FAQ

Selixer is a profitability analytics platform for ecommerce brands that calculates true profit — not just revenue or gross margin. It accounts for every cost between a sale and the money in your bank, including product costs, advertising, payment fees, shipping, refunds, and operating expenses, so brand owners know exactly what they keep. Selixer is currently optimized for Shopify, with integrations for additional ecommerce platforms in active development.

Selixer calculates true profit using a multi-step profit waterfall that deducts every cost category — discounts, refunds, product costs, ad spend, payment processing fees, shipping, and operating expenses — from gross sales to arrive at actual cash profit. Most ecommerce analytics tools stop at gross profit; Selixer goes further to show what remains after every real-world cost. Each step in the waterfall is interactive, displaying the exact dollar amount and margin percentage it represents.

The profit waterfall in Selixer is an interactive visualisation showing exactly where revenue is lost between a sale and final profit. It breaks down every cost category — from discounts and refunds through to fulfilment costs and operating expenses — with the monetary amount and margin impact of each. It is the fastest way for a brand owner to identify which cost is consuming the most margin and where to focus first.

Selixer's Profit Leak Detection continuously monitors nine categories of margin erosion across your business: dead stock tying up cash, stockout risk, high return rates, unprofitable orders, low-margin SKUs, underperforming ad campaigns, over-discounting, shipping gaps, and payment fee creep. Each leak is quantified in dollar terms rather than percentages alone, so brands can prioritise by actual financial impact rather than by which metric looks worst on a chart.

GMROI (Gross Margin Return on Investment) measures how much gross profit a brand generates for every dollar invested in inventory. Selixer displays GMROI as a dashboard KPI, giving brands a single number to assess whether their stock is working hard enough relative to the capital tied up in it. It is particularly useful for fashion brands managing large catalogues, where individual SKU profitability can vary dramatically across categories and seasons.

Selixer is currently optimized for Shopify and is actively developing integrations for additional ecommerce platforms. For Shopify stores, Selixer syncs directly with orders, products, customers, refunds, inventory, and cost prices using Shopify's API for near-real-time accuracy. Once connected, profitability metrics are calculated automatically with no manual data entry or spreadsheet work required.

Selixer currently integrates directly with Meta Ads (Facebook and Instagram) and Google Ads. TikTok Ads and Snapchat Ads integrations are in active development. Selixer pulls daily spend, impressions, clicks, and conversions at the campaign level, then automatically calculates ROAS, POAS, and customer acquisition cost. See the full ad analytics feature — including a spend-versus-revenue chart, a performance heatmap by hour and day of week, time-lag analysis from click to purchase, and head-to-head campaign comparison.

Selixer performs a full historical sync when you first connect your store, then runs automatic updates throughout the day to capture new orders, inventory changes, refunds, and customer activity. New ecommerce events are reflected in your dashboard within minutes via webhook-based updates. Ad platform metrics from Meta and Google sync daily with the previous day's campaign performance included.

Selixer is purpose-built for profitability at the SKU and order level, while Triple Whale is primarily an ad attribution and ROAS-tracking tool. Selixer calculates POAS (Profit on Ad Spend) rather than just ROAS, tracks inventory health, identifies profit leaks across the business, and includes an AI Co-Pilot that prescribes specific actions rather than just surfacing numbers. Selixer is designed to replace the need for separate tools covering inventory planning, customer analytics, and profitability reporting — consolidating them into one platform.

POAS (Profit on Ad Spend) measures the actual profit generated per dollar of ad spend — accounting for product costs — unlike ROAS, which only measures revenue return. Selixer tracks POAS at the campaign level, making it possible to identify campaigns that appear profitable by ROAS but are actually eroding margin once product costs are factored in. This distinction matters most for fashion brands with varying margin profiles across their catalogue.

