Contributiemarge voor ecommerce: de definitie die een board meeting overleeft.

1. Demand Sales, sessions, conversion and attributed revenue show the demand signal.
2. Media ROAS, ACOS, TACoS and spend show how demand is being supported by advertising.
3. Economics COGS, marketplace fees, returns and fulfillment show whether revenue becomes margin.
4. Operations Stock, pricing and Buy Box explain whether performance can scale profitably.

Marketplace profitability is not a single metric. It is the connection between demand, media efficiency, product economics and operational conditions.

1. Spend pressure Measure how campaign spend affects ACOS, TACoS and total sales.
2. Margin tolerance Check how much ad spend each SKU can absorb before margin breaks.
3. Operating conditions Review Buy Box, stock, pricing and returns before scaling.
4. Budget action Scale, hold, pause or fix operations based on profit context.

Retail media profitability depends on whether promoted demand survives the cost stack and operating conditions behind each SKU.

1. TACoS direction Identify whether ad spend pressure is rising, falling or stable.
2. Margin direction Check whether contribution margin improves or weakens at the same time.
3. Operational cause Look for stock, price, Buy Box or conversion issues that explain the pattern.
4. Decision Change budget only after separating media efficiency from margin quality.

TACoS explains advertising pressure. Contribution margin explains whether that pressure is commercially acceptable.