What the filings state
Beyond the income statement, these are the figures the reports give, in their own words.
- Grove Collaborative: average order value $67 (direct net revenue per order)
DTC Net Revenue Per Order $67 $67
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - Grove Collaborative: fulfilment cost as a share of sales 22.6% (shipping and handling, fulfillment labor and payment processing)
Total fulfillment costs $39,282 $45,195
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 margin47.7% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours.
- Gift with purchase calculator, on household goods brands' figures$67.00 average order, unit cost $31.02, a hand soap at $2.32, 5.0% 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 47.7%, between The Honest Company at 33.3% and Hims & Hers Health at 73.8%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs.