B2C ECOMMERCE SIMULATOR

Model a three-month ecommerce scenario

Explore how visits, conversion, basket value, repeat orders and costs could combine in a simple consumer-store scenario.

All money is shown in pounds sterling (£).

Use your records where you have them. Treat the rest as assumptions to test.

Set your monthly assumptions

Start with a typical month. Change any example to match the store you want to explore.

Relevant website visits per month Visit-to-order conversion (%)Orders divided by relevant visits for the same period. Average order value (£) Repeat-order rate from prior month (%)A simplified share applied to the previous month’s total orders. Refunds and returns allowance (%) Product cost per order (£) Fulfilment cost per order (£) Payment fee rate (%) Marketing spend per month (£) Other operating costs per month (£) Marketplace payout delay

The model repeats the same monthly visits and rates. Repeat orders are estimated from the previous month’s total orders, not individual customer cohorts. Payment fees use gross sales; product and fulfilment costs apply to every order. Payout delay shifts net sales receipts by whole months. The model excludes VAT, tax, financing, seasonality, product mix, stock limits, unpaid orders and costs you have not entered.

Adjust the assumptions, then run the scenario.

YOUR THREE-MONTH SCENARIO

Revenue and contribution, month by month

Estimated orders, sales, costs and contribution. Values are calculated from the assumptions entered.
Month	New orders	Repeat orders	Gross sales	Refund allowance	Net sales	Contribution	Cash received

This is arithmetic based on your inputs, not a sales forecast, profit guarantee, investment recommendation or financial advice. Replace assumptions with observed store data and check tax or accounting questions with a qualified adviser.

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Model a three-month ecommerce scenario

Set your monthly assumptions

Revenue and contribution, month by month

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