Wire Service Profitability Analyzer
Model wire service profitability for Interflora, Direct2Florist, FTD and other relay orders with editable membership, contribution and fee inputs.
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 |
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.
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
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.
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.
Live Results
Every field updates the results as you type. No submit button. Change a number and the figures move with it.
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 putting that money into your own website and the Digital Florists platform 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. Get the per-order overhead figure right first with the Operating Cost Calculator.
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
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Available to early-access partners · built by working florists.