EnoXSuite (ERP + CRM)
Know Your Sales — a centralized sales intelligence and pricing decision platform unifying performance, spend, and forecasting data across 20+ e-commerce channels, sub-channels, and regional markets.
- Role
- Architect & Lead Developer
- Timeline
- 2024 — Present
- Live URL
- enoxsuite.com
The problem
Sales, ad spend, pricing, and return data lived scattered across every individual marketplace (Enorsia, Debenhams, Amazon across 9 EU countries plus UK, Spartoo, Temu, Rackhams), each with its own dashboard or none at all. There was no single place to see performance across channels, decide what a product's actual cost vs. selling price should be, or track how discounts and ad spend were affecting margin — so pricing and category decisions were being made without a unified view of the numbers.
My role & decisions
I led the architecture and development of EnoXSuite, building the platform hierarchy and sales intelligence tooling that gives the business a single source of truth for pricing, spend, and channel performance decisions.
Key decisions:
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Self-referencing platform hierarchy — modeled channels, sub-channels, and regions as a single recursive structure (Amazon → Amazon EU → Germany/France/Italy/Spain/Netherlands/Poland/Sweden/Belgium/Ireland) instead of hardcoding separate tables per level, so adding a new marketplace or splitting a channel into regional sub-markets never requires a schema change.
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Selling Chart as the pricing decision core — built this as the module where actual business decisions happen: cost, target selling price, and discount strategy per product, informed by fabrication cost and expense data rather than guesswork.
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Per-node reporting that still rolls up — every platform node (whether it's a top-level channel like Temu or a single region like Poland) tracks its own Daily Sale & Spend, Ads Performance, Daily Return, and Monthly Budget independently, while still aggregating cleanly for channel-level and company-wide views.
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Product and category performance tracking — e-commerce tracking layer surfaces which products and categories are actually performing, giving the team the data to make keep/discount/discontinue decisions per category rather than per SKU guesswork.
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Built for growth — the platform hierarchy and modular reporting structure were designed knowing more modules and channels would be added over time, without needing to rearchitect the core.
Platform capabilities:
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📊 Dashboard — Central overview of sales, spend, and performance across all connected platforms.
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💰 Selling Chart — Core pricing tool: cost, selling price, and discount decisions per product.
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📈