Commerce Intelligence Report
martinez-ie · github.com
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30 MAR – 13 APR 2021
Channel Card Brand State
Commerce Intelligence Report

R$72.6M in revenue generated in 15 days.
Telecom leads. Southeast dominates. Freight, near zero.

Full analysis of 80,228 transactions between 30 March and 13 April 2021. Four departments account for 84% of total revenue. The Internet channel outperforms Mobile in average order value by 19%.

Total Revenue
R$72,6M
excl. freight  R$72,9M incl. freight
Transactions
80.228
~5.348/day avg
Avg Order Value
R$905
Internet R$974 Mobile R$821
Active Customers
26.345
Full base: 26.425
Freight impact
0,39%
R$280k of R$72.6M Free shipping
32,2%
Telefones e Celulares leads with R$22M. One department, one third of total revenue.
73%
SP + RJ + MG account for 73% of national volume. Alta dependencia do Sudeste.
60%
Brand B domina com 48.048 vendas vs 32.180 da Brand A. Negociar taxas e prioridade.
// daily revenue
Daily Revenue (R$)
The period opens on 30 March with 8,173 sales — likely an end-of-month campaign or flash sale. Secondary peak on 06 April (8,134). The drop from 10 April reflects the end of the data capture cycle.
// daily volume
Contagem de Transactions por Dia
The highlighted bar (red) marks the highest volume day. Clear weekly pattern: peaks on weekdays and natural drop on weekends (10-13 Apr), confirming typical B2C retail purchase behaviour.
// revenue concentration
Revenue by Department
The top 4 departments account for 84% of revenue. Technology and electronics dominate completely — Phones, TVs and IT together = 65%. The bar shows each category's percentage share.
🎯
Critical concentration risk84% of revenue from 4 departments. Any supply disruption in Phones or Home Appliances directly impacts results. Diversifying the category mix reduces vulnerability.
📈
Underestimated long tail28 departments generate 16% of revenue. Games (R$565k), Sports (R$538k) and Automotive (R$506k) have significant growth potential with proper activation and visibility.
😉
Internet converts with 19% higher AOVInternet channel generates R$974/transaction vs R$821 on Mobile. Redirecting part of Mobile acquisition budget to Internet can increase revenue without increasing transaction volume.
🚚
Free shipping policy confirmedOnly R$280k impact on R$72.6M (0.39%). Freight is fully absorbed by the operation. This cost should be audited to ensure it does not compress margins on lower average-value items.
Market Distribution

Three states account for 73% of volume. Internet leads in revenue despite matching Mobile in transaction count.

// geographic reach
Sales Volume by State
SP, RJ and MG dominate with 73% of total volume. States like RS and PR have 7-10x fewer sales than SP. Low penetration in the South, North and Northeast indicates an unexplored market gap — a structural geographic growth opportunity.
// channel performance
Sales Channel Analysis
Mobile and Internet have identical volume (27.9k), but Internet generates R$4.3M more. Mobil has the lowest AOV (R$653) — likely a quick-access channel for lower-priced products. Aplicativo is competitive and deserves more investment.
// card brand
Distribution by Card Brand
Brand B lidera com 60% das transacoes (48.048 vs 32.180). A diferenca de 15.868 vendas justifica negociacao de taxas e beneficios preferenciais com a operadora B. Dual branding (A+B) garante cobertura ampla do mercado.
// volume by category
Transactions por Departamento
Small Appliances (10.1k transactions, R$2.4M) has an AOV of only R$238 vs Home Appliances (11.1k transactions, R$13.6M) at R$1,228. This shows that purchase frequency and AOV are distinct metrics — both matter for strategic mix decisions.
Demographic Profile

Average age 53. Uniformly distributed income. A mature audience that prioritises trust and convenience.

// age distribution
Customer Age Distribution
The 75+ age group is the largest with 5,096 customers — above any other 10-year bracket. This senior audience requires simple UX, legible fonts, accessible human support and trust-based communication, not trend-driven messaging.
// income distribution
Customer Monthly Income
Nearly uniform distribution from R$2.5k to R$15k — approximately 4,900 customers per bracket. Average income R$8,241. A democratic base with no dependence on a single segment. Pricing strategy can serve all brackets without forced segmentation.
// state of birth
Geographic Origin of Customers
SP accounts for over 40% of the customer base by state of birth. Northeastern and Northern customers are under-represented relative to their national demographic weight. Acquisition campaigns focused on the Northeast (BA, CE, PE) have high return potential.
👤
Mature adult, experience firstAverage age 53 with peak at 75+. This customer is less impulsive, more loyal and highly sensitive to service quality. Investing in after-sales, support and retention yields a higher ROI than acquisition for this profile.
🌎
Democratic income, national opportunityA balanced base across all income brackets enables offers for every level. Geographic concentration in SP reflects marketing and logistics presence, not the customer base itself — national expansion is viable.
🔭
Durable goods profile, not impulsePhones, TVs and Home Appliances dominate. This is not a fashion or lifestyle customer — it is a buyer of technology and household utility. Communication strategy should emphasise value for money, warranty and durability.
🔭
Northeast and North: acquisition gapBA, CE and PE together likely represent less than 5% of the base, despite accounting for nearly 20% of Brazil's population. A geographic expansion strategy with logistics partners could triple the market potential.