Analytics / Executive overviewPUBLIC PORTFOLIO

E-COMMERCE REVENUE & CUSTOMER EXPERIENCE

Executive overview

The commercial picture, with the customer experience behind it.

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Read the metrics correctly

Item GMV & AOV
GMV is the sum of selected item prices in nominal BRL, excluding freight. AOV divides that value by distinct orders containing those items. All statuses are included unless filtered.
Category filter
Item amounts use only the selected category. Order, service, payment and repeat metrics use whole orders containing that category. Multi-category order counts overlap.
Late rate
Actual delivery calendar date after promised delivery date, divided by delivered orders with both dates. Unknown outcomes are excluded; they are never on-time.
Reviews
One latest answered review per order; missing reviews are excluded from score averages. Low scores are 1–2. Delivery comparisons include reviewed orders with known delivery outcomes.
Repeat share
Customers with more than one delivered order divided by customers with at least one delivered order in the current selection. Uses customer_unique_id. Unequal follow-up means this is not retention.
Payment gap
Payment value less item GMV and freight, restricted to orders with payment records. Payment value is not GMV; orders lacking payment records are counted separately.
Evidence limits
Historical 2016–2018 transactions. Sparse boundary months are not complete demand. Associations do not establish causation. Multi-seller outcomes cannot attribute fault. No cost, commission, refund or tax ledger is available.