About
Who writes this
Every article, glossary entry and calculator on this site is written by the founder who built the engine underneath them.
I am Ibrahim Ölmez, founder of nouz: a profit and loss tracker for Shopify merchants selling in Europe. I wrote the engine that computes every number in the product, and I write the 74 articles, the 64 glossary entries and every calculator on this site myself, so the person explaining a rule is the person who implemented it.
Why that is worth saying out loud
Almost everything published about ecommerce profitability is written by somebody who has never had to decide what a returned parcel costs, or which day a refund belongs to, or whether a packaging fee is a logistics cost or an overhead. Those questions have to be answered concretely to build a statement, and answering them is most of what this site is about.
It also means the articles are opinionated in a specific way. When a post says a refund belongs to the day it was issued, that is not a general preference; it is the rule the product enforces, and the post explains why it was chosen over the alternative.
What nouz actually is
A 34-line daily profit and loss statement built from a merchant’s own Shopify orders and their own costs, with the CM1, CM2, CM3 and EBITDA waterfall between revenue and profit. Four cost engines feed it: goods per variant with dated history, logistics per parcel across rate card, pick and pack, packaging, return processing and packaging EPR fees, payment fees per gateway, and overhead spread across the days it covers. Advertising comes from the billing side of Meta, Google and TikTok, or from a CSV. It is built for European stores first, which mostly means VAT handled the way a merchant reads their own shop, and packaging fees treated as the real cost line they became in 2026.
On top of the statement sit the analyses that only a tool holding every cost can produce: profit per product, returns economics, marketing measured as MER, POAS and blended CAC, and customer lifetime value by cohort, reported in revenue terms and in contribution terms after goods, logistics and fees, with repeat rates, purchase journeys and a CAC payback verdict beside it.
The one deliberate exclusion is attribution. nouz measures marketing blended and never claims to know which ad produced which order, because a model that does is a different product with its own failure modes, and a profit statement that carried one would be worse at the thing it exists for.
How to reach me
Corrections, disagreements and questions about anything published here are welcome, and corrections are the most useful of the three. Two claims on this site have already been fixed after being written wrongly, and both fixes are described in the posts they affect rather than quietly applied.