Confidential · Internal Use Only
Executive Sales Report
Comprehensive Net Revenue Analysis — January 2024 to March 2026
Prepared: April 2026 | By: Zakaria Eissa | Attn: Mohammad Sukkar
Comprehensive Net Revenue Analysis — January 2024 to March 2026
Prepared: April 2026 | By: Zakaria Eissa | Attn: Mohammad Sukkar
After deducting cancelled orders, the business generated a combined net revenue of SAR 26.12 million across 27 months (2024–Q1 2026). Gross revenue was SAR 37.23M, meaning SAR 11.10M (29.8%) was lost to cancellations over this period. Net revenue grew +26.8% from 2024 to 2025 — stronger than the gross growth of 20.1% — indicating that cancellation management improved meaningfully. Q1 2026 delivered SAR 4.28M in net revenue across just three months, with Ramadan prep driving a massive February spike. Riyadh remains the dominant market at ~28–32% of net revenue across all periods.
2024 — Net KPIs
2025 — Net KPIs
Q1 2026 — Net KPIs
Net revenue grew +26.8% from 2024 to 2025, versus gross growth of only +20.1%. This confirms that fewer orders are being cancelled proportionally — a genuine operational improvement worth recognizing.
Feb–Mar is the clear peak in both years. February 2025 alone delivered SAR 2.13M net. In Q1 2026, February and March together represent 89% of the quarter's net revenue — plan inventory and logistics well in advance.
Combined cancellation losses (2024 + 2025 + Q1 2026) total SAR 11.10M — nearly 30% of all gross revenue. This is the single largest value leak in the business. Even halving the cancellation rate would recover ~SAR 5.5M.
Customers ranked by actual fulfilled revenue. Cancelled orders excluded.
| Rank | Customer Email | Net Revenue (SAR) |
|---|---|---|
| 1 | sami.ism9@gmail.com | 7,396.10 |
| 2 | Nujood17@gmail.com | 6,450.39 |
| 3 | Gkggigkhoh@gmail.com | 4,214.06 |
| 4 | Abdulazizalshehri1@hotmail.com | 3,761.48 |
| 5 | wd2023chinaff@gmail.com | 3,488.57 |
| 6 | essa10047@yahoo.com | 3,038.60 |
| 7 | mohd_ali@nfic.com.sa | 2,938.44 |
| 8 | arsandouka@mcbet.com.sa | 2,682.34 |
| 9 | raed.abo.m@gmail.com | 2,645.80 |
| 10 | Naif-1395@hotmail.com | 2,644.78 |
salymn98@gmail.com is the standout multi-year VIP generating SAR 13,400 in net value in 2025 alone.
| Rank | Customer Email | Net Revenue (SAR) | Status |
|---|---|---|---|
| 1 | salymn98@gmail.com | 13,400.01 | Multi-Year VIP |
| 2 | sami.ism9@gmail.com | 4,924.22 | Repeat 2024→2025 |
| 3 | marshalkhwlany@gmail.com | 4,299.12 | New High Value |
| 4 | smo999@gmail.com | 4,119.54 | New High Value |
| 5 | amt999000@gmail.com | 4,035.12 | New High Value |
| 6 | Sarahalshaikh7@hotmail.com | 3,917.10 | New High Value |
| 7 | malsawwaf@gmail.com | 3,594.83 | New High Value |
| 8 | Ohoud.a.alothaim@hotmai.com | 3,301.05 | New High Value |
| 9 | snoomo111@gmail.com | 3,248.10 | New High Value |
| 10 | ymarshad1979@gmail.com | 3,176.94 | New High Value |
moh.alataa@icloud.com is the new top spender with SAR 19,890 in a single quarter — requires immediate VIP outreach.
