[ The worked case ]
The situation
Aldea Parfums is an invented store: a perfume shop in Lisbon with a hundred and forty fragrances, selling to customers across the EU, where the VAT sits inside every price. In July it has 68 orders and €7,940 in takings. The ad accounts report a healthy return, Shopify reports revenue, and the owner reads both as profit. Neither report is wrong. Neither is about profit.
What Profflow separates
- VAT inside the price€1,429
- Goods sold€2,103
- Advertising€1,180
- Refunds€167
- Fixed costs€405
- Payment fees€135
- Kept€2,521
In Europe the VAT sits inside the price, not on top of it. Of the €7,940 taken, €1,429 (18.0%) was collected for the tax office and was never the store’s. It comes off first, before any cost is looked at.
| Line | Month | Share of takings |
|---|---|---|
| Taken | €7,940 | 100.0% |
| − VAT inside the price | €1,429 | 18.0% |
| − Goods sold | €2,103 | 26.5% |
| − Advertising | €1,180 | 14.9% |
| − Refunds | €167 | 2.1% |
| − Fixed costs | €405 | 5.1% |
| − Payment fees | €135 | 1.7% |
| = Kept | €2,521 | 31.8% |
The arithmetic: €7,940 − €1,429 − €2,103 − €1,180 − €135 − €167 − €405 = €2,521. Demo figures; every line adds up.
Measured and estimated
The demo store runs on its setup percentages for goods and fees, like a store on its first afternoon. Those are estimates. As a store connects its ad accounts and payment processors, the same lines are read from the source instead — and the page for each figure says which kind it is.