Total Orders
2016–2018
Unique Customers
Total Revenue
BRL gross
Late Delivery Rate
of delivered orders
Avg Review Score
out of 5.0
Repeat Customer Rate
acquisition-heavy
Avg Delivery Time
days end-to-end
On-Time Rate
Monthly Order Volume & GMV (2017–2018)
Black Friday spike Nov 2017 delivered 7,544 orders — the single busiest month in the dataset.
Payment Methods
Credit card dominates at 76%; boleto (bank slip) remains significant for Brazil's unbanked population.
Review Score vs Delivery Outcome
On-time orders score 4.31; very-late orders score 2.21 — a 2.1-point gap driven entirely by logistics.
National Late Rate
8.1%
Worst State (AM)
22.1%
Best Region (SP)
4.9%
Avg Delivery Days
12.5
Late Delivery Rate by State (Top 15 worst)
Northern & Northeastern states suffer most — distance from SP warehouse cluster and infrastructure gaps drive delays.
Delivery Outcome Heatmap — State × Fulfillment Status (%)
Each row sums to 100%. Northern states (AM, PA) show dramatically lower on-time rates.
Top Category
bed_bath
R$1.7M revenue
Highest Freight %
furniture
48% of item price
Best Margin Est.
beauty
19% freight ratio
Categories Tracked
71
Top 10 Categories by Gross Revenue (R$ thousands)
Bed/bath/table leads GMV; health & beauty is the fastest-growing category in the dataset period.
Freight Cost as % of Revenue — Top 10 Heaviest Categories
Office & bedroom furniture ship at nearly half their sale price in freight — a margin warning signal.
Active Sellers
3,095
High-Late Sellers
~340
≥ 20% late rate
Avg Review (late sellers)
3.2
Avg Review (on-time)
4.4
Review Score Distribution by Delivery Punctuality Bucket
% Positive (4–5★) vs % Negative (1–2★) reviews for each delivery timing group.
Seller State Concentration — Where Sellers Are Based
SP alone houses ~59% of all Olist sellers; MG and PR follow. Remote seller states correlate with higher freight costs.
Key Findings
Derived from 12 SQL queries across 96,478 orders, 96,096 customers, and 3,095 sellers.
- The Amazon (AM) state has a 22.1% late delivery rate — 2.7× the national average of 8.1%. Northern infrastructure investment is the highest-ROI logistics lever.
- Orders delivered on time score 4.31 / 5 on reviews. Orders delayed 7+ days score just 2.21 / 5 — a 95% confidence difference. Delivery reliability is the #1 customer satisfaction driver.
- Very late orders produce 55.7% negative reviews (1–2★) vs only 5.1% for on-time deliveries. Late logistics costs more in trust than in refunds.
- Credit card accounts for 76.1% of payments but boleto (bank slip) drives 19.4% — important for Brazil's large unbanked population. Boleto buyers should get explicit delivery confirmations as they tend to have no app notifications.
- Repeat customer rate is only 3.2% — Olist's marketplace model acquires customers but struggles to retain them. Building a loyalty / re-engagement program could capture high-LTV repeat buyers.
- Office furniture has 48% freight-to-revenue ratio — nearly half the sale price goes to shipping. Category-level freight subsidies or warehouse expansion near demand centers would improve margins.
- The Black Friday 2017 spike (7,544 orders in Nov) is the dataset's single largest month — 75% above the 2017 monthly average. Fulfillment teams need pre-positioned inventory to absorb seasonal spikes without late-delivery blowouts.
- São Paulo state represents 42% of all orders but only 4.9% late rate — proximity to seller clusters and carrier hubs makes SP the benchmark for achievable performance.
Recommended Actions
- Priority 1 — Regional SLAs: Set and enforce delivery SLAs by state tier. Northern states get extended windows + proactive customer comms to manage expectations.
- Priority 2 — Seller Remediation: Flag sellers with >20% late-delivery rate and <3.5 avg review for coaching. Delist sellers with persistent poor performance.
- Priority 3 — Retention Program: With only 3.2% repeat rate, even a 5% improvement in repeat purchase rate would add ~5,000 incremental orders/year without acquisition spend.
- Priority 4 — Freight Optimization: Negotiate category-specific carrier contracts for furniture & appliances; explore last-mile partnerships in the North/Northeast.