Weekly Review Checklist for E-commerce Founders

A weekly operating cadence for DTC and marketplace founders to review financials, sales and ad performance, fulfillment, team health, and the storefront. Designed to be run every Monday morning by the founder or COO.

6 sections 22 steps Collects data
1

Financials & Margin

  1. Reconcile last week's net sales by channel

    • Pull GMV, refunds, and net sales by channel (Shopify, Amazon FBA/FBM, eBay, wholesale) from Triple Whale, Lifetimely, or your BI tool. Reconcile against the prior week and flag any channel down more than 15% week-over-week.

  2. Review contribution margin by SKU

    • Sort top 20 SKUs by units sold; verify landed COGS, marketplace fees, payment processing, and shipping are loaded against current cost. Watch for SKUs whose contribution margin has compressed since the last carrier rate increase or FBA fee change.

  3. Check 13-week cash runway

    • Update the rolling cash forecast with Amazon disbursement timing, Shopify Payments hold reserves, upcoming PO deposits, and payroll. Flag any week where cash dips below your safety floor.

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  4. Convene a cash-action meeting with leadership

    • Triggered when the 13-week forecast breaches the runway floor. Cover three levers: defer the next PO deposit, pull forward an Amazon disbursement (Payability or similar), and pause non-working ad spend. Decide and document within 48 hours.

  5. File outstanding FBA reimbursement claims

    • Run the weekly reconciliation on lost, damaged, and customer-returned-not-restocked units. The reimbursement window is 18 months but stale claims are easier to lose; tools like GETIDA or Seller Investigators will surface the queue.

2

Sales & Marketing Performance

  1. Review blended ROAS and MER

    • Compare blended MER (net revenue / total ad spend) and platform ROAS for Meta, Google PMax, TikTok, and Amazon Sponsored Products. Trust blended numbers over any single platform's self-reported ROAS — iOS attribution gaps still distort Meta in particular.

  2. Audit Amazon TACOS and Buy Box rate

    • Pull TACOS by ASIN in Helium 10 or Sellerise. Investigate any hero ASIN where Buy Box rate dropped below 95% — usually a hijacker, MAP-breaking reseller, or a pricing bot war. Flag for the brand registry team.

  3. Triage abandoned cart and Klaviyo flow performance

    • Check open, click, and placed-order rates on the abandoned cart, browse abandonment, and welcome flows. A drop in placed-order rate often means a broken discount code, race-condition trigger, or deliverability issue with a primary domain.

  4. Log new product reviews and surface defect patterns

    • Pull last week's 1- and 2-star reviews from Amazon, Shopify (Yotpo / Judge.me), and Trustpilot. Tag by issue type — sizing, defect, shipping damage, expectation mismatch. Three reviews on the same defect within a week is a manufacturing or QC signal, not noise.

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3

Operations & Fulfillment

  1. Review days-of-supply for top 20 SKUs

    • Check on-hand and in-transit inventory in Cin7 / SkuVault / NetSuite against forward demand. Anything under 30 days of supply needs a replenishment decision this week, given current ocean-freight transit and FBA receive lag.

  2. Confirm FBA inbound shipments received in full

    • Match shipped vs. received units on every shipment delivered in the last 14 days. The reconcile claim window is 30 days from receive — file lost-shipment claims with BOL and packing list before they age out.

  3. Audit Amazon account health and ODR

    • Check ODR, late shipment rate, valid tracking rate, and pre-fulfillment cancel rate in Seller Central. Any metric trending toward Amazon's threshold needs a root cause noted before Amazon flags the account.

    Collects list
  4. Open a plan-of-action case with Seller Performance

    • Triggered when an account-health metric is out of policy. Draft a root-cause + corrective-action + preventive-action POA before Amazon escalates to suspension. Reference specific orders by ID.

  5. Review returns rate by SKU and reason code

    • Pull returns from Loop or Shopify and Amazon return reports. A SKU that moves from 3% to 8% returns rate over a quarter is usually sizing, image-vs-reality, or a quality drift on a new factory run — not random.

4

Customer Experience

  1. Review Gorgias ticket volume and first response time

    • Compare ticket volume, first response time, and CSAT to the prior 4-week trailing average. A spike in tickets on a specific tag (shipping delay, defect, sizing) usually points back to a fulfillment or product issue.

  2. Confirm A-to-z claims and chargebacks resolved

    • A-to-z claims affect ODR even after refund — represent within 30 days with proof of delivery. For Shopify chargebacks, upload evidence in Shopify or Stripe before the deadline; missed deadlines are auto-losses.

  3. Spot-check influencer FTC disclosure

    • Sample 5 active creators in GRIN or Aspire and confirm #ad / paid partnership disclosure on each post. The brand — not the influencer — is the FTC's enforcement target under the Endorsement Guides.

5

Storefront & Tech

  1. Run a mobile checkout smoke test

    • Walk through PDP → cart → Shop Pay / Apple Pay → confirmation on iPhone Safari. Theme updates and app installs routinely break mobile checkout silently — and mobile is 70%+ of DTC traffic.

  2. Review GA4 conversion rate by device

    • Compare add-to-cart, checkout-initiation, and checkout-completion rates week-over-week, split by mobile / desktop. A drop concentrated on mobile is almost always a theme or app regression.

  3. Confirm cookie consent and privacy banners live

    • Verify the OneTrust / Termly / Cookiebot banner fires on EU and California IPs and that the 'Do Not Sell or Share' link works. CCPA/CPRA enforcement and EU CMP audits are routine — the banner is the cheapest insurance you have.

6

Team & Priorities

  1. Review team OKR progress

    • Walk the leadership team through OKR scoring for the quarter. Anything red for two weeks running needs an unblock decision: more resources, scope cut, or de-prioritization.

  2. Set the top 3 priorities for the coming week
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Category E-commerce
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