This three-page Power BI dashboard gives a complete view of e-commerce performance, bringing together sales, profitability, customer behaviour, product preferences, returns, delivery performance, shipping partners, and operational costs.

The report is built around three main business questions: how the business is performing, what is driving those results, and where operational issues are reducing value.

Page 1: Sales & Profitability Overview
The first page focuses on overall business performance. It shows how much the business is selling, how sales are changing, and how those sales translate into contribution margin.

Users can compare profitability across products, categories, regions, and countries, review the effect of promotions, and see how much value is being lost through returns. A margin view also helps explain how gross sales are reduced by different cost components before reaching final contribution margin.

Page 2: Customer & Product Drivers
The second page looks at who is driving performance and which products matter most to different customer groups.

It explores customer size, order frequency, customer value, return exposure, loyalty tiers, and customer segments. Product preferences can also be analysed by age group and geography, making it easier to understand how customer behaviour differs across the business.

Page 3: Operations, Returns & Cost
The final page focuses on where value is being lost operationally. It covers delivery performance, delays, return reasons, return-related losses, recoverable value, shipping partner performance, and service costs.

Users can compare shipping partners, identify locations with high costs and weaker service levels, and see where revenue is being consumed before it reaches contribution margin.

Overall, the dashboard connects financial, customer, and operational performance in one report, making it easier to move from headline results to the areas that need closer attention.