1. What changed?
Start with the movement that actually matters: sales, profit, ad spend, conversion, stock, price or account issues. Do not make the owner search through dozens of charts for the headline.
2. Why did it change?
If sales fell, was traffic down, conversion weaker, stock unavailable, price changed or advertising reduced? A report becomes valuable when it separates the likely cause from the symptom.
3. What is at risk?
Some problems matter more because they can affect next week as well as this week. Low stock, a policy warning, rising ad costs or a key listing issue should be highlighted early.
4. What are we doing next?
Every important issue should lead to an action, owner or decision. Reporting should reduce follow-up, not create another meeting where everyone asks who is handling the problem.
5. What needs the owner’s decision?
The team should handle routine execution. The owner should be pulled in when there is a real trade-off involving price, budget, stock, product strategy or business direction.
This article shares general eCommerce management information. It is not legal, tax, financial or regulatory advice and does not guarantee a commercial result.