Short answer: 1 million € per year is about 83,000 € per month. With an average order of 45 €, that means about 1,850 orders per month, that is 60 per day. An e-shop reaches that point when it has few products that sell consistently., a continuous flow of different creative works For Meta and TikTok, Google with a clean feed, email and Viber that bring back customers, and an average order that is increasing. In several cases, the e-shops we worked with exceeded one million.
The numbers of the first million
| Average order | Orders/month | Orders/day |
|---|---|---|
| 35 € | ~2,400 | ~80 |
| 45 € | ~1,850 | ~60 |
| 60 € | ~1,400 | ~46 |
Two illustrative stories
- Eshop that came to us with 2,000 € per month He broke the barrier of one million in less than 2 years and today it exceeds 10 million € per year.
- Eshop that came to us the day it opened It surpassed the 4 million € per year to the first 3 years.
The 4 stages
1. From 0 to 10,000 € per month: find out what they are selling
3–5 product-«promotional» items, different videos, quick decisions. Don’t advertise the entire catalog.
2. From 10,000 to 40,000 € per month: build the machine
- Meta and TikTok: Few and large campaigns, broad targeting, and 8–12 truly different creatives that are refreshed every week (UGC from creators).
- Google: Shopping with clean feed (titles, images, prices, availability) and Search, which increasingly runs on AI Max.
- Measurement: contribution margin and server-side tracking from early on.
3. From €40,000 to €83,000 per month: get the customer to repurchase
This is where most people get stuck, because they try to bring all the growth from new customers.
- Klaviyo: welcome, cart, repeat purchase, restore.
- Viber for new products and offers.
4. Pass the million and continue
Increase the average order with packages, limited gift options, and suggestions in the cart. Open TikTok Shop, which with one registration opens 13 markets. Make sure the eshop is It appears in AI searches (ChatGPT, Gemini, Google's AI Mode), where more and more people ask what to buy.
The next step after the million is described in the guide. How to reach €50–100,000 per month with advertising with a profit.
How much to spend on ads at each stage
A growing eshop usually puts around 15–20% of revenue into marketing, with advertising the largest part (benchmarks 2026). At the start the share is often higher, because you are testing products and messages. As repeat customers grow, it falls.
| Stage | Monthly revenue | Monthly ad spend (indicative) | What to watch |
|---|---|---|---|
| 1. Find what sells | up to €10,000 | up to ~€2,000 | which product and which message brings the first purchase |
| 2. Build the engine | 10.000–40.000 € | ~2.000–8.000 € | cost per new customer and contribution margin |
| 3. Repeat purchases | 40.000–83.000 € | ~6.000–15.000 € | share of revenue from email, Viber and repeat customers |
| 4. The million | 83.000 €+ | ~12.000–17.000 € | blended return across all channels and average order value |
The rule is simple: you only raise the budget while contribution margin stays positive at 7, 14 and 28 days. If it drops, you fix average order value and retention first, then scale again.
What doesn't get you to the million
- Permanent discounts: they bring in sales but eat up the margin.
- Dozens of small ad sets with interesting content: They are working even worse than a few big campaigns.
- Same creative for months: The AI stops showing them.
- Agency that only sends ROAS: If you don't know what's left of you, you don't know if you're growing. Look How to choose a performance marketing agency.
FAQs
How many orders does an e-shop need to handle for €1 million a year?;
With an average order of 45 €, approximately 1,850 per month or 60 per day.
How much advertising budget is needed for the first million?;
As an indication, 15–20% of the turnover at this stage, that is approximately 12–17,000 € per month when the e-shop reaches 83,000 € per month.
In how much time can an e-shop reach 1 million?;
It depends on the product and the margin. For example, from our work: an e-shop with €2,000 per month broke the one million barrier in less than 2 years.
