Statistics and analytics in Shoporama

Many webshop owners have a gut feeling that things are going well - or badly - but it's hard to act on a hunch. The best decisions are made based on data: Which products are actually making you money? Which suppliers are performing best? When are you selling the most and when is it quiet?

Shoporama has a range of built-in statistical tools that give you answers to these questions - without having to export data to Excel or pay for expensive third-party analytics tools. Everything from daily key figures to in-depth profitability analysis is in one place, accessible directly in your admin panel.

You'll find all the statistics features under Statistics in the left-hand menu in the admin. This article gives you an overview of each feature, what it shows and when you can benefit from using it.

Your daily overview: What happened today?

The dashboard is the first thing you see when you open the statistics page and is designed to give you a quick health check of your store. It takes two seconds to open and gives you an instant answer to whether you're doing well.

At the top, you'll see today's revenue compared to yesterday, as well as the number of orders and average order value. Below that, you'll find broader figures: revenue for this month, last month, the last three months and the last twelve months. You can switch between viewing with and without VAT to get the figure that fits your context.

The dashboard also shows how many of your customers are returning customers - a key metric that says a lot about how well your store retains customers over time. A week-to-week comparison makes it easy to spot if things are moving in the right direction.

Make it a habit to check the dashboard daily. It's your daily pulse check - and it requires no setup at all.

Who delivers the most to the bottom line? Sales by supplier

Under Statistics → Suppliers you can see how your sales are distributed by supplier. For each supplier, the number of orders, number of products sold and revenue excluding VAT are shown. You can filter by date range and the standard covers the whole year.

The figures give you a solid basis for prioritizing your supplier relationships. If one supplier accounts for 60% of your revenue, this should be reflected in the time and attention you give the relationship. Conversely, it may make sense to consolidate if you have many suppliers that only contribute marginally.

Combining the supplier statistics with the ABC analysis gives you an even clearer picture: filter the ABC analysis by individual supplier to see which of their products are actually performing - and which are taking up space in the catalog without contributing to sales.

Which brands sell best? Sales by brand

The Brand statistics under Statistics → Brands works in the same way as the supplier statistics, but breaks down the numbers by brand instead. This is particularly useful if you carry several brands from the same supplier and want to know which brands are the biggest sellers.

The figures are also great to bring to supplier meetings. You can document exactly how big a share of your sales a particular brand has - and use it as a starting point for negotiations on prices, marketing contributions or range extensions.

Keep track of returns - and what they cost you

Returns are an inevitable part of e-commerce, but they don't have to be a black box. Under Statistics → Returns you see an overview of returned products with product name, variant and number of returns in the selected period.

The most important thing you get from these statistics is to spot problem products. If a certain variant is returned significantly more often than others, it could be a sign of size guide errors, quality issues or misleading product descriptions. In one case, a merchant discovered a manufacturing defect in a particular size because the return statistics showed that it was returned three times more often than the other sizes.

Use the statistics continuously to identify return patterns and act on them - it's cheaper to improve a product description than to deal with another return. See also the returns center guide to learn more about how to handle returns in Shoporama.

How your customers break down by shipping method

Under Statistics → Shipping methods, you can see how many orders have been shipped using each shipping method during the selected period. This gives you a clear picture of what your customers prefer.

The practical value is in the negotiation basis. If you see that 70% of your orders go with GLS and only 5% with PostNord, you have a strong argument for negotiating a better GLS deal - and perhaps consider whether PostNord is even worth offering. Fewer shipping options at checkout can also simplify the process for your customers and reduce doubt.

Revenue over time: See trends and seasonal fluctuations

The revenue statistics under Statistics → Revenue shows your sales figures over time: number of orders, credit notes (number and amount), revenue excluding VAT, shipping revenue and total revenue.

The view automatically adjusts to the period you select. If you select up to 31 days, you see daily figures. Between 31 and 90 days, it aggregates to weeks, and above 90 days it shows monthly figures. This makes it easy to zoom in on a busy week or out to see the overall pattern of the year.

This is where you spot seasonality and trends. When does your busy period start? When do sales typically drop? The numbers help you plan promotions, inventory management and staffing so you're ready when the season hits - instead of being surprised.

What do you actually earn? Contribution margin and profit analysis

Revenue and profit are two very different things. Under Statistics → Cost of Sales & Profit you can see what you actually earn: revenue excl. VAT, cost of sales (purchase price × quantity sold), gross profit and contribution margin in percent - all calculated per month.

A bar chart gives you the visual overview with revenue and cost of sales as bars and the profit margin as a curve. The comparison with the same month of the previous year is automatically displayed: percentage change in revenue and percentage change in contribution margin, so you can see if your business is moving in the right direction.

Many merchants have found that the profit margin statistics opened their eyes to actual earnings. You can sell more than last year and still make less if your purchase prices have increased or you've given too many discounts. The statistics keep you honest.

Note: The analysis requires that you have filled in purchase prices for your products. If purchase prices are missing, the system displays an alert with the exact number of products and direct links so you can quickly fix it. You don't need to be an accountant to use the numbers - but you do need to make sure the data is in place. Read more in the dedicated guide to cost of sales and profit margins.

Pareto in practice: Find the 20% of products that generate 80% of revenue

The Pareto principle states that about 20% of your products typically generate 80% of your revenue. The ABC analysis under Statistics → ABC analysis puts this principle into practice by automatically sorting your products into three groups:

• A-products - top 80% of the selected metric. Your most important items.
• B products - the next 15%. Solid, but not critical.
• C products - the last 5%. Many products with little contribution.

