Recent benchmarks put average ecommerce net margins in the 5–10% range

Recent benchmarks put average ecommerce net margins in the 5–10% range, with anything above 20% considered strong, but only a fraction of brands actually live there.

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Meanwhile, fixed costs – salaries, warehouses, software, ops – aren’t politely going down with your margin.

At some point, “accepting thin margins for growth” starts to look like driving with the fuel light permanently on: one small shock (platform fee changes, shipping hikes, FX swings) and the engine cuts out in the middle of the highway.

Yet many day-to-day decisions still run on “feels okay” rather than clear numbers.

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I want Okiela to be the brutally honest dashboard founders open before they:

- bump ad budgets,

- change prices,

- or add a new channel.

Not to scare you, just to say:

“This is your margin tolerance. Every other decision should respect it.”

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