| Rank | Customer Email | Q1 2026 Net Revenue (SAR) |
|---|---|---|
| 1 | moh.alataa@icloud.com | 19,890.00 New Top Spender |
| 2 | salymn98@gmail.com | 4,578.72 Multi-Year VIP |
| 3 | Siyt3993@gmail.com | 2,480.14 |
| 4 | qtuo1122@icloud.com | 2,311.10 |
| 5 | ezooz0018@gmail.com | 2,196.08 |
| 6 | smt.almutairi@hotmail.com | 2,091.01 |
| 7 | naser140888@gmail.com | 2,077.09 |
| 8 | rdccftt@gmail.com | 2,058.81 |
| 9 | o0o0do0o0@hotmail.com | 1,990.96 |
| 10 | kaitoo.keed@gmail.com | 1,874.86 |
Net figures reflect only fulfilled order value. Cancellation impact is higher in absolute terms in larger markets.
| City | 2024 Net Revenue | 2025 Net Revenue | Q1 2026 Net Revenue | 2025 Share |
|---|---|---|---|---|
| Riyadh | SAR 3,007,515 | SAR 4,258,429 | SAR 1,115,873 | |
| Jeddah | SAR 1,020,035 | SAR 1,234,604 | SAR 587,706 | |
| Makkah Al Mukarramah | SAR 786,640 | SAR 868,060 | SAR 356,306 | |
| Ad Dammam | SAR 520,728 | SAR 605,072 | SAR 218,453 | |
| Al Madinah | SAR 371,761 | SAR 453,413 | SAR 176,297 | |
| At Taif | SAR 226,166 | SAR 266,004 | SAR 131,669 | |
| Al Khubar | SAR 211,785 | SAR 253,557 | SAR 85,243 |
The rate is improving year-over-year, but absolute value lost continues to grow due to higher order volumes.
| Period | Gross Revenue | Cancelled Value | Net Revenue | Loss % | Trend |
|---|---|---|---|---|---|
| Full Year 2024 | SAR 14,186,080 | SAR 4,556,407 | SAR 9,629,673 | 32.1% | — |
| Full Year 2025 | SAR 17,040,923 | SAR 4,825,976 | SAR 12,214,947 | 28.3% | Rate –3.8pp ↑ |
| Q1 2026 | SAR 6,003,676 | SAR 1,723,284 | SAR 4,280,392 | 28.7% | Stable ↔ |
SAR 11.1M was lost over 27 months. Halving the rate would recover ~SAR 5.5M. Audit root causes: payment failures, out-of-stock moments, checkout friction. Implement real-time inventory validation and payment retry flows.
This 3-hour window is the peak revenue period across all periods. Align push notifications, flash sales, and support staffing to this window to maximize conversion on the orders most likely to complete.
This customer generated SAR 19,890 net in Q1 2026 alone — the highest single-quarter spend in the entire dataset. Immediate VIP outreach, personalized account management, and retention incentives are critical.
Feb–Mar accounts for 30–35% of annual net revenue in both measured years. Secure inventory, logistics partners, and live campaigns by January 15th to fully capture the Ramadan demand window.
Tabby and Tamara represent 50%+ of Q1 2026 order volume. Feature BNPL options prominently on product pages, cart, and checkout — they are primary conversion drivers for the target audience.
Buraydah, Al Khufj, Al Kharj, and Hail show growing net revenue in 2025 and Q1 2026. Targeted local campaigns and faster delivery SLAs in these markets can unlock meaningful incremental net revenue.
salymn98@gmail.com has generated SAR 17,978+ net across 2025–Q1 2026. Build a formal loyalty tier with exclusive pricing, early access, and dedicated support for the top 50 net-revenue customers per year.
Net AOV dropped from SAR 277 (2024) to SAR 263 (2025). Q1 2026 recovers to SAR 291 — monitor this closely. Introduce bundle offers, minimum-spend free shipping, and "frequently bought together" recommendations to sustain the recovery.
Gross revenue of SAR 37.2M across 27 months becomes SAR 26.1M net after cancellations. The business is growing — net up +26.8% in 2025 — but SAR 11.1M remains permanently lost to cancellations. Reducing this single metric from ~28% to under 20% is worth more than any marketing investment. Simultaneously, the new top Q1 2026 spender (SAR 19,890 net in 3 months) requires immediate VIP attention before a competitor captures them.