tl;dr
The Average Order Composition Dashboard allows you to:
Understand you margin structure broken down to a per order level.
Slice and dice your orders across different dimensions like customer type and shipping country.
Understand what kind of products are contributing to your profitability across dimensions
What can I use this for:
The best operators always exactly know their margin structure.
Our profitability report already does a great job to help you understand this, but looking at totals can be a bit abstract. Plus, you want to be able to understand you margin structure across different dimension, as small changes can have a big impact.
It's all about the detail.
Our Average Order Composition is built for that. Understanding you margin structure per order in detail and across different dimension.
Dimension Breakdown:
Instead of just looking at single average P&L, you can break it out into different dimension:
Customer Type - New vs Repeat Customers
Channel Name, Group or Category - last-click marketing channel of the order.
Shipping Country - where was the order shipped to.
Understanding differences across customer type, channel and country allows you to better understand where you generate a profit and therefore educate where you want to investment more resources.
Eg. Fulfilment cost and taxes are likely going to differ from one country to another. Small changes can have a big impact here.
Product Type
Each KPI can be broken down by product dimension by clicking the toggle next to it. That will reveal a sub-table with the product that are contributing to the total allowing you do understand differences in product mix across different breakout dimensions.
You can select between:
Product Type
Product Title
Units per Order - Avg number of units per order before returns
Avg GMV per Unit - The average price, before discount and vouchers, of a unit within an order.
Avg GMV per Order - Units per Order x Avg GMV per Unit
Discount Value - The total value of discounts (not vouchers) of all product sold.
Voucher Value - The total price reduction through voucher code and cart rules.
Shipping Revenue - The revenue made from shipping charges excl. discount.
% of Order with Delivery Fee - The percentage of orders in which the customer had to pay for delivery
Gross AOV - Revenue after discounts but before taxes and refunds
Return Value - The Net Revenue of all items that were refunded.
Taxes - The VAT you need to pay.
Net AOV - Revenue excluding discounts, returns and taxes
Cost of Goods Sold - The landed product costs of all items sold.
Contribution Margin 1 - Net Revenue - COGS
CM1 as a % of Net Revenue - Contribution Margin 1 / Net AOV
Logistics Costs - Costs for Shipping, Picking, Returns etc. of sold items.
Transaction Costs - Costs incurred from Payment Providers
Contribution Margin 2 - Net Revenue - COGS - Logistic Costs - Transaction Costs
CM2 as a % of Net Revenue - Contribution Margin 2 / Net AOV