Time Dynamics

Time Dynamics#

Order and Sales Comparison

  • Conversion to successful sales shows consistent month-over-month growth.

Canceled Order Rate

  • Monthly canceled order rate fluctuates between 0.2% and 1.2%.

  • Orders with rating 1 have significantly higher cancellation rates. Ratings 4 and 5 show 0% cancellation for most months.

Sales Volume

  • November 24, 2017 (Black Friday) was an anomalous peak sales day.

  • Monthly sales grew until 2018, then stabilized at 6-7 thousand orders per month.

  • Significant sales drops (>5% MoM) occurred in April, June, and December 2017, and February and June 2018.

  • Rating 5 orders consistently dominate monthly volumes.

  • Rating 2 orders are consistently the least common.

  • Rating 5 orders continue growing in 2018 despite overall stagnation, correlated with declining rating 1 orders.

  • Delayed orders don’t grow proportionally with total orders.

  • Peak delayed order months: November 2017 (Black Friday) and March 2018.

  • November 2017 saw a sharp increase in long-delivery orders (Black Friday effect), persisting until March 2018 before declining.

  • By August 2018, fast/medium delivery orders outnumbered long-delivery ones.

  • Installment orders initially led but equalized with non-installment by 2018.

  • São Paulo state maintains dominant sales volume without 2018 declines seen elsewhere.

  • Rio de Janeiro and Minas Gerais typically rank second and third by sales volume.

  • São Paulo city leads sales volume, with Rio de Janeiro second.

  • São Paulo city shows 2018 monthly sales growth unlike other cities.

Sales Value

  • Black Friday 2017 was the peak sales value day.

  • Monthly sales value grew until 2018, stabilizing at 1-1.2 million R$.

  • Significant value drops (>5% MoM) occurred in April, June, and December 2017, and February and June 2018.

  • Rating 5 orders dominate total sales value.

  • Rating 2 orders show lowest sales value.

  • Black Friday’s value spike was most pronounced for ratings 5 and 1.

  • Rating 5 order values grow in 2018 despite overall stagnation, partly due to rating 1 value decline.

  • Peak delayed order value months: November 2017 and March 2018.

  • Long-delivery order values spiked November 2017-April 2018, beyond Black Friday explanation.

  • Installment orders consistently show higher total value.

  • São Paulo state leads sales value, followed by Rio de Janeiro and Minas Gerais.

  • São Paulo city leads sales value, with Rio de Janeiro second.

  • Credit card payments dominate sales value, with boleto second.

  • Debit card payment values grew from June 2018.

  • Electronics lead category values, followed by furniture.

  • ‘Beauty/Health’ and ‘Home/Garden’ categories show 2018 growth while others stagnate/decline.

Average Order Value (AOV)

  • Daily AOV fluctuates between 100-250 R$.

  • No Black Friday AOV spike.

  • Monthly AOV fluctuates between 150-170 R$ without growth.

  • Significant AOV drops (>5% MoM) in May, July, and November 2017, and August 2018.

  • June 2017 saw a major delayed order AOV spike, with smaller peaks in April/December 2017 and January/June 2018.

  • Premium products typically have longer delivery times.

  • Installment orders consistently show higher AOV (expected due to affordability).

  • Installment AOV declined until July 2017, then grew with fluctuations.

  • Rating 1 orders typically have higher AOV.

  • Rating 2 orders often show higher AOV than ratings 3-5, suggesting expensive orders receive lower ratings.

ARPPU

  • ARPPU fluctuates daily between 100 and 250 R$.

  • There is no noticeable spike in ARPPU on Black Friday.

  • ARPPU does not grow over the months but fluctuates between 130 and 150 R$.

  • For most months, orders with a review rating of 1 have a higher ARPPU.

  • Additionally, orders with a review rating of 2 have a higher ARPPU than those with ratings 3, 4, and 5 in the majority of months.

  • In June 2017, there was a strong peak in ARPPU for delayed orders. Smaller peaks were observed in April and December 2017, January, and June 2018.

Number of Customers

  • Black Friday 2017 was the peak customer count day.

  • Customer growth continued until 2018, then stabilized at 6-7 thousand monthly.

  • Significant customer drops (>5% MoM) occurred in April, June, and December 2017, and February and June 2018.

  • Nighttime typically has fewer customers than other periods.

  • Evening shows highest customer activity.

  • São Paulo state leads customer count without 2018 declines seen elsewhere.

  • Rio de Janeiro and Minas Gerais typically rank second and third in customer count.

