Ecommerce
Ecommerce report template
Connect store revenue, product movement, campaign performance, and inventory signals in one client update.
What the client sees
A polished starting point for the next client update, with the cover, narrative, charts, source tables, and next steps already shaped.
Revenue Overview
Revenue Overview summary
Shopify net revenue rose 14% to $412,800, supported by higher AOV and stronger returning-customer revenue.
The store is growing with a healthier mix of order value and repeat purchase behavior. Refunds remain controlled, and returns are concentrated in two apparel sizes that need product-page guidance.
Store KPI tiles
Revenue by day sample
Product Performance
Product Performance summary
Core Bundle and Travel Kit led revenue, while two high-view products need stronger product-page merchandising to convert demand.
Product demand is clear, but conversion quality varies. Inventory planning should protect the products with both high velocity and high margin before paid budgets increase.
Top products and inventory alerts
| Product | Revenue | Units | Orders | CVR | Alert |
|---|---|---|---|---|---|
| Core Bundle | $96,400 | 1,120 | 984 | 5.8% | Promote |
| Travel Kit | $62,800 | 940 | 812 | 4.9% | Low inventory in 18 days |
| Starter Pack | $51,600 | 1,480 | 1,210 | 3.6% | Healthy |
| Premium Case | $38,200 | 620 | 594 | 2.1% | High views, low ATC |
| Seasonal Set | $29,400 | 440 | 418 | 1.8% | Creative refresh |
High views, low add-to-cart
| Product | Views | ATC Rate | Issue | Fix |
|---|---|---|---|---|
| Premium Case | 24,800 | 3.2% | Value unclear | Add comparison photos |
| Seasonal Set | 18,600 | 2.9% | Sizing uncertainty | Add fit guide |
| Gift Bundle | 16,200 | 3.4% | Shipping promise buried | Move delivery proof higher |
Customer Behavior
Customer Behavior summary
Returning customers generated 46% of revenue from 31% of orders, indicating strong repeat economics.
The customer base is becoming more valuable. Retention work should continue, with geography and lifecycle segments informing campaign timing and merchandising.
Customer mix
Behavior and geography
| Metric | Current | Prior | MoM | Readout |
|---|---|---|---|---|
| CLV | $186 | $174 | +6.9% | Improving |
| Avg orders/customer | 1.84 | 1.76 | +4.5% | Improving |
| Repeat purchase rate | 31% | 28% | +3 pts | Healthy |
| Top geography | California 18% | California 17% | +1 pt | Stable |
| Fastest growth | Texas +22% | n/a | n/a | Budget opportunity |
Checkout & Funnel
Checkout & Funnel summary
The ecommerce funnel improved at add-to-cart and checkout start, but cart abandonment remains the largest revenue recovery opportunity.
GA4 ecommerce events show that product-page quality improved, but checkout continuation needs work. Shipping clarity and payment trust should be tested before deeper discounts.
Ecommerce funnel
Cart and checkout diagnostics
| Issue | Current | Prior | Impact | Action |
|---|---|---|---|---|
| Cart abandonment | 42.6% | 43.8% | Improving | Test shipping promise in cart |
| Payment step drop | 18.4% | 17.9% | Watch | Audit wallet options |
| Mobile checkout CVR | 2.8% | 2.5% | Improving | Keep mobile QA |
| Desktop checkout CVR | 4.6% | 4.4% | Healthy | Maintain |
Traffic & Acquisition
Traffic & Acquisition summary
Paid search and email produced the highest ecommerce CVR, while organic contributed the largest non-paid revenue base.
Acquisition is balanced, but channel strategy should respect buyer stage. Paid search is efficient for capture, paid social is strongest for product discovery, and email is the most profitable retention channel.
Revenue and CVR by channel
Paid Advertising
Paid Advertising summary
Shopping and Performance Max drove efficient product demand, while Meta prospecting needs fresh product proof before scaling.
Paid ecommerce performance is positive overall. The safest budget increase is in Shopping and high-margin PMax asset groups, with Meta focused on creative testing and retargeting.
Paid ecommerce performance
| Channel | Spend | Revenue | ROAS | CAC |
|---|---|---|---|---|
| Shopping | $18,400 | $74,800 | 4.1x | $21 |
| Performance Max | $24,600 | $86,200 | 3.5x | $26 |
| Meta Prospecting | $21,200 | $52,400 | 2.5x | $38 |
| Meta Retargeting | $8,600 | $31,800 | 3.7x | $19 |
| Blended paid | $72,800 | $245,200 | 3.4x | $28 |
ROAS trend
| Period | Spend | Revenue | ROAS | Readout |
|---|---|---|---|---|
| Current month | $72,800 | $245,200 | 3.4x | Healthy |
| Prior month | $68,400 | $221,600 | 3.2x | Improving |
| Quarter to date | $211,400 | $706,800 | 3.3x | Stable |
Email Revenue
Email Revenue summary
Email generated $88,400, equal to 22% of net revenue, with flows responsible for 58% of email revenue.
Email is the most profitable channel for repeat purchase and cart recovery. The abandoned cart flow remains the highest-confidence revenue lever, especially if paired with product-specific proof.
Email revenue mix
Insights & Next Steps
Insights & Next Steps summary
Promote Core Bundle, protect Shopping budget, improve checkout clarity, and build seasonal campaigns around the products already showing demand.
The store has momentum, but growth should be managed around inventory, margin, and conversion quality. Next month should align product creative, paid spend, and email merchandising around the same best-selling items.