NetNet vs TrueProfit

NetNet and TrueProfit are solving the same problem: Shopify shows gross profit, and merchants need to know what is left after everything else. Both attach costs to orders, both produce a net profit figure, and both are built to be read daily rather than at month end.

The differences are narrower than most comparison pages pretend, and they fall in two places.

Advertising coverage

TrueProfit syncs advertising spend from six platforms — Facebook, Google, TikTok, Bing, Snapchat and Amazon. NetNet syncs Meta and Google.

If your acquisition budget sits substantially outside those two, this is not a detail. Profit after advertising is only meaningful if the advertising figure is complete, and manually adding TikTok spend every month is precisely the kind of step that stops happening by the third month.

We would rather say that plainly than bury it in a matrix. A store spending a third of its budget on TikTok gets a more complete advertising figure from TrueProfit today, and that is the right reason to choose it.

The qualifier worth adding: this is a coverage gap on one input, not a difference in how profit is calculated. Spend from an unsupported platform can be entered as a custom cost and it reaches the same net profit figure — but it sits with overhead rather than with ad spend, so the marketing profit layer above it understates what acquisition cost. And it does not sync itself. A monthly manual step is a step that eventually stops happening.

The contribution margin layer

NetNet reports four layers rather than two: gross profit, contribution margin, marketing profit, then net profit.

The middle layer is the one that changes decisions. Contribution margin is what remains after the variable costs of serving an order — shipping label, payment fees, packaging, fulfilment — and it is the ceiling on what you can pay to acquire a customer. Gross profit overstates that ceiling by whatever fulfilment costs, which for most stores is fifteen to twenty points.

Both tools track the same underlying costs. The difference is whether the number that sets your acquisition ceiling is presented as its own layer or has to be reconstructed from a cost breakdown.

Fee modelling and shipping

Two smaller differences worth knowing.

Gateway fees. NetNet models rate, flat fee and the tax charged on the fee separately, with a test tool for checking a configuration against a real payout. This matters in markets where processing fees are taxed, where a flat percentage assumption is quietly wrong on every order.

Shipping. TrueProfit pulls shipping costs from fulfilment services, which is less setup and reflects what the service reported. NetNet uses configurable rules alongside carrier integrations, which takes longer to configure and handles weight and region variation more precisely. The condition is your parcel mix: if a heavy order and a light one cost you within a rupee or two of each other, the extra setup buys nothing. If a remote heavy delivery costs three times a local light one — which is normal the moment you ship nationally — an averaged figure is wrong on every order in both directions, and the orders it is most wrong about are exactly the ones worth finding.

Where they overlap almost exactly

Per-order profit drill-down, product-level margin, refund handling, custom cost heads, COGS import, and daily email reporting exist in both. If those are your requirements, this comparison will not decide anything for you, and the sensible move is to trial both — each offers fourteen days — and pick the interface you would actually open on a Monday morning.

Pricing, on different axes

The headline figures now favour NetNet at the entry level: $15 against $35.

The structures differ in a way that matters more. TrueProfit caps on monthly orders with overage charges past the limit. NetNet caps on monthly revenue. A store shipping 2,000 orders at $25 hits an order cap long before a revenue cap; a store shipping 400 orders at $250 does the opposite.

Work out which axis you sit on before comparing entry prices, because for a meaningful share of stores the cheaper option on paper is the more expensive one in practice.

The arithmetic takes a minute. Multiply your average order value by monthly orders to get revenue, then read both tables against your actual position rather than the first row. A store shipping 1,400 orders at $40 is at $56,000 of monthly revenue — TrueProfit’s $60 tier is exceeded on orders while NetNet’s $99 tier covers it on revenue. A store shipping 350 orders at $180 is at $63,000, comfortably inside TrueProfit’s $60 plan on order count.

Neither structure is designed to be the cheaper one. They simply meter different things, and which suits you is a property of your catalogue rather than of the pricing.

If you have already decided against TrueProfit and are looking at the wider field rather than at us specifically, TrueProfit alternatives lists what else is available and what each one is worse at.