Short answer
Unit economics is the P&L of one order or one customer: price, cost, shipping, ads, returns. If the unit loses money, scale makes the hole bigger.
Worked example
A founder who only watches ROAS can scale a product whose contribution after RTO is −₹40. Unit economics would have stopped the spend.
This term sits in the D2C analytics hub. Use the related pages below for the full playbook.
Frequently asked questions
What does Unit economics mean for a D2C brand?
Unit economics is the P&L of one order or one customer: price, cost, shipping, ads, returns. If the unit loses money, scale makes the hole bigger.
Where should I track Unit economics?
Start in the D2C analytics guide and the linked calculators or product pages. MarQet BI is built around this operating problem.