One customer over time

The first order is only the start. Pick how often customers like yours buy again.

Average order value (AOV)Gross marginCreator commissionOur agency commissionWhat you sellWho packs and ships itPacking and shipping, one orderBeauty and skincare: $11 to $13 an order for picking, packing, the box and postage [17]. Type your own if you know it.Customers who order again within a yearBeauty and skincare: 28% of customers come back [18]. Type your own if you know it.Orders a year from a customer who comes backBeauty and skincare: 2.7 orders a year [19]. Type your own if you know it.

In the first year, 28% of customers come back and order 2.7 times. That makes about 1.48 orders for every customer, on TikTok, Amazon or your site.

First order$3.70

First year$10.94

Each customer brings you $10.94 in profit.

Later orders are counted like Amazon orders: their 15% fee [10], shipping [17] and refunds [3][4], no commissions.

Sources

TikTok Shop Seller University, updated September 9, 2026: Fulfilled by TikTok charges $4.52 to store, pick, pack and ship a one-item order of 4 to 8 oz ($4.28 at 4 oz or less, $5.10 at 12 to 16 oz). seller-us.tiktok.com/university/essay?knowledge_id=7740101263378189&lang=en
TikTok Shop: 6% of each US order for most categories, covering every TikTok Shop fee except shipping and tax. seller-us.tiktok.com/university/essay?knowledge_id=5982454398175018&lang=en
MediaLabs, October 10, 2026: median TikTok Shop return rates are 5% in health and wellness and low-cost goods, 6% in skincare, 8% in home appliances and 20% in clothing. medialabs-co.com/research/tiktok-shop-benchmarks-2026
Chargeback.io, August 5, 2026: the average chargeback rate is 0.6%. chargeback.io/blog/average-e-commerce-chargeback-rate
Amazon: the referral fee is 15% in most categories, including beauty and personal care items over $10, home and kitchen, and pet supplies. sell.amazon.com/pricing
Eightx, May 29, 2026: the all-in cost of one order from a warehouse or 3PL (pick and pack, packaging and postage) is $11 to $13 in beauty and in supplements, $12 to $15 in food, $13 to $17 in home goods and $10 to $12 in clothing. eightx.co/blog/average-ecommerce-fulfillment-cost-per-order-by-vertical-2026
Eightx, May 29, 2026, from StoreGrowers’ Shopify panels: the share of customers who order again within 12 months is 28% in beauty and skincare, 29% in supplements, 24.5% in food and drinks, 20% in home goods and 26% in clothing. eightx.co/blog/average-ecommerce-repeat-purchase-rate-by-vertical-2026
Eightx, May 30, 2026, from MHI Media’s 2026 benchmark: orders per customer a year are 2.7 in cosmetics, 4.3 in supplements, 5.8 in food and drinks, 1.4 in home goods and 2.3 in clothing. eightx.co/blog/average-ecommerce-orders-per-customer-by-vertical-2026

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