Sales Channel Performance Dashboard
Comparing profitability, pricing, and scale across Wholesale, Distributor, In-Store, and Online to test whether direct channels actually outperform partner-led channels.
Highest Overall Margin
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Best full-cost profitability among the four channels.
Highest Average Order Value
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Largest ticket size, led by a partner-led route to market.
Lowest Average Discount
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Lower discounting supports stronger unit economics.
Partner vs Direct Margin Edge
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Wholesale and Distributor average margin compared with In-Store and Online.
Hypothesis Check
Top performers: Wholesale & Distributor
Focus: margin + AOV
Performance Readout
Overall Margin % by Channel
Wholesale leads on end-to-end margin, with Distributor close behind and both partner channels ahead of the direct channels.
Average Order Value by Channel
Distributor posts the highest average order value, and both partner-led channels land above the Online channel.
Average Discount by Channel
Lower is better here: Distributor and Wholesale rely on slightly less discounting than the direct channels.
Total Revenue vs Total Cost by Channel
Direct channels still drive the most volume, but the profitability charts show that higher scale does not translate into better margins.
Channel Metrics Table
Rows for Wholesale and Distributor are highlighted because they lead the profitability narrative, while In-Store and Online provide the volume context.
| Channel | Orders | Total Revenue | Total Cost | Gross Profit | Overall Margin % | Avg Order Value | Avg Discount |
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