UNIVERSALRetail Dashboard

E-commerce Dashboard Wireframe: Trading, Margin, Cohorts

Daily trading, product and margin mix, and customer cohorts. Built for the morning trading call, with revenue aligned on trading day so promotions line up year on year.

E-commerce PerformanceAll storestoRevenue$1.84M+7.9%Orders21,470+5.1%Average order value$85.70+2.7%Conversion rate2.94%+0.8%Revenue vs. last yearCheckout funnelRevenue by channelRevenue by deviceRevenue by region
Page 1 of 3Trading. 35 elements across 3 pages, every one editable once it is open.

What's Included

Page 1

Trading

KPI card x4 (Revenue, Orders, Average order value, Conversion rate)
Filter (Store)
Date filter (Trading period)
Line chart (Revenue vs. last year)
Funnel chart (Checkout funnel)
Bar chart (Revenue by channel)
Bar chart (Revenue by device)
Map (Revenue by region)
Page 2

Products

Product and Margin MixAll categoriestoGross margin43.8%-1.6%Units sold48,210+6.4%Return rate11.2%+1.9%Sell-through68%+4.2%Product performanceRevenue vs. margin by SKUTop returns by reasonRevenue by category
KPI card x4 (Gross margin, Units sold, Return rate, Sell-through)
Filter (Category)
Date filter (Period)
Table (Product performance)
Scatter plot (Revenue vs. margin by SKU)
Bar chart (Top returns by reason)
Pie chart (Revenue by category)
Page 3

Customers

Customers and CohortsAlltoNew customers7,940+8.6%Repeat purchase rate31.4%+2.2%Customer lifetime value$212+5.9%Acquisition cost$34.10+7.4%Cohort revenue retentionOrders per customer
KPI card x4 (New customers, Repeat purchase rate, Customer lifetime value, Acquisition cost)
Filter (Customer type)
Date filter (Cohort range)
Table (Cohort revenue retention)
Bar chart (Orders per customer)

Annotated, Not Just Drawn

9 elements carry a spec note: the grain of the chart, where the number comes from, what the filter applies to, what happens on click. They open in the editor and travel into the exported build spec, so whoever builds it in your BI tool reads the same thing the stakeholder signed off. Three of this template's:

  • Customer lifetime value

    Twelve-month realised value, not a modelled projection. If the client wants predicted LTV, that is a modelling engagement, not a report.

  • Sell-through

    Units sold over units received in the period, by category. Weeks of cover is the more actionable cut if inventory data is available.

  • Revenue

    Net of returns and discounts, gross of shipping and tax. Returns land up to 30 days later, so recent days will be revised down.

Who This Template Is For

E-commerce and retail analysts building the daily trading view, plus the merchandising and CRM cuts that get asked for by Wednesday.

How to Use This Template

  1. 1

    Open the template in datawirefra.me by clicking "Use This Template" above.

  2. 2

    Customize the layout — drag, resize, or swap any component to match your specific requirements.

  3. 3

    Label each component with your actual metric names (e.g., replace "KPI Card" with "Revenue MTD").

  4. 4

    Share via live URL or export to PNG/PDF to collect stakeholder feedback before building in Universal.

  5. 5

    Once approved, use the wireframe as your build spec in Universal.

Frequently Asked Questions

What is the E-commerce Dashboard Wireframe: Trading, Margin, Cohorts?+

Daily trading, product and margin mix, and customer cohorts. Built for the morning trading call, with revenue aligned on trading day so promotions line up year on year.

Is this template free?+

Yes. All templates on datawirefra.me are free to use. Open the template, customize it, and export or share via live URL — no account required for sharing.

Can I use this for my Universal dashboard?+

Absolutely. This template is designed as a planning and alignment tool before you build in Universal. Wireframe first, get sign-off from stakeholders, then build with confidence.

Can I add or remove components?+

Yes. Every component in this template is fully customizable. You can add new chart types, remove what you don't need, resize elements, and rearrange the layout.

ecommerce dashboardretail analyticsAOVconversion ratewireframe template

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