Four channels, one P&L, since 2021

Marketplace performance lived in Seller Central, Walmart lived in Retail Link, direct sales lived in Shopify, and fulfilment costs lived in the carrier's invoices. Reconciling them was manual, monthly, and produced numbers nobody entirely trusted.

We built a warehouse covering every channel at day and SKU grain — real fees from settlement data, cost of goods, freight, advertising and returns — and put daily detection on top of it. The team receives an insights report every morning, triaged before it reaches the client.

Two findings stand out because neither was visible before the model existed. Segmenting the direct customer base by recency, frequency and value turned an undifferentiated list of 4,108 customers into a ranked set worth spending on, with a top hundred to work first.

And modelling shipping cost against real orders by weight and zone showed a defined band being fulfilled at a loss — $3,467 across roughly 1,100 shipments in two months, concentrated at the free-shipping threshold and in the most distant carrier zones, with the rate and threshold change modelled to fix it.

A separate audit of the direct channel found fulfilment delays, fraud flags, and a promotional code that had expired on paper and was still being honoured at checkout.