selling-plan fees and referral fees, and does not publish a separate payment-processing fee, so none is added. Walmart’s pricing page and TikTok’s referral chart also do not publish a separate payment-processing fee, so none is added. eBay states that payment processing is inside the final value fee. Shopify’s per-order cost on this page is the Shopify Payments card rate. Etsy publishes the transaction fee, the payment processing fee, and the listing fee as three charges.
What this page does not do
- No channel was dropped. Fulfillment by Amazon and Walmart Fulfillment Services are optional and depend on size and weight, so they are not a single per-order number here. Seller-fulfilled shipping is the shipping you pay.
- Monthly plans are not spread across one order: Amazon Professional at $39.99, the Shopify plan prices above, and Etsy Plus at $10 a month from the Etsy fees policy.
- Etsy’s fees policy says a regulatory operating fee applies in certain countries and points to a help article for the list. That policy does not publish a US percentage, so this page does not add one.
- eBay Store subscriptions, eBay Live, vehicles, real estate, and the extra final value fees for Below Standard sellers are different schedules. They are not in this page. The basic non-Store schedule is.
- The category menu leaves out rows the sources do not state as one rate. That includes Amazon gift cards, Amazon Fine Art, eBay guitars (6.7% on that row), eBay women’s bags, TikTok pre-owned, and the portion of some TikTok sales over $10,000. Walmart’s pricing page lists Collectibles at 8%, while Marketplace Learn describes a lower rate above $2,500 for some collectible types. Collectibles are left out rather than pick one figure.
- Returns postage, storage, inbound freight, and a restocking cost are not modeled. The refund line uses the assumption in step 2 only.
- A third-party card processor on Shopify adds Shopify’s third-party transaction fee (2% on Basic, 1% on Grow, 0.6% on Advanced, 0.2% on Plus) on top of that processor’s own rate. The processor’s rate is not on Shopify’s pricing page, so this page does not invent a combined total.
- The numbers in the form when you first open the page are an example, not a real shop. Replace them.