Why doola Business Analytics Suite Is Perfect for Small and Mid-Sized E-Commerce Brands in 2025

You’re trying to spot why your margins are dipping. Your tabs look like a game of Tetris, Shopify here, Amazon there, spreadsheets everywhere, and still, no real clarity. Every click feels like a maze, and every insight takes hours you don’t have.

That’s not how smart e-commerce should scale.

And what today’s e-commerce brands need isn’t more data. It’s better insight. Not just metrics, but meaning. Not just dashboards, but decisions.

That’s where the doola Business Analytics Suite helps you. Not as another analytics tool, but as a real-time, founder-first decision engine that pulls your numbers, inventory data, and order insights into one simple, centralized view.

No plug-ins, no platform-hopping, no guesswork.

In this deep dive, we will demonstrate how doola Business Analytics Suite helps you ditch dashboard chaos, sharpen financial visibility, and scale smarter. All this, without spending a fortune or wrangling yet another spreadsheet.

What Is doola Analytics? Why Is It a Holy Grail for E-commerce?

doola Business Analytics Suite is a founder-friendly, plug-and-play dashboard designed to give e-commerce entrepreneurs real-time visibility into the heartbeat of their business: sales, inventory, and financials (order data).

This all-in-one dashboard is built specifically for brands selling through platforms like Shopify and Amazon, with more integrations on the horizon.

But here’s what you should know: it’s not just another analytics tool; it’s an enhancement to doola Bookkeeping software. It’s bundled for free with doola’s $300/year bookkeeping plan.

So, no additional cost in the $300/year subscription.

That means no juggling between platforms and no hidden fees; just pure, actionable insights.

Who Is doola Business Analytics Suite for?

From Shopify side hustlers to Amazon empire builders, doola Business Analytics Suite is tailor-made for e-commerce business owners who want to:

• Stop guessing and start knowing which products are flying off the virtual shelves

• Understand financial metrics like COGS, gross profit, and net income

• Monitor orders, payment statuses, and returns across platforms in one place

• Optimize inventory and avoid dreaded “out of stock” alerts

So, whether you’re a Shopify-savy side hustler or running a full-blown Amazon storefront, here’s how doola Business Analytics Suite simplifies the e-commerce back-end for you:

No matter your niche, size, or storefront setup, doola gives you crystal-clear insights that help you move faster, act smarter, and build a business that scales with accuracy and precision.

How Does doola Business Analytics Suite Help Manage Business Finances?

Small and mid-sized e-commerce brands are drowning in data but starving for insights. Most dashboards are clunky. Inventory tools are siloed. And don’t get us started on reconciling sales from different platforms.

doola Business Analytics Suite flips the script. It brings everything, from financials and inventory to order metrics, into a single, beautifully simple interface that actually makes sense.

All powered by integrations via Rutter.

Let’s break down how it works:

✅ Profitability in Real-Time: Total Sales to Gross Margins

With doola’s Business Analytics Suite, you’re not just tracking revenue; you’re decoding profitability at the granular level. Every dollar in. Every cent out. Every fee, cost, and SKU accounted for.

Here’s what you’ll see at a glance:

• Net profit per channel: Know exactly how much each platform is earning you after the fees and fluff.

• COGS by product: Understand which SKUs are pulling weight and which are just pulling you down.

• Real-time platform fees: Charges for Shopify, Amazon, Stripe.

• Profit trends across SKUs: See how your margins evolve and receive alerts when something’s off.

Let’s zoom in on a real example of what an Amazon FBA seller sees inside the doola Business Analytics Suite:

With doola surfacing these insights in real time, you notice that FBA fees are quietly eating up 19% of your revenue; nearly one-fifth of every dollar made.

Your SKU-B, while driving volume, is the biggest offender: high fulfilment fees, high return rates, and COGS that barely leave room for margin. Meanwhile, the SKU-C is burning through ad spend but yielding minimal return.

So, what’s your strategy?

You shift SKU-B from FBA to Fulfilled by Merchant (FBM), partnering with a 3PL offering lower fulfilment costs and more control. You also pause the ad campaigns behind SKU-C while you optimize its product page and packaging to reduce returns.

The result? You save over $1,100 a month in unnecessary fees, your net profit climbs from $9,800 to over $10,900, and your margin jumps from 44.5% to nearly 50%.

✅ Product Performance Data: Know What Sells

doola Business Analytics shows you what’s actually driving profits vs. what’s quietly draining cash.

You’ll spot clear trends, like:

• Which products are your true profit champions (not just best-sellers)

• Which SKUs have high return rates or negative margins

• What’s moving seasonally versus what’s just… sitting

• Gross margin per SKU, so you can stop flying blind and start building a strategy

Here’s what that might look like inside a Shopify store dashboard powered by doola:

You realize your Organic Matcha Packs aren’t just your top seller, they also drive the highest margins and have the lowest return rate. But those branded tote bags are vanity items: high return rates, low margins, and barely moving.

With that clarity, you double down on your Matcha line, test new ad creatives around tumblers (since they’re a close second in margin), and quietly phase out the totes before they burn more shelf space and budget.

✅ Monitor Order Status & Payment Flow

With real-time integrations across all your platforms, doola Business Analytics delivers a unified dashboard that acts like your personal mission control: tracking orders, payments, and platform hiccups all in one place.

Here’s what you can uncover at a glance:

• Delayed orders and failed payments before they spiral

• Refund patterns and return rates by platform

• Payment reconciliations happening in real time

• Platform-specific slowdowns costing you cash

Let’s break it down with real data from a multi-platform seller:

You notice Amazon’s returns are off the charts and find out it’s due to sloppy packaging on a top-selling SKU. So you tweak supplier guidelines, improve fulfilment checks, fix your packaging issues, and your refund rate drops by 40% next month.

✅ Manage Inventory Levels, Optimize Supply Chain Decisions

Too many brands still rely on guesswork, spreadsheets, and crossed fingers while managing inventory. But doola changes the game.

doola Business Analytics gives you real-time inventory snapshots, low-stock alerts, and even predictive reorder insights to keep your best-sellers flowing and your capital working smart.

Here’s what you’ll be able to monitor in real time:

• Daily sales velocity per SKU

• Stock depletion timelines, so you never run dry

• Overstock warnings before they eat into your margins

• Global fulfilment center status no matter where you ship from

Take a peek at how this plays out for a dropshipping brand:

You observe that your LED lights are five days away from a total sellout. But thanks to doola’s smart alerts, you get ahead of the curve, reorder instantly, and prevent a $1,300 loss in potential revenue.

That’s the power of doola Business Analytics Suite. It turns your messy, multi-platform madness into clean, visual, real-time insights you can actually act on.

By turning raw data into digestible insights, doola helps you cut through the noise, identify what’s working (and what’s not), and make smart, confident decisions that drive growth.

Book a free demo and explore our services today!

Key Features of doola Business Analytics Suite

Guessing your way through margins, inventory, and platform performance isn’t going to cut it in the high-stakes e-commerce market. But rest assured, the doola Business Analytics Suite gives you control, clarity, and next-level insights.

Now let’s break down the powerhouse features that turn your business chaos into consistent, profitable growth.

1. Real-time Financial Tracking

If you’re still stuck with lagging dashboards and outdated spreadsheets, it’s time to turn your scattered numbers into real-time clarity.

doola syncs with all your key platforms in near real-time (with full syncs at least every 24 hours), giving you instant access to the financial metrics that matter most. From sales and expenses to fees and profit margins, it’s all tracked, all in one place.

Here’s what you can track with pinpoint precision:

• Total Sales and Net Sales—with returns, refunds, and discounts already factored out

• COGS, Gross Profit, and Margins (provides better clarity of cost-to-cash ratio)

• Operating Expenses by category (ads, rent, software, etc.)

• Net Income and Net Profit Margin so you know what’s left in your business bank account

• Payouts, shipping costs, and platform fees via Hurdlr and Rutter integrations

So, let’s say your store pulls in $100K. After accounting for $7K in returns and discounts, your Net Sales come to $93K. With COGS at $40K, you’re left with a whole $53K in Gross Profit.

Subtract $25K in expenses, and your Net Income stands at $28K. After platform fees and miscellaneous costs, you’re walking away with $24K in your pocket.

That’s a 25.8% profit margin—and yes, doola tells you all that without needing a calculator or CFO.

2. Sales and Inventory Management

With doola, your inventory isn’t just tracked, it gets optimized.

You’ll know exactly what’s flying off the shelves, what’s sitting pretty, and what needs a restock alert.

Here’s what doola Business Analytics Suite offers:

• Live Inventory Snapshots: See what’s in stock right now, not last week.

• SKU-Level Intel: Daily, weekly, monthly sales trends by product.

• Platform Performance: Compare sales velocity on Shopify vs. Amazon to check which platform performs better.

• Inventory Runway: Get automatic projections on how long your current stock will last.

Say, for example, you’re moving 300 units a month with 600 sitting in stock in the warehouse. So, you’ve got exactly 2 months of runway. But thanks to doola’s predictive alerts, you’ll reorder precisely when needed.

3. Customizable Dashboards

Your business isn’t built from a template. Your dashboard shouldn’t be either. With doola, your analytics adapt to your exact strategy, not the other way around.

So get ready to filter your data by:

• Date Range: Zoom in on daily trends or pull quarterly insights in seconds.

• Sales Platform: Compare Shopify vs. Amazon vs. Etsy side-by-side.

• Order Status: Pinpoint what’s fulfilled, pending, or returned.

• Payment Status: Know what’s paid, refunded, or still hanging in limb.

This lets you tailor insights to your business priorities, whether you’re preparing for a quarterly review or troubleshooting a dip in sales.

4. Secure Integrations with E-commerce Platforms

doola was built with privacy and performance in mind. That means your integrations that are seamless and secure.

Here’s how doola Business Analytics keeps your data safe and your sync smooth:

• Powered by trusted APIs via Rutter and Hurdlr.

• Bank-grade encryption for airtight data protection

• Clean, real-time sync (no more outdated exports)

Overall, you get centralized insights without compromising privacy. From Shopify and Amazon to PayPal and Etsy, doola brings all your operations under one intelligent umbrella, thus, giving you a true command center for your business.

How doola Business Analytics Suite Integrates With E-Commerce Platforms

Plugging doola into your store is fast, frictionless, and built for scale.

You just need to follow a few simple steps:

1. Log into your doola dashboard.

2. Connect your Shopify or Amazon account securely (no password access required).

3. Let doola automatically sync your store, orders, and product data.

In minutes, your scattered data turns into a real-time command center. It’s ready to reveal what’s working, what’s leaking, and where the profit’s hiding.

From there, you’re ready to analyze performance, make data-driven decisions, and stay financially fit.

doola Business Analytics Suite vs. Other E-Commerce Analytics Tools

Most analytics tools either cost a fortune, require a developer’s brain, or only focus on surface-level metrics. They’ll show you clicks and charts, but not the full financial picture.

But doola Business Analytics Suite is built specifically for e-commerce founders who need real-time profit tracking to inventory runway forecasts and multi-platform performance comparisons.

Here’s how doola stacks up against other analytics tools:

So, you can see why doola isn’t just another analytics tool. It gives you the clarity, control, and context you need to scale, without the friction.

Try doola Business Analytics Suite Today

In today’s high-stakes e-commerce game, data is your competitive edge. And with doola, you’re not just looking at data or numbers; you’re using them to scale, streamline, and dominate your market.

With the doola Business Analytics Suite, you’re not just looking at graphs. You’re unlocking founder-grade intelligence built to fuel profitable decisions.

And the best part? It’s all part of the $300/year bookkeeping subscription. No surprise add-ons, hidden charges, or confusing pricing tiers. Just powerful data, simplified.

Whether you’re chasing your first $10K month or scaling toward 7 figures, the doola Business Analytics Suite is here to help you track, optimize, and thrive.

Book a free demo to get started risk-free for 30 days!