In this context, economic unity theory is defined as follows- an aspect of the European Union’s competition policy. To bring an antitrust action under Community law against a subsidiary of an international corporation having its headquarters in the Community, the two entities are deemed a single economic unity.

What is Unit Economics?

Unit economics for eCommerce studies the revenues and expenses associated with a particular business model concerning a single unit. As a result, unit economics shows how much weight each item (or “unit”) adds to the company’s bottom line.

A unit of measurement for an airline could be a single-seat sold, while a unit of measure for a ridesharing service like Uber would be one ride in their car. These units are then dissected and examined to see how much profit or loss they generate on their own. For example, in the context of a retail shop, unit economics refers to the amount of money the store can earn from each consumer monthly.

Unit Economics Is Important for Three Reasons

By mastering the value, costs, and profit; you will become an unbeatable in eCommerce world. The information gathered via unit economics calculator may be used to inform both the short- and long-term financial planning processes of eCommerce business.

1. Assist you in predicting profitability

 When you understand how unit economics works, you can more accurately predict how successful your firm is (or when it is anticipated to become lucrative). Unit economics provides a clear, detailed view of your company’s profitability on a per-unit basis.

2. Assist you in the optimization of your product

 It is also beneficial to have a basic knowledge of unit economics since it may be used to determine the overall soundness by giving data to indicate whether it is over-or under-priced. Such information may assist a business in identifying advantageous methods for product optimization and evaluate if marketing expenditures are worth the investment in time and resources.

3. Assist you in determining if a market is sustainable

 A product’s future potential may also be determined using unit economics, which is especially useful in the manufacturing and distribution industries. As a result, many startup owners and co-founders emphasize unit economics throughout the early phases of company growth to assess their overall market viability.

Unit Economics: How to Calculate and Analyze the Data

Depending on how you define a unit, there are two approaches to calculating unit economics. The first is the traditional method, and the second is the new approach.

Method 1: Define a unit as “One Item Sold” to begin with

When and evaluate a unit is defined as “a single item sold”. It is possible to calculate unit economics by calculating the contribution margin, which measures the amount of revenue generated by a single sale less the variable expenses connected with that sale. The contribution margin is calculated as price per unit variable costs per sale.

Method 2: Define a unit as “one customer” in this case

If you want to define a unit as “one customer,” then the unit economics is characterized by a ratio of two distinct metrics: the unit’s cost and the customer’s.

  • Client lifetime value (LTV) is the amount of money a business gets from a particular customer before the customer “churns” or ceases doing business with the firm, which is calculated.
  • Customer acquisition cost (CAC) is defined as the cost of acquiring a new customer.
  • You must divide the customer lifetime value by the acquisition cost (UE = LTV/CAC).

Calculating the Cost for Obtaining New Customers

Every new company is confronted with the challenge of attracting new consumers. To correctly identify how much a company spends on acquiring a new client, the cost of acquisition (CAC) is a critical measure for businesses. The formula is as follows:

Your LTV to CAC ratio may assist you in determining if the foundational elements of your marketing activities are solid or whether they need to be changed. In general, if your CAC is smaller than your LTV, this implies that your company is successful. If the two indicators are identical, the company is probably in a state of stagnation. If your CAC is higher than your LTV, you will be experiencing a financial loss as a result.


Unit economics is a simple yet effective technique that may assist you in better understanding the performance and long-term viability of your company. You should be utilizing unit economics to evaluate your company’s performance and prepare for its financial future, whether you’re the CFO of a large corporation or a businessperson attempting to get an eCommerce start-up off the ground.