Executive Overview · Full Year 2025
Total Orders
38,299
↑ 4.6× growth Jan → Dec
📦
Delivered
27,601
71.4% overall delivery rate
✅
Total Revenue
₵1.1M
GHS 904,609 · Avg ₵28.38/order
💰
Cancelled
3,455
8.8% cancellation rate
❌
Active Riders
40
~690 deliveries/rider/year
🏍️
Unique Customers
842
22.3% are Loyal (10+ orders)
👤
Median Delivery
17.9h
End-to-end; 90th pct = 69h
⏱️
CO₂ Saved
~88T
vs. individual car deliveries
🌱
Monthly Order Volume & Delivery Rate
✅ Revenue grew 5.7× from January to December 2025
⚡ 71.4% delivery rate — solid but room to improve
⚠️ 40 riders handling 38K+ orders — capacity risk
📱 Mobile Money dominates payments — digital-first market
Growth & Revenue Analysis
Peak Month
Dec '25
5,093 orders · ₵146,681
Best Delivery Rate
79.4%
October 2025
Worst Cancel Rate
11.4%
June 2025
Avg Order Value
₵28.38
Grew ₵23 → ₵30 Jan–Nov
Monthly Orders vs Revenue — Full Year 2025
Cumulative Revenue Build-Up (GHS)
Monthly Delivery Rate vs Cancellation Rate (%)
📈 Dec 2025 alone = 16% of full-year revenue — holiday spike is massive
🗓️ Monday is busiest day; Sunday is quietest — 12× difference
🕐 Order rush: 10am–12pm accounts for ~32% of daily volume
⚠️ June dip (orders fell vs May) suggests possible operational bottleneck
Operational Performance
Median Pickup Speed
0.6h
36 min after order placed
Median Delivery Time
7.2h
Pickup to drop-off
End-to-End Median
13.7h
Order placed → delivered
90th Percentile E2E
69h
Long tail problem
End-to-End Delivery Time Distribution
Delivery Method Performance
Delivery Rate by Method (%)
Average Order Value by Method (GHS)
Delivery Method Full Breakdown
Method Total Orders Delivered Cancelled
Delivery Rate Total Revenue (GHS) Avg Value (GHS)
Next Day 25,868 18,715 1,957
72.3% 662,717 25.62
Satellite 3,527 2,203 255
62.5% 162,198 45.99
Instant 1,062 760 300
71.6% 44,249 41.67
Scheduled 1,413 1,079 306
76.4% 35,445 25.08
🚀 Pickup is fast: median 36 min — strong first-leg SLA
⚠️ Satellite zones underperform at 62.5% — logistics gap in outer areas
💡 Satellite orders earn 79% more per delivery (₵46 vs ₵26) — high value, low reliability
⚠️ 30% of deliveries take over 24h — significant tail-end SLA issue
Geographic Analysis — Greater Accra
Top Sender Zones (Origin Hubs)
Top Receiver Zones (Destination Demand)
Top 12 Busiest Delivery Routes
Zone Flow Matrix — Top 6 Senders × Top 6 Receivers (order count)
📍 Teshie & West Legon are twin origin hubs — 55.7% of all pickups
🎯 Dzorwulu is the #1 destination (4,804 deliveries) — key demand node
🛰️ Satellite zones (Kasoa, Dodowa, Amasaman, Tema) = growing frontier
⚠️ Teshie → Dansoman (1,470 trips) is the single busiest corridor
Merchant & Service Analysis
Top Merchant
Ishtari
8,889 orders · 77.5% del rate
Merchant Orders
55.2%
17,588 of all orders
Consumer Orders
43%
13,692 orders via app
VDL Delivery Rate
45.1%
⚠️ 7,143 orders — major gap
Top Merchants by Order Volume
Top Merchants by Revenue (GHS)
Merchant vs Consumer vs Retail Split
Merchant Delivery Rate Comparison (%)
Merchant Scorecard
Merchant Orders Revenue (GHS) Delivery Rate Status
Ishtari 8,889 196,027 77.5% ⭐ Flagship VDL Fulfillment 7,143 189,073 45.1% 🚨 At Risk BYB Port 770 24,972 40.8% 🚨 At Risk Your Choice 187 3,740 53.5% ⚠️ Monitor Jenny's Herbal 105 4,725 88.6% ⭐ Star Melcom Head Office 97 3,654 75.3% ✅ Healthy HAWA 77 2,185 79.2% ✅ Healthy Gbawe Melcom 31 1,220 100% ⭐ Perfect
⭐ Ishtari + VDL = 50.3% of all volume — extreme concentration risk
🚨 VDL's 45.1% delivery rate on 7K+ orders is Zippy's biggest operational challenge
📦 Package types: "Other" (52%) + Cosmetics (15%) + Clothes (14%) = 81% of volume
🌿 Jenny's Herbal at 88.6% delivery rate — small but exemplary
Customer Behaviour & Segmentation
Unique Customers
713
Across full 2025
One-Time Users
33.9%
242 customers — churn risk
Loyal Customers (10+)
22.3%
159 customers
Avg Orders / Customer
44.7
High repeat usage overall
Top Package Categories by Volume
Order Source Breakdown (How customers place orders)
Merchant Portal (MER) 51.8%
Nearly equal split between merchants and consumers suggests a healthy two-sided marketplace. The External API channel (0.1%) represents early-stage B2B integration potential.
