Marketplace analytics and reporting
You see what each marketplace grades you on: Buy Box share, ACOS, conversion, cancellations, late shipments and ratings. A weekly status, a monthly report, and an alert the moment a number moves towards the threshold the platform acts on.
Author: Artur Rompca · co-founder of Commercraft, more than 10 years in e-commerce · updated: September 2026
Every marketplace grades you on its own numbers, and every one of them can cut your visibility when the grade slips. Amazon watches the Buy Box and account health, Allegro watches sales quality and delivery, the Mirakl platforms watch acceptance, dispatch times and ratings.
An account-wide average hides all of that. You see the numbers per platform and per product, in a weekly status and a monthly report, with the moves that follow from them.
What you get
Weekly status, monthly report
Every week you get a short status on listings, sales and the platform metrics, with the moves that follow from them. Once a month you get the longer view: margin per platform and per product, what advertising cost against what it returned, returns and cancellations, and what changes next month.
Metrics per platform
Buy Box share and ACOS on Amazon, sales quality and Smart! eligibility on Allegro, cancellation rate, late shipment rate and average rating on Kaufland and the Mirakl platforms. Conversion and margin sit next to them, because a metric that costs you visibility also wastes the advertising you already paid for.
Category trends
You see how demand moves in your category and when the platform peaks land. In 2026 Smart! Weeks ran on 11-20 May, Allegro Days on 7-13 September, Prime Day on 23-26 June, and Black Friday falls on 27 November. Stock and budget decisions are made before the peak instead of during it.
Alerts before the platform acts
You get an alert when a rating, a dispatch time or a reply time approaches the threshold the platform acts on. Decathlon delists a product automatically once its average falls below 3.5 out of 5 with at least 18 ratings, Kaufland measures your reply in German at 48 hours, and an Amazon return request left for two days is refunded without the goods coming back.
What each marketplace measures you on
Reporting starts with the numbers the platform itself acts on. These are the ones that move visibility, and they are not the same on any two marketplaces.
| Platform | What it grades you on | Where it bites |
|---|---|---|
| Amazon | Buy Box share, order defect rate, pre-fulfilment cancellation rate, late shipment rate, ACOS and TACOS on Sponsored Products | Lose the Buy Box and the budget you spend on that listing stops converting. A return request for goods up to 25 € left unanswered for two days is refunded automatically. |
| Allegro | Sales quality rating, delivery times and payment history, which together decide whether you can offer Smart! | Smart! is where the subscribers buy: more than 9 million in the group in the second quarter of 2026, and 7.5 million in Poland alone at the end of 2025. |
| Kaufland | Cancellation rate, late shipment rate, ratings and reply time in German, measured at 48 hours | One registration covers eight markets, so a metric that slips in Germany travels to the other seven. |
| Mirakl platforms (Empik, Decathlon, home24, XXXLutz, Castorama) | Offer acceptance, dispatch within the promised window, average rating per product | Decathlon delists a product automatically below 3.5 out of 5 with at least 18 ratings, and a partner who misses the minimum turnover for six months in a row loses the slot. |
| Zalando | Dispatch confirmation within 12 hours and returns processed within 14 days, according to partner agencies, with a 30-day return window as the partner minimum | The Partner Program runs on invitations, so the metrics decide whether the range grows or stays where it is. |
Sources: Decathlon Marketplace Seller Conditions V9 (September 2025); Kaufland Global Marketplace conditions and seller documentation, read in September 2026; Amazon Seller Central returns policy for goods up to 25 €; partner.zalando.com onboarding requirements, with operational service levels as reported by partner agencies; Allegro Group results for the fourth quarter of 2025 and the second quarter of 2026, and help.allegro.com; Smart! eligibility per seller documentation.
Our own analytics platform
Your numbers come out of the seller panels through their APIs, out of the advertising panels, and out of the system that holds your orders, which for sellers working with Poland is usually Base.com, still widely known by its old name Baselinker. Instead of checking five dashboards, you see one picture of sales and profitability.
One source is missing from that list on purpose. Marketplace search runs inside the platform, so Google Search Console reports nothing about how buyers find your offers there. The platform’s own search and sales data takes its place.
Where the data comes from
Your seller panels (Amazon, Allegro, Kaufland and the Mirakl platforms), your advertising panels (Allegro Ads, Amazon Ads, Google Ads) and the system that holds your orders, usually Base.com, still known as Baselinker. No manual spreadsheet stitching, and no reliance on Google Search Console, which sees none of it.
What we measure
Margins I and II, Buy Box share, ACOS and TACOS, customer segmentation, product rankings, customer lifetime value (LTV) and return on investment (ROI).
The Commercraft analytics panel, demo view.
How we work
1. Connecting the data
Your data from platforms and integrations comes together in one view of sales. Without it, reporting means manually stitching spreadsheets together.
2. Choosing the right KPIs
You focus on the metrics that actually move the result (conversion, ROAS, margin, Delivery on Target) rather than measuring everything.
3. Weekly status, monthly report
You get a weekly status with conclusions and an action list, and a monthly report with margin per platform and per product. Not a 30-page PDF that nobody reads.
4. Alerts and early warnings
You get alerts for ranking drops, blocks and compliance issues, so we can react while the problem is still small.
5. Recommendations and decisions
You get concrete moves from the numbers: what to change on price, where to add budget, which product to pull.
What really needs watching
- The average that lies. An account-wide result can hide a product that is quietly slipping, so you see performance at the level of the individual product.
- One ROAS for every platform. The commission base differs, and Kaufland counts its commission on the gross price including shipping, so a euro of revenue is not worth the same everywhere.
- Measuring everything. Too many metrics just create noise. You focus on the ones that actually shape decisions.
- A report without action. Data without recommendations is just numbers, so every report ends with a list of specific moves you can take.
Who it's for and what you gain
Analytics pays for itself once you have more than a handful of offers or sell on several platforms, because that is when there are too many decisions to make on instinct. Reporting comes with running the account rather than as a separate line, and the scope follows the size of the catalogue and the number of platforms. To see what the channel has to return before it earns, put your own margin into the ROI calculator, and see how the ad spend is judged on the advertising campaigns page.
About the author
Artur Rompca – co-founder of Commercraft. More than 10 years in e-commerce, including sales leadership at LPP/Reserved (26 markets) and Alpinus Group. LinkedIn · updated: September 2026
