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Regardless of the industry or size of the organization, eCommerce reports are valuable tools for tracking and analyzing the performance and overall health of the enterprise by identifying new opportunities for improvement and growth of the business. Unfortunately, businesses often ignore reports so long as their revenue continues to increase. However, eCommerce reports offer several benefits and should never be overlooked.

What is an E-commerce Report?

First and foremost, eCommerce reports provide vital data on sales, finances, marketing, and all other information that needs to be monitored to make informed business decisions. As a result, they help make informed decisions for growing the sales and revenue while improving customer service. According to Data Box, 60% of people think that regularly monitoring Ecommerce reports for eCommerce business is vital, and 37.1% think that studying these reports is crucial.

E-commerce reports aim to provide an overview of how the e-commerce business performs within all spheres of an organization. E-commerce reports help business owners and senior managers get a better sense of what is happening in their organization.

These reports are created by compiling and reviewing the data within a certain functional area, such as finance, sales, operations, inventory control, or any other area in the e-commerce business. After the data is apprehended and analyzed, conclusions and recommendations can be made accordingly. ECommerce reports may also explain why a problem occurred, and general recommendations can be made as to what to do next!

What should an ECommerce Report consist of?

In an e-commerce business, different types of reports provide value for different functions, and a usual e-commerce report should surely consist of market analysis, trend analysis, and financial analysis. In addition, operational analysis and performance analysis will also provide insight into successful business performance. Therefore, a top-notch E-commerce report should consist of the following sub-reports:

Conversion Reports

The report shows how many people visited and completed a purchase on the e-commerce site. By having this information available, business owners can expand their business in multiple ways. Hence, conversion reports should be considered an opportunity for creating optimization and retention e-commerce strategies and improving the marketing tactics. Various metrics are used in conversion reports, including sales, average order value, time on site, bounce rate, etc.

From a conversion report, it can be identified which conversions are working and which are not. It helps to allocate resources efficiently, as it becomes easier to determine what is working and what isn’t.

Inventory Stock Reports

Reports related to inventory provide a company with information regarding how inventory is coming in and out of the warehouse. This information can be used to diagnose problems with performance, such as product loss, obsolescence, and dead stock.

Market Analysis Reports

Analysis of the market helps business owners assign their resources accordingly. For example, when a market analysis report shows increased growth for the upcoming year, the marketing budget will be increased. Hence, market analysis is an important aspect of the E-Commerce report.

Trend Analysis Reports

A trend analysis report identifies lucrative growth opportunities by examining the newest consumer preferences and demographic trends. They support long-term successful business development and enable businesses to have a market share ahead of their competition.

ROPO Analysis Report

The ROPO report, which analyses online and offline sales, is another essential piece of the Ecommerce Report. As per Simon Brisk from Click Intelligence, ROPO analysis is a popular report among eCommerce businesses that can even be employed to check whether advertising campaigns are worth the money!

Financial Reports

Companies generally regularly prepare financial reports to ensure they are on track to achieve revenue and profit targets. These reports highlight any variances in operating results compared to forecasts in the annual successful business plan. These reports can also validate the reasons behind any major negative variation in the finances.

Operational Analysis Reports

Analysis of operations demonstrates how efficiently a company operates and offers ways to improve productivity further. For instance, an analysis of operations might reveal that the company experiences periodic shortages of key raw materials that prevent the delivery of orders.

Performance Reports

Performance trend monitoring helps companies identify KPIs, benchmarks, and goals based on the most important aspects of their business. Performance reports should always align with KPIs and show whether the results were achieved or exceeded. In addition, business performance can be compared across different timeframes with performance reporting.

SWOT Reports

SWOT Reports help understand the vulnerabilities of the E-commerce business. It helps manage and eliminate any threats that would otherwise be left unchecked. It enables businesses to focus on their strengths, limit threats, and capitalize on opportunities as best.

Why does management need E-Commerce Reports?

Business reports contain important management aspects, such as information on spending, profits, and growth. These reports provide valuable details that can be used to plan budgets, generate forecasts, and make better decisions by the management. Besides providing information about business operations, managers can also use business reports to track progress and growth and identify trends or anomalies that should be further investigated. Moreover, business reports also act as an audit trail of past transactions.

E-commerce business reporting of e-commerce businesses promotes transparency and is a legal requirement for many public companies. The report can provide financial information and ownership information to shareholders, the government, and management. In addition, regular E-commerce reporting allows similar-sized companies and their managers to compare their performance with others throughout the year.

