Context
TechPlus Store is a French e-commerce specialist in consumer electronics: smartphone accessories, audio, smart home and small appliances. The catalog has about 2,400 SKUs across 18 categories. The WooCommerce store generates 420,000 euros in monthly revenue and works with a dozen European and Asian suppliers.
The sector is marked by aggressive price competition and strong margin pressure. The operations team (3 people) monitors competitor prices daily via a repricing tool and adjusts margins accordingly. Historically, the strategy was to maintain a mid-market price to stay competitive.
The challenge
After a difficult 2023, net margin fell to 3% of revenue, a critical level to sustain the business. The founder knows some products are loss-making due to free shipping or high returns but has no precise product-level visibility.
WooCommerce's native report shows revenue per product but never real profit. Calculating margin per SKU requires manually cross-referencing purchase price, inbound freight, outbound shipping, return rate and Stripe fees. An impossible task across 2,400 SKUs.
Without reliable data, the team cannot make rationalization decisions: which products to discontinue? Which ones to reprice? Which ones to focus marketing on?
The Fullmetrix solution
TechPlus connects WooCommerce to Fullmetrix and imports COGS from a supplier Excel file. Shipping fees are configured by zone and weight. Returns are automatically synced from WooCommerce.
Within 48 hours, the Profit-per-product report reveals that 412 out of 2,400 SKUs are loss-making once all costs are accounted for. Among them, 180 sell in volume and represent 23% of revenue for a cumulative monthly loss of -8,000 euros.
The team uses Fullmetrix dashboards to make three structuring decisions: discontinue the 412 unprofitable SKUs, targeted price increases on 160 low-margin products, and renegotiate with 4 suppliers identified as the least profitable.