This interactive Power BI dashboard provides a detailed view of e-commerce performance, with a focus on profitability, customer behaviour, operational efficiency, and areas where value is being lost.

The report is designed to help identify the main factors affecting contribution margin, including product returns, discounting, stock availability, fulfilment performance, customer behaviour, and regional differences.

Page 1: Profitability Overview
The first page gives a high-level view of financial performance, including net sales, contribution margin, contribution margin percentage, and lost sales value. It also explores product and regional profitability, promotion performance, and the impact of discounting on margin.

Page 2: Customer & Cohort Analysis
The second page focuses on customer behaviour and value over time. It compares customer segments, acquisition channels, lifecycle stages, sales channels, and cohorts to show how profitability develops across different customer groups and stages of the customer journey.

Page 3: Operations & Value Leakage
The final page looks at the operational factors that reduce revenue and margin. It covers return losses, return rates, lost sales, fulfilment performance, fulfilment costs, and inventory availability to highlight where operational issues are having the greatest business impact.

The report was built in Power BI using DAX, Power Query, data modelling, and ZoomCharts visuals. It combines profitability analysis, customer analytics, and operational reporting in one interactive dashboard, allowing users to move from high-level performance to the underlying drivers behind the results.