You can classify by three metrics: revenue, number sold and contribution margin. The really powerful thing is the ability to compare across. A product that is A on revenue but C on contribution margin is a warning sign: you sell a lot of it but make almost nothing. Conversely, a C product on revenue that is A on contribution margin is hidden gold - it deserves more marketing.

With filters by vendor, brand and period (30 to 365 days), color-coded badges and CSV export, it's a tool that scales from stores with 50 products to those with 5,000+. Instead of guessing, the analytics tell you exactly what's worth your time. Read more in the dedicated ABC analysis guide.

How well does your shop convert? Conversion rate

Under Statistics → Conversion rate, you can see what percentage of your visitors end up buying something. The page gathers the four most important key figures in one overview: conversion rate, revenue, number of orders and number of visitors - divided by day or month.

You can switch between daily and monthly views and choose the period you want to analyze. The graph shows the development over time so you can quickly spot whether a campaign, a design change or a season has had an effect on conversion.

Conversion rate is one of the most important numbers in e-commerce because it shows how effective your store is at converting visits into sales - regardless of traffic volume. Even a small improvement in conversion rate can mean a significant increase in revenue. Read more in the dedicated conversion rate guide.

Who are your customers? Customer statistics

Under Statistics → Customer statistics you get a detailed insight into your customers' behavior and value. The page shows key metrics such as number of customers, return rate, average customer lifetime value and the split between new and returning customers.

You can see your top 20 customers ranked by revenue and follow the development of new vs. returning customers over time. A high proportion of returning customers is a sign of health - it's far cheaper to retain an existing customer than to acquire a new one.

Use customer statistics to identify your most valuable customers, assess whether your marketing is attracting loyal customers, and detect changes in customer behavior over time. Read more in the dedicated guide to customer statistics.

Is your inventory healthy? Inventory statistics

Under Statistics → Inventory statistics you get an overview of the state of your inventory with a focus on the products that require action. The page is divided into tabs: dead stock, reorder, and stock turnover by supplier and brand.

Dead stock shows products that have been sitting in stock without being sold - tied up capital that isn't working for you. The reorder list highlights low-stock products that are still selling well so you can reorder in time. Inventory turnover shows how fast your items are moving, measured in COGS and days sales of inventory (DSI) per supplier and brand.

A healthy inventory is all about balance: enough goods to meet demand, but not so much that capital is standing still. Inventory statistics give you the numbers you need to strike that balance. Read more in the dedicated guide to inventory statistics.

Are your newsletters working? Open rate and clicks

If you use Shoporama's newsletter module, you'll find statistics for each campaign under Newsletter → Statistics. Here you can see the send date, number of recipients, opens with open rate in percent and clicks with click rate in percent.

The numbers help you assess what works. If one newsletter has twice the open rate as the others, it's probably the subject line that makes the difference. High open rates but low click-through rates indicate that the content doesn't live up to the promise of the subject line - or that there are no clear call-to-actions.

Use the numbers to experiment systematically: test different subject lines, send times and content types and let the statistics tell you what your customers respond to.

Your best- and worst-selling products

Under Products → Product performance, you can view sales statistics at product level with the option to filter by period. This gives you a direct insight into which products are driving sales - and which are collecting dust.

The performance overview complements the ABC analysis with a more product-focused perspective. Where the ABC analysis classifies and ranks, product performance allows you to quickly look up each product and see its sales history over time.

Use it to identify products that should be highlighted in your store, products that should be put on sale to free up storage space, and products that should perhaps no longer be in the assortment.

Practical tips: Get the most out of your statistics

• Fill in purchase prices for all products. Without purchase prices, neither the margin analysis nor the ABC analysis contribution margin can be calculated. This is the most important step to get full value from the statistics.
• Use CSV export. Both the ABC analysis and margin statistics can be exported to CSV. This is handy if you want to make further calculations in Excel or share data with your accountant.
• Check the dashboard daily. It takes less than a minute and gives you a sense of whether there's anything unusual - before it becomes a problem.
• Review profit margins monthly. A declining profit margin over several months is an early warning sign. The sooner you see it, the easier it is to act.
• Run the ABC analysis quarterly. Product placement changes over time. A regular review will help you adjust inventory, marketing and assortment.
• Track conversion rates continuously. Even small changes in conversion rates have a big impact on the bottom line. Use the site to measure the impact of design changes and campaigns.
• Keep an eye on the return rate. An increasing rate of returning customers is a sign that your store is building loyalty - and it's cheaper than constantly acquiring new customers.
• Clean up dead stock. Products that don't sell tie up capital. Use inventory statistics to identify them and consider selling, bundling or liquidating.
• Compare metrics in the ABC analysis. Use the "Compare with" feature to find products that sell well but have poor margins - or vice versa.
• Use supplier statistics for negotiations. Documented sales figures give you a stronger starting point when talking to suppliers about prices and terms.
• Keep an eye on return patterns. If a product or variant stands out, it's cheaper to investigate the cause than to continue handling returns.

Get started

Statistics are most valuable when they are not a one-time check but a regular part of your routine. Use the dashboard for the daily pulse, the revenue graph to spot trends over time, and the ABC analysis and profit summary for strategic decisions.

Together, Shoporama's statistical tools give you the foundation you need to run your online store more consciously and profitably. You don't need to be a data analyst to get started - open Statistics in the menu and start with what's most relevant to you right now.