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Brands

A view showing performance at the brand level from the Shopify platform.

Adam z Data Octopus avatar
Written by Adam z Data Octopus
Updated over a week ago

VIEW DESCRIPTION - SHOPIFY BRANDS

A data view presenting sales results at the brand level, based on data from the Shopify e-commerce platform. The analysis covers all transactions processed by the online store, focusing on product sales aggregated to the brand level.

The report aggregates sales data directly from the Shopify platform, providing a complete picture of purchasing activity at the level of individual brands available in the store's offering. The view enables detailed analysis of the sales performance of each brand and comparison of their effectiveness in the product portfolio.

TIME DATA RANGE

The report presents data from a selected time range that can be customized using a datepicker (available options: Last 7 Days, Last 14 Days, Last 30 Days, Last 60 Days, Last 90 Days, This month, Last month, and the ability to select custom dates). The default setting is the last 30 days range.

EXAMPLE INSIGHTS FROM THE DATA VIEW:

Analyze gross and net sales values (Gross/Net Revenue) of individual brands along with percentage changes to identify leading manufacturers and assess their contribution to the store's overall sales results.

Compare the quantity of units sold (Purchase Quantity) with sales value at the brand level to identify brands with the highest sales efficiency and unit order value.

Monitor percentage change trends across all metrics for individual brands to identify brands that are growing, stable, and declining in popularity, which will allow for optimization of supplier cooperation strategies.

Compare the share of individual brands in total sales to assess the degree of business dependence on specific manufacturers and potential business risks associated with concentration on selected brands.

Analyze the average order value for individual brands (dividing revenue by number of orders) to identify premium and budget brands in the offering and adjust pricing strategy.

Use the brand expansion function to analyze the performance of specific products within each brand, identifying bestsellers and products requiring optimization or removal from the offering.

Examine relationships between product categories (Category Level 1, 2, 3) and brands to understand brand positioning in different segments and identify gaps in the portfolio.

Monitor the number of unique customers (Clients) for each brand compared to the number of orders to discover which brands build the greatest customer loyalty and generate repeat purchases.

DATA SCHEMA SPECIFICATION

Brand identification:

Brand - Brand name of products in the Shopify system.

Product identifiers (visible after expanding the brand):

Product Variant ID - Unique identifier of the product variant in the Shopify system.

Product Group ID - Product group identifier used to link different variants of the same base product.

Product categorization:

Category Level 1 - Main category of brand products (first level of categorization).

Category Level 2 - Subcategory of brand products (second level of categorization).

Category Level 3 - Detailed category of brand products (third level of categorization).

Brand sales data:

Orders - Total number of unique orders containing products of a given brand in the current period.

Clients - Number of unique customers who purchased products of a given brand in the current period.

Purchase Quantity - Total quantity of product units sold within the brand in the current period.

Gross Revenue - Total gross sales value of all brand products in the current period.

Net Revenue - Total net sales value of all brand products in the current period.

Analytical data (visible after expanding the brand):

Product Age Days - Number of days since a specific product was introduced to the store offering, calculated from the date the product card was created in the Shopify system to the current day. Available at the individual product level after expanding the brand.

Interface functionalities:

Expanding brand details - By clicking the arrow next to the brand name, you can expand the view and see all products belonging to that brand along with their individual sales results.

TIME RANGE DATA COMPARISON

The view offers advanced capabilities for comparing data between periods through "Show Previous Period" and "Show Change Values" functions. Detailed information about using period comparisons, interpreting Previous Period Value, Change (Value), and Change (%) values can be found in the Functionality description - time period comparison.

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