E-commerce

Maison Velours: Luxury home textiles and fragrance. Shopify Plus, EU + UK + US. Amounts in EUR, compared with the previous period. Sample data.

Revenue and demand quality

What the store actually earned, and how much of it sticks.

EC1Net revenue

3.2%

€143,758

Gross €169,474

EC2Gross revenue

4.1%

€169,474

85% kept as net

EC3Order volume

2.5%

925

30.8 per day

EC4Units per transaction

1.0%

2.30

2,125 units

EC5New customer revenue

0.3%

47%

Returning 53%

EC6Refund rate

32.0%

7.0%

65 orders, €9,494

EC7Cancellation rate

21.2%

2.3%

21 orders, €3,568

Efficiency and spend-to-revenue

What each euro of marketing returns, in total and per channel.

EC8MER

4.2%

3.39x

€143,758 / €42,414

EC9Blended ROAS

1.3%

3.06x

€129,768 attributed

EC10CPM

0.5%

€9.62

All channels

EC11CPC

0.7%

€0.62

All channels

EC12CTR

0.2%

1.55%

All channels

EC13Meta ROAS

3.2%

2.38x

€17,948 spend

EC14Google ROAS

0.0%

3.59x

€11,793 spend

EC15TikTok ROAS

0.8%

1.62x

€5,076 spend

EC16Pinterest ROAS

1.7%

1.99x

€3,421 spend

EC17Email & affiliate ROAS

1.2%

7.09x

€4,177 spend

Conversion and funnel health

How well traffic turns into orders, and what each order leaves behind.

EC18Conversion rate

4.3%

2.57%

36K sessions

EC19Add-to-cart rate

1.5%

7.7%

2,786 carts

EC20Checkout completion

1.3%

66.7%

1,387 started

EC21AOV

0.6%

€155.41

€143,758 / 925

EC22Contribution margin / order

5.2%

€35.09

23% of AOV

Customer economics and payback

What a new customer costs, when they pay back, and what they are worth.

EC23CAC (paid channels)

2.3%

€100

Paid attribution only

EC24Blended CAC

5.3%

€92

461 new customers

EC25CAC payback

41.7%

51 d

1.7 months

EC26LTV:CAC

4.8%

1.46x

Profitable over 12 months, with limited room to scale spend.

EC27Repeat purchase rate

0.3%

50%

464 repeat orders

EC2812-month LTV (margin)

0.3%

€134

First-order margin €76

EC29Gross to net revenue

Where gross revenue leaks before it becomes net

Gross revenue€169,474100.0%

Discounts-€12,6547.5%

Cancellations-€3,5682.1%

Refunds-€9,4945.6%

Net revenue€143,75884.8%

Net = gross - discounts - cancellations - refunds. Percentages are of gross revenue.

EC30Revenue over time

Daily, previous period in gray

EC31Orders

Orders placed per period

EC32Average order value

Net revenue per order, own scale

EC33New vs returning revenue

Net revenue per week

EC34Repeat purchase rate

Share of orders from returning customers

EC35MER trend

Net revenue / total marketing spend

EC36Blended ROAS trend

Attributed revenue / total marketing spend

EC37Channel performance

Click a column header to sort


Meta	€17,948	€42,787	2.38x	€11.64	€0.99	1.18%	€99
Google	€11,793	€42,337	3.59x	€21.12	€1.14	1.85%	€90
TikTok	€5,076	€8,201	1.62x	€6.80	€0.73	0.93%	€120
Email & affiliate	€4,177	€29,621	7.09x	€3.62	€0.14	2.62%	€146
Pinterest	€3,421	€6,822	1.99x	€8.40	€1.19	0.71%	€125
Blended	€42,414	€129,768	3.06x	€9.62	€0.62	1.55%	€92

ROAS = attributed revenue / spend. CPM = spend / impressions x 1000. CPC = spend / clicks. CTR = clicks / impressions. CAC = spend / new customers credited to the channel. For email and affiliate, impressions are sends. Best channel by ROAS: Email & affiliate at 7.09x.

EC38Channel comparison

ROAS

EC39Conversion funnel

Sessions to orders, with the drop between steps

Sessions36,038

Added to cart2,7867.7% of previous

Checkout started1,38749.8% of previous

Orders92566.7% of previous

Session to order: 2.57%. Checkout abandonment: 33.3%.