What are the benefits of E-Commerce Reports?

A business report provides an overview of the progress of the business, and the data collected helps in a variety of ways. Here are some of the key benefits of E-commerce reports:

  • Strategic decisions can be taken based on E-commerce reports.
  • The reports can help business leaders formulate budgets and plan activities for the coming year. 
  • The reports can also justify choices and provide rationales for each decision.
  • The regular monitoring of E-commerce reports can highlight critical issues that could often get neglected.
  • It also helps in identifying business opportunities for growth or expansion. 
  • E-Commerce reports can also define future growth opportunities by determining what could be done moving forward.


The Ecommerce reports allow business owners to track and improve all their essential elements of growing their eCommerce business. However, to be accurate and consistent in their business functions, these reports need to be tracked. Furthermore, for those unfamiliar with eCommerce and its unique terminology, e-commerce can be intimidating. Hence, an E-commerce report should be put together in a way that also helps other members of the organization who otherwise might not understand the business plans. This way, the e-commerce report proves invaluable to the employees and the stakeholders in keeping them informed of eCommerce business performance over the years.

Why choose YRC as E-commerce Consultants?

E-commerce reports are created from data, and this data analytics gives valuable insight into site performance. However, most people aren’t sure what to ask or where to begin when creating a report, and that’s where we can help. Your Retail Coach is an ecommerce consulting firm. YRC helps clients put together great e-commerce strategies and increase operational efficiency. As each organization is unique, their eCommerce solutions should also be custom-built and be aligned to best practices. At YRC, we modify the e-commerce SOPs as per each client’s business requirements.

We have helped numerous e-commerce startups prepare e-commerce SOPs through our business consulting services. To begin with, our experts try to understand the intents, purposes, approaches, inclinations, and needs to come up with a top-notch e-commerce process blueprint supported with reports. The strength of the E-commerce SOPs prepared by YRC is that it can uncover various well-suited opportunities for business. To explore more, schedule a discovery call with YRC Experts today.

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    The idea of having Ecommerce Consultants on-board from the beginning itself points towards reducing the involvement of the promoters in daily operations. Ecommerce Businesses willing to be a brand reaping profits & sustaining the competition must ensure that most of their processes should be automated. The more the manual intervention, the more would be the errors.

    In Ecommerce business, you get only 1 chance to impress the customer & if you mess up there, you lose the customer for long.

    Process automation in respect to all the activities pertaining to customers from order receiving to order fulfilment is a must for a seamless experience for the customers.

    Task Management is another grey area where most deadlines fail as 90% of the tasks are assigned manually & are forgotten, unheard, misunderstood or mistaken.

    YRC Team of Ecommerce Management Consultants helps to make maximum of the processes system-driven to ensure minimalistic manual intervention.


    No matter how good your product is, the customer would know only if it looks good.

    Photography includes the following steps:

    • Cataloguing your products
    • Cataloguing your images
    • Backup your images (A few cloud storage solutions include Dropbox, Google Drive, Bitcasa, Apple’s Cloud Storage etc.)
    • Choose the right camera & lens (You may also outsource the photography to a third party agency)


    Digital Marketing includes SEO & SMM. SEO i.e. Search Engine Optimization includes activities like back-linking, meta tags, blog-writing etc. to ensure your website ranks on the 1st page on Google Search.

    Next comes SMM i.e. “Social Media Marketing” which as the name suggests including promoting your products on all the social media sites, email marketing, influencer marketing & several other BTL activities.

    These activities are going to be recurring & would decide the traffic on the website, the conversions, whether the right target market is tapped, the likes, the views, the orders, the reviews & much more. YRCs Ecommerce Consultants create a budget for digital marketing right from pre-launch to launch & for each month thereafter.

    Building digital marketing strategies in coordination with the agency, selecting them to signing them off would be the role of YRC.

    This ensures seamless coordination, detailed interactions & desired execution as it is always advisable to work with a single agency than multiple of them.


    Selection of the right software for smooth functioning of back-end operations right from production to webstore display would be suggested and integrated by YRC Team.

    YRC’s Team defines SOPs of Product Movement, maps it with the locations & people. They then create a blueprint of all the features required in the software & help in shortlisting & selection.

    IT Integration involves connecting your offline inventories with real-time online webstore so when a sale occurs, inventories get deducted real time across offline as well as online platforms.

