--- title: "Fulfilment cost as a share of sales of consumer brands, from annual reports" description: "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." url: https://offersuite.io/benchmarks/fulfilment-cost updated: 2026-10-13 --- # 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 Collaborative 22.6% 2. The Lovesac Company 19.2% 3. YETI 17.2% 4. Wayfair 16.1% 5. a.k.a. Brands 11.4% 6. Chewy 11.1% 7. Laird Superfood 10.7% 8. Carter's 6.3% 9. e.l.f. Beauty 6.0% 10. The Estée Lauder Companies 4.9% 11. J.Jill 3.5% 12. Revolve Group 3.2% 13. The Vita Coco Company 2.9% 14. Warby Parker 2.9% Median 8.5%, marked on each bar. Each company’s figure, what the report prints, and the report itself | Company | Vertical | Fulfilment cost as a share of sales | | --- | --- | --- | | Grove Collaborative GROV [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1841761/000184176126000010/grov-20251231.htm) | [Personal care and household](https://offersuite.io/benchmarks/personal-care) | 22.6% Total fulfillment costs $39,282 $45,195 | | The Lovesac Company LOVE [Form 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1701758/000162828026022929/love-20260201.htm) | [Home and furniture](https://offersuite.io/benchmarks/home) | 19.2% 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)](https://www.sec.gov/Archives/edgar/data/1670592/000167059226000013/yeti-20260103.htm) | [Outdoor gear, fitness and electronics](https://offersuite.io/benchmarks/gear-and-electronics) | 17.2% Distribution and fulfillment expenses were $321.9 million, $323.0 million, and $310.1 million for 2025, 2024, and 2023 | | Wayfair W [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1616707/000161670726000027/w-20251231.htm) | [Home and furniture](https://offersuite.io/benchmarks/home) | 16.1% 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 AKA [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1865107/000186510726000008/aka-20251231.htm) | [Online fashion](https://offersuite.io/benchmarks/online-fashion) | 11.4% The amount of shipping and handling costs included in selling expenses, inclusive of outbound shipping and returned freight costs, was $68.5 million | | Chewy CHWY [Form 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1766502/000176650226000034/chwy-20260201.htm) | [Pet](https://offersuite.io/benchmarks/pet) | 11.1% the Company recorded fulfillment costs of $1.4 billion, $1.3 billion, and $1.3 billion, respectively | | Laird Superfood LSF [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1650696/000143774926010369/lsf20251231_10k.htm) | [Food and beverage](https://offersuite.io/benchmarks/food-and-beverage) | 10.7% Shipping and handling costs totaled $5,341,523 and $5,189,469 for the years ended December 31, 2025 and 2024 | | Carter's CRI [Form 10-K for the year ended 3 January 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1060822/000106082226000016/cri-20260103.htm) | [Apparel](https://offersuite.io/benchmarks/apparel) | 6.3% 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 ELF [Form 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1600033/000160003326000020/elf-20260331.htm) | [Beauty](https://offersuite.io/benchmarks/beauty) | 6.0% The shipping and handling costs associated with product distribution were $97.6 million, $74.1 million and $57.1 million | | The Estée Lauder Companies EL [Form 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1001250/000100125026000041/el-20260630.htm) | [Beauty](https://offersuite.io/benchmarks/beauty) | 4.9% Shipping and handling expenses of $731 million, $729 million and $792 million in fiscal 2026, 2025 and 2024 | | J.Jill JILL [Form 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1687932/000119312526134566/jill-20260131.htm) | [Apparel](https://offersuite.io/benchmarks/apparel) | 3.5% 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 RVLV [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1746618/000119312526071307/rvlv-20251231.htm) | [Online fashion](https://offersuite.io/benchmarks/online-fashion) | 3.2% Fulfillment expenses $39,509 $37,389 $2,120 5.7% Percentage of net sales 3.2% 3.3% | | The Vita Coco Company COCO [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1482981/000148298126000022/coco-20251231.htm) | [Food and beverage](https://offersuite.io/benchmarks/food-and-beverage) | 2.9% Shipping and handling costs were $17,424, $13,100 and $13,261 for the years ended December 31, 2025, 2024, and 2023 | | Warby Parker WRBY [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1504776/000150477626000006/wrby-20251231.htm) | [Jewelry and accessories](https://offersuite.io/benchmarks/jewelry-and-accessories) | 2.9% 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 beverage](https://offersuite.io/benchmarks/food-and-beverage) | Median 6.8% of 2 companies, from 2.9% to 10.7% | | [Beauty](https://offersuite.io/benchmarks/beauty) | Median 5.5% of 2 companies, from 4.9% to 6.0% | | [Personal care and household](https://offersuite.io/benchmarks/personal-care) | 22.6%, Grove Collaborative alone | | [Pet](https://offersuite.io/benchmarks/pet) | 11.1%, Chewy alone | | [Apparel](https://offersuite.io/benchmarks/apparel) | Median 4.9% of 2 companies, from 3.5% to 6.3% | | [Online fashion](https://offersuite.io/benchmarks/online-fashion) | Median 7.3% of 2 companies, from 3.2% to 11.4% | | [Jewelry and accessories](https://offersuite.io/benchmarks/jewelry-and-accessories) | 2.9%, Warby Parker alone | | [Home and furniture](https://offersuite.io/benchmarks/home) | Median 17.6% of 2 companies, from 16.1% to 19.2% | | [Outdoor gear, fitness and electronics](https://offersuite.io/benchmarks/gear-and-electronics) | 17.2%, YETI alone | ## Embed this chart Paste this where you want the chart. 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