Delivery Profitability
Price delivery properly by understanding the true cost per drop — fuel, driver labour, vehicle wear and fixed overheads for every zone.
Early access
Wire Service Profitability Analyzer
Profitability modelling for Interflora, Direct2Florist, FTD and other relay orders using editable membership, location investment, contribution and fee assumptions.
How wire service assumptions work
Commission, fixed membership, delivery location investment, per-order marketing contributions and delivery handling vary significantly between providers.
| Service | Commission | Keeps delivery fee? | Monthly fee |
|---|---|---|---|
| Interflora | 30% | Fixed payout | £125.00 |
| Direct2Florist | 10% | No | £17.00 |
| FTD | 20% | No | $200.00 |
| Teleflora | 20% | No | $150.00 |
Figures are illustrative starting points drawn from available provider, member-supplied and example materials, and may differ by tier, contract and date. For Interflora from 1 June 2026, enter your own report-specific delivery location investment before relying on the result.
Defaults last reviewed: 12 May 2026.
Always confirm your own current agreement before relying on the numbers.
Are Your Wire Orders Actually Making Money?
Commissions, fixed membership, delivery location investment, per-order marketing contributions and delivery costs you absorb can quietly consume a third or more of every relay order.
Multiple Fee Layers
Commission is only one possible cost. Fixed membership, delivery location investment, per-order marketing contributions and other provider fees all contribute to the total cost of each wire order.
Delivery Fee Handling
The customer pays for delivery, but some wire services retain the delivery fee rather than passing it to the florist. You still bear the cost of the van, fuel and driver time.
Understanding Opportunity Cost
Wire orders and direct sales have different profit margins. Comparing them side by side helps you understand the difference and make informed decisions about your order mix.
How the Wire Service Profitability Analyzer Works
Three steps to see the numbers behind your relay orders.
1
Step 1
Choose Your Wire Service
Select from pre-loaded profiles for Interflora, Direct2Florist, eFlorist, FTD and Teleflora. Interflora's 1 June 2026 model can be checked with editable fixed membership, delivery location investment and per-order marketing contribution assumptions.
- Pre-loaded fee structures for 11 services
- GB, IE, and US regions with correct currency
- Every field is fully editable for your negotiated rates and report values
- Enter your own report-specific Interflora location investment
- Custom option for any unlisted service
Service Presets
Interflora
Full Member from 1 June 2026
Direct2Florist
Relay 90/10
FTD
Relay
2
Step 2
Enter Your Real Order Costs
Add your actual cost of goods, labour time, delivery costs and overheads. The calculator uses these to work out your true per-order fulfilment cost.
- COGS percentage with industry benchmarks
- Labour cost based on minutes and hourly rate
- True delivery cost (not the customer fee)
- Overhead allocation per order
Your Order Costs
Example: £50 order on a 30% commission relay.
Flower materials (33.3% of net flower value)
£7.92
Labour (15 mins @ £15/hr)
£3.75
Delivery cost
£7.50
Packaging
£2.00
Overhead (15% of product + delivery)
£7.19
Total cost to fulfil
£28.36
3
Step 3
See Your Profitability Breakdown
Get a clear per-order, monthly and annual breakdown. See the wire service fees, what you keep, and how profits compare to direct orders.
- Traffic light profit/loss indicator per order
- Side-by-side wire vs direct order comparison
- Monthly and annual projections with fixed fees and location investment
- What-if conversion scenarios
Profit Comparison
Same £50 order from Step 2, fulfilment cost £28.36.
Wire order
£4.57
Profit per order
Direct order
£19.57
Profit per order
Illustrative example: direct earns £15.00 more per order; wire returns 23% of a similar direct order.
Built for Informed Business Decisions
Clear numbers based on available fee structures and editable assumptions, ready to match your own contract and report values.
Editable Fee Assumptions
Interflora, Direct2Florist, eFlorist, FTD and Teleflora - all with editable source-backed, provisional or example assumptions.
Fully Editable
Negotiated a better rate or received a new report? Enter your exact commission, fixed fees, location investment and marketing contribution. Nothing is locked.
Direct Order Comparison
Compare how profits differ when the same order comes through your own website versus a relay network.
Monthly & Annual Projections
Enter your wire order volume and see monthly and annual profit projections including fixed fees and location investment assumptions.
Delivery Fee Transparency
Model whether you keep the full customer delivery charge or receive a fixed delivery payout to match your contract terms.
Instant Results
Every field updates the results in real time. No waiting, no submit button — change a number and see the impact immediately.
VAT-aware Inputs
Toggle whether your figures include VAT, then either strip VAT for the analysis or keep it inline. The output stays consistent either way.
Save & Reload Calculations
Save any analysis with a name and reload it later — handy for tracking renewals or comparing scenarios over time.
When to Use the Wire Service Profitability Analyzer
From annual contract renewals to daily decisions about which orders to accept.
Contract Renewal Decisions
Your wire service contract is up for renewal. Run your actual numbers, including any report-specific Interflora delivery location investment, to see if it's worth staying, switching provider, or investing in your own website instead.
Comparing Multiple Services
Thinking about joining a second wire service or switching providers? Compare fee structures side by side to see which one gives you the best margin.
Understanding Your Order Mix
Share detailed profitability data with your team or accountant. The annual comparison helps you make informed decisions about your order channels.
Negotiating Better Terms
Armed with real numbers, you're in a stronger position to negotiate lower commission rates or reduced monthly fees with your wire service.
Frequently Asked Questions
Interflora, Direct2Florist, eFlorist, FTD and Teleflora, plus a custom option for any other service.
Defaults are editable starting assumptions. Some are source-backed, some are provisional, and example presets can change by contract, tier, report, and date. Enter your exact current terms from your provider agreement before relying on the result.
Treat it as fixed membership plus delivery location investment plus per-order marketing contribution. Enter the delivery location investment from your own Interflora report, because that value is report-specific and should not be copied from another florist or a generic preset.
Yes. Switch between GB, IE and US regions to load the correct currency and wire service profiles for that market. Show services from all regions if you want to compare structures across markets.
It models VAT according to the selected assumptions. Customer-facing revenue values can be stripped to net sales, while provider fees are handled according to how you enter them. Flower retail value is treated as a customer-facing value and costed on the same VAT basis as product revenue.
Yes. Enter your true delivery cost per order and the calculator factors it into the profitability analysis, including whether the wire service lets you keep the delivery fee.
It calculates what the same order would earn you with zero commission and no wire service fees, so you can see the opportunity cost per order.
Yes. Adjust orders per month to see how monthly fixed fees, location investment and per-order contributions spread across volume and affect profit.
Yes. Save any calculation with a name and reload it any time, which is handy when contract renewal comes around or you want to track terms over time.
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Get early access to the analyzer
Run the numbers on your relay orders, update the assumptions from your own report, and compare against direct sales.
Available to early-access partners · built by working florists.