Data Decisions Lab  ·  Multi-channel e-commerce

The true P&L Triple Whale and Lifetimely don’t show.

Custom BI dashboards for DTC brands selling on Shopify + Amazon + wholesale. True contribution margin per SKU, per channel, after returns, discounts, Amazon fees, and ad spend. Built in 2–3 weeks. Pay once. No per-seat licences. Your data stays inside your perimeter.

Free 30-min margin look → Email me directly
Olga Toshchakova Olga Toshchakova BI / data analytics hello@datadecisionslab.com
2–3wk working prototype
on your real data
1× build fee,
paid once
0 monthly seat
licences
100% data stays
in your perimeter

Founder pricing — $3,000 flat for audit + single-panel build (3 slots open). Standard rates: audit from $1,500, custom dashboard build from $5,000. Full pricing →

01

What a multi-channel dashboard answers

  1. True contribution margin by SKU, by channel

    Net revenue after returns, discounts, Amazon FBA fees, Amazon referral fees, payment processing, shipping, and allocated ad spend. Per SKU. Per channel. The number that tells you which products actually fund the company.

  2. Cross-channel cannibalization and incrementality

    How much of the Amazon revenue is genuinely incremental versus cannibalized from Shopify. Which SKUs perform better on which channel. Where wholesale is quietly killing your DTC margin by undercutting it on Amazon.

  3. True customer LTV after returns and refunds

    Cohort-based LTV that accounts for return rates by SKU, refund frequency, and true repeat behaviour across channels. Most attribution tools overstate LTV by 20–40% because they ignore returns and credits.

  4. Acquisition channel ROAS, properly attributed

    Meta, Google, TikTok, influencer, organic — actual contribution per channel after the iOS-14 attribution chaos. Server-side reconciliation against true order data, not platform-reported conversions.

  5. Inventory health across channels

    Sell-through rate, weeks-of-supply, stockout cost by SKU and channel. Where cash is trapped in slow-movers. Which SKUs are stocked out on Amazon while sitting on Shopify, and what that’s costing per week.

  6. Wholesale and B2B performance

    Net margin per wholesale customer after returns, payment terms, marketing co-op and order admin. Which Faire and direct-wholesale accounts actually earn their slot.

02

Why existing tools don’t solve this

Triple Whale, Polar, Lifetimely

  • Shopify-only or Shopify + ad-platform — no Amazon SP-API integration.
  • Ad attribution and Shopify orders, but not the back-end Amazon settlement.
  • $150–1,000+ per month depending on store volume — every month, forever.
  • Generic dashboards, can’t add your weird internal metric.

Custom multi-channel dashboard

  • Shopify + Amazon + wholesale in one P&L view.
  • True contribution margin after every fee, return and credit.
  • Pay once for development. No recurring SaaS bills.
  • Any metric your operation actually cares about.
  • Data stays in your perimeter — relevant if you ever exit.
03

Works with your stack

E-commerce platforms

  • Shopify (Orders, Products, Inventory APIs)
  • Amazon Seller Central / SP-API
  • Faire, NuOrder (B2B)
  • WooCommerce, BigCommerce
  • Klaviyo, Recharge, Stay AI

Marketing & finance

  • Meta Ads, Google Ads, TikTok Ads
  • GA4, Mixpanel
  • QuickBooks, Xero, NetSuite
  • Stripe, Shopify Payments, PayPal
  • 3PL CSV exports (ShipBob, ShipMonk, etc.)
04

Frequently asked

We already pay for Triple Whale. Why would we add this?
Triple Whale is excellent for ad-attribution and Shopify-side metrics. It does not consolidate Amazon SP-API settlement data, wholesale margins, or true contribution margin per SKU after Amazon’s 17–20% fee stack. If your Amazon revenue is non-trivial, those gaps are usually the most expensive things you can’t see today.
How long to build?
Audit 3–5 days. Working prototype on your real Shopify + Amazon data in 2–3 weeks. Final polished version with documentation in 4–6 weeks total.
Do you need API access to our Amazon Seller Central?
Either API access or scheduled CSV exports of settlement reports. Both work. API is cleaner; CSV is fine if your team prefers not to issue tokens.
What happens if we change Shopify themes or tools later?
The dashboard sits on top of your data, not your front-end. Theme changes don’t affect it. Adding or replacing tools (e.g. swapping Klaviyo for Sendlane) may need a small reconfiguration, billed hourly or as part of the retainer.

Want to see your true cross-channel margin by SKU?

Tell me your channel mix (Shopify GMV, Amazon GMV, wholesale split), what tools you use, and what you wish you could see but can’t today. I reply within a day.

Book a free 30-min call →    or email me directly — hello@datadecisionslab.com