# E-Commerce Unit Economics

Model e-commerce unit economics with customer cohorts, CAC payback, repeat purchase rates, and gross margin—without overestimating lifetime value.

- Canonical: https://finamodel.com/templates/ecommerce
- Download (.xlsx): https://finamodel.com/templates/ecommerce.xlsx
- Category: Consumer
- Model type: Operating model
- Difficulty: Beginner
- Audiences: Founders & operators, CFOs & FP&A
- Tags: ecommerce, unit-economics, cac, ltv, growth

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