Dozens of dashboards do not create control. A seller needs a compact system where each report answers one question and ends with an action.
Five connected views cover the weekly cycle: sales, inventory, advertising, profit and payout reconciliation. They must be read together. Sales growth can weaken margin, advertising can accelerate a stockout and a profitable period can still create a cash gap.
1. Sales and funnel
Question: what changed in demand, and where?
Review recognized sales, completed orders, cancellations, returns, average price and SKU trends. Compare comparable periods and account for promotions and out-of-stock days.
A decline can reflect demand, availability, price, listing quality or paused advertising. Record the hypothesis and the metric that will confirm it.
2. Inventory and availability
Question: where will sales be lost or cash become trapped?
Review available stock, daily sales, days of coverage, inbound stock and warehouse. Reservations, damaged goods and a shipment arriving after the expected stockout are not available inventory.
Product 360 connects products with stock, sales and returns. A reorder-point calculation remains a management rule; it does not imply automated purchasing.
3. Advertising
Question: is advertising producing profit or only turnover?
Place spend and attributed sales beside SKU profit, margin and advertising cost per completed sale. A campaign can look successful by orders while weakening product economics.
Separate campaign and discount effects. When both changed, model them as separate scenarios.
4. Profit and unit economics
Question: which products created the result?
In Profit Engine, compare recognized revenue, fees, logistics, storage, advertising, product cost and other attributable expenses. Then move to the SKU in Product 360.
Maintain three lists: largest profit, largest loss and largest margin deterioration. Validate source coverage and product-cost dates before acting.
5. Accruals and payouts
Question: why does the calculated result differ from cash movement?
Reconcile marketplace operations, deductions, compensation and the bank payout. Assign every material variance a cause: adjacent period, late adjustment, deduction, missing source or error.
A payout is not profit. External expenses and inventory purchasing require separate cash-flow control.
One operating rhythm
Run the review in the same order:
- Check data freshness and coverage.
- Find variances against the prior period and threshold.
- Drill down to product, warehouse, campaign or operation.
- Confirm the source.
- Record an action, owner and due date.
The output is a decision log, not a presentation:
metric → cause → action → owner → review date.
Set thresholds that trigger action
There is no universal red zone. Define minimum margin, acceptable advertising share, stock coverage, unexplained reconciliation variance and data-freshness limits for the business.
A threshold should lead to an action. If the team never responds to an alert, revise or remove the rule.
Current product boundaries
ProfitVena has a confirmed live Wildberries workflow. Profit Engine and Product 360 support financial and product analysis, with coverage determined by connected sources and configuration.
Forecast Center is preparing for integration and is shown as a preview. Other marketplaces remain on the roadmap until a live connection is confirmed.
Technical part updated in ProfitVena.
ProfitVena is developed by Wicsora LLC and is part of the Wicsora ecosystem.
Methodology: The reports a marketplace seller needs.
Previous article: One Report Instead of Five Spreadsheets.
Next: how to prepare data and scenarios for a sales forecast.
