This four-page Power BI report explores e-commerce profitability across 5,873 order lines, combining sales, margin, discounts, returns, and inventory performance.

The analysis highlights several important patterns in the business.

Electronics generates 35% of total revenue, but contributes only 3% of profit, showing that high sales volume does not necessarily translate into strong profitability.

Discounting also has a clear impact on margin. Profitability is strongest in the 1–10% discount range, then falls steadily and turns negative once discounts exceed 30%.

Channel performance varies significantly as well. Marketplace sales deliver a 10.8% return compared with 23.3% for the mobile app, with payment fees accounting for much of the difference.

Inventory is another major issue. Every category holds less stock than required to cover its reorder lead time, which suggests that stockouts are not isolated events but a structural problem in the current supply setup.

While revenue increased by 63% and contribution margin grew by 98%, stockout-related losses rose by 241%. This shows that business growth is currently moving faster than the supply chain can support.

The report demonstrates why revenue alone does not provide the full picture. Looking at contribution margin alongside operational performance gives a much clearer view of where growth is actually creating value and where it is being lost.