Home decor & furnishings D2C
Your 3.5× ROAS looks safe until the parcel comes back.
In home decor a 3.5× Meta ROAS hides a razor-thin ~3% contribution margin — and with roughly 1 in 4 orders returning to origin, one refund flips the unit negative. Margifi shows the delivered ROAS and net margin after every RTO, SKU by SKU, campaign by campaign.
- High AOV (₹15k–50k furniture) but ~3% contribution margin — one refund kills the order
- ~25% RTO on 60%+ COD, and bulky decor billed twice on volumetric freight
- Delivered ROAS and net margin after returns, per SKU and per campaign
Connect Shopify + Meta + your courier. No pixel, no code.
Typical Indian home decor & furnishings benchmarks — your real numbers will differ.
The delivered-ROAS gap
Meta credits the order. The courier bills you three weeks later.
On ₹15k–50k AOV a 3.5× ROAS looks safe. But ~1 in 4 orders returns to origin, contribution margin is ~3%, and bulky decor is double-freighted on every RTO — so the real delivered P&L is bleeding while budget scales toward campaigns that book cheap orders and deliver terribly. The gap never shows up until the remittance lands.
Profit truth
Profit truth
Your 3.5× ROAS is a vanity number until you pair it with margin
Meta and Shopify both count the order the second checkout completes. On ₹15k–50k AOV a 3.5× ROAS feels safe — but after COGS, high freight, payment fees and ad cost, contribution margin per order is ~3%, and a single refund flips the unit negative. Margifi runs the full profit waterfall: revenue → after COGS → after shipping + returns → after ad spend → net.
- Delivered ROAS and the order-vs-delivered ROAS gap, per campaign
- Profit waterfall: revenue → COGS → shipping + returns → ad spend → net
- Delivered CAC — your real cost per KEPT order, not the CAC Meta reports
Returns & RTO
Returns & RTO
Bulky-but-light decor is billed on volumetric weight — then double-freighted on every RTO
Rugs, lamps and large wall art bill on volumetric weight and get hit with discrepancy charges that auto-deduct within 7 working days. When a COD order returns you lose the sale, pay reverse logistics (~₹85+), and often can't resell a scuffed or broken item — a triple loss on the exact high-AOV SKUs you push hardest on Meta. Margifi charges reverse-shipping and unsellable write-off to the exact ad and SKU that caused it, on ACTUAL courier-billed (volumetric) freight, not the booked rate.
- NDR & Out-for-Delivery calling worklist — ranked by rescue value and pincode risk Live
- Return-loss on actual courier-charged volumetric freight, pinned per ad/SKU
- Per-SKU return rate isolates the fragile, write-off-heavy SKUs
COD reliability
COD reliability
COD is 60%+ of orders and those returns come back 2–3× more often than prepaid
Home-decor buyers lean COD on high-ticket, tactile items they can't feel before buying — and COD is exactly where RTO explodes (20–30% vs 10–15% prepaid). A successful COD order already costs ~₹200 vs ~₹100 prepaid, and a COD RTO is a total loss plus reverse freight. Margifi scores every phone number before you ship, so a flaky repeat-returner never gets treated like a reliable prepaid customer.
- COD reliability score per phone (RTO Shield) — flag risky buyers pre-ship
- COD→prepaid conversion upside, quantified in recovered margin
- The COD RTO premium surfaced against decor's high order values
Products & catalogue
Products & catalogue
Which decor SKUs actually make money after returns — and which are dead stock
Blended margin hides the truth: a unit-mover can be a net loser once breakage, double-freight RTO and 'looked different on screen' returns are netted out, while bulky slow-movers tie up working capital as dead stock. Margifi ranks every SKU by delivered profit with a Scale/Keep/Stop verdict, and matches catalogue orders to product_id so you can prune the losers straight out of your DPA feed.
- Catalogue / DPA product-level profit — spend, delivered ROAS, RTO and net per product_id Live
- Per-SKU delivered-profit ranking with Scale/Keep/Stop verdicts
- Dead-stock value and days-of-cover on bulky slow-movers
I was scaling a lamp SKU on a 3.6× catalogue ROAS. Margifi showed it delivered at 2.5×, and half the COD orders came back broken — the delivered margin was negative. I killed it in the feed and moved the budget to the rugs that actually get kept.
Home decor & furnishings founder — illustrative
Illustrative — a category benchmark, not a single brand's numbers.
Questions
Margifi for home decor & furnishings — FAQ
Yes. Bulky-but-light decor bills on volumetric weight, and couriers auto-deduct discrepancy charges within 7 working days. Margifi computes delivered margin on the ACTUAL courier-charged (volumetric) freight, not your booked rate, and pins reverse-shipping plus unsellable write-off to the exact ad and SKU — so the margin you see is the margin you actually earned.
See your real delivered profit, home decor & furnishings.
Connect Shopify and Meta and watch order ROAS become delivered ROAS — net of every RTO.
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