Ecommerce
Intermediate
17 min
Channel and marketplace reporting — reading six dashboards as one business
The problem
Amazon reports gross before returns. Flipkart nets some deductions. Your own site reports orders including cancelled.
The workflow
1Map definitions
2Choose one basis
3Normalise each channel
4Compute contribution
5Reconcile
6Compare
7Comment
★Save the mapping
What you need
Consolidated table (apparel, ₹8.4 crore annual): Amazon FBA | Net rev 3.20cr | Fees 0.58 | Fulfil 0.41 | Returns 0.44 | Ads 0.29 | Contribution 1.48 | 46% Flipkart | 1.90cr | 0.33 | 0.24 | 0.29 | 0.14 | 0.90 | 47% Own site | 0.85cr | 0.02 | 0.11 | 0.05 | 0.22 | 0.45 | 53% General trade | 2.45cr | 0…
The tool
Power Query with one query per channel
The prompt
Subscribers. The full prompt is part of the SMEMinds AI Playbook. See plans.
What comes back
1. CONTRIBUTION RANKING — General trade ₹2.34cr (96%), Amazon ₹1.48cr (46%), Flipkart ₹0.90cr (47%), own site ₹0.45cr (53%).
Verify before you use it
Human review required. Check every line below before this leaves your screen.
- Verify the return figures came from actual returns reports, not from a category assumption. This is the largest single line and the most commonly estimated.
- Check the GT contribution of 96%. It almost certainly excludes distributor margin already given as a lower price — if so, the comparison is not on a like basis.
- Confirm advertising attribution. If brand-level ad spend supports marketplace and own-site sales, attributing all of it to one channel distorts both.
- Count the distributors making up GT revenue before treating it as the growth channel. High contribution plus high concentration is a different risk profile.