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Fulfilment cost as a share of sales of consumer brands, from annual reports

The fulfilment cost as a share of sales 14 US-listed consumer companies report: a median of 8.5%, from 2.9% (The Vita Coco Company) to 22.6% (Grove Collaborative). Each links to its filing.

Fulfilment cost as a share of sales, 14 of the 60 companies in the dataset: each from its latest annual report.
  1. Grove Collaborative22.6%
  2. The Lovesac Company19.2%
  3. YETI17.2%
  4. Wayfair16.1%
  5. a.k.a. Brands11.4%
  6. Chewy11.1%
  7. Laird Superfood10.7%
  8. Carter's6.3%
  9. e.l.f. Beauty6.0%
  10. The Estée Lauder Companies4.9%
  11. J.Jill3.5%
  12. Revolve Group3.2%
  13. The Vita Coco Company2.9%
  14. Warby Parker2.9%

Median 8.5%, marked on each bar.

Each company’s figure, what the report prints, and the report itself
CompanyVerticalFulfilment cost as a share of sales
Grove Collaborative GROVForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Personal care and household22.6%Total fulfillment costs $39,282 $45,195
The Lovesac Company LOVEForm 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)Home and furniture19.2%Shipping and handling costs were $133.9 million, $116.0 million and $133.2 million in fiscal 2026, 2025 and 2024
YETI Form 10-K for the year ended 3 January 2026, read 13 October 2026 (opens in a new tab)Outdoor gear, fitness and electronics17.2%Distribution and fulfillment expenses were $321.9 million, $323.0 million, and $310.1 million for 2025, 2024, and 2023
Wayfair WForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Home and furniture16.1%Shipping and fulfillment costs were $2.0 billion, $1.9 billion and $1.9 billion, for the years ended December 31, 2025, 2024 and 2023
a.k.a. Brands AKAForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Online fashion11.4%The amount of shipping and handling costs included in selling expenses, inclusive of outbound shipping and returned freight costs, was $68.5 million
Chewy CHWYForm 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)Pet11.1%the Company recorded fulfillment costs of $1.4 billion, $1.3 billion, and $1.3 billion, respectively
Laird Superfood LSFForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Food and beverage10.7%Shipping and handling costs totaled $5,341,523 and $5,189,469 for the years ended December 31, 2025 and 2024
Carter's CRIForm 10-K for the year ended 3 January 2026, read 13 October 2026 (opens in a new tab)Apparel6.3%Distribution expenses included in SG&A were $181.9 million, $176.9 million, and $183.4 million for fiscal 2025, 2024, and 2023
e.l.f. Beauty ELFForm 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)Beauty6.0%The shipping and handling costs associated with product distribution were $97.6 million, $74.1 million and $57.1 million
The Estée Lauder Companies ELForm 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)Beauty4.9%Shipping and handling expenses of $731 million, $729 million and $792 million in fiscal 2026, 2025 and 2024
J.Jill JILLForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Apparel3.5%Outbound shipping costs to customers recorded in Selling, general and administrative expenses were $21.0 million, $21.4 million, and $20.2 million
Revolve Group RVLVForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Online fashion3.2%Fulfillment expenses $39,509 $37,389 $2,120 5.7% Percentage of net sales 3.2% 3.3%
The Vita Coco Company COCOForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Food and beverage2.9%Shipping and handling costs were $17,424, $13,100 and $13,261 for the years ended December 31, 2025, 2024, and 2023
Warby Parker WRBYForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Jewelry and accessories2.9%shipping and handling costs included in cost of goods sold were $25.2 million, $20.4 million, and $22.0 million

How it is read

The shipping, handling or fulfilment cost the annual report states in dollars, divided by the year's revenue. The line differs by company (outbound shipping alone, or with warehouses and payment processing), and each row names its own; a company that also sells wholesale spreads the cost over sales that never ship to a customer.

Across the 14 companies that report it, the median is 8.5%, from The Vita Coco Company at 2.9% to Grove Collaborative at 22.6%.

By vertical

Food and beverageMedian 6.8% of 2 companies, from 2.9% to 10.7%
BeautyMedian 5.5% of 2 companies, from 4.9% to 6.0%
Personal care and household22.6%, Grove Collaborative alone
Pet11.1%, Chewy alone
ApparelMedian 4.9% of 2 companies, from 3.5% to 6.3%
Online fashionMedian 7.3% of 2 companies, from 3.2% to 11.4%
Jewelry and accessories2.9%, Warby Parker alone
Home and furnitureMedian 17.6% of 2 companies, from 16.1% to 19.2%
Outdoor gear, fitness and electronics17.2%, YETI alone

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