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D2C Unit Economics Calculator
The exact model we use inside client engagements. Plug in your numbers — see CM1, CM2, LTV/CAC and payback in real time, with India D2C benchmarks alongside.
Your inputs
Tip: Lifetime orders = repeat rate × avg orders per repeat buyer. For a 35% repeat rate brand with 4 orders/repeat customer, use 1 + 0.35 × 3 ≈ 2.05.
Net AOV (after discount)
₹1,080
CM1 (after COGS)
₹778
72.0%
CM2 (after variable costs)
₹637
59.0%
LTV (CM2 × orders)
₹1,529
LTV : CAC
8.50×
Healthy
Payback (orders to recover CAC)
0.28 orders
First-order profitable
India D2C category benchmarks
| Category | CM2 % | LTV:CAC |
|---|---|---|
| Beauty & personal care | 38–48% | 3.5–5× |
| Apparel & accessories | 25–35% | 2.5–3.5× |
| Nutrition & wellness | 35–45% | 3–4× |
| Home & kitchen | 22–32% | 2–3× |
| F&B / snacks | 18–28% | 2.5–3.5× |
Numbers not adding up?
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Take the model with you
The same calculator as a Google-Sheets-ready template, plus the 12-page D2C Unit Economics Playbook (India) — benchmarks, levers and a printable decision tree.
Sheets template (.csv)
Pre-wired formulas: CM1, CM2, LTV, payback. Open in Google Sheets or Excel.
Locked — unlock below
12-page Playbook (PDF)
Benchmarks across 6 categories, 3 levers that move CM2, and a printable founder dashboard.
Locked — unlock below