Online orders for ice cream shops have a different cost structure than in-store sales. Delivery costs, packaging and platform fees eat into your margin. Here you'll learn step by step how to calculate the real margin on online orders.
Why online is different from store sales
When selling in your ice cream shop you have relatively low costs per portion. Online brings extra costs that can significantly affect your margin:
- Delivery costs (own delivery or platform)
- Packaging materials (containers, bags, cooling elements)
- Platform fees (Thuisbezorgd, Uber Eats)
- Extra staff for online orders
The cost price of online ice cream
For a correct margin calculation, add up all costs that are specific to online sales:
💡 Example: 500ml vanilla ice cream online
Selling price: €8.50 (incl. 9% VAT)
- Ice cream itself: €2.10
- Packaging (container + lid): €0.35
- Delivery costs (own delivery): €1.50
- Platform fee (20%): €1.56
Total costs: €5.51
Include VAT correctly
Online ice cream is subject to 9% VAT (takeaway/delivery). For your margin calculation, always calculate excluding VAT:
⚠️ Note:
Selling price €8.50 incl. VAT becomes €7.80 excl. VAT (€8.50 / 1.09). Always calculate your margin with the price excluding VAT.
Calculate platform fees correctly
Delivery platforms usually charge a percentage of your total order value. This percentage varies per platform and contract:
- Thuisbezorgd: usually 15-25%
- Uber Eats: usually 15-30%
- Deliveroo: usually 20-35%
Check your contract for the exact percentage. This has a major impact on your margin.
💡 Example: Impact of platform fee
Order of €25.00 (incl. VAT):
- At 15% fee: €3.75 to platform
- At 25% fee: €6.25 to platform
Difference: €2.50 per order
Don't forget packaging costs
Online ice cream requires special packaging. These costs add up:
- Insulated containers: €0.25-0.45 per unit
- Lids: €0.05-0.15 per unit
- Carrier bags: €0.10-0.20 per unit
- Cooling elements (reusable): €0.15 per order
The margin formula
For online ice cream sales, use this formula:
Margin % = ((Selling price excl. VAT - All costs) / Selling price excl. VAT) × 100
💡 Complete calculation:
500ml ice cream for €8.50 (incl. VAT):
- Selling price excl. VAT: €7.80
- Ice cream: €2.10
- Packaging: €0.35
- Delivery: €1.50
- Platform fee: €1.56
- Total costs: €5.51
Margin: ((€7.80 - €5.51) / €7.80) × 100 = 29.4%
Difference with store sales
For comparison: selling that same ice cream in your store:
- Selling price: €6.50 (incl. 9% VAT) = €5.96 excl. VAT
- Ice cream: €2.10
- Container (simpler): €0.15
- Total costs: €2.25
- Margin: ((€5.96 - €2.25) / €5.96) × 100 = 62.2%
⚠️ Note:
Online sales have lower margins due to extra costs. Compensate by charging higher prices or focusing on larger orders (minimum order value).
Set a minimum order value
A minimum order value helps you spread fixed costs (delivery, packaging) across more products. Many ice cream shops set a €15-25 minimum.
Track with KitchenNmbrs
In KitchenNmbrs you can create different recipes for the same product: one for store sales and one for online. This way you immediately see the difference in margin and can adjust your prices accordingly.
How do you calculate the margin on online ice cream sales?
Gather all costs per product
Note the costs of the ice cream itself, packaging (container, lid, bag), cooling elements and any extra ingredients. Add these together for your total product costs.
Calculate delivery and platform costs
Check your contract for the exact platform fee percentage. Calculate delivery costs per order (own delivery or platform). Add these costs to your product costs.
Apply the margin formula
Divide your selling price (excl. VAT) by 1.09 to convert from incl. to excl. VAT. Subtract all costs from this price and divide by the selling price excl. VAT. Multiply by 100 for the percentage.
✨ Pro tip
Set a minimum order value of €20-25 to spread fixed delivery costs. This keeps your margin healthy even though costs per product are higher than store sales.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
Was this article helpful?
Frequently asked questions
Should I charge 9% or 21% VAT on online ice cream?
Online ice cream sales are subject to 9% VAT, just like takeaway. This applies to all food items you deliver or allow to be picked up. Only alcoholic beverages have 21% VAT.
How do I calculate the platform fee as a percentage of my total order?
Platform fees are calculated on your total order value including VAT. With a 20% fee and a €25 order you pay €5 to the platform. Check your contract for the exact percentage.
Can I pass packaging costs on to customers?
Yes, many ice cream shops pass on packaging costs as a separate item (e.g. €0.50 packaging costs) or incorporate it into the product price. Transparency usually works better than hidden costs.
What is a realistic margin for online ice cream sales?
Due to extra costs, the margin on online ice cream is usually between 25-40%, compared to 50-70% for store sales. Compensate for lower margins with minimum order values and efficient delivery routes.
Should I charge different prices for online and store?
Many ice cream shops charge 10-20% more for online sales to cover extra costs. Customers usually accept this because they value the convenience of delivery.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
Selling food? Then you need KitchenNmbrs
Whether you run a restaurant, food truck, catering company, or meal kit business — you need to know what each dish costs. KitchenNmbrs gives you that insight. Start your free trial.
Start free trial →