Executive Summary
Traffic Spend largely determines eCommerce Net Profit. Platform choice and Traffic Spend are inextricably linked in modern eCommerce. eTCO reflects the true cost of eCommerce Platform Ownership and Value.
"eCommerce TCO" = Platform Costs + Variable Traffic Spend
An Ecommerce platform is not just another technology investment — it is a profit engine. Revenue does not create enterprise value — Profitability does.
For most eCommerce Merchants, the largest cost of sale is Traffic Spend. Spend on Google, Meta and Email can dwarf every other cost line. And what makes Traffic Spend especially challenging is the highly variable nature of this cost. In modern eCommerce Traffic spend is highly influenced by the Platform a Merchant operates on. In short “Platform and Traffic Spend are inextricably linked".
eCommerce Platform & Traffic Spend are "Inextricably Linked"
This cost connection proves critical to Profit and is amplified by the fact that eCommerce margins are already razor-thin. Many SME Merchants are not making profits at all but a loss — and the reason is their variable Traffic Spend.
This is why the Metric of eCommerce Total Cost of Ownership (eTCO) is essential. Unlike simplistic models that focus only on platform fees — eCommerce TCO combines these two costs that directly shape the Merchant profitability. They belong together.
Other costs — such as shipping, fulfillment and overheads — are important, but they are relatively stable. Overheads are largely independent of Platform choice — it is the highly variable Traffic Spend that largely determines the Merchant Net Profit.
"eCommerce TCO" Captures Cost, Value and Impact on Net Profit
For executives and investors, the implication is clear: the best ecommerce platform is not the one with the lowest subscription cost or the most features, but the one that actively reduces and controls traffic spend to deliver the highest net profit once ALL costs are accounted for.
eTCO captures the true cost of Platform Ownership.
Conclusion
eCommerce Platforms stand alone in technology as finely balanced Profit engines. The time is arriving where eCommerce Merchant success will be measured entirely by Net Profit. By adopting eCommerce TCO (eTCO) as the benchmark for Platform costs, leaders can evaluate technology choices through the lens of true "financial impact".
Net Profit is everything in eCommerce — and in a market where Traffic Spend is highly volatile and margins are razor thin - we propose "eCommerce Total Cost of Ownership" (eTCO) not just a useful metric — but as the standard to evaluate both Platform Cost and Platform Value.
