E-commerce Data Audit Case Study: Omura UK

Uncovering Hidden Growth for Omura UK

Freedom to Exist recently partnered with Omura UK to deliver a comprehensive Sales and Customer Insight Report. The objective was to audit the brand's commercial engine by performing a deep diagnostic of their historical data and storefront infrastructure.

The Scope of Analysis

To establish an accurate baseline, we analysed over 24,000 records covering nearly three years of trading, from late 2023 to mid 2026.

• We processed over 7,000 complete Shopify orders.
• We evaluated more than 9,000 individual customer records.
• We integrated a full year of storefront analytics to measure traffic, channels, and the checkout funnel.
• We reviewed the live storefront catalogue for structural integrity.

Rigorous Methodology and Data Privacy

To ensure strict data security, all customer identities were pseudonymised before the data reached our systems. We utilised stable customer codes along with city and outward postcode data, ensuring no names, email addresses, or full physical addresses were ever processed.

Data hygiene was the next critical step. We scrubbed the dataset by excluding cancelled orders, pending orders, and specific zero value app orders. Crucially, we structurally separated warranty and replacement orders from standard sales. This isolation prevented distorted revenue and average order value reporting, allowing us to establish a true baseline of paid revenue.

What We Investigated

With a pristine dataset, we cross referenced Shopify order exports, customer files, and storefront analytics to map the mechanics of Omura UK's business. Our analysis covered:

• Repeat Purchase Architecture: We measured true cohort quality, the natural customer reorder clock, and the heavy user core.
• Catalogue and Cart Dynamics: We audited the product entry ladder, in cart attachment behaviour, and the underlying catalogue hygiene.
• Search and SEO Equity: We analysed the conversion quality of organic search traffic and audited the technical structure of the catalogue to pinpoint duplicate listings that were fracturing the brand's SEO equity.
• Traffic and Funnel Health: We evaluated the checkout funnel flow and audited the conversion quality of distinct traffic channels.
• Marketing Infrastructure: We analysed the brand's discount code stack, warranty economics, and email consent capture mechanics.
• Geographic Spread: We mapped the customer base across 100+ distinct postcode areas to understand domestic demand.

The Deliverables

The analysis culminated in two key assets. First, we generated the "Omura Score," an objective 100 point baseline evaluating the brand across three pillars: the demand engine, data and marketing, and business resilience.

Second, we delivered a sequenced, 90 day action plan. By focusing our analysis on infrastructure and measurable evidence, we provided Omura UK with a clear, structured roadmap designed to optimise their existing commercial machinery.

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