    This helps in accurate inventory management, maintaining the MOQs, re-order levels & achieving the optimum inventory levels.

    Some popular software include unicommerce, viniculum for your front-end website management & Genisys for your entire back-end Purchase, Production, Accounting, Invoicing etc. management.


    • How many cities or countries you wish to sell in?
    • Where should your Warehouse be located?
    • Should you have one warehouse in each country or city?
    • Should you be having your own delivery team in your base city?
    • Would the 3rd party vendors be reliable? What happens when they lose or misplace your product during delivery?
    • How should I manage the logistics if my goods are coming from different countries?
    • How should the goods be stored and barcoded?
    • How much space do I require for warehouse?
    • I am sure several such questions must be haunting you while you think of starting your own fashion ecommerce brand.


    At YRC, our warehousing and logistics experts can help you devise a strategy for all of the above mentioned queries and much more.

    We design the layout of the Warehouse considering the inward, goods processing, software entry, barcoding, outward, goods return, scrap storage, goods stacking & much more.

    Logistics route plan is devised considering the manufacturer to your warehouse and from there to last mile delivery locations.


    This Step involves 03 distinct parts:

    Part 1: Choosing the right Platform:

    From several platforms available in the market right from Shopify to magento, woocommerce, prestoshop, wordpress etc. you must choose the one that fits best for your business

    Part 2: UX Designing:

    “UX” denotes User Experience, which if put in simple language is building the functional requirements of the website.

    UX Designing includes designing the features required in the website, customer journey map, website features, the browsing features, navigation features, ecommerce order management process flow, checkout cart features, catalogue management, ecommerce payment system, cross selling features & much more.

    “As per statistics, 68% of the customers abandon the carts before payment”

    An interesting UX ensures the customer sticks on to the website for a longer time.

    Part 3: UI Designing:

    UI stands for User Interface, which means designing the look and feel of the website. UI includes using the right colours, elements and the entire aesthetics of the website.

    A good User Interface ensures the user completes the task that he has come for. It navigates the user through the journey of the brand in the simplest but most effective way.

    The UX designer maps out the bare bones of the user journey; the UI designer then fills it in with visual and interactive elements.

    If User experience is the bare bone, user interface wraps it up with an attractive cape.

    At YRC, our team if experts can help you develop the entire User Journey to ensure it is engaging!


    This step follows the “Designing” Phase, whether you have an in-house design team, freelance designers or an outsourced design company. It is one of the most exciting phases, as here you see your designs turning into products & your ideas turning into reality.

    In most start-up cases, production is outsourced i.e. brands tie-up with the established manufacturers/ job-workers to get their products manufactured.

    Sampling involves multiple 04 Stages, Fit-Sample, Prototype Sample, Pre-Production Sample & the Production Sample.

    Prototype Sample is the first sample provided to the buyer. It can be in any fabric/ colour. This sample is just to understand whether the product design looks equally great in reality.

    Fit Sample, as the name suggests is prepared to check the fit of the garment i.e. the various sizes, length, width etc.

    Pre-production is made by the actual production line. Here the stitching quality and other aspects related to manufacturing are checked. This is the last stage where rejection can be accepted.

    Production Sample is made before the production which is the replica of what is going to be finally produced.

    Once you are through with all this, you are good to go ahead & get your goods manufactured.


    Product Designing or Sourcing is the heart of the Ecommerce Fashion Brand.

    Product Designing / Sourcing can be done in several ways, as follows:

    • In-house Design Team
    • Freelance Designers
    • Outsourced Design Team
    • Ready Product Sourcing (From Manufacturer or Wholesaler)

    At YRC, we evaluate your business strategy & business model to arrive at the decision, which of the above ways would be best-fit for your business. In certain cases, product sourcing may be a combination of the above.

    These are the people who are going to build your brand! Whether they are the designers or merchandiser, your brand look is going to be in their hands.

    If you are designing each garment from the scratch, the sourcing would play crucial role in developing design identity of your brand.

    Sourcing includes fabric, trims, lining & all the raw material required to build the garment.


    Branding is the “Look of the Brand”, right from logo to tagline, the colours used, the brand story, the brand communications on social media, the packaging & all the other aspects which speak directly or indirectly to the customers. Branding constitutes the look & feel of the brand & hence must be thoughtfully planned to match with the product that we are selling.

    Branding must appeal to our target audience. Example : A golden colour logo depicting finesse, art, richness, premium, however beautiful it may be individually cannot go with a brand selling affordable kids wear products. So, your logo must be in-line with your brand positioning, whether you are an expensive brand or a luxury brand or a value for money brand, it must be depicted from your “Branding”.

