E-commerce
NDA
Retail and wholesale: two distinct sales funnels
- Project
- NDA
- Industry
- E-commerce
- Period of cooperation
- August – November 2024 · 4 mo.
- Business revenue
- ₴52.9K
- Purchases
- 51
- Cost per purchase (CPA)
- $58
A trading project with retail purchases and wholesale orders. Each needs its own offer and outcome measures.
Goal
Generate demand and follow the journey from inquiry to sale.
Challenge
Wholesale inquiries and retail purchases have different sales cycles. An advertising message is not yet an order.
What Rainext did
Separate retail and wholesale advertising directions were managed, inquiries were compared with sales and each funnel was considered separately.
Strategy and funnel
Retail: discover → advice or website → purchase. Wholesale: inquire → agree assortment and terms → order.
- $2,964Ad spend
- 726Actual inquiries
- 51Purchases7%
- ₴52.9KBusiness revenue
Context for the result
- Key finding
- From August to November 2024, 51 sales, 726 actual inquiries and ₴52.9K recorded revenue were registered. 20 Meta-attributed purchases are shown separately.
- Business lesson
- The next focus is wholesale inquiry handling and closing the sale. More inquiries do not automatically mean more profit.
Business results
- Business revenue
- ₴52.9K
- Purchases
- 51
- Average order value
- ₴1,037
Revenue reflects actual sales in the stated period. Its ratio to ad spend is neither profit nor Meta-attributed ROAS.
Conversion metrics
- Cost per purchase (CPA)
- $58
- Inquiry → purchase rate
- 7%
Cost per patient, purchase or payment covers advertising spend in this period.
Advertising results
- Actual inquiries
- 726
- Ad spend
- $2,964
- Cost per inquiry
- $4.1
- Platform leads (Meta)
- 975
- Platform-reported purchases (Meta)
- 20
Ad platform (Meta) data is shown separately from actual inquiries and sales.
Conclusion: what changed
The results support different decisions for retail and wholesale. Revenue represents recorded sales, not a proven advertising contribution to every sale.
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