What the filings state
Beyond the income statement, these are the figures the reports give, in their own words.
- The Vita Coco Company: fulfilment cost as a share of sales 2.9% (shipping and handling)
Shipping and handling costs were $17,424, $13,100 and $13,261 for the years ended December 31, 2025, 2024, and 2023
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - Laird Superfood: fulfilment cost as a share of sales 10.7% (shipping and handling)
Shipping and handling costs totaled $5,341,523 and $5,189,469 for the years ended December 31, 2025 and 2024
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)
Use these figures
Open a calculator with this vertical’s figures already entered, then replace them with your own.
- Free shipping threshold calculator, at this vertical's median gross margin37.9% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours.
- Gift with purchase calculator, on coffee brands' figures$40.00 bag of coffee, unit cost $12.00, a mug at $4.00, 5.0% refund reserve.
Offers priced on these costs, with their sources and the offer document for each:
- Bundle pricing for coffee brands
- Subscribe-and-save discounts for coffee brands
- Gift with purchase for coffee brands
- Free shipping threshold for coffee brands
- Quantity discounts for coffee brands
- Buy 2, get 1 free for coffee brands
- First-order subscription discounts for coffee brands
- Tiered gifts with purchase for coffee brands
- Sample-to-subscription offers for coffee brands
- Buy two, get another product free for coffee brands
How to read them
Gross profit divided by revenue, both from the income statement of the annual report. Companies differ in what they put in cost of sales: some include store occupancy, warehousing or shipping to the customer, others report those below gross profit. Read a company's margin next to its own accounting policy before comparing two.
The median of these 5 companies is 37.9%, between Black Rifle Coffee (BRC Inc.) at 34.6% and Zevia at 48.0%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs.