marketplace p&l

Online sales of beauty brand: growth that remains in profit

key takeawayGMV is growing, but WB promos and weak SKUs are eating into the net margin.

GMVRUB42.8 million

+31% year-on-year

ProfitRUB7.96 million

after commissions and logistics

Margin18,6%

-2.4 pp due to promo

SKU2 340 ₽

average profit / SKU

Redemption84,1%

above market

waterfall

GMV to Profit

GMV42,8

Commissions-8,1

Logistics-4,9

Promo-6,0

Profit7,96

sku health

Assortment Health

18leaders

11pull margin

7for withdrawal

GMV by line

Sera

38%

Creams

31%

SPF

18%

Cleansing

13%

actions

What we change in assortment and promo

+ RUB2.1 million/ quarter

SKU-group	GMV	Margin	Redemption	Decision
Vitamin C serum	RUB8.4 million	24,1%	89%	scale
Retinol cream	RUB6.1 million	21,8%	86%	keep
Travel kits	RUB3.8 million	9,4%	78%	reduce promo
Cleanser basic	RUB2.9 million	6,8%	74%	conclusion

WB promo limitat least 16% margin.

Ozon performance enhanceSKU with 89% buyback.

Repack kitskeep only profitable bundles.

sku and advertising

Which products to scale and which to output

+ RUB2.1 million/ quarter

ad margin

Advertising Margin by Platform

Platform	GMV	DRR	Post-advertisement margin	Decision
Ozon search	RUB9.8 million	8,4%	22,6%	amplify
Ozon card	RUB5.1 million	11,2%	18,9%	keep
WB promo	RUB7.4 million	17,8%	9,6%	limit
WB auto	RUB3.6 million	14,1%	12,4%	rebuild

stock risk

Residues and seasonality

42dserum supply

96dbasic cleanser

28dPre-season SPF

11 SKUfrozen margin

84%redemption

RUB6.0 millionpromo price

sku ladder

Assortment ladder

Hero18

Core24

Test13

Exit7

Assortment should be managed as a portfolio: leaders fund tests, weak SKUs should not occupy the warehouse.

quarter plan

SKU Action Plan

Step	What we do	Metrica	Expected effect
1	transfer budget to Ozon search	DRR up to 9%	+ RUB0.8 million GMV
2	limit WB promo	margin >16%	+1.1 p.p.
3	display 7 weak SKUs	turnover	-2.4 million RUB warehouse
4	assemble SPF + serum kit	buyback >86%	+ RUB0.6 million in profit