Selixer calculates three versions of CAC within its ad analytics: blended CAC (total ad spend divided by total attributed orders), nCAC (new customer acquisition cost — spend relative to new customer orders only), and rCAC (returning customer acquisition cost — spend relative to repeat orders only). Tracking all three reveals whether ad spend is efficiently bringing in new customers or largely re-engaging existing ones — a critical distinction that standard ROAS reporting does not surface.

Selixer supports four attribution models — Last Click, First Click, Linear, and Time Decay — which can be toggled and compared side-by-side for any campaign or date range via the ad analytics dashboard. It uses ecommerce order attribution data combined with UTM parameters and platform campaign IDs to connect ad spend to orders across channels. A dedicated time-lag analysis shows the distribution of days between a customer's first ad interaction and their completed purchase.

Selixer calculates a composite Inventory Health Score for your catalogue, weighing the balance of stock moving at healthy rates against items that are overstocked, at risk of stockout, or generating no sales velocity. It surfaces the specific SKUs creating the most risk, generates reorder alerts with suggested quantities, and shows how much cash is tied up in slow-moving or non-moving stock. A weeks-of-supply distribution chart gives a full picture of inventory exposure across the range.

Selixer is specifically designed with fashion ecommerce operations in mind. It tracks the metrics most relevant to apparel: sell-through rate, weeks of supply, dead stock by SKU, seasonal demand forecasting, and variant-level inventory performance across sizes and colours via the inventory health dashboard. The product segmentation views — Winners, Bleeders, At Risk, Dead Stock, and New — map directly to the decisions fashion merchandisers and buyers make each week.

Dead stock tracking in Selixer's inventory health module identifies products with prolonged zero sales velocity and calculates the exact cash value tied up in that inventory. It ranks dead stock items by capital at risk, helping brands decide which SKUs to liquidate, discount, or bundle before carrying costs erode margin further. Fashion brands commonly discover a meaningful portion of their active catalogue qualifies as dead stock when they run this analysis for the first time.

Yes, Selixer's customer intelligence module predicts future customer LTV using advanced statistical models that estimate the probability a customer will purchase again and forecast how much they are likely to spend over the next 30, 90, and 365 days. Predictions are broken down by acquisition channel — showing, for example, whether customers acquired via Meta have a higher long-term value than those acquired via Google — enabling more informed decisions about where to allocate ad budget.

Yes, the Growth and Scale plans include customer data export to CSV via customer intelligence. Exports include name, email, order history, lifetime spend, last order date, customer segment, and marketing opt-in status. Lists can be filtered by segment — repeat buyers, at-risk customers, or high predicted LTV — making it straightforward to import targeted audiences into Klaviyo, Mailchimp, or any email and SMS platform for retention and winback campaigns.

The Selixer AI Co-Pilot is a three-level intelligence layer built across the platform. Level 1 (Explain) delivers weekly plain-language business summaries, narrates profit movements in non-technical terms, and explains what changed in your numbers and why. Level 2 (Prescribe) generates specific, actionable recommendations — which ad campaigns to cut, which inventory to liquidate, which at-risk customers to target for winback. Level 3 (Simulate) provides what-if scenario modelling, goal tracking, and natural language Q&A against your live store data.

Selixer offers three plans — Starter, Growth, and Scale. Starter covers the core profitability metrics and suits stores beginning their analytics journey. Growth unlocks the full platform: the complete profit waterfall, AI Co-Pilot, advanced ad analytics, inventory health, customer intelligence, and unlimited date ranges — it is the recommended plan for most growing brands. Scale adds scenario modelling, advanced attribution, predictive customer analytics, and configurable benchmarks for teams making data-driven operational decisions daily.

Getting started with Selixer takes less than five minutes. Connect your store, authorise the data connection, and Selixer begins a full historical sync of your orders, products, customers, and inventory automatically. Once the sync completes — typically within minutes for most stores — your profitability dashboard, product P&L, inventory health, and ad analytics are live with no spreadsheets, no data engineers, and no manual configuration required.