  • São Paulo city leads customer count, with Rio de Janeiro second.

  • São Paulo city shows 2018 monthly customer growth unlike other cities.

New Customer Rate

  • Daily new customer rate fluctuates significantly but never drops below 0.92.

  • Monthly rate consistently declines but remains above 97% (nearly all active customers are new).

  • Weekend rates fluctuate more than weekdays, typically lower.

  • No significant state-level differences in new customer rates.

  • Rio Grande do Sul shows wider fluctuations.

  • São Paulo and Rio de Janeiro cities show more stable new customer rates than other top cities.

Number of Sellers

  • Black Friday 2017 was the peak seller count day.

  • Monthly seller count shows consistent growth.

  • Weekday seller growth outpaces weekends.

  • São Paulo state leads seller count with strongest growth.

  • Paraná and Minas Gerais typically rank second and third.

  • São Paulo city leads seller count, with Curitiba second.

New Seller Rate

  • New seller rate declined until June 2017, then stabilized at 0.1-0.2.

  • Weekend new seller rates are consistently lower than weekdays.

Seller-to-Customer Ratio

  • Customer growth outpaced seller growth until November 2017, then reversed.

  • New customer growth led until July 2017, then paralleled seller growth.

Orders per Customer

  • Average orders per customer remains stable near 1 throughout.

Number of Reviews

  • Daily review counts fluctuate dramatically, suggesting batch processing.

  • Reviews grew until 2018, then stabilized at 6-8 thousand monthly.

  • Fewer reviews created on Mondays and Sundays.

  • Rating 5 reviews dominate monthly volumes.

  • Rating 2 reviews are least common.

  • Rating 1 reviews outnumber ratings 2 and 3.

Review Ratings

  • Daily average ratings fluctuate between 3-5.

  • Monthly averages declined August 2017-March 2018, then spiked.

  • Weekday ratings are consistently higher than weekends.

NPS

  • NPS remains satisfactory (0-49) throughout - many neutrals, few critics.

  • Significant NPS drop occurred March 2018.

Shipping Cost Ratio

  • Shipping cost as order value percentage remains stable at 0.2-0.22.

  • Light products show higher ratios than medium/heavy.

  • Installment orders show lower ratios throughout.

  • São Paulo state shows lowest ratios among top states.

  • São Paulo city shows lowest ratios among top cities.

Delivery Time

  • Daily average delivery fluctuates between 5-20 days.

  • Delivery times grew August 2017-February 2018, then dropped sharply to ~8 days.

  • Lower ratings typically correlate with longer deliveries.

  • São Paulo state shows fastest deliveries among top states.

  • Rio de Janeiro and Rio Grande do Sul show longest delays.

  • Rio de Janeiro city showed strongest delivery time growth October 2017-February 2018.

Delivery Delay

  • Orders consistently deliver faster than estimates.

  • Early deliveries improved until March 2017 (~12 days early), then fluctuated.

  • June 2018 saw ~20 day early deliveries.

Carrier Handover Delay

  • Orders consistently reach carriers faster than limits.

  • Early handovers peaked at ~4.5 days in May 2017, declining to ~2.5 days by August.

Delivery Stage Breakdown

  • Carrier delivery stage consumes most time throughout.

Order Weight

  • Average weight declined from 2.8kg to 1.9kg.

  • Rating 1 orders are typically heavier.

  • Rating 2 orders show most monthly weight variation.

  • Delayed orders are typically heavier.

  • Installment orders are consistently heavier.

  • Lighter orders typically deliver faster.

Products per Order

  • Monthly average remains stable at 1.12-1.16.

  • Ratings 1-2 typically have more products.

  • Ratings 4-5 typically have fewest products.

  • Delayed orders show stronger fluctuation.

  • Installment orders typically have more products.

Product Price

  • No Black Friday price spikes.

  • Monthly averages fluctuate between 115-135 R$.

  • Shows clear seasonality with alternating growth/decline periods.

  • Rating 1 products are typically most expensive.

  • Rating 3 products are typically least expensive.

  • Delayed orders typically have higher prices.

  • June 2017 saw delayed order price spike.

  • Installment products are significantly more expensive.

Sellers per Order

  • Average grows insignificantly from 1 to 1.02.

  • Ratings 1-2 typically involve more sellers.

  • Ratings 4-5 involve fewest sellers.

  • April 2018 saw spike in seller count for undelivered orders.

  • Installment orders involve more sellers.

Categories per Order

  • Monthly average remains stable.

  • Ratings 1-2 typically involve more categories.