Short answer
Net revenue is what you keep after cancellations, RTO, returns and often discounts. It is the revenue number contribution margin should start from, not GMV.
Worked example
₹20 lakh GMV, ₹2.4 lakh RTO, ₹1.2 lakh returns and ₹0.8 lakh discounts is closer to ₹15.6 lakh net — the number ads must actually earn against.
This term sits in the D2C analytics hub. Use the related pages below for the full playbook.
Frequently asked questions
What does Net revenue mean for a D2C brand?
Net revenue is what you keep after cancellations, RTO, returns and often discounts. It is the revenue number contribution margin should start from, not GMV.
Where should I track Net revenue?
Start in the D2C analytics guide and the linked calculators or product pages. MarQet BI is built around this operating problem.