Every order has a par, click to door.
Your ads are running, your parcels are going out, and the month still ends short. We follow one order from the ad click to your customer's door, find what it really earns you, and close the gap.
Where one order's money goes
A sample order from the ad click to the customer's door: won, packed, delivered, paid for and sometimes returned. Every figure is a sample. Yours come from your own files.
- What the order earns you20.000
- Product cost9.700
- Ad spend to win the order3.600
- Pick and pack1.100
- Delivery1.900
- Payment fees and cash on delivery0.700
- Returns1.500
- Discount to bring the customer back0.450
- Waiting for settlement0.150
- What you keep0.900
Seven units, one number each
Each unit the order passes through has one number that tells you how it is doing. A sample brand, read the way we read you.
Sample
- Ad
Ad cost to win one order, BD
YOU 3.600PAR 2.400
Your ads buy clicks and your clicks buy orders at a price that creeps up. Past a point the order costs you more to win than it earns.
- Pack
Orders packed per hour
YOU 14PAR 20
Every minute in your packing room is paid whether the order ships or waits. A poor bin layout costs you labour on every order.
- Delivery
Delivery cost, share of order value
YOU 9.5%PAR 7%
Your courier rate was set at launch volumes. You grew and the rate card stayed where it was.
- Payment
Cash on delivery, share of orders
YOU 38%PAR 20%
Each cash order carries a courier fee, a failed attempt in waiting and cash that lands weeks later. Your card orders cost you less and arrive sooner.
- Returns
Returned orders, share of orders
YOU 14%PAR 8%
A returned order costs you the trip out, the trip back and a product you cannot always resell. Some lines come back far more than others, and your average hides which.
- Repeat
Customers who order again, share
YOU 21%PAR 35%
The first order pays for your ad. The second is where you keep money. Without it you buy every customer at full price, every time.
- Cash
Days from delivery to cash
YOU 19PAR 7
Your courier holds the cash on delivery and the marketplace holds your payout. You pay for stock and ads this week and see the money weeks later.
The payment mix moves fast
14.5%
Cash on delivery fell from 27.3% of Nice One's revenue in its first reported year to 14.5% two years later. Buy now pay later rose from 15.9% to 37.2% over the same two years.
Source: Nice One IPO prospectus, September 2024, Table 6.10, financial years 2021 to 2023. From our Moneyball Finance research.
Three moves, in this order
Bring last month
Ad accounts, courier invoices, returns logs, cash remittances, marketplace statements and bank statements, as they are. One sitting at your table.
Get your score
One page with your numbers beside your par, unit by unit, and the places the difference goes.
Close the biggest leak
We fix the largest one first, then we score you again every month.
How we close the gap
We price every order
You see what an order earns you in each channel, after ads, returns, delivery and payment fees.
We put a price on every return
You see which products and which channels send orders back, and what each return costs you.
We rebuild your courier and warehouse terms
We sit beside you at the table. You walk in knowing your rate at today's volume, not at launch volume.
We shorten the days to cash
Fewer days from delivery to money in your bank. You pay for ads and stock from cash that has arrived.
On your desk
- One order priced from the ad click to the door, for each of your channels.
- A margin map by channel and product line.
- A returns and cash-on-delivery rule with the cost of each shown.
- A terms schedule for your courier and your warehouse partner.
- Your score every month, unit by unit.
What owners ask us
- What is a good return rate for an online store in the Gulf?
- It differs by product, so one average misleads you. We set a rate for each product and channel against your own orders, and you see what each return costs you.
- Is cash on delivery worth offering?
- Yes, once you know what it costs. We price a cash order against a card order: the courier fee, the failed attempts and the days until the cash lands. Our cash on delivery reconciliation tool gives you a first read.
- How much should I pay to win one customer?
- No more than their orders return to you. We set your ad cost against the first order and the repeat orders after it, so you know your limit before you spend.
- Do you work with a small brand, or only large ones?
- Both. One product or a thousand, we price one order, find the largest leak and fix it first.
We come from payments and the last mile
Our founder brought more than seven companies at the payments groups Nexxo Pay and QPay International onto one set of numbers, worked the fundraising there through seed, Series A and Series B, and set the money logic behind a last-mile fleet of about 1,000 vehicles at BaladiMart. We read your business the way you run it, by the order, the return and the day the cash lands.
Related
- COD reconciliationEvery cash-on-delivery order matched to its money, and what your carriers still hold.
- E-commerce market entryWhat your first order in a new Gulf market keeps, and what it takes to make it pay.
- Commerce Strategy & Market EntryWhere you compete, which channels you own and how you enter a new Gulf market on your terms.
Bring last month. Leave with a score.
Sit down with Qasim Abbas. One table, your numbers, and a clear read on where you stand against par.