Sales, customer and product review built directly from Shopify records — measured strictly on cash actually collected.
💵 Methodology — cash-collected only. Counts only paid orders (money actually received): 2,833 orders / $8.47M net cash ($8.67M gross before refunds) across 2018–2026. Excludes 52 pending ($319k) — matches the owner's note on units lent out and marked sold — plus 70 fully-refunded ($114k) and 81 voided ($533k). 2026 is year-to-date (marked *).
Report 1
Sales & Revenue — what really happened
$1.03M
Revenue 2025 (cash)
-49% vs 2022
192
Paid orders 2025
-63% vs 2022
$5.4k
Avg order value 2025
+38% vs 2022
54%
From trophy pieces 2026*
was 8% in 2021
Net cash by year — Core business vs Trophy pieces ($)
Paid orders by year — Core business vs Trophy pieces (# units)
Average order value by year
▪ Revenue peaked in 2022 ($2.01M) and has declined since, but the average order keeps rising (from $2,381 in 2021 to $5,365 in 2025). They sell fewer pieces at higher prices. ▪ Risk: trophy pieces (>$20k) grew from 8% of revenue in 2021 to 54% in 2026* — the business increasingly leans on a handful of large sales.
Where the decline lives — accessible vs high-end
Accessible tier (<$5k): $894k → $152k (83%) · 616 → 122 orders (80%). This is where the entire decline lives. High-end + Luxury (≥$5k): $761k → $878k (+15%) · essentially flat / healthy.
▪ The luxury tier is NOT the problem — it holds roughly the same revenue year over year. The whole decline is the accessible tier collapsing 83%. Recovering that shopper is the single biggest growth lever. ▪ Concentration risk: a growing share of revenue depends on a few trophy sales. Rebuilding the accessible base makes the business less fragile.
Report 2
Customers & Products
📅 This section covers 2026 year-to-date only. Customer counts, repeat behaviour, categories and the appendix below are all measured on 2026 paid orders. The all-time top-customers table is included for context.
59
Paying customers 2026
14
Repeat customers 2026 (24%)
$261k
Revenue from repeat 2026
40% of total
$647k
Cash collected 2026
90 orders
▪ In 2026, 14 of 59 customers already repeat (24%) and generate $261k (40% of 2026 revenue) — even in a partial year, the design-trade repeat base carries the business. ▪ Most are interior designers / design firms buying again and again, not one-time retail.
Top customers — all time
Customer
Revenue
Orders
Sarah Ostreicher
$381,544
30
Garcia Haley Design
$316,522
20
McCann Design Group
$254,502
25
Anne Mcdonald
$210,093
28
Caitlin Flemming
$158,506
36
Kaitlin Chamblin
$150,177
33
Ellen Kavanaugh Interiors
$147,352
26
Maddison Gambrel
$119,939
1
Top customers — 2026
Customer
Revenue
Orders
Danielle Darah
$88,560
1
Ellen Kavanaugh Interiors
$77,092
8
McCann Design Group
$52,410
2
Whitney Baldwin
$45,724
3
Helen Bergin
$43,200
1
NIKKI LEVY INTERIORS LEVY INTERIORS
$33,219
2
Sarah Ostreicher
$27,697
1
Kathleen Birmingham
$27,559
1
Product categories — 2026 (year-to-date)
Categories derived from product titles — the Shopify catalog has no category field (product_type is blank on 100% of items), so these were reconstructed from the rug names on each order.
▪ In 2026, Persian / Oriental designs drive the business — $472k (61%) — followed by Custom / Hand-made commissions (25%). ▪ Data-hygiene gap: because no product carries a real category tag, on-site search, collections and shopping feeds all run blind. Tagging the catalog (Persian/Oriental, Custom, Vintage, etc.) unlocks better merchandising and acquisition.
Report 3
Web traffic & attribution — last 12 months
17,979
Sessions (12 mo)
1.0%
Blended conversion
70%
Direct / untagged
too high
2.9%
Email conversion
best channel
Sessions & conversion by month
Traffic by type — volume & conversion
Green bar = converts (≥1%), gold = weak, red = ~0%. Source: Shopify online-store analytics (ShopifyQL).
▪ Direct converts (1.39%) and carries the store — these are the design-trade buyers who already know Heir Looms and come straight to the site. It mirrors the 72% repeat-revenue finding: the website mostly serves existing relationships.
▪ Search (SEO) brings 2,844 visits but converts 0.04% — essentially unqualified traffic (informational, not buyers).
▪ Social (1,924 visits) converts 0.0% — pure awareness, zero commerce today.
▪ Email is the best converter (2.9%) but is switched off (34 visits/yr) — the single biggest untapped lever for a repeat design-trade base.
🔎 Attribution audit — NOT set up correctly.70% of sessions land as "Direct/untagged" (healthy stores run 20–40%). That means real channels are being under-credited: untagged Instagram bio links, email clicks, DM/WhatsApp "dark social" and quote/PDF links all collapse into Direct — so Social & Email look smaller than they are, and the 1.39% direct conversion is a blend of loyal buyers + hidden campaigns. Also detected: 546 bot/referral-spam sessions (shopifybooster, canva, github) inflating "social/unknown". Fix first: UTM-tag every link (IG, email, printed QR), add GA4 + Shopify channel tagging, and exclude spam referrers — otherwise no channel ROI can be trusted.
Appendix
Data integrity — 2026 (why we used cash only)
For 2026 year-to-date, we count only money actually received: 90 paid orders / $647k net cash ($647k gross before refunds). Excluded from 2026 revenue: 13 pending ($91k) — the lent-and-marked-sold inventory the owner described; 3 fully-refunded ($20k). Counting these would overstate sales and distort stock. Cash-collected only gives a clean, defensible picture.
Executive Summary
In plain terms — where the money is & how to grow
Your fine & luxury rugs still sell just as well — that's healthy and it's your strength (high-end +15% since 2021).
What you lost are the customers buying accessible rugs ($1k–$5k): that volume fell 83%.
Because you sell fewer but pricier pieces, the average ticket went up while total sales went down.
Your best customers are interior designers who buy again and again (30% repeat = 72% of revenue).
You now depend too much on a few very large sales — that's a risk worth reducing.
5 Growth Opportunities
Recover the accessible tier ($1k–5k). Where the entire decline sits and the largest market. Needs demand — SEO, content and reactivation — to bring qualified visitors back.
Build a trade program for designers. Reactivate lapsed design accounts and recruit new firms — recurring, predictable revenue at low cost.
Fix the product catalog. Most sales value has no category — tagging it improves search, merchandising and shopping feeds.
Grow traffic like the category leaders. Style/type collection pages plus buying & care guides to attract the accessible shopper.
Reduce whale-dependence. With a healthy accessible base, trophy sales become the bonus — not the thing holding up the whole business.
The product and the brand are not the problem — the gap is customer acquisition (bringing qualified visitors back).
Source: Shopify Admin API — paid / cash-collected orders only, 2018–2026 (2026 year-to-date). Net cash = order total minus successful refunds. Excludes pending (lent), voided and fully-refunded orders. Prepared for Heir Looms · Rugs + Interiors.