What the filings state
Beyond the income statement, these are the figures the reports give, in their own words.
- Wayfair: average order value $312
Average order value (4) $312 $300 $292
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - Wayfair: fulfilment cost as a share of sales 16.1% (shipping and fulfillment, as rounded in the filing)
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
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - The Lovesac Company: fulfilment cost as a share of sales 19.2% (shipping and handling)
Shipping and handling costs were $133.9 million, $116.0 million and $133.2 million in fiscal 2026, 2025 and 2024
Form 10-K for the year ended 1 February 2026, 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 margin42.1% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours.
- Gift with purchase calculator, on home goods brands' figures$229.00 pillow, unit cost $136.94, a pillowcase at $14.95, 19.3% refund reserve.
Offers priced on these costs, with their sources and the offer document for each:
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 6 companies is 42.1%, between Wayfair at 30.2% and The Lovesac Company at 56.4%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs.