Lara GuevaraSupply Chain expert (Product and Service)

This Is Killing Your Profit

6 Apr 2026 · 1 min

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In this video, Lara Guevara warns that the landed cost per unit shown in most profit and loss statements is likely inaccurate because it is based on outdated calculations. She explains that true landed cost includes product cost, freight, surcharges, insurance, import duties, customs broker fees, domestic tracking, and 3PL receiving, divided by the number of units received in good condition. Many brands still use estimates that are 12‑18 months old, leading to gaps of 15‑22% between assumed and actual landed cost, which directly erodes margins. Guevara urges viewers to rebuild the real landed cost for a single SKU this week, compare it to the system’s figure, and use the identified gap as a concrete target for margin improvement.

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The number in your P&L for landed cost per unit is almost certainly wrong. Not your fault, just math that hasn't been updated because landed cost isn't static. It changes every time freight rates move, every time surcharges get added, every time duty rates shift, and in 2026, all three are moving. Real landed cost is product cost plus freight plus surcharges plus insurance plus import duties plus custom broker's fee, plus domestic tracking plus 3PL receiving, divided by units received in good condition. Most brands have an estimate from 12 to 18 months ago that has never been updated. I've seen gaps of 15 to 22% between assumed and actual landed cost. That gap is pure margin erosion. You don't know you're bidding. Rebuild your real landed cost for one SKU this week. Compare it to what's in your system. The gap is your number to fix.