End-to-end business analysis evaluating revenue dependency, customer retention dynamics, and structural risk exposure in a Brazilian e-commerce marketplace.

📊 Executive Summary

This analysis reveals a strong revenue concentration within a limited segment of customers, exposing the business to structural dependency and potential financial risk.

Key Insight:

Approximately 25% of customers generate more than 50% of total revenue, highlighting the critical role of retention and the need for diversification strategies.

🎯 Business Context

In highly competitive e-commerce environments, sustainable growth depends on understanding:

• Who drives revenue
• How frequently customers return
• Where structural risks exist
• Which segments require strategic focus

This project analyzes customer behavior to support data-driven decision making at a strategic level.

❓ Key Business Questions

• What percentage of revenue comes from repeat customers?
• Is the business dependent on a small group of customers?
• How concentrated is revenue across product categories?
• What are the long-term risks of this concentration?

⚙️ Data & Methodology

Dataset: Olist public e-commerce dataset

Data Modeling