📊 Know Your Shopify Unit Economics
Before scaling Meta or TikTok ads, check two numbers on every SKU: your Net Margin per Order and your Break-Even ROAS.
Break-Even ROAS = Order Value (AOV) ÷ (AOV − COGS − Shipping − Shopify Fee)
📋 2026 Shopify Plan Rates & Upgrade Thresholds
| Shopify Plan | Card Rate | 3rd-Party Gateway Fee | When to Upgrade |
|---|---|---|---|
| Basic ($39/mo) | 2.9% + $0.30 | +2.0% | Up to $33,000/mo sales |
| Grow ($105/mo) | 2.7% + $0.30 | +1.0% | $33,000 – $147,000/mo sales |
| Advanced ($399/mo) | 2.5% + $0.30 | +0.6% | Over $147,000/mo sales |
💡 Exact Math: When to Upgrade Your Plan
🎯 Moving from Basic ($39) to Grow ($105) costs $66/mo extra and saves 0.2% on card fees. At $33,000/month in card sales, the fee savings pay for the upgrade automatically.
Frequently Asked Questions
What is a good Break-Even ROAS for Shopify?
Aim for 1.35x to 1.65x (60%–75% gross margin before ads). Over 2.2x makes scaling cold ads tough.
Does Shopify charge extra for PayPal orders?
No—as long as Shopify Payments is active on your store, Shopify waives the 3rd-party penalty on PayPal Express.
How do I improve my Shopify margin fast?
Add a 2-pack bundle or post-purchase upsell. Raising AOV from $35 to $70 dilutes shipping and the fixed $0.30 fee.