Ecommerce Revenue Intelligence & Cohort Performance

Lumora Home • Rolling 12-Month View • Last Updated: Dec 28, 2024

LTV:CAC (12-Mo Blended)

2.8x

+0.3 vs Q3

Blended CAC

$47.20

+22.6% YoY

Contribution Margin (Blended)

28.4%

Target: 30%

Repeat Purchase Rate (90d)

31.2%

-2.6pp vs Q1

D2SP Median

38d

-4d vs target

Revenue Concentration

42.1%

Top-10 SKUs

Cohort LTV:CAC by Acquisition Quarter & Channel

Paid Search

Paid Social

Organic

2023 Q1

3.4x

2.3x

5.1x

5.4x

2023 Q2

3.1x

1.8x

4.6x

5.0x

2023 Q3

3.2x

2.0x

4.8x

5.2x

2023 Q4

3.3x

2.2x

4.9x

5.3x

Alert: 2023 Q2 Paid Social cohort LTV:CAC at 1.8x — below 2.0x floor. Fulfillment delays in April 2023 affected 4,200 orders, suppressing repeat purchase rate to 29.4% vs 33.8% expected.

Contribution Margin by Revenue Stream

Critical: Marketplace margin at 15.3% — below 18% floor. Review commission structure and logistics costs.

Channel-Isolated CAC Trend

Repeat Purchase Rate by Cohort (30/60/90-day)

Days-to-Second-Purchase (D2SP) by Category

Net Revenue Retention by SKU Category (12-Month Rolling)

Top SKUs by Revenue & Margin Performance

SKU	Category	12-Mo Revenue	Units Sold	AOV	Gross Margin	Refund Rate
LUM-3482	Bedding	$2,847,200	14,236	$200	34.2%	2.1%
LUM-2910	Lighting	$1,923,100	8,514	$226	38.7%	1.8%
LUM-4521	Storage	$1,684,300	11,229	$150	31.5%	3.4%
LUM-1287	Textiles	$1,512,900	18,911	$80	27.8%	4.2%
LUM-5903	Furniture	$1,398,400	2,664	$525	36.1%	2.9%
LUM-7124	Decor	$1,276,800	15,960	$80	32.4%	2.5%
LUM-8331	Kitchenware	$1,189,200	9,910	$120	29.1%	3.7%
LUM-6042	Bedding	$1,074,500	6,151	$175	33.9%	2.0%
LUM-9218	Bath	$982,700	13,093	$75	28.3%	3.1%
LUM-4756	Storage	$891,400	7,428	$120	30.7%	2.8%
All Other		$7,219,500	84,904	$85	26.5%	3.8%
Total		$22,000,000	193,000	$114	30.8%	3.2%

AOV vs Discount Depth Correlation

R² = 0.68 • Discounts >20% depress AOV by avg $18