This four-page Power BI report looks beyond sales performance to show where profitability is gained or lost across the e-commerce business. The analysis covers Executive Overview, Category & Product Profitability, Return Analysis, and Delivery & Inventory.

Executive Overview
The report starts with a clear view of revenue, costs, and contribution margin, including a margin bridge that traces the movement from gross sales to final contribution margin.

Category & Product Profitability
Electronics generates the highest sales at £138.6K, but contributes very little margin. Beauty, by comparison, sells less than half as much while delivering more than 15 times the profitability.

The report also shows how discounting affects margin. Profitability remains relatively stable up to around a 20% discount, but drops sharply beyond that point. A significant share of heavily discounted order lines are sold at or below cost.

Return Analysis
Returns are separated by their underlying causes rather than treated as a single issue. “Changed mind” accounts for the largest number of returns, pointing to a demand or expectation problem. “Defective product” generates almost as much financial loss from far fewer returned orders, highlighting a different issue related to product quality.

Delivery & Inventory
Marketplace sales stand out as an area requiring attention. This channel records the lowest margin, the weakest on-time delivery performance, and the highest return rate, making the issue visible across several different measures.

The report also includes a detailed margin waterfall and cost breakdown, with all calculations reconciled back to the source data.

ZoomCharts visuals used include Drill Down Waterfall PRO, Drill Down Combo PRO, Drill Down Combo Bar PRO, and Drill Down Bubble PRO.