📝 Anyone who sells food · ⏱️ 3 min read

How do I calculate margin when my ice cream shop also...

📝 KitchenNmbrs — · updated 07 Apr 2026

Quick answer
Many ice cream shop owners think their online margins match in-store profits – but that's rarely true. Delivery costs, packaging expenses, and platform fees create a completely different cost structure.

Many ice cream shop owners think their online margins match in-store profits – but that's rarely true. Delivery costs, packaging expenses, and platform fees create a completely different cost structure. You need to calculate these margins separately to avoid nasty surprises.

Why online differs from store sales

Selling ice cream in your shop involves relatively low costs per portion. But online orders bring extra expenses that can seriously impact your margins:

  • Delivery costs (your own drivers or platform charges)
  • Packaging materials (insulated containers, lids, cooling elements)
  • Platform fees (Thuisbezorgd, Uber Eats commissions)
  • Additional staff time for online order prep

The true cost of online ice cream

For accurate margin calculations, you'll need to add up every cost that's specific to online sales. And trust me – this is the kind of thing you only learn after closing your first month at a loss.

? 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

Handle VAT correctly

Online ice cream falls under 9% VAT (takeaway/delivery rules). For margin calculations, you must work with prices excluding VAT:

⚠️ Note:

Selling price €8.50 incl. VAT becomes €7.80 excl. VAT (€8.50 ÷ 1.09). Always base your margin calculations on the VAT-exclusive price.

Calculate platform fees accurately

Delivery platforms charge a percentage of your total order value. These percentages vary by platform and your negotiated contract terms:

  • Thuisbezorgd: typically 15-25%
  • Uber Eats: typically 15-30%
  • Deliveroo: typically 20-35%

Check your specific contract for the exact percentage. This single factor can make or break your profitability.

? Example: Platform fee impact

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

Account for packaging costs

Online ice cream requires specialized packaging. These expenses add up quickly:

  • 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 calculation:

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%

Compare with store sales

For perspective: that same ice cream sold in your store:

  • Selling price: €6.50 (incl. 9% VAT) = €5.96 excl. VAT
  • Ice cream: €2.10
  • Container (basic): €0.15
  • Total costs: €2.25
  • Margin: ((€5.96 - €2.25) ÷ €5.96) × 100 = 62.2%

⚠️ Note:

Online sales deliver lower margins due to additional costs. Compensate by setting higher prices or implementing minimum order values.

Set minimum order values

A minimum order value helps spread fixed costs (delivery, packaging) across multiple products. Most ice cream shops set minimums between €15-25.

Track with digital tools

Food cost management tools like KitchenNmbrs let you create separate recipes for the same product: one for store sales and one for online. You can immediately see margin differences and adjust pricing accordingly.

Related articles

How do you calculate the margin on online ice cream sales?

1

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.

2

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.

3

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

Track your online margins weekly for the first 8 weeks after launch – delivery costs and platform fees can fluctuate more than you'd expect. Adjust your minimum order value to €22-25 if margins drop below 30%.

Calculate this yourself?

In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.

Try KitchenNmbrs free →

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Frequently asked questions

Should I charge 9% or 21% VAT on online ice cream?
Online ice cream sales fall under 9% VAT, same as takeaway orders. This applies to all food items you deliver or offer for pickup. Only alcoholic beverages get hit with 21% VAT.
How do I calculate platform fees on my total order value?
Platform fees get calculated on your complete order value including VAT. So a 20% fee on a €25 order means you pay €5 to the platform. Always check your contract for the exact percentage – it varies significantly.
Can I pass packaging costs directly to customers?
Absolutely – many ice cream shops add packaging costs as a separate line item (like €0.50 packaging fee) or build it into product prices. Transparency usually works better than hiding these costs.
What's a realistic margin for online ice cream sales?
Due to extra costs, online ice cream margins typically range from 25-40%, compared to 50-70% for in-store sales. You can offset lower margins with minimum order requirements and efficient delivery routes.
ℹ️ This article was prepared based on official sources and professional expertise. While we strive for current and accurate information, the content may differ from the most recent regulations. Always consult the official authorities for binding standards.

Sources consulted

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.

JS

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.

8 years kitchen manager at 1NUL8 Group Rotterdam
Expertise: food cost management HACCP kitchen management restaurant operations food safety compliance

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