⚠️ 1 in 3 customers never returns — retention programme needed
⭐ Loyal customers (>10 orders) represent only 22% of users but drive massive volume
👗 Cosmetics & Clothes account for 29% of orders — fashion/beauty is core vertical
📱 App orders nearly match merchant portal — strong consumer adoption
Cumulative Customer Count
Monthly Customer Growth Rate
🌟 Rising Stars — New Customers (Last 7 Days) with 5+ Orders
⬇ Download CSV
Rising Stars
—
New signups with 5+ orders this week
Total Orders
—
Combined orders from rising stars
—
# Name
Phone
Orders ↓
First Order
Days Since Signup
No rising stars this week — check back after the next data refresh.
Cancellation & Quality Analysis
Total Cancellations
2,818
8.8% of all orders placed
Top Reason
Wrong Details
751 orders (26.7% of cancels)
Avoidable Cancels
~1,770
Est. wrong details + duplicates
Peak Cancel Month
Dec '25
529 cancels · 10.4% rate
Cancellation Reasons Breakdown
Monthly Cancellation Rate (%)
Cancellation vs Delivery Rate — Monthly Comparison
Cancellation Reason Classification
Category Count Share Preventable?
Wrong Details 751 26.7% Yes — validation Sender Unavailable 533 18.9% Partial Changed Mind 340 12.1% Partial Recipient Unavailable 257 9.1% Partial Duplicate Order 239 8.5% Yes — dedup Cancelled (generic) 181 6.4% Unknown Package Issue 141 5.0% Partial Rider Issue 113 4.0% Yes — ops
💡 Wrong Details + Duplicates alone = 35.2% of cancels — both are system-fixable
🚨 June (11.4%) and Dec (10.4%) are danger months — capacity outstripping process
📞 Sender/Recipient unavailable (28% combined) needs call-back SOP
💰 Fixing avoidable cancels could recover ~₵50K+ in annual revenue
Churn Analysis — Retention · Time-to-Repeat · Post-Cancellation
Active Customers
199
Ordered within last 30 days
✅
At-Risk (30–90d)
194
102 mild · 92 high-risk
⚠️
Churned (90d+)
449
53.3% of all 842 customers
❌
Overall Churn Rate
53.3%
Churned ÷ total unique customers
📉
Post-Cancel Return
60.4%
29.7% never come back
🔄
① Cohort Retention — % of Each Monthly Cohort Still Active (Months 0–5)
Cohort Heat Map — Retention %
Green = strong retention · Yellow = moderate · Red = drop-off. Dec cohort shows 0% M1+ as data ends Dec 2025.
② Customer Activity Status (as of Dec 31, 2025)
⚠️ 449 customers (53%) haven't ordered in 90+ days
💡 138 at-risk customers are prime re-engagement targets
② Time-to-Repeat — Days Between Consecutive Orders
⚡ 91% of repeat orders happen within 7 days — merchants batch daily
👤 Consumer T2R likely longer — merchant bulk orders dominate short gaps
② Cumulative % of Repeat Orders by Day-Since-Last-Order
⑤ Post-Cancellation Return Funnel
⑤ 30-Day Return Rate by Cancellation Reason
⑤ Post-Cancellation Recovery Detail
Window Customers Returned % of 493 Affected Insight
Within 7 days 244 49.5% Strong immediate bounce-back — likely rescheduled orders Within 14 days 260 52.7% +16 marginal returners in 2nd week Within 30 days 279 56.6% Plateau beginning — most who return do so quickly Within 60 days 292 59.2% Diminishing returns beyond 30 days Within 90 days 298 60.4% Near-final recovery rate Never returned 195 39.6% ⚠️ Permanently lost — top re-engagement priority
🚨 Jan 2025 cohort retains best (57% @ M5) — early loyal base is anchoring the business
📉 Later cohorts drop sharply: Feb cohort loses 58% in month 1 alone
✅ Wrong Details cancels = 94% return rate — self-correcting, low churn risk
⚠️ Package Issue & Recipient Unavailable cancels = only 74% return — experience-driven churn
💰 195 never-returning post-cancel customers × ₵28 avg = ~₵5,460 lost recurring value
Churned & At-Risk Customers
Churned (90d+)
—
No orders in 90+ days
🚨
At-Risk (30–90d)
—
Slipping away — re-engage now
⚠️
Overall Churn Rate
—
Churned ÷ total unique customers
📉
