Smart Insights
What changed and why, ranked across revenue, margin, returns and data quality
You have bestsellers losing money
3 products sold below cost. Worst: Mechanical Keyboard TKL - Brown Switch at -11.4% margin (-870 EUR).
Protect revenue
Returns are eroding revenue
214 refunded orders, a 7.2% return rate, cost 18,260 EUR this period.
Revenue is down versus the previous period
Revenue fell 12% versus the prior period. Check stock-outs, channel mix and your biggest decliners.
High-value customers are slipping away
69 previously active customers worth 28,400 EUR in lifetime revenue have drifted into at-risk segments. A targeted win-back beats acquiring brand-new buyers.
Bol.com returns are an outlier
Orders from Bol.com are returned at 14.6% versus your 7.2% average, costing 6,400 EUR. Check listings, sizing and fulfilment on that channel.
Poor data quality is driving returns
Low-quality products (grade D/F) are returned at 18.1% versus 2.1% for grade A. Better images and specs should cut returns.
Out-of-stock products are still in demand
9 out-of-stock products generated 11,840 EUR before selling out. Restocking protects that revenue.
Capture upside
Google Shopping sells on weak product data
Google Shopping drives 31% of sales (24,300 EUR) but those products average a 52 quality score (grade D/F). Enriching them lifts conversion on your busiest channel.
You rank for demand you are not capturing
12 search terms send you 8,600 monthly impressions from page 2 of Google, yet none are tracked. 'standing desk' alone gets 3,200 impressions at position 12.
Shoppers search for things they cannot find
'standing desk mat' returned no results 142 times. These are demand signals and merchandising gaps.