Reseller metrics glossary

Every number in ReProfit, defined in plain words. The exact formulas behind your real net profit P&L, for resellers on eBay, Shopify and Vinted.

Profitability

Net profit: Net profit = net revenue − COGS − fees − shipping labels − subscriptions − ad spend − store fees; What you actually keep after every cost: fees, cost of goods, shipping labels, subscriptions and ad spend, all subtracted. This is the real bottom line of the P&L, not just price minus cost.

Gross revenue: Gross revenue = sale price + shipping charged (before refunds); Everything you collected from buyers before any refund: the item price plus the shipping the buyer paid. It matches the "total sales" you see in eBay or Shopify.

Net revenue: Net revenue = gross revenue − refunds; Gross revenue minus the money you handed back as returns and refunds. It's the revenue that actually stuck after buyers were paid back.

COGS (cost of goods sold): COGS = sum of the cost you paid for the items sold in the period; What you originally paid for the items that sold in the period. When a real per-item cost is missing, it's estimated from your average cost, so the figure is flagged as estimate until you fill the costs in.

Gross margin: Gross profit = net revenue − COGS · gross margin % = gross profit ÷ net revenue × 100; Revenue left after subtracting only the cost of the goods, before fees and shipping. It shows how much room each sale has before the platform takes its cut.

Markup: Markup = average sale price ÷ average cost; How many times the average sale price covers the average cost. Resellers think in multiples: buy at X, sell at 2–3×.

ROI (return on investment): ROI = operating profit on sold ÷ COGS × 100; How much profit each euro spent on goods brings back. It's operating profit on what sold divided by its cost. It only stays reliable when most sold items carry a real cost.

AOV (average order value): AOV = gross revenue ÷ items sold; The average value of each item sold, including the shipping charged. It matches eBay's "average price" and mirrors the average cost on the buying side.

Net profit per sale: Operating per sale = (net revenue − COGS − fees − shipping) ÷ items sold; How much you make on a typical piece. The operating figure is revenue minus COGS, fees and shipping per item; the all-in figure also spreads subscriptions and ad spend across each sale.

Margin %: Net margin % = net profit ÷ net revenue × 100; Profit expressed as a share of revenue. A $5 profit on a $20 sale is 25%. It lets you compare items and channels of very different prices on the same scale.

Capital efficiency

GMROI: GMROI = gross margin ÷ capital in stock (at cost); How many euros of gross margin each euro tied up in stock earns. It's the reseller's MER: above 3 is excellent, 1–3 is fine, below 1 means that capital is working poorly.

Dead capital: Dead capital = cost of items unsold past the chosen threshold (30/90/180/365 days); Money locked in pieces that have been sitting unsold past a threshold you pick (30, 90, 180 days or a year). It's capital that isn't turning and should be cleared.

Capital in stock: Capital in stock = sum of the cost of unsold items held now; The money tied up in the unsold goods you hold right now, valued at what you paid. You get it back, with profit, when the items sell. Sold items are not counted.

Sell-through rate: Sell-through % = sold ÷ (sold + still listed) × 100; Of everything you put up for sale, the share that actually sold. A higher rate means you turn goods over instead of piling up stock.

Months to clear: Months to clear = items currently listed ÷ sales velocity (items sold per active month); At your current selling pace, how many months it would take to sell off all the stock you have listed now. High numbers warn of overstock.

Average shelf life (stock age): Shelf life = days from purchase to sale · stock age = days a listed item has been unsold; Shelf life is the average number of days from buying an item to selling it. Stock age is how long the pieces you still hold have been sitting unsold. Both show how fast your inventory moves.

MER (marketing efficiency ratio): MER = revenue ÷ total costs; Revenue divided by total costs, a quick read on how efficiently the whole operation runs. Used as an alternative headline metric when costs are incomplete and ROI isn't reliable.

Traffic & conversion

Sessions: The number of visits to your Shopify storefront in the period, pulled from ShopifyQL. One person can open several sessions. It's the traffic base your site conversion is measured against.

Conversion rate (CR): eBay CR = sales ÷ views × 100 · Shopify CR = orders ÷ sessions × 100; The share of visits that turn into a sale. On eBay it's sales divided by listing views; on your Shopify site it's orders divided by sessions. Higher means your listings or pages convert better.

Views / Impressions: CTR = views ÷ impressions × 100; Impressions count how often your eBay listings appeared in search; views count how often someone actually opened them. The ratio between the two is your click-through rate (CTR).

Traffic: The flow of buyers reaching your listings and pages, before they buy: eBay impressions and views from Seller Hub, Shopify sessions and visitors from your site. It's kept separate per channel because eBay-mirrored orders don't create Shopify sessions.

Operations

Returns / Refunds (net): Net effect = − refunds on revenue, − COGS dropped if goods came back, − fee re-credit on fees; Refunded money is subtracted from revenue. If the goods physically came back they're re-sellable, so their cost is dropped and they return to stock; any marketplace fee credited back is netted off fees. The P&L reflects only what actually stuck.

Fees (FVF, sponsored, fixed): Fees = FVF + fixed + regulatory + sponsored/ad fees (net of fee re-credits); What the marketplace takes per sale: the final value fee (FVF), any fixed and regulatory fees, plus separate sponsored/ad fees like eBay Promoted Listings. Imported exactly from the platform's finance report, not estimated.

Shipping paid vs collected: Net shipping = shipping label cost − shipping charged to buyer; Two sides of shipping: what the buyer paid you (collected, part of revenue) versus what the label actually cost you (paid). The gap is real profit or loss, since labels bought off-platform are often higher than what you charged.

Flip story: The full life of a single piece on one screen: bought, listed, sold, across every channel, with its net profit, ROI, margin and days to sell. The per-item story behind the headline numbers.

"Mista" unified view: One merged view across eBay, Shopify and Excel/Vinted, joined by SKU so the same piece cross-listed on several channels is counted once. Use it to see the real picture when a single channel's P&L looks distorted by shared costs.

SKU: The unique code that identifies a piece. It's the join key that links the same item across channels in the unified view and carries its cost (COGS) and overrides. eBay items use the form EB-<id>.