Omnichannel Allocation & Channel Profitability

Maximize blended contribution margin through strategic inventory allocation

Last Updated
Dec 18, 2024 14:32
NORTH STAR METRIC
$14.25
Blended Channel Contribution Margin per Unit
+14.9%
vs. $12.40 target
Goal: $15.00 by Q2 2025
DTC Margin/Unit
$22.40
+8.2%
Marketplace Margin/Unit
$16.80
+3.1%
Wholesale Margin/Unit
$8.20
-2.4%
Buy Box Win Rate
91.3%
+6.8pp
Trapped Inventory
11.4%
-3.2pp
DTC CAC/Unit
$6.70
-8.5%

Channel Contribution Margin per Unit

Allocation vs Revenue Share

Channel Sell-Through Velocity

Channel Performance Summary

Channel Margin/Unit Inventory Share Revenue Share Velocity Return Rate Trapped % Status
DTC (Shopify) $22.40 28% 32% 6.2%/wk 8.4% 7.2% Optimal
Amazon Marketplace $16.80 35% 38% 7.8%/wk 14.2% 9.1% Optimal
Walmart Marketplace $14.30 12% 11% 5.1%/wk 11.8% 13.4% Review
Wholesale $8.20 22% 16% 3.4%/wk 6.2% 18.7% Action
Retail Stores $11.50 3% 3% 4.9%/wk 4.1% 5.8% Optimal

Channel Return Rates

Wholesale Forward Order Coverage

Current Coverage 97.3%
Target: 95% +2.3pp above target
Q1 2025 Orders 98.2% covered
Q2 2025 Orders 96.1% covered
Q3 2025 Orders 89.4% covered

Automated Reallocation Recommendations

Critical: Wholesale Trapped Inventory
18.7% of wholesale allocation (4,240 units) has not moved in 8+ weeks. Reallocate 2,800 units to DTC and 1,200 units to Amazon.
Projected margin gain: +$38,640
Review: Walmart Velocity Below Target
Walmart channel velocity at 5.1%/week vs 6.5% plan. Consider reducing allocation by 8% (960 units) and shifting to Amazon where buy box win rate improved to 91.3%.
Projected margin gain: +$7,200
Opportunity: DTC Margin Expansion
DTC CAC/unit decreased 8.5% to $6.70 while contribution margin increased to $22.40. Increase DTC allocation by 12% to capitalize on improved unit economics.
Projected margin gain: +$22,100

Data integrated from Amazon Seller Central, Shopify, Walmart Seller Center, ERP, and Triple Whale attribution platform

Refresh rate: Every 15 minutes • Next update: 14:45