How a D2C Apparel Brand Found $312K in Recoverable Revenue - Before Their Weekly Meeting

"$312,000 in revenue is recoverable from abandoned carts. 68% of initiated checkouts did not complete."

Xnorly analysed the order funnel data embedded in the Shopify export and identified that 68% of checkout initiations resulted in abandonment. Of the abandoned carts, 41% had products in them with a combined cart value of over $312,000 across the six-month period.

The system cross-referenced the abandonment rate against traffic source and found that Google Shopping campaigns had a 71% abandonment rate versus 52% for email-referred traffic - suggesting visitors from paid channels were less purchase-intent than organic or email visitors.

"3 SKUs generate 61% of total revenue. Your top SKU (SET-KR-NP-M) alone drives 23% of all orders."

Xnorly ran automatic SKU-level revenue attribution across all 15,000 orders. The top 3 SKUs - a core product set in medium, large, and XL sizes - were responsible for $732,000 of $1.2M in revenue. However, these same SKUs had an average inventory level that suggested a stockout risk within 22 days at current velocity.

The analysis also identified 847 SKUs that had generated zero orders in the period and were consuming warehouse space.

"Your blended ROAS is 14.7× but your Brand Search campaigns have declined from 22× to 9× ROAS over 6 months. Competitor bidding is the likely cause."

Xnorly joined the Google Ads campaign data with the Shopify order attribution data and computed ROAS at the campaign level - something the brand had never done before because it required combining two separate data sources manually.

The Shopping campaigns were performing at 18× ROAS. The Performance Max campaign was at 11×. But Brand Search - which the brand assumed was their safest and most efficient campaign - had dropped from 22× to 9× ROAS over the six-month period, representing a $14,000/month efficiency loss at current spend levels.

Xnorly flagged this as likely competitor bidding on brand keywords, with a recommendation to add negative keywords, raise bids on exact-match brand terms, and monitor search impression share.

"7.5% of orders are cancelled. 84% of cancellations come from 3 SKUs - all size XS and XXS variants. Likely sizing issue."

Xnorly detected that the brand's overall cancellation rate of 7.5% was not evenly distributed across the catalogue - it was concentrated in the smallest size variants of two specific product lines. The cancellation rate for XS/XXS variants was 31% versus 4.2% for M/L/XL.

This pattern was invisible in the aggregate Shopify dashboard, which only showed total cancellation rates. Xnorly found it by segmenting cancellations at the variant level across all orders.

"Email-attributed orders have a 3.2× higher repeat purchase rate than Google Ads-attributed orders. Email CAC is $4.10 vs $18.70 for paid search."

Xnorly identified the acquisition channel for each cohort of customers and tracked their repeat purchase behaviour over the 6-month period. Customers acquired via email had a 34% repeat purchase rate. Customers acquired via Google Ads had a 10.6% repeat purchase rate.

The cost per acquisition via email (including list growth spend) was $4.10 per customer. Via Google Ads it was $18.70. On an LTV basis, email-acquired customers were generating 4.8× the lifetime value of paid search customers.