# One-Page Insights Summary
**Option A — Sales Performance & Customer Insights**  
**Period:** January 2024–January 2026 | **Source:** Synthetic retail/e-commerce training data

## Sales snapshot
**Revenue:** PHP 4,383,742.63 | **Eligible Completed orders:** 9,612 | **AOV:** PHP 456.07  
**Matched customers:** 4,276 | **All cleaned orders:** 15,000 | **Cancellation rate:** 8.23%

## Eight insights
1. **Overall performance:** Eligible Completed orders contributed PHP 4.38M in merchandise revenue, with an AOV of PHP 456.07.
2. **Monthly pattern:** Revenue fluctuated rather than rising consistently. July 2024 was the peak (PHP 200.4K), while January 2025 was the low (PHP 146.5K).
3. **Category mix:** Toys (PHP 598.9K; 13.66%) and Electronics (PHP 591.5K; 13.49%) were the top categories, with neither dominating total sales.
4. **Top product:** KidJoy Toys 607 generated PHP 22.25K, approximately 0.51% of total merchandise revenue.
5. **Regional sales:** Central Luzon led with PHP 763.5K (17.42%). Olongapo was the highest-revenue city at about PHP 270.0K.
6. **Repeat orders:** 2,873 of 4,276 matched customers (67.2%) placed two or more eligible orders and generated about 85.4% of matched-customer revenue.
7. **Spend distribution:** Cumulative customer spend was right-skewed, with a smaller high-spend tail.
8. **Cancellations:** 1,235 of 15,000 cleaned orders were cancelled (8.23%). The highest count was 60 in both October 2024 and January 2025; the January 2025 cohort had the highest rate (10.77%).

## Exactly two recommendations
1. **Support retention and second purchases.** Protect the repeat-customer base and test targeted outreach to customers with one observed eligible order. Monitor additional orders and spend before expanding any intervention.
2. **Investigate elevated cancellation cohorts.** Review the January 2025 and other high-rate months with operational information about product availability, fulfillment, order handling and customer requests, then test specific process fixes.

**Definitions & limitations:** Sales use Completed orders without unusable item-quality issues. Line revenue = quantity × purchase-time unit price × (1 − discount). Shipping is excluded; refunds are not netted. “New” means one eligible order in this dataset, not necessarily a customer's first-ever purchase. The cancellation chart uses order-placement month, not cancellation-event month. Unknown product and geography labels remain in aggregate totals. These results describe patterns, not proven causes.