Cash Cows, Discounts, and Delays
See which categories make money and which leak it
Data Stories LabInteractive dashboardStore sales · 7 categories
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Total Revenue
Net revenue across all orders
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Total Profit
Sum of per-order profit
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Orders
Total transactions
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Return Rate
Share of orders returned
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Delayed Orders
Share delivered late
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Avg Discount
Mean discount applied
Revenue trend by month
Monthly net revenue across the two-year window
Source: store retail and e-commerce transactions (34,500 orders).
Revenue share by category
Electronics dominates the revenue mix
Source: store retail and e-commerce transactions.
Profit by category
Grocery is the only category that loses money
Source: store retail and e-commerce transactions.
Revenue by region
How sales spread across the five regions
Source: store retail and e-commerce transactions.
Returns vs delivery delays
Operational risk at a glance
Source: store retail and e-commerce transactions.
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Top Cash Cow
Highest profit category
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Profit Concentration
Top category share of total profit
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Loss-Making
Categories below zero profit
Revenue by category
Ranked net revenue per category
Source: store retail and e-commerce transactions.
Profit by category
True profit (sum of per-order profit); Grocery below zero
Source: store retail and e-commerce transactions.
Profit margin % by category
Separates big-but-thin from small-but-rich categories
Source: store retail and e-commerce transactions.
Revenue vs profit by category
Size of sales next to value created
Source: store retail and e-commerce transactions.
Average order value by category
Basket strength per category
Source: store retail and e-commerce transactions.
Profit share (profitable categories)
Dependence on the cash cow; Grocery excluded (loss)
Source: store retail and e-commerce transactions.
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Full-Price Revenue Share
Revenue from undiscounted orders
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Margin: 0% vs 20-30%
Margin erosion from deep discounts
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Revenue/Order Drop
Full-price vs deepest discount bucket
Orders by discount bucket
How much trade is discounted, and how deeply
Source: store retail and e-commerce transactions.
Avg revenue per order by discount bucket
Deeper discounts bring lower, not higher, spend
Source: store retail and e-commerce transactions.
Avg margin by discount bucket
Margin falls steadily as discount deepens
Source: store retail and e-commerce transactions.
Avg discount by category
Where markdowns concentrate
Source: store retail and e-commerce transactions.
Revenue: full-price vs discounted
Reliance on markdowns for revenue
Source: store retail and e-commerce transactions.
Volume vs margin by discount bucket
Deeper discounts do not bring the volume to justify the margin loss
Source: store retail and e-commerce transactions.
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Return Rate
Share of orders returned
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Delayed Orders
Share delivered late
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Most Delayed Category
Highest count of late orders
Return rate by category
Fashion and Electronics return most
Source: store retail and e-commerce transactions.
Delayed orders by category
Late deliveries concentrate in the biggest categories
Source: store retail and e-commerce transactions.
Average delivery time by category
Days from order to delivery
Source: store retail and e-commerce transactions.
Delayed-order rate by region
Where logistics struggle most
Source: store retail and e-commerce transactions.
Profit vs delayed orders by category
Do delays hit the high-profit categories hardest?
Source: store retail and e-commerce transactions.
Return rate by region
Geographic return hotspots
Source: store retail and e-commerce transactions.