E-Commerce Sales Analysis & Performance Dashboard: Driving Business Decisions With Data

Link to interact with dashboard: https://lookerstudio.google.com/reporting/19b83267-9186-44dd-ba2c-1a53db6043d0/page/p_f6ko0pzrrd

Project Overview

For this project, I developed a comprehensive e-commerce analytics dashboard to transform raw sales data into actionable business intelligence. By synthesizing multiple data streams from an online retail operation, I created a centralized tool that reveals performance metrics, customer behaviors, and operational efficiency insights.

The dashboard employs interactive filters for date range, country, order status, vendor, and delivery location, allowing stakeholders to drill down into specific segments and time periods as needed. Business Objectives Addressed

1. Revenue Performance Monitoring: Track sales trends and identify growth opportunities

2. Customer Behavior Analysis: Understand purchasing patterns and customer retention

3. Operational Efficiency: Evaluate refund rates, decline rates, and delivery performance

4. Geographic Performance: Analyze sales distribution across global markets

5. Product Category Analysis: Identify high-performing and problematic product categories

Process

This dashboard was built using:

Data Storage: SQL database with e-commerce transaction data

Visualization Tools: Interactive dashboard software with filtering capabilities

Analysis Approach: Descriptive and diagnostic analytics with clear metrics visualization

Design Philosophy: Clean, intuitive interface with strategic metric placement and visual storytelling

Key Metrics & Insights

1. Revenue Performance

• Total Revenue: $1,009,872.31 from 5,000 orders

• Revenue Trend: Peak performance observed between April 13-18, 2025

• Top Categories by Revenue: Beauty, Grocery, and Home Decor consistently generate the highest revenue

• Product Distribution: Revenue is relatively evenly distributed across major categories, indicating a well-balanced product portfolio

2. Customer Analysis

   
   

   • Customer Base: 3,845 unique customers with 1,155 returning customers (30% retention rate)

   • Subscription Status: 2,182 non-subscribers (56.7% of customer base)

   • Customer Loyalty: Strong performance across all product categories in the Top Orders chart suggests healthy repeat purchase behavior

   
   

3. Operations & Fulfillment

• Order Completion Rate: 88.8% of orders successfully completed

• Refund Analysis: 4.72% refund rate totaling $35,822.18 in returned value

• Declined Orders: 10.08% of orders declined, representing 68.1% of lost sales

• Delivery Performance: Average delivery times range from 5.59 days (Germany) to 6.39 days (France)

4. Geographic Performance

• Global Reach: Significant customer presence across North America, Asia, and Europe

• Delivery Challenges: Higher delivery times in France (6.39 days) and Brazil (6.35 days) indicate potential logistics issues

• Payment Preferences: Clear regional preferences for payment methods (Mobile Payments in USA, Credit Cards in China)

5. Product Category Issues

• Refund Rate Analysis: Grocery (5.79%), Home Decor (5.33%), and Books (4.99%) have the highest refund rates

• Category-Specific Problems: Grocery items showing both high revenue and high refund rates suggest quality control or shipping issues

6. Vendor Performance

The analysis reveals significant variations in vendor performance across product categories:

• Top Performers: NovaTrade and TopVendor demonstrate consistent strength across multiple categories

• Category Specialists: MegaShop excels in Electronics, while AlphaStore shows particular strength in Grocery

• Balanced Distribution: The relatively even distribution among vendors suggests a healthy supply chain without dangerous dependencies

7. Payment Method Analysis

The dashboard reveals important payment behavior patterns:

• Global Payment Preference: Cryptocurrency leads overall with the highest number of orders

• Regional Variations:

USA: Mobile Payment and Crypto are preferred

China: Credit Card dominates, followed by Crypto and Bank Transfer

India: Credit Card leads, with strong PayPal and Crypto adoption

Canada: PayPal is the preferred method, followed by Crypto Implementation Roadmap

1. Immediate Actions (1-30 days):

Investigate and address high decline rates

Implement additional quality control for Grocery items

Optimize payment method visibility based on geographic preferences

2. Short-Term Initiatives (30-90 days):

Develop vendor performance improvement programs

Launch subscription conversion campaign

Review logistics partnerships in France and Brazil

3. Strategic Directions (90+ days):

Expand product categories based on revenue performance

Develop geographic expansion strategy for high-potential markets

Implement predictive analytics for inventory and demand forecasting

Technical Execution

This dashboard was built using:

Data Storage: SQL database with e-commerce transaction data.

(Github repository: https://github.com/Befii-Kingsley/Global-E-Commerce-Sales-Analysis)

Visualization Tools: Interactive dashboard software with filtering capabilities

Analysis Approach: Descriptive and diagnostic analytics with clear metrics visualization

Design Philosophy: Clean, intuitive interface with strategic metric placement and visual storytelling

Business Impact

This analytics solution transforms raw e-commerce data into strategic business intelligence by:

Identifying Revenue Leakage: Highlighting the 10.08% declined orders representing significant lost sales opportunity

Optimizing Operations: Pinpointing specific product categories and geographic regions requiring improvement

Enhancing Customer Experience: Providing insights to reduce refund rates and improve delivery times

Supporting Data-Driven Decisions: Replacing assumptions with concrete metrics for strategic planning

The dashboard serves as both a performance monitoring tool and a strategic planning asset, helping the business make informed decisions across multiple operational areas.