The 8 costs Shopify founders undercount most often

One thing I keep noticing in ecommerce:

founders often know their sales faster than they know their actual profit.

Not because they’re careless.

Because the real margin story gets distorted by smaller costs that are easy to undercount:
fees, shipping variation, returns, discounting, app stack creep, and ad spend viewed too narrowly.

That’s where a lot of “healthy” businesses start feeling confusing.

This is a big part of why I care so much about profit clarity.

Not more dashboards.
Better decisions.

Curious:
what cost do you think ecommerce founders underestimate the most?