COMMERCIAL REPORTING
Understand performance. Decide what comes next.
Clear reporting on sales, contribution, advertising, stock and channel performance, with context and practical actions for your leadership team.
Discuss the reporting you need →
The Problem
As ecommerce grows, reporting gets noisier — not clearer.
Data comes from multiple platforms: marketplaces, websites, advertising accounts, order systems, finance tools. Each tells a different story. Metrics don’t reconcile. Reports are filled with charts, acronyms, and platform-specific language that obscures what actually matters.
Boards are shown revenue growth without understanding margin quality. Advertising performance is discussed in isolation from contribution. Stock risk sits outside commercial reporting. Variances are explained after the fact, if at all.
Online sales becomes a black box — hard to challenge, difficult to govern, and risky to scale.
Without clear, commercial reporting, leadership can’t make confident decisions. Growth looks healthy on the surface while risk quietly builds underneath.
OUR solution
We turn complex ecommerce data into clear commercial insight.
Our reporting cuts through platform noise to focus on what matters at board and leadership level:
- revenue and growth quality
- contribution margin
- advertising efficiency
- stock risk and exposure
- channel performance and concentration
Everything is presented in a jargon-free format that founders, finance teams, and boards can actually use.
This isn’t dashboard overload.
It’s structured reporting designed to support decision-making, challenge assumptions, and govern online sales as a commercial function.
You get clarity, context, and direction — not just numbers.
Scope of work.
We can build a clear commercial view for a particular channel, a group of channels or the whole operation. We agree which decisions the reporting needs to support. Scope can include:
- Definition of core commercial KPIs aligned to board priorities
- Consolidation of data across marketplaces, DTC, advertising, and operations
- Revenue reporting with channel and SKU context
- Contribution margin reporting (after fees, carriage, advertising, and costs)
- Advertising performance reported against profit, not just ROAS
- Stock position, risk, and exposure reporting
- Channel performance comparison and concentration analysis
- Variance analysis against plan, forecast, or prior period
- Identification of trends, risks, and emerging issues
- Clear written commentary and recommended actions
- Ongoing refinement as the business and channel mix evolves
The objective is simple:
a single version of the truth, clear commercial insight, and reporting that supports decisions — not debates.
CLARITY
One Version of the Truth
Board-level reporting only works if everyone is looking at the same numbers.
We consolidate data from across your ecommerce stack into a single, consistent reporting view — removing duplication, contradictions, and platform bias.
Revenue, margin, advertising, and stock are reported together, so performance is understood in context rather than in silos.
This clarity creates alignment:
- leadership trusts the numbers
- discussions move faster
- decisions are made with confidence
Online sales stops being opaque.
It becomes understandable and governable.
INSIGHT
Turning Numbers into Commercial Understanding
Data alone doesn’t create insight.
We interpret performance through a commercial lens, explaining not just what happened, but why — and what it means for the business.
That includes:
- identifying drivers behind growth or decline
- separating structural issues from short-term noise
- highlighting margin risk early, not after it materialises
- distinguishing scalable performance from activity that looks good but doesn’t convert to profit
Reporting becomes a tool for understanding the business, not defending it.
Performance is reviewed continuously, not annually.
ACTION
Reporting That Drives Better Decisions
Good reporting should lead to action.
Every report is designed to surface:
- where to invest more
- where to pull back
- what needs fixing
- what risks need managing
Rather than overwhelming boards with metrics, we focus attention on the few decisions that actually matter.
The outcome is leadership conversations that move the business forward — not sideways.
Online sales becomes a controlled commercial function, not a black box.
Reporting is where data turns into decisions
– Sales Forge