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Monthly report

September 2026

Revenue in September was EUR 53,280, 8.6% more than in August and 29.6% more than in September 2025. One problem is costing about EUR 3,000 a week.

Data as of 2026-10-01 07:00 UTC

Headline numbers

September 2026 vs August 2026, currency EUR, cancelled orders excluded

Decisions ranked by money at stake

September 2026, ranked by money at stake

Every decision has a button. It opens the copilot on the confirmation card.

In one paragraph

September revenue was EUR 53,280, EUR 4,220 more than August, with 27 more orders and a higher average order (EUR 45.00 against EUR 42.40). Growth came from winter jackets, which started selling in the second week, and from running shoes. The last week of the month broke the trend: sneakers lost EUR 3,100 against the week before while every other category held. The timing matches a Google Ads campaign whose daily spend fell from EUR 210 to EUR 60 on 22 Sep. The question to settle: was the campaign paused on purpose?

What happened

Weekly orders rose from 268 in the week of 3 Aug to 318 in the week of 14 Sep, then fell to 266 in the week of 28 Sep.

The average order rose through September as jackets (EUR 120) joined the mix.

September is 29.6% above September 2025, when the store had no jackets and half the running range.

What the data points to

Likely: the sneaker drop is the campaign. Spend fell on 22 Sep, sneaker page visits fell 35% in the same week, and sneaker orders fell from 90 to 51 in the last week while their price did not change (EUR 79).

Possible: some sneaker buyers moved to running shoes, white, which sold 18% more; but running shoes grew all month, not only in the last week.

Ruled out: cancellations (2.1% of orders, down from 2.6%), discount codes (used in 31 orders, same as August) and basket size (up, not down).

Cannot tell: whether the jacket growth is seasonal or the new photos from 8 Sep; a year ago there were no jackets.

Price and units, top products

Worth checking

Cancellations fell from 2.6% to 2.1% of orders. Cash-on-delivery orders cancel three times more often than prepaid, 5.4% against 1.7%.

September 2026, currency EUR

Returns and complaints

Only three return records reach this report, all from September. For sportswear with a 30-day return window that cannot be the full picture. Where are returns logged today: in the store, in a helpdesk, in a spreadsheet, or with the carrier?

Marketing: orders by source

Organic search and Meta Ads grew; Google Ads fell with the paused sneaker campaign.

Traffic and conversion

Google Analytics connected

61,200 sessions, 4% more than August; conversion 1.93%, down from 2.05%. Sneaker pages: visits −35%, conversion unchanged, so fewer visitors, not worse pages.

Paid traffic

The sneaker campaign spent EUR 60 a day from 22 Sep instead of EUR 210; at its September return of 3.4× the pause costs about EUR 3,000 of revenue a week.

Margin

Needs purchase prices. With them this section shows profit and margin per product and category.

Customers

Returning customers placed 38% of orders, up from 34%. 41 customers who spent over EUR 300 in the last twelve months have not ordered in 90 days: EUR 14,200 of last year's revenue.

Operations: needs attention now

as of 2026-10-01, all open orders, currency EUR

What we need to go further

Purchase prices: a file with SKU and cost, or cost entered in the store.

Returns and complaints: where they are logged today.

The reason for the sneaker campaign change, if it was deliberate.