A sale to Spain and the same sale to Germany don't leave the same margin. Shipping, taxes and fees change by destination, but most stores calculate with an average cost that hides those differences.
What changes by country
- Shipping cost (and international returns)
- Taxes and duties (DDP)
- Expected refund rate per market
- Currency conversion
If your average margin is 28%, one market is probably at 35% and another at 12% without you knowing. And you're spending on ads for both equally.
The average margin is a comfortable lie: it makes you scale markets that lose money.
The decisions it unlocks
When you see real margin per country, you decide with criteria: raise prices where shipping eats the profit, pause ads in markets that don't pay off, and double down where the margin holds. In ProfitFly you set cost and price per country and the real margin appears on its own.