The invisible 18.3% “Revenue Tax” on e-commerce brands
By Carl Jouffroy ·
Did you know your e-commerce brand is likely paying an invisible 18.3% “Revenue Tax”? In 2024, platform costs consumed 12.1% of gross sales. Today, that number has climbed to 18.3%.
Where the margin goes
Rising CPCs, marketplace fees and wasted spend on products that can't convert all eat into what a sale is actually worth — and most dashboards report revenue, not profit.
Margin Management is the answer
When your landed COGS lives inside Merchant Center, the bidding system stops treating a break-even sale like a full-margin one. Unprofitable SKUs become structurally invisible.
This article is general information, not legal advice. For advice about your situation, contact the firm.