A full exploratory data analysis of Olist's Brazilian e-commerce platform — uncovering patterns in customer behavior, sales trends, delivery performance, and actionable business recommendations.
Key Findings
Bed, Bath & Table leads in volume. Health & Beauty and Sports & Leisure follow closely, driving the majority of platform GMV.
#1 Bed & BathSão Paulo state dominates revenue, accounting for ~40% of all orders. Northern states (RR, AP, AM) are severely underserved with delivery times up to 30 days.
~40% SP ShareCredit card is the dominant payment method. Boleto (Brazilian bank slip) is second, revealing the importance of supporting unbanked customers.
74% Credit CardAverage delivery time is ~12 days. Northern regions suffer 3–4× longer wait times vs. São Paulo's ~8 days, pointing to a critical logistics gap.
~12 day avgOn-time deliveries average a 4.29 review score. Late deliveries crash to 2.57 — a 40% drop in satisfaction with direct impact on platform reputation.
4.29 → 2.57Product weight (0.61) and size (0.59) are the primary freight cost drivers, significantly more than product price (0.41). Physical logistics dominates cost.
r = 0.61 WeightInteractive Dashboard
The interactive dashboard lets you explore all findings dynamically — filter by state, category, time period, and more.
Full Analysis
The complete analysis including all code, visualizations, and detailed findings.
Recommendations
Negotiate specialized freight contracts for heavy/bulky items. Moving to LTL carriers for items over 10kg can reduce freight costs by 15–20% for Furniture and Garden Tools.
Establish fulfillment centers in the Northeast (Fortaleza or Recife) to cut Northern delivery times from 30 days to under 10 and unlock underserved markets.
Implement flat-rate shipping for items under 1kg valued over $200. Removes friction for high-value, low-weight purchases like Watches and Health & Beauty.
Add 3–5 buffer days to EDD for high-variance regions (North/Northeast) and trigger proactive discount vouchers when carrier API detects a delay. Protect the 4.29 review score.
Launch a packaging efficiency initiative for sellers. Reducing dead air in shipments directly improves the 0.59 size-to-freight correlation and lowers costs for both platform and sellers.
Segment top-performing sellers and offer preferred logistics rates and promotional visibility. Concentrate support on the top 10% who drive disproportionate GMV.