E-commerce data analysis and reporting

A shop report should answer a specific question: what limits sales, which products need attention or where service costs arise. Agree on what the numbers mean first.

Define the metrics

Distinguish placed, paid and fulfilled orders. Specify treatment of tax, discounts, shipping, cancellation and returns. Two figures labelled sales may cover different things.

Identify sources and delays

For each metric, record the system, update timing and linking key. Analytics and order records have different limits. Explain discrepancies instead of hiding them in totals.

Segment meaningfully

Compare categories, devices and periods with the same definitions. Small groups can fluctuate randomly. Show sample size so readers understand the scale.

Connect revenue and quality

Also examine margin under the agreed definition, returns, availability and support workload. Growing revenue can coexist with a problem that needs a different response from more advertising.

Assign action to findings

Give a conclusion an owner, deadline and evaluation method. Record changes in definitions or sources. The next report can then assess the action rather than just present a new chart.