    It is an integral part to attract the target audience.


    Organogram is the “HR Blueprint” of the business which is created at the onset, to map out the team required across each function at various stages of the business. At the launch, only key people need to be got on board to ensure the project gets started & at this stage, all of them need to multi-task. Similarly, certain financial as well as operational goals are set for addition of the further team. Example, for the operations team, we hire 1 operations manager during the pre-launch phase & we add 1 more only when the business kicks-off & we reach a volume of selling more than 1000 pcs/ month or a turnover of more than 0.1 million USD.

    SOPs are Standard Operating Procedures, a bible to run the entire organization right from Sales, Purchase, HR, Order receiving to Order fulfilment, Inventory Management, Accounts, Warehouse, Logistics, Supply Chain, Production & all the other relevant functions for the business. Business must be organized from its first day of operations; only then the tasks can be delegated.

    At YRC, we design the organization structure, the processes, and approximate time taken to execute each process, job profile of every member within the organization, their KRAs, KPIs & the Reporting Structure.


    Critical Pathway Analysis (CPA), is a project management technique which cannot be overlooked while launching an ecommerce fashion brand. Brand launch process is cumbersome with multiple inter-dependent & time-bound tasks involved, which need to be tracked to ensure the project remains on track.

    CPA outlines key tasks across the project, their turnaround time (TAT) & the dependencies of tasks upon each other. It identifies the sequence of tasks, their interdependent steps from inception to completion, their criticalities, and their dates of onset, target dates of completion along with the key responsible person for the respective activities. Critical Pathway helps in understanding the unimportant & not urgent tasks which may jeopardize the execution of the project because of an unexpected snag! It also maps out the potential bottlenecks which might be posed because of the dependencies of tasks upon each other & cases where the next task cannot be commenced before the completion of the previous one.

    CPA detects the minimum & the maximum time involvement of a particular individual or team to execute the task, thereby arriving at the overall deadlines associated with the project.

    At Your Retail Coach, we design the Critical Pathway & review it periodically to ensure the project is on track & the progress is measurable.


    Business Strategy includes the vision, mission, goals, business model, business plan & strategy for all the functions within the organization.

    Business Strategy is a well-defined plan that outlines who, what, where, why, how & when for the company; for example, who would be the target market, how to attract the target audience, when to launch new products, where to operate from, how to handle competitors, what would be the USP, what would be long term goal of the organization & several other answers to the 5Ws of Strategy.

    Business Strategy aligns the organization towards a common goal. Business SWOT helps company to identify & overcome their weaknesses & focus to sharpen the strengths. Business strategy forecasts future risks and helps business in building skillsets to overcome the potential threats.

    YRC’s Business Plan focuses on creating a “Blueprint” of the business, thereby deriving the feasibility of the concept & gauge whether the opportunity is lucrative to invest time, energy & effort. Business Plan creates cash flow understanding i.e. building inflow & outflow cash projections from Week zero to week 60 i.e. 05 year projection. Business Plan calculates the capital investment, operating costs, one-time costs, recurring costs & all the other numbers relevant to obtain the breakeven sales, return on investment, return on capital, internal rate of return & several other ratios. Business Plan is also one of the important requirements if you are targeting the “Investor Route”. Fund raising becomes extremely transparent & channelized. With business plan panned out clearly, the business will know until what point must it be stretched & where to stop, which reduces the probability of unplanned investments.


    Starting the concept of Ecommerce Fashion brand with Market Research ensures we get detailed understanding of the industry & this research report also acts as a social confirmation for your concept. Market Research helps in understanding the target locations, their population, potential online buyers for your product, competitors for each category, and top selling products of the competitors, competitors’ price range, offers & their responses & much more. Market Research helps in thorough understanding of your brand position as compared to our competitors. It helps in identifying gaps in the market, in your category along with the scope of the said product in the desired market. This will help in validation of your concept & prevents you from making the same mistakes as your fellow brands, eventually saving your time, energy & efforts. This phase is also a make or a break phase, as the market research study may at-times come up with some eye-popping numbers & statistics which might compel you to re-think on your product or category that you are planning to sell or alter your entire concept itself!! Market Research Reports analyse the competitors’ webstore for their traffic, conversion & sales. This is extremely valuable information to derive our inventory budgets & projections, which takes us to our next phase.