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Shopify Calculators: Email Revenue and Plus vs Advanced
Key Takeaways
- Two calculators, both free and both run in your browser: how much revenue email should bring in, and the sales level where Shopify Plus costs less than Advanced.
- The email calculator uses a target of 30%, the median share of revenue from email across 198 of our client stores, and shows the gap at your current sales.
- The Plus calculator uses Shopify's current UK prices and card rates and shows the monthly cost of each plan, the difference, and the crossover.
- On the defaults, a £50,000 a month store with email at 12% is leaving £9,000 a month on the table, and a £250,000 a month store pays £1,041 a month more on Plus.
- Change any figure and the results update as you type; nothing is sent anywhere.
Quick Answer
Use the first calculator to see what email should be earning for your store: enter monthly revenue, the share email brings in now and your list size, and it shows the gap to a 30% median. Use the second to see whether Shopify Plus would cost you less than Advanced: enter monthly online card sales and how you take payment, and it shows both plans' monthly cost and the sales level where Plus becomes cheaper, which on Shopify Payments is £770,500 a month.
Table of Contents
- Email Revenue Calculator
- How to Read the Email Results
- Shopify Plus vs Advanced Calculator
- How to Read the Plus Results
- Why Matters Perspective
- Frequently Asked Questions
- Final Thoughts
- Related Articles
Email Revenue Calculator
Enter your figures. The results update as you type.
Email revenue calculator
Results
Email revenue today: £6,000 a month
Email revenue at the target share: £15,000 a month
The gap: £9,000 a month, £108,000 a year
Value of each subscriber: £23 per subscriber a year at the target share
The gap is what the same revenue would look like if email did the share of the work it does for a median store.
How to Read the Email Results
The target share is the lever. Across 198 of our client stores, email is a median 30% of revenue, so a store with its welcome, abandoned cart and abandoned checkout flows running and a weekly campaign often sits near that. If your share is well below it, the gap is usually flows that are missing or switched off, a list that is not growing, or campaigns that go to everyone at once. Our guides to Shopify email marketing and growing your list cover the fixes in order.
The per subscriber figure is a sense check for list building: if each subscriber is worth about £23 a year at the target share, a pop up that adds 300 subscribers a month is worth about £6,900 a year, and a competition that adds 5,000 unengaged entrants may be worth far less than its headline.
Shopify Plus vs Advanced Calculator
Prices are from Shopify's UK pricing page and UK Plus pricing page, read on 15 October 2026. Shopify changes them; check both before you decide.
Shopify Plus vs Advanced calculator
How you take payment
Advanced billing
Plus term
Results
Advanced: £4,009 a month
Plus: £5,050 a month
Advanced is cheaper by £1,041 a month (£12,492 a year)
Plus becomes cheaper at: £770,500 of online card sales a month, about £9,246,000 a year
Shopify Payments online card rates: Advanced 1.5% plus 25p, Plus 1.3% plus 25p. The 25p is the same on both and is left out.
How to Read the Plus Results
If Advanced is cheaper at your sales, Plus is a feature decision, not a cost one: apps that customise the information, shipping and payment pages of checkout, the Checkout Branding API, B2B catalogue assignment, expansion stores, 200 locations and unlimited staff accounts. If Plus is cheaper, every feature is a bonus. Either way, Shopify says higher volume businesses move to a variable fee, so get the fee and the card rate in writing and run the calculator again with those figures. Our full comparison, Shopify Plus vs Shopify Advanced, explains the features and the sums.
| Scenario | Advanced | Plus |
|---|---|---|
| £100,000 a month, Shopify Payments | £1,759 | £3,100 |
| £250,000 a month, Shopify Payments | £4,009 | £5,050 |
| £500,000 a month, Shopify Payments | £7,759 | £8,300 |
| £770,500 a month, Shopify Payments | £11,816.50 | £11,816.50 |
| £385,250 a month, third party provider | £2,570.50 | £2,570.50 |
| £1,000,000 a month, Shopify Payments | £15,259 | £14,800 |
Why Matters Perspective
We built these because the same two sums come up in almost every first call: "what should email be doing for us?" and "should we be on Plus?". The email benchmark is ours, from 198 client stores, and we would rather publish it than keep it. The Plus sum is Shopify's own prices with the arithmetic done, which is all most founders need to stop worrying about it.
If the email gap is large, that is the work we do most: Klaviyo audits, flow builds, segmentation and campaign planning, and we are a Klaviyo partner. Our pricing is published, retainers start from £650 a month plus VAT and can be ended at any time, and our email marketing page explains what an audit covers.
Frequently Asked Questions
How does the email revenue calculator work?
It takes your monthly online revenue and the share that email brings in today, then shows what email would bring in at a target share. The default target is 30%, which is the median share of revenue from email across 198 of our client stores. The gap between the two is the revenue email is leaving on the table at your current sales, and the per subscriber figure divides the target email revenue by your list size.
Where does the 30% figure come from?
From our own client data: across 198 Shopify stores we work with, email is a median 30% of revenue. Half of those stores are above it and half below. It is a benchmark for a store with its core flows running, not a ceiling, and you can change the target to any figure you prefer.
How does the Shopify Plus calculator work?
It adds each plan's monthly fee to its percentage card rate on your monthly online card sales, using the UK prices on Shopify's pricing pages: Advanced at £259 billed yearly or £344 monthly with a 1.5% card rate, and Plus at £1,800 on a 3 year term or from £1,950 on a 1 year term with a 1.3% card rate. With a third party provider it uses Shopify's 0.6% and 0.2% fees instead. The crossover is the sales level where the two lines meet.
Why does the 25p per transaction not appear?
Because it is the same on Advanced and Plus, so it changes the total but not the difference between the two plans or the crossover point. Your payment provider's own fees are left out of the third party calculation for the same reason.
Are the calculators accurate for my store?
They are accurate to the published prices and your inputs. Shopify says higher volume businesses move to a variable Plus fee, which the calculator cannot know, and your email results depend on list quality and flows, which a benchmark cannot see. Use them to size the question, then check the detail.
Do you store what I type in?
No. Both calculators run in your browser and send nothing to us or anyone else. Refreshing the page resets them.
Final Thoughts
Two numbers, two minutes. If email is below 30% of revenue, the gap is the most reliable growth you have. If your sales are below £770,500 a month, Plus is a feature decision and Advanced is the better buy until a feature pays for the difference.
We will keep both calculators on Shopify's current prices. If you would like a calculator for something else, email us and tell us the sum.
Related Articles
Ayo is the founder of Why Matters and Head of Marketing. With over 20 years of experience in ecommerce, digital marketing and commercial growth, he has helped hundreds of Shopify brands build, launch and scale their online stores. Why Matters, a Shopify agency based in Brighton, is a Shopify Select partner and a Klaviyo, Recharge, Awin, Meta and TikTok partner.About AyoConnect on LinkedIn
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