> ## Documentation Index
> Fetch the complete documentation index at: https://brandstack.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.
# Finance: Cash Flow, Channel Splits, and SKU Economics
> A comprehensive guide to Brandstack Finance: analyze realized net sales over time, geographic channel splits, daily AOV velocity, and SKU-level revenue drivers.
The **Brandstack Finance** module is built for founders, CFOs, and heads of finance who need to see beyond accounting statements and understand **where money is actually made or lost across channels in real time**.
By reconciling realized net revenues, blended ad spend, returning customer behavior, and SKU-level performance across Shopify and marketplaces, Finance provides the actionable data needed to protect bankable profit.
**The Accounting Reality:** Traditional accounting software tells you what happened last month. Brandstack Finance tells you what is happening **today**—reconciling returns, ad burn, and channel commissions into clean, realized numbers before month-end surprises hit your bank balance.
***
## 1. Top Financial KPI Strip
The top strip aggregates the 5 core levers governing your brand's financial health:
**Total booked value** across all channels before discounts, cancellations, or returns.
*Current Period:* `₹12,42,685.00` (`↘ 23.8%`)
**Percentage of orders from repeat buyers** (tracked for Shopify D2C).
*Current Period:* `13.79%` (`↘ 23.4%`)
*Why it matters:* Returning customers carry zero direct ad acquisition cost. When this drops, blended CAC rises and squeezes operating margins.
Volume of booked orders alongside completed warehouse dispatches.
*Current Period:* `163 Orders` (`86 Fulfilled`)
Combined advertising spend across **Meta Ads + Google Ads**.
*Current Period:* `₹1,16,935.25` (`↘ 14.8%`)
*Why it matters:* Tracks daily marketing burn in one unified currency figure.
Blended ad return on investment reported across Meta and Google.
*Current Period:* `2.59x` (`↗ 12.1%` in green)
*Strategic Insight:* Notice that while total ad spend dropped 14.8%, ROAS improved by 12.1%—showing tighter, more efficient ad spend even as top-line volume softened.
**Channel Scoping:** Use the **All Channels ⌄** dropdown in the top-right corner to filter the entire Finance module by a single platform (e.g. review Shopify direct finances vs. Myntra or Amazon marketplace finances).
***
## 2. Realized Net Sales Over Time
The **Net sales over time** card plots your daily realized net revenue against the prior period:
* **Headline Metric:** `₹5,06,504.00` (`↓ 32.1%`)
* **Solid Blue Curve:** Current selected period (e.g., `Aug 20 – Sept 18, 2026`).
* **Dotted Light-Blue Curve:** Previous comparative period (`Jul 21 – Aug 19, 2026`).
### Why Period-over-Period Overlay Matters:
1. **Separates Seasonality from Strategy:** E-commerce sales naturally fluctuate based on paydays (1st–5th of the month) and weekends. By comparing the solid line against the dotted line, you can immediately tell whether a dip is a standard mid-month lull or an abnormal drop in demand.
2. **Measures Campaign Durability:** When running sales events or launching new collections, the curve reveals whether revenue stayed elevated or crashed immediately back down after the first 24 hours.
***
## 3. Geographic Sales: Realized Net Sales by State
The **Geographic Sales** chart reveals where your cash actually comes from—and critically, **which channel captures the demand in each state**:
Each horizontal bar displays total realized revenue and splits the contribution between:
* ● Green: **Shopify (Direct D2C)**
* ● Black: **Marketplaces (Amazon, Myntra, Flipkart, Eternz)**
### Strategic Takeaways from State Channel Splits:
| State | Net Sales | Channel Dynamic | Founder Decision |
| :----------------- | :-------- | :----------------------------------------- | :----------------------------------------------------------------------------------------------------------------------------------- |
| **Gujarat** | ₹95,369 | **\~70% Shopify** / \~30% Marketplace | Strong direct brand affinity. Scale Meta ad spend in Ahmedabad, Surat, and Vadodara. |
| **Maharashtra** | ₹85,951 | **\~65% Shopify** / \~35% Marketplace | High direct volume. Keep regional D2C fulfillment stock in Mumbai/Pune hubs. |
| **Telangana** | ₹58,938 | **\~45% Shopify** / \~55% Marketplace | Balanced adoption. Test regional vernacular ad creatives to drive higher D2C share. |
| **Karnataka** | ₹57,589 | **\~15% Shopify** / **\~85% Marketplace!** | Urban buyers in Bangalore heavily prefer Amazon Prime and Myntra 1-day delivery. Ensure marketplace inventory never stocks out here. |
| **Rajasthan** | ₹45,541 | **\~75% Shopify** / \~25% Marketplace | Very high direct D2C conversion. High-margin geography. |
| **Tamil Nadu** | ₹36,383 | **\~60% Shopify** / \~40% Marketplace | Steady dual-channel contribution. |
| **New York (USA)** | ₹31,445 | **\~10% Shopify** / **\~90% Marketplace** | High-value international demand. Proves product-market fit abroad; consider launching direct international shipping on Shopify. |
| **Delhi** | ₹20,285 | **0% Shopify** / **100% Marketplace** | Direct D2C ads are not converting, but marketplace search is active. Review local delivery speeds or COD friction. |
***
## 4. Average Order Value (AOV) & Basket Economics
Below the revenue charts, the **Average order value over time** visualizer monitors basket size velocity:
* **Headline AOV:** `₹5,889.58` (`↓ 5.2%` vs previous period)
* **Visual:** Solid blue line (current 30 days) vs. dotted light-blue line (prior 30 days).
