# Ecommerce Forecast Dashboard

Review e-commerce customer cohorts, channel revenue, CAC payback, repeat purchase economics, LTV, gross margin, fulfillment costs, and contribution break-even in one operating dashboard for planning.

- Canonical: https://finamodel.com/excel-dashboard/ecommerce
- Excel download: https://finamodel.com/templates/ecommerce.xlsx

## About this dashboard

The E-commerce Dashboard brings customer acquisition and cohort profitability into one operating view. It connects revenue by channel and cohort with CAC, CAC payback, repeat purchase rates, LTV, gross margin, and contribution break-even so commercial assumptions can be assessed alongside unit economics.

Use it to examine how paid and organic acquisition affect customer profitability over time. The supporting workbook builds COGS and gross margin by channel or product category, then accounts for fulfillment, shipping, packaging, returns, and logistics costs. Repeat purchase assumptions show how retention changes the margin available to recover CAC.

The dashboard helps D2C brands, online marketplaces, and other e-commerce operators review acquisition programs, budgeting, and forecasting. Its outputs focus on customer cohorts and unit economics; the underlying model also includes cash conversion cycle assumptions for working capital. LTV reflects gross profit generated over the customer lifetime, keeping repeat revenue connected to margin rather than treating sales alone as value.

## What's included

- Revenue by channel and cohort
- CAC and CAC payback period
- Repeat purchase rates
- LTV and LTV-to-CAC economics
- Gross margin after COGS
- Contribution break-even analysis

## Frequently asked questions

### What does the E-commerce Dashboard measure?

It measures revenue by channel and customer cohort, CAC, CAC payback, repeat purchase rates, LTV, LTV-to-CAC economics, gross margin, and contribution break-even. These outputs connect acquisition activity with the margin generated by customers over time.

### How is CAC payback defined?

CAC payback is the number of months required for a customer's gross profit contribution to recover the customer acquisition cost. It therefore depends on repeat purchases, order economics, and margin rather than on revenue alone.

### How is LTV calculated here?

LTV is the sum of gross profit generated by a customer over the modeled lifetime. The workbook estimates it from repeat purchase rates, average order value, and margin assumptions, keeping retention and product economics inside the lifetime value calculation.

### Why are channels and categories separated?

Different channels and product categories can carry different COGS, fulfillment, and acquisition costs. Separating them lets the model show how channel mix and category economics affect gross margin, customer payback, and contribution profitability.

### Does the model include working capital?

Yes. The supporting workbook includes a cash conversion cycle assumption describing the days between paying suppliers and collecting customer payments. That working-capital detail supports the broader operating model while the dashboard focuses on cohort and unit-economic outputs.

## Related dashboards

- [Retail Store Dashboard](https://finamodel.com/excel-dashboard/retail-store)
- [Restaurant Dashboard](https://finamodel.com/excel-dashboard/restaurant)
- [Hotel Dashboard](https://finamodel.com/excel-dashboard/hotel)
- [Real Estate Dashboard](https://finamodel.com/excel-dashboard/real-estate)