Shopify — Orders

MER below break-even (2.36x vs 2.54x target). Pixel coverage 72.2% — below 90% target. Net P&L negative at -52,559 KES. Gross margin % estimated at 45.1% (COGS 39.9% + fulfillment 15%). COGS per-SKU data unavailable; blended estimate used. Source: Shopify orders March 2026 (540 orders, 1,183,396 KES GMV) + Meta placement_insights W3 (500,769 KES spend).

Monthly Order Volume

Monthly AOV Distribution (KES) — P25 / Median / P75

Mean hides skew. Distribution reveals structure: P25 collapsed from ~1,000 KES to ~310 KES starting Nov-2025 (low-value orders flooded in), while P75 stayed ~2,200-2,800 KES. Median ~1,500 KES is the honest center.

P25 / median / P75 / mean per month. P25-P75 = interquartile range (middle 50% of orders). Mean ≫ median = right-skewed distribution.

Revenue by Payment Gateway

IntaSend totals 11.98M KES (5928 tx). COD 2.94M KES (1421 tx) — concentrated in 2024-08 through 2025-10, zero from 2025-11 onward. Manual 540K KES (204 tx). Monthly COD split reconstructed from order-level aggregates; current-snapshot total matches transactions parquet.

Order Details — Monthly

Ad spend + MER stubbed for 2024 (Meta placement_insights W3 run covers 2025-01 → 2026-04 only). Pre-2025 spend marked 0 / MER NULL. Source: data/agent_runs/2026-04-23_2219_human_shopify_orders_bulk/output/orders.parquet (8993 orders) + data/agent_runs/2026-04-23_2225_human_shopify_transactions_explode/output/transactions.parquet.