Dai Nguyen Tuan

Hey Product Hunt makers & Shopify founders 👋 Most of us don’t actually need more metrics. We need more clarity. Once the store grows, the struggle isn’t lack of data - it’s too many dashboards, too many disconnected numbers, and too much guessing pretending to be confidence. I’ve been thinking about this a lot lately: the real edge isn’t seeing more. It’s seeing the right things clearly enough...

Hey Product Hunt makers & Shopify founders 👋 I got tired of staring at Shopify analytics and still not knowing where my real profit was, so I built this. It’s a simple 5-level Profit Waterfall: GMV → Net Revenue → Gross Profit → Net Profit → True Profit. Shows exactly where the money leaks at every step. I even used real numbers from a $85K/month store (ended with only $11.5K True Profit)....

Hey Product Hunt makers & Shopify founders 👋 Something I wish I’d figured out earlier: Your #1 best-selling SKU is not always your best product. Sure, it moves fast and the top-line looks exciting, ads perform well… but when you run the full cost stack (COGS, shipping, fees, returns, ad spend), the real margin story often changes. The SKUs worth scaling long-term are the ones with the strongest...

You don’t need a data team to understand your real profit. You just need clarity. I see so many founders waiting for the “perfect moment” - bigger team, better stack, warehouse ready, someone technical to finally make sense of everything. Meanwhile the questions that actually move the business are hitting us this week: - Scale this SKU? - Change pricing? - Keep discounting? - Cut ads? - Keep...

One thing I think gets overlooked a lot in ecommerce: founders hear “unit economics” and assume it’s too finance-heavy to matter day to day. But it’s actually one of the most practical filters you can have. Because the question is very simple: is each order helping the business... or quietly hurting it? That framing changes a lot: which SKU deserves more spend, whether discounting still makes...

One pattern I keep seeing in ecommerce: ROAS looks healthy. The business still feels tighter than expected. That usually means the team is measuring success at the ad level, while the real business is absorbing a much wider cost stack underneath: COGS, shipping, payment fees, returns, discounting, platform costs, inventory friction. That’s why I think attribution and profit visibility need to...

A big part of why I built Okiela comes from one pattern I kept seeing over and over: stores looked active, numbers looked healthy, but the actual profit story was still unclear. Revenue was easy to see. ROAS was easy to see. Orders were easy to see. But “what’s actually left after all the costs?” was still harder than it should be. That didn’t feel like a dashboard problem to me. It felt like a...

One thing I keep noticing in ecommerce: founders often know their sales faster than they know their actual profit. Not because they’re careless. Because the real margin story gets distorted by smaller costs that are easy to undercount: fees, shipping variation, returns, discounting, app stack creep, and ad spend viewed too narrowly. That’s where a lot of “healthy” businesses start feeling...

Most Shopify tools show you revenue. This shows you what's actually left. Enter your selling price, COGS, shipping, ad spend — and get a full profit waterfall: Gross Revenue → COGS → Shipping → Platform/Payment Fees → Ad Spend → Returns → True Profit. No account. No credit card. No hidden upsell on page 1. Built by a solo FP&A founder from Vietnam who got tired of merchants celebrating GMV...

Most Shopify tools show you revenue. This shows you what's actually left. Enter your selling price, COGS, shipping, ad spend — and get a full profit waterfall: Gross Revenue → COGS → Shipping → Platform/Payment Fees → Ad Spend → Returns → True Profit. No account. No credit card. No hidden upsell on page 1. Built by a solo FP&A founder from Vietnam who got tired of merchants celebrating GMV...

I’ve been posting less lately. Not because I lost momentum, but because I wanted to give more of my time and attention to Okiela. Over the past few weeks, I’ve been going back into the product, re-checking small details, re-running tests, and repeating the experience from the perspective of a real user. I kept asking myself a simple question: if I were a Shopify merchant seeing this for the...

I’ve been posting less lately. Not because I lost momentum, but because I wanted to give more of my time and attention to Okiela. Over the past few weeks, I’ve been going back into the product, re-checking small details, re-running tests, and repeating the experience from the perspective of a real user. I kept asking myself a simple question: if I were a Shopify merchant seeing this for the...

"Revenue up, profit down." It’s the defining crisis of 2026 DTC. --------- I’ve seen this script too many times: CMO: "Look at this 3.5x ROAS! We’re crushing it." CFO: "Then why is our cash position lower than last month?" The gap? Attribution tools like Triple Whale show you ROAS, but they don't show you Profit. They miss the duties, the 3PL fees, and the return shipping that quietely destroys...

"Revenue up, profit down." It’s the defining crisis of 2026 DTC. --------- I’ve seen this script too many times: CMO: "Look at this 3.5x ROAS! We’re crushing it." CFO: "Then why is our cash position lower than last month?" The gap? Attribution tools like Triple Whale show you ROAS, but they don't show you Profit. They miss the duties, the 3PL fees, and the return shipping that quietely destroys...

"Revenue is a vanity metric, but profit is the truth." Building Okiela from Vietnam, I saw a gap: Shopify founders are overwhelmed by tools that cost $129+/mo and leak their data. I chose a different path: 1. Privacy-first & Zero integrations. 2. No API connections required. 3. Data stays in your browser (Browser-first). 4. Setup in exactly 30 seconds. Why pay 10x more for features you never...

"Revenue is a vanity metric, but profit is the truth." Building Okiela from Vietnam, I saw a gap: Shopify founders are overwhelmed by tools that cost $129+/mo and leak their data. I chose a different path: 1. Privacy-first & Zero integrations. 2. No API connections required. 3. Data stays in your browser (Browser-first). 4. Setup in exactly 30 seconds. Why pay 10x more for features you never...

$50,000 in Sales. $400 in Bank. Welcome to the "Scaling Trap." --------- Let’s be honest - it’s a hollow feeling. You see the green arrows on Shopify and feel like a boss. But when payroll or the Meta ad bill hits, you’re sweating. Why? Because you’re managing Revenue, not Profit. Your cash is hiding in 3 "Black Holes": 1. The Ghost Profit: Your spreadsheet says you're winning, but it forgot...

Most Shopify merchants celebrate "record-breaking" revenue, only to realize their bank account is empty at the end of the month. The reason? They ignore the 5-Tier Profit Waterfall: 1. Platform & Payment Fees: Shopify, Stripe, and marketplaces like Amazon (15%) or Shopee (6%) take their cut before you even see the money. 2. COD Fees: That 2-3% fee feels small, but it’s a silent killer that eats...

Three questions I always ask Shopify founders - no matter their GMV: 1. What was your net margin over the last 12 months? (Not a feeling. A real number.) 2. What are your top 5 SKUs by profit, not by revenue? 3. If you turned off all discounts for 30 days, would the business still be healthy? If you can’t answer these three clearly… then every new creative and every new channel is just...

Five years ago, running an ecommerce brand was hard. In 2025–2026, it’s a different game: global online sales keep growing, but margins are getting squeezed from every side. A few pieces of the macro picture: Globally, ecommerce is on track for roughly 6–6.5 trillion USD in online sales by 2025, but “good” profit margins are now considered to be in the 10–20% net range in many verticals. Costs...