E-Commerce Seller & Logistics Analytics
Multi-dashboard Tableau analytics dissecting seller performance, shipping logistics, and product characteristics across 89K+ e-commerce orders — revealing revenue concentration, delivery patterns, and cost structures.
Problem Statement
E-commerce platforms generate vast transactional data across sellers, orders, shipping, and products — but without structured analysis, patterns in revenue concentration, delivery performance, and cost drivers remain hidden. The challenge: build a comprehensive multi-dashboard Tableau visualization that dissects seller performance (revenue and sales volume), shipping logistics (cycle time, on-time rates, cost structures), and product characteristics (weight, volume, category distributions) — all with interactive filtering to enable segment-specific insights at the city, seller, and product category level.
Results & Impact
Dominant market — 14K+ orders
Second largest — strong e-commerce presence
Third market — emerging hub
Long tail — distributed demand
Tableau Dashboard
For the best experience, open the dashboard in fullscreen — it was designed to be viewed at full size.
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Revenue Concentration
Top 5 sellers drive majority of $2.44M total revenue
Delivery Performance
90.34% on-time rate with median 10-day cycle time
Shipping Cost Insight
Median 22% of price vs. avg 63% — heavy products inflate costs
Approach & Methodology
Data Integration & Joining
Imported e-commerce transactional tables (orders, order items, sellers, products, customers, payments) into Tableau and performed joins on order ID, seller ID, and product ID keys to create a unified dataset spanning 89,316 orders with complete seller, shipping, and product metadata.
Seller Performance Dashboard
Built the first dashboard visualizing revenue per company (horizontal bar chart ranked by seller), revenue distribution (pie chart by product category — toys at 75.52% dominance), MoM sales and revenue growth (bar charts with positive/negative indicators), and time-series trends for sales per month and revenue per month. Added KPI cards for total revenue ($2,441,873) and average order value ($340.9).
Shipping & Delivery Dashboard
Created the second dashboard analyzing orders per city (São Paulo leading at 14K+), sales per seller, estimated vs. actual delivery delta (histogram showing most deliveries arrive early), shipping cost distribution, order cycle time distribution, and shipping cost as percentage of price. Added KPI cards: median order cycle time (10 days), on-time delivery rate (90.34%), median shipping cost/price (22.18%), and average shipping cost/price (62.91%).
Product Analysis Dashboard
Designed the third dashboard mapping product characteristics: sales per seller by order count, product category distribution (pie chart), product weight distribution (gradient histogram from 0–40K+ grams), product volume distribution (histogram), and a treemap/heatmap visualization of product dimensions. Added KPI cards: average product weight (2,087g) and average product volume (15,248cc).
Interactive Filtering & Cross-Dashboard Navigation
Implemented interactive filters across all dashboards — filtering by customer city, seller ID, product category, order status, delivery date range, and order cycle time. Enabled cross-dashboard navigation so users can drill from seller revenue to their specific shipping performance to product characteristics.
Architecture
┌───────────────┐ ┌───────────────┐ ┌───────────────┐ ┌───────────────┐ ┌───────────────┐
│ Orders │ │ Order Items │ │ Sellers │ │ Products │ │ Customers │
└───────────────┘ └───────────────┘ └───────────────┘ └───────────────┘ └───────────────┘
│ │ │ │ │
└───────────────────┴───────────────────┼───────────────────┴───────────────────┘
│
v
┌─────────────────────────────┐
│ Tableau Joins │
│ on order_id / seller_id / │
│ product_id / customer_id │
└─────────────────────────────┘
│
v
┌─────────────────────────┐
│ Unified Dataset │
│ 89,316 orders joined │
└─────────────────────────┘
│
┌──────────────────────────────┼──────────────────────────────┐
│ │ │
v v v
┌───────────────────┐ ┌───────────────────────┐ ┌─────────────────────┐
│ Dashboard 1 │ │ Dashboard 2 │ │ Dashboard 3 │
│ Seller Revenue │ │ Shipping & Delivery │ │ Product Analysis │
└───────────────────┘ └───────────────────────┘ └─────────────────────┘