Returning customers are the engine. They represent 61% of orders but 67.7% of revenue, with a R407 AOV premium over new customers. Retention is compounding — protect it.

Lamelle is dominant. R311K revenue across 277 orders. The Serra Restore & Replenish and Serra Restore & Revive winter promos are each appearing in 24–25 completed orders — the promo mechanic is clearly working.

Google (paid + organic) drives the majority. Paid Google: R276K (34% of revenue). Organic Google: R78K. Combined, Google channels account for roughly 44% of all revenue. Facebook adds R73K (9%) — meaningful secondary channel.

Direct traffic (R270K) warrants investigation. 182 direct orders generating R270K suggests strong brand awareness or email-driven traffic that isn't being attributed. Worth setting up UTM parameters on email campaigns.

48 processing orders (R77.5K) are unresolved. If these don't complete, it's a meaningful revenue gap. Worth auditing payment/fulfilment status on these orders.

Coupon usage is low but concentrated. 8.2% of orders used a coupon. The beauty10 code appeared 11 times — the 35-order spike on the other coupon date (26 May) looks like a one-day sale event worth examining for ROAS impact.