What the filings state
Beyond the income statement, these are the figures the reports give, in their own words.
- Brilliant Earth: average order value $2,082
Total Orders 210,158 186,030 24,128 13.0% AOV $2,082 $2,269
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - Warby Parker: fulfilment cost as a share of sales 2.9% (shipping and handling, in cost of goods sold)
shipping and handling costs included in cost of goods sold were $25.2 million, $20.4 million, and $22.0 million
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 margin50.2% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours.
- Gift with purchase calculator, on jewelry brands' figures$2,082.00 average order, unit cost $884.85, a travel case at $17.00, 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 4 companies is 50.2%, between Signet Jewelers at 39.5% and Brilliant Earth at 57.5%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs.