Ecommerce Dashboard

Skincare and Beauty E-Commerce Dashboard Summary

Objective:

Provide insights on sales, profitability, and customer data to guide strategic decisions for a global skincare and beauty e-store.

Required KPIs:

1.  Profit Margin: 15% annual average across all product groups.
   

2.  Sales Growth:  20% overall growth, 30% for corporate segment.
   

3.  Market Sales: Minimum $400K in annual sales per market.
   

Top Insights:

• Most Profitable Segments (2020-2023): Corporate Segment leads with 58.93% of total sales, surpassing the 30% growth target.
• Sales growth exceeds 20% overall (Since 2020)
• Most markets meet the $400K sales target, except Africa (2023).
• Profit Margin for all products: Not fully met (below the required 15%). This indicates the need for targeted actions to improve the profitability of underperforming products.
• Most Profitable Markets (Since 2020): Europe is the top profit contributor
• Best-Selling Products (Since 2020): Herbal Essences Bio, Rose Gold Petal Studs, and Sterling Wave Earrings are the top sellers.
• Best Categories: Makeup and Face Care have the highest profit margins.
• Best Subcategories: Nail Care Products and Eye Shadows lead in profitability.
• Sales Trends by Market (2020-2023): Asia Pacific leads in sales growth
• Profit Trends by Market (2020-2023): Europe has stable profit growth; Asia Pacific needs cost optimization.
• Discount Strategy: High 2023 discounts reduced profit margins below the target, indicating a need for a balanced strategy.
• Customers by Country: Some high sales customers have negative profit margins, and some top customers were inactive in 2023.
• Countries Contributing Most Profits to Each Category: Europe is the highest profit contributor across most categories. Other regions need strategic focus.

Overall Recommendations:

• Replicate Successful Strategies from Europe: Apply Europe’s profitable strategies to other regions.
• Optimize Costs in Asia Pacific: Align high sales with better profitability.
• Revise Discount Strategy: Implement balanced promotions to sustain profit margins.
• Enhance Customer Engagement: Target inactive high-value customers and review pricing for unprofitable ones.

Currency assumed in USD ($).