EC40Conversion by device

Orders / sessions per device

Mobile2.04%23.1K sessions, 471 orders
Desktop3.61%11.5K sessions, 416 orders
Tablet2.62%1.4K sessions, 38 orders

EC41Conversion by landing page

Sort by any column


/	9,730	2.42%	€36,652
/collections/bedding	6,126	3.03%	€28,847
/collections/fragrance	4,685	2.67%	€19,412
/products/lumiere-duvet-set	4,325	4.36%	€29,322
/blogs/journal	3,604	0.85%	€4,751
/pages/gift-guide	3,243	1.94%	€9,774
/lp/autumn-edit (Meta)	2,523	2.18%	€8,552
/collections/all	1,802	2.30%	€6,448

EC42Contribution margin per order

From AOV down to what is left after marketing

Average order value€155.41100%
Cost of goods-€59.0238%
Shipping and fulfilment-€11.487%
Payment fees-€3.983%
Marketing (spend per order)-€45.8530%
Contribution margin€35.0923%

EC43CAC payback curve

Cumulative margin per new customer against blended CAC

Blended CAC of €92 is earned back after 51 d. M0 is the first order; each step is 30 days. Margin is before marketing.

EC44CAC vs LTV by channel

12-month contribution-margin LTV per customer, by acquisition channel. Click a header to sort.

					Status
Google	€90	€140	1.56x	40 d	OK
Meta	€99	€131	1.33x	79 d	OK
Pinterest	€125	€134	1.07x	222 d (7.4 mo)	OK
Email & affiliate	€146	€149	1.02x	282 d (9.4 mo)	OK
TikTok	€120	€118	0.98x	> 12 mo	Critical
Blended	€92	€134	1.46x	51 d	OK

Status: below 1.0 critical, 1.0 to 3.0 OK, above 3.0 strong. Customer quality differs per channel (TikTok buyers repeat least, email and affiliate most).

EC45Cohort LTV heatmap

Cumulative revenue per customer by months since first order. One blue scale: darker is higher.

Cohort	Customers	M0	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11
Oct 25	411	139	157	172	186	196	207	216	224	232	237	243	248
Nov 25	597	137	155	171	185	197	208	217	226	233	240	246
Dec 25	533	144	162	180	193	205	216	225	233	241	247
Jan 26	408	147	168	185	200	213	225	235	245	253
Feb 26	410	146	166	184	198	211	224	233	242
Mar 26	394	146	164	180	195	208	219	229
Apr 26	396	142	162	181	197	210	221
May 26	407	141	159	177	193	206
Jun 26	400	143	162	179	195
Jul 26	411	138	157	172
Aug 26	383	143	164
Sep 26	400	147

Values are net revenue per acquired customer, cumulative; later cohorts have fewer months of history.

EC46Cohort LTV curves

Cumulative revenue per customer, EUR

EC47Top products

Margin is gross margin after COGS. Click a header to sort.


Lumiere linen duvet set	283	€50,289	High8.4%	66%
Velours cotton throw	243	€24,610	6.1%	64%
Ambre scented candle 220g	486	€17,302	4.6%	72%
Stonewashed pillowcase pair	324	€15,711	7.6%	62%
Santal diffuser set	202	€11,684	6.9%	68%
Brume bath towel set	121	€9,620	High9.9%	58%
Figuier room spray	324	€9,148	3.8%	70%
Hand wash and lotion duo	142	€5,394	5.3%	66%

EC48Refund reasons

65 refunded orders

Colour or size not as expected

Changed mind

Damaged in transit

Quality below expectations

Arrived late

Other

Wrong item sent

16 (25%)

13 (20%)

11 (17%)

9 (14%)

7 (11%)

6 (9%)

4 (6%)

EC49Health check

6 of 9 checks within threshold for Maison Velours

Refund rate 7.0% is above the 6.0% threshold

65 refunded orders worth €9,494 this period. The top reason is "Colour or size not as expected": review size and colour guidance on product pages.

TikTok returns 0.98x its CAC over 12 months

CAC of €120 against a 12-month margin LTV of €118. Cap its budget or switch to a prospecting audience with better repeat behaviour.

Mobile converts at 57% of the desktop rate

Mobile is 64% of sessions but converts at 2.04% against 3.61% on desktop. Look at checkout friction (wallet payments, address autofill).

Thresholds: refund rate 6%, cancellations 3%, MER 3.0, payback 90 days, LTV:CAC 1.0, checkout completion 62%, mobile at 60% of desktop conversion, margin per order down no more than 10%.