Here are the insights that stood out most: 1. Revenue is rising, even though customer sign-ups are falling The analysis shows that sign-ups dropped by 29.8% YoY, but revenue increased by 18.5% YoY. The only way this happens is if repeat buyers are carrying the business. 2. Two channels dominate loyalty (the rest drive only volume) Across every metric (retention, repeat-purchase rate and customer mix), two channels consistently outperform: Website and Direct Sales These channels don’t just acquire customers, they retain them. By contrast, Marketplace and Reseller channels boost reach but create shallow loyalty. This is a crucial insight for any e-commerce team deciding where to focus budget. 3. Customer retention follows a predictable pattern The cohort grid reveals a stable retention curve with most cohorts settling around 35–50% retention by Month 2, and many maintained loyalty for 6+ months. 4. Refunds expose channel friction points Website sales generate the highest repeat purchase rate, but they also account for 55% of all refunds. This is a user experience or fulfilment issue that is worth investigating.

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