E-commerce Overview
Net Sales — Monthly
Sales by Source
Use product mix, customer behaviour and channel economics to explain revenue changes.
Revenue & Orders — Monthly
ROAS by Platform — 2026
Spend vs Attributed Revenue
Campaign performance — 2026
Top Products by Net Sales
Country Contribution
Product performance
What matters now
The purpose of this section is not to repeat the KPIs. It translates the data into questions, priorities and actions for the next decision cycle.
Revenue growth is being driven more by order volume than basket value. The most recent slowdown should therefore be investigated through product mix, basket size, discounts and multi-item orders.
New-customer acquisition and retention tell different stories. Before increasing acquisition spend, establish whether existing customers are purchasing again at the expected rate.
Platform ROAS is useful for optimisation, but reported revenue is not the same as incremental revenue. Retargeting can receive credit for demand that already existed.
Revenue, ROAS and order volume do not establish whether the business is profitable. Product and channel decisions become materially stronger once direct costs are included.
Revenue, orders, AOV, products and markets.
Find the product, customer or channel driving the movement.
Turn the strongest evidence into a small number of concrete actions.
Customer type
Customer revenue mix
Data quality
Separate acquisition growth from retention behaviour before deciding where to invest.
Build first-order-month cohorts to measure repeat purchase properly.
COGS, payment fees and fulfilment costs are needed to calculate contribution margin.