### Why AOV is Your #1 Profit Multiplier:
In D2C, fulfillment and courier expenses are largely **fixed costs per parcel** (typically ₹80 to ₹140 per package in India, regardless of whether the customer spent ₹1,500 or ₹6,000).
$\text{Net Margin} = (\text{AOV} \times \text{Gross Margin \%}) - \text{Fixed Shipping} - \text{Gateway Fee} - \text{CAC}$
* **High AOV (₹5,800+):** Fixed logistics fees take up only \~2% of the order value, leaving plenty of margin to cover paid ad CAC.
* **Low AOV (\<₹2,000):** Fixed logistics and RTO risk consume 10%–15% of revenue, severely squeezing contribution margins.
* **Founder Action:** When AOV trends downward, introduce tiered combo discounts, bundle upsells at checkout, or free gift thresholds (e.g. *"Free jewelry pouch on orders above ₹6,500"*).
***
## 5. Top SKUs by Realized Net Sales
The **Top SKUs by Net Sales** leaderboard identifies the product lines generating the bulk of your realized cash, broken down by **Shopify (Green)** vs. **Marketplace (Black)**:
| SKU Code | Product Name | Net Sales | Units & Orders | Channel Mix Dynamic |
| :----------- | :----------------------- | :---------- | :----------------- | :----------------------------------------------------------------------------------- |
| `NM-SET-002` | **Festive Pearl Set** | **₹78,394** | 6 units · 6 orders | **\~75% Shopify** / 25% Marketplace. Your primary D2C hero bundle. |
| `NM-SET-009` | **Antique Gold Set** | **₹67,195** | 5 units · 5 orders | **\~20% Shopify** / **\~80% Marketplace**. Strong organic marketplace pull. |
| `NM-SET-001` | **Bridal Kundan Set** | **₹44,998** | 2 units · 2 orders | **50% / 50% split**. High-ticket luxury piece (\~₹22.5K AOV). |
| `NM-SET-004` | **Everyday Gold Set** | **₹37,495** | 5 units · 5 orders | **100% Shopify exclusive!** Generates direct profit without marketplace commissions. |
| `NM-EAR-001` | **Kundan Drop Earrings** | **₹26,592** | 8 units · 8 orders | **\~85% Shopify**. High volume, popular entry-level purchase. |
| `NM-SET-006` | **Rose Gold Duo Set** | **₹25,197** | 3 units · 3 orders | **\~65% Shopify** / 35% Marketplace. |
| `NM-NEC-001` | **Kundan Choker** | **₹25,197** | Steady performer. | Multi-channel demand. |
### Strategic Inventory & Pricing Decisions from SKU Data:
1. **Protect D2C Exclusives:** SKUs like `NM-SET-004` (*Everyday Gold Set*) sell 100% on Shopify. Do not list them on marketplaces where commissions (15%–25%) would unnecessarily cut into your margin.
2. **Prioritize Marketplace FBA / Hub Stock:** SKUs like `NM-SET-009` (*Antique Gold Set*) drive 80% of sales on marketplaces. Ensure sufficient stock is allocated to Amazon and Myntra fulfillment centers to prevent "Out of Stock" ranking penalties.
3. **Hero Ad Creative Selection:** Align your Meta ad budget with SKUs that show high direct D2C conversion (like `NM-SET-002` and `NM-EAR-001`) rather than advertising products that buyers end up purchasing on Amazon.
***
## 6. Financial Operating Cadence for Founders
To keep cash flow healthy and margins protected, follow this weekly financial review:
If the repeat customer rate drops below 15%, evaluate your post-purchase email and WhatsApp retention flows. Relying 100% on new customer acquisition drives up CAC.
Look at states like Karnataka or Delhi where marketplace sales heavily outpace Shopify. Test targeted D2C promotions or faster shipping options to capture more high-margin direct orders.
If daily AOV drops significantly below your 30-day baseline (₹5,889), review whether a recent discount campaign encouraged lower-ticket single purchases instead of combo sets.
Check whether your highest-revenue SKUs are selling primarily on D2C or marketplaces. Adjust warehouse stock transfers accordingly to avoid stockouts on high-velocity marketplace listings.