---
title: "Take rate: definition, formula and example"
description: "Of the people who buy an offer, the share who choose a given option. It sets the offer's blended margin as much as any single price does."
url: https://offersuite.io/glossary/take-rate
updated: 2026-10-13
---

# Take rate

Of the people who buy an offer, the share who choose a given option. It sets the offer's blended margin as much as any single price does.

## In plain words

Take rate is the share of an offer's buyers who pick one option over the others. If 100 people buy and 40 choose the bundle, the bundle's take rate is 40%.

It is the weight on each option's margin. An offer's average margin per order is each option's margin times its take rate, added up. Moving buyers from a thin option to a rich one raises the offer's profit without a single extra visitor buying.

## Formula

- Take rate of an option = orders of that option ÷ all orders of the offer
- Blended margin per order = Σ (option margin × its take rate)

## Worked example

Of 32 buyers, 20 take the single bag and 12 the three-bag bundle: a bundle take rate of 37.5%. The single keeps 38.4% of its revenue and the bundle 47.1%.

For the offer's blended margin to reach 45.0%, the engine's solver puts the bundle's take rate at 55.0%, with the single bag's share shrinking to make room.

### The example order

A $40.00 bag of coffee, shipped free, every cost counted

Revenue $40.00 to contribution margin $15.36 (38.4%)

Revenue

$40.00

Cost of goods

−$12.00

Pick and pack

−$1.18

Packaging

−$0.50

Shipping label

−$7.50

Card fee per order

−$0.30

Refunds

−$2.00

Card processing

−$1.16

Contribution margin

$15.36

2 declared kinds cost nothing on this option

Computed by the margin engine in Offer Suite's own code, in whole cents, from a $40.00 bag of coffee with a $12.00 unit cost.

## Take rate is not conversion rate

Conversion is buyers over visitors. Take rate is one option's buyers over all buyers. An offer can keep the same conversion while its take rates shift completely, and its profit will move with them.

## Using it

Watch take rates whenever you change how options are presented: the order they are listed in, which one is preselected, how the saving is worded. These changes often move buyers between options more than they move the number of buyers. A default set on the richest option is usually worth testing.

## In Offer Suite

Offer Suite's simulator weighs each option by its observed purchases over the offer's visitors, and can solve for the share one option needs for the blended first-order margin to reach a target.

Source: Offer Suite's offer simulator.

## Related

- [Glossary **Glossary of offer economics** The terms behind offer profit, defined plainly with their formulas and a worked number: contribution margin, profit per visitor, break-even lift and more.](https://offersuite.io/glossary)
- [Calculator **Offer option calculator: profit per visitor** Compare up to three offer options on profit per visitor, margin per order times conversion, and see the conversion lift each one needs to match the best.](https://offersuite.io/calculators/offer-option-profit-per-visitor)
- [Calculator **Bundle pricing calculator: shipping, subscriptions** Price a bundle against a single unit, one-time and subscribed, with the shipping and pick costs it saves, and the conversion it can lose and still earn as much.](https://offersuite.io/calculators/bundle-pricing)
- [Glossary **Offer option: definition, formula and example** One choice a visitor can buy inside an offer: a single, a bundle tier, a subscription. Each option has its own price, costs and margin.](https://offersuite.io/glossary/offer-option)
- [Glossary **Profit per visitor: definition, formula and example** The profit an offer earns for every visitor who sees it: margin per order times conversion rate. It weighs a lower price against more buyers fairly.](https://offersuite.io/glossary/profit-per-visitor)
- [Glossary **Conversion rate: definition, formula and example** The share of visitors who buy. An offer test's most reported number and its least sufficient: a better-converting offer can earn less.](https://offersuite.io/glossary/conversion-rate)