GMV vs NMV: What’s a better Option for Young Startups ?

Adesh Chaurasia
4 min readJul 19, 2021


Adesh Chaurasia — GMV vs NMV
Adesh Chaurasia — GMV vs NMV

What should the Young Startups opt for?

Before we dive into the main topic as to which is the best for startups, let us know briefly what these terms GMV and NMV actually refer to.

Both GMV and NMV are two of the most widely known and used terms in the world of e-Commerce.

  • GMV: GMV represents Gross Merchandise Value. It’s the all-out value of merchandise sold throughout some stretch of time through an e-Commerce site. This term signifies the development of the business, or all the more definitely, it demonstrates how helpful the site is in selling merchandise.

GMV = Sales Price of Goods x Number of Goods Sold

  • NMV: NMV represents Net Merchandise Value. This value is determined after deducting every one of the costs and expenses from the GMV throughout some undefined time frame. In this way, your complete value of merchandise sold throughout a predetermined time (say, quarterly, half-yearly or every year) minus all costs, including discounts, gateway installment, and marketing costs, etc.

NMV = GMV — All Costs (marketing, refunds, gateway payments)

  • How are these two terms related to each other?

NMV is the parameter that you get after deducting every charge and cost from your GMV throughout some undefined time frame. The condition is: NMV = GMV — All Costs. Costs will differ by organization however, regular expenses incorporate promoting, discounts, and gateway installments. It’s anything but a best practice to bar dispatching expenses and take away for discounts.

Now that you have a basic idea of what these two terms actually mean and how they are related, let us jump into the Article without any further ado…


Let us take a closer look at what each of these terms mean and whether we should choose the former over the latter or vice-versa.

GMV (Gross Merchandise Value), additionally called Total Order Value, is a measurement used to value online retail organizations in their underlying stages when it is too early to pass judgment on them based on measurements like incomes and benefits.

GMV is the all-out deal volume executing through the stage, however not to be mistaken for income.

For instance, if an organization is acting just as an arbiter and procuring commission on exchanges, then, at that point its income is the commission and not the value of exchange.

In any case, if the organization fundamentally buys the things, looks after stock (on the off chance that need be) lastly, sells or conveys the things to clients; in such a plan of action, its GMV will be the gross income.

In this way, the GMV is based on the bill (MRP) and doesn’t factor discounts, returns, cancellations, and money-backs on items. In this way, once in a while, it may account to simply a small part of the net deals.


GMV is the absolute sales value of the merchandise sold on the stage.

What can be misdirected about GMV is that this number relies to a great extent upon the item blend.

On one hand, a business is apparently expected to lay accentuation on higher edges following a couple of years in activities, on the grounds that at last it is relied upon to book benefits.

Nonetheless, on the off chance that the attention is just on expanding GMV, the organization would zero in on selling higher volumes of high-ticket size items, disregarding the edges.

For instance, selling ten clothes with high edges will have lower GMV than selling ten electronic contraptions at a lower edge.

Internet business new companies in India have been setting crazy inward GMV focuses to rival different parts on the lookout and to drive higher valuations, accordingly overlooking the main issue of producing income and making benefits.

Exorbitant limits and money-backs are offered to drive the GMV further, disregarding edges all the while.

During the year 2014–15, Flipkart booked misfortunes of Rs 2,000 crore, Snapdeal of Rs 1,328 crore and Amazon India made misfortunes of Rs 1,724 crore.

The misfortune edges of these web-based business goliaths in a similar period remained at 166%, 142%, and 169% separately.

There is an unnecessary status given to the GMV. Notwithstanding, this should simply be treated as an extra measurement parameter, a result of the business activities, and not something to be pursued as a business system.


Gross merchandise value is a helpful development metric to follow yet it comes up short when the organization, its financial backers, and its forthcoming financial backers are attempting to decide the genuine value of the internet business as there are charges and costs to consider.

This is the reason numerous organizations engaged with internet business track Net Merchandise Value (NMV).

NMV is the thing that you get after you deduct every one of the charges and costs from your GMV throughout some undefined time frame.

The condition is: NMV = GMV — All Costs. Costs will shift by organization yet regular expenses incorporate publicizing, discounts, and gateway installments.

It’s anything but a best practice to avoid dispatching expenses and subtract for refunds.

To summarize the above article, one can easily understand that NMV is a much better metric parameter to be included for the particular e-Commerce website over GMV because of the various pros NMV provides over the drawbacks of GMV.

So, now you know which one is the best to opt for your startups!!!



Adesh Chaurasia

I am a Businessman and Entrepreneur. Get the all the Latest News and Updates from me at