This is the starting point for calculating all business metrics, but it only makes sense in context. High revenue with negative margin per order destroys value. What matters is not how much you bill but how much remains after all costs.
Shopify: Analytics → Reports → Sales over time, gross total for the last full month. Tiendanube: Estadísticas → Ventas. Add up all your sales channels (include MercadoLibre, WhatsApp, etc.), not just one.
Many e-commerce businesses grow revenue while worsening their financial position because costs (logistics, returns, ads) grow faster. GMV without positive NCM is a vanity metric.
| Status | Range |
|---|---|
| Healthy | No absolute benchmark: depends on margin, not volume |
| Alert | Revenue growing but NCM declining |
| Critical | Revenue with negative NCM per order |
Before scaling revenue, calculate the NCM (Net Contribution Margin) per order. If it is negative or below 10%, scaling only amplifies the loss. The right sequence: positive NCM first, then volume.
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