Who writes this

I am Ibrahim Ölmez, and I build nouz: a profit and loss tracker for Shopify merchants selling in Europe. There is no content team here. The 74 articles, the 64 glossary entries and every calculator were written by the person who wrote the code that computes the numbers in them.

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 daily profit and loss statement built from a merchant’s own Shopify orders and their own costs: goods, logistics per parcel, payment fees per gateway, advertising from the billing side, and overhead spread across the days it covers. 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.

It deliberately does not do attribution, cohort analysis or lifetime value. Those are different products with different failure modes, and a profit statement that tried to be all of them would be worse at the one 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.