Short answer
GMV is the face value of orders before cancellations, RTO, returns and discounts. It is a volume metric, not profit.
Worked example
₹50 lakh GMV with 18% RTO and 10% returns is not ₹50 lakh of business. Report delivered net revenue next to GMV.
This term sits in the D2C analytics hub. Use the related pages below for the full playbook.
Frequently asked questions
What does GMV mean for a D2C brand?
GMV is the face value of orders before cancellations, RTO, returns and discounts. It is a volume metric, not profit.
Where should I track GMV?
Start in the D2C analytics guide and the linked calculators or product pages. MarQet BI is built around this operating problem.