1. Overview
Olist is the largest department store in Brazilian marketplaces. It empowers small businesses from all over Brazil by connecting them to major sales channels through a single, hassle-free platform. Once a seller joins Olist, their products are listed on various marketplaces via the Olist Store, while logistics and operations are streamlined through Olist’s network of delivery partners.
When a customer purchases a product, the order is fulfilled by the seller and shipped directly to the buyer. Once the delivery is confirmed or the estimated delivery window closes, Olist sends a customer satisfaction survey—collecting valuable feedback on the buyer’s experience.
The goal of this dashboard project is to develop a comprehensive KPI Performance Tracking Dashboard that enables Olist to monitor and evaluate key business metrics across five core dimensions:
- Sales Performance Analysis
- Delivery Performance Analysis
- Customer Analysis
- Seller Analysis
- Product Analysis
By visualizing and interpreting these performance indicators, the dashboard provides actionable insights that can support better decision-making, optimize seller engagement, and enhance the customer experience.
2. Data
The dashboard is powered by a public Brazilian e-commerce dataset sourced from Olist, encompassing over 100,000 orders placed between 2016 and 2018. These transactions span multiple online marketplaces and capture key aspects of the business lifecycle—from order creation to fulfillment, payment, delivery, and customer reviews.
The data includes:
- Order details: status, timestamps, freight value, payment info
- Customer details: location, ID, reviews
- Product attributes: categories, dimensions
- Seller info: location, number of products sold
- Geolocation data: mapping Brazilian zip codes to coordinates
This rich relational dataset enables multi-dimensional analysis of the Olist platform. The relational schema supports connections between customers, orders, sellers, products, and delivery performance metrics.
3. Sales Performance Analysis
The sales performance dashboard analyzes key commercial KPIs to track how well Olist is converting marketplace opportunities into revenue:
- Total Sales
- Number of Orders
- Average Order Value
- Average Basket Size
- Average Daily Sales
The dashboard also visualizes:
- Sales trends over time (by total sales and number of orders)
- Sales volume across product categories
- Order volume by day of the week
- Revenue distribution by Brazilian states
Why this matters:
These insights help Olist evaluate which regions and product categories are driving the most value. For instance, if sales spike on specific weekdays or in certain states, targeted campaigns or seller incentives can be launched to replicate that success elsewhere. Trends in average basket size also inform pricing and bundling strategies to maximize revenue per order.
4. Delivery Performance Analysis
Delivery is one of the most critical components of the customer experience. This section of the dashboard evaluates:
- Average Estimated vs. Actual Delivery Time
- Delivery Time Trends Over Time
- Delivery Efficiency by Order Status
- State-by-State Delivery Performance
By identifying gaps between estimated and actual delivery durations, the dashboard helps pinpoint where logistical bottlenecks occur—whether due to geography, seller location, or external factors.
Actionable insights:
If certain states consistently show delayed deliveries, Olist could prioritize onboarding local delivery partners in those regions or rework seller SLAs. Understanding how order status impacts delivery also enables better exception handling and improves customer satisfaction.
5. Customer Analysis
The customer dashboard focuses on understanding buying behavior and customer distribution across Brazil:
- Total Number of Customers
- Average Sales per Customer
- Customer Distribution Across Cities
- Sales Trends Over Time (per customer)
- Top Customers by Purchase Volume
- Interactive Heatmap of Customer Concentration by State & Region
This deep dive helps Olist understand where their customer base is growing, how loyal buyers behave, and which areas show untapped market potential.
Business value:
By identifying the most active regions and high-value customers, Olist can tailor localized marketing efforts or loyalty programs. The heatmap visualization helps strategically prioritize customer acquisition and retention campaigns based on regional demand.
6. Sellers Analysis
Sellers are the heart of Olist’s platform. This section offers a view into their performance:
- Number of Sellers
- Sales per Seller
- Average Items Sold per Seller
- Active Sellers Over Time
- Top Performing Sellers
- Interactive Map of Seller Distribution
- Seller Count by State
How this helps:
These insights allow Olist to evaluate seller engagement, pinpoint top performers, and understand where seller recruitment might be needed. If some states have a low seller-to-order ratio, Olist could launch targeted onboarding efforts or provide operational support to struggling sellers. It also aids in identifying best practices from top sellers that could be scaled across the platform.
7. Products Analysis
Product-level data provides a granular look at what’s driving customer purchases:
- Number of Products per Category
- Total Sales per Category Over Time
- Top-Selling Products by Month
By analyzing product category trends and seasonal demand, Olist can support sellers in inventory planning, pricing strategy, and promotional timing.
Strategic takeaways:
Understanding which categories consistently perform well allows for targeted category management and curation. Highlighting the best-selling products also uncovers patterns around price, category, or brand that Olist can use to guide sellers and shape the product catalog.
8. Conclusion
The KPI Performance Tracking Dashboard offers Olist a powerful, data-driven lens into its marketplace operations. By bringing together sales, delivery, customer, seller, and product metrics into a centralized platform, the dashboard enables more proactive decision-making and performance monitoring.
These insights are not just numbers—they’re stories about where Olist is thriving, where challenges lie, and where the next big opportunity may emerge.
As the marketplace continues to scale, this dashboard can evolve with it—providing an essential tool for steering the business forward and staying ahead of the curve in Brazil’s dynamic e-commerce landscape.
