Most ecommerce founders I talk to can’t answer this simple

Most ecommerce founders I talk to can’t answer a simple question:
“Which 5 SKUs actually drive your profit – after COGS, fees, shipping and ads?”

Last week I ran a small experiment with a skincare brand. On paper, they were doing great healthy revenue, strong repeat customers.

Once we loaded their last 90 days of orders into Okiela, the story changed:
- Their top 3 products by revenue were making less than 5% margin.
- One “small” SKU was quietly generating over 40% of total profit.
- Marketplace fees + shipping were eating ~18% of revenue.
The real problem wasn’t the data. It was that everyone had a different definition of “profit”.

That’s why I’m building Okiela: a simple way for Shopify and ecommerce founders to go from CSV/excel → clear profit story in a few clicks, based on one consistent standard.

I recorded a 5‑minute unedited tour where I go from signup to profit dashboard and AI chat using a demo skincare dataset.

If you want to see how it feels – or want me to run a one‑off profit teardown on your own excel - drop “excel” in the comments or DM me and I’ll share the link.

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