This three-page Power BI report focuses on three key business questions, moving from overall performance to the main profitability issues and areas that require attention.

Page 1: Overall performance
The first page establishes the baseline. Customers keep an average of 1.50 flawless orders per year, meaning orders that are in stock, delivered on time, and not returned. This improved from 1.42 in 2024 to 1.58 in 2025, while margin increased from 17.3% to 20.7%.

A drillable waterfall shows how €661K in revenue deductions are distributed across eleven steps. Product costs account for roughly half of the total, while discounts and refunds contribute another €149K.

Page 2: Discount impact
The second page looks at one of the biggest controllable sources of margin loss: deep discounting.

Orders discounted by 20% or more represent around one fifth of sales, but generate only €643 in margin from €98K in revenue. By comparison, orders with moderate discounts achieve an 18.2% margin.

Returns also increase sharply at higher discount levels, reaching 24%. If deeply discounted orders performed at the same margin rate as the moderate-discount group, the business could recover an estimated €17.3K. Three campaigns account for most of this opportunity.

Page 3: Returns and delivery performance
The final page highlights where further improvements can be made. Returns account for €102.9K in losses, close to the total margin generated by the business, but the underlying issues differ by category.

Fashion has a high return rate but still maintains a 25% margin. Electronics has fewer returns, yet generates only a 3% margin and loses €31K because damaged returned products cannot be resold.

The page also highlights a regional delivery issue: Southern Europe achieves an on-time delivery rate of 83.7%, compared with more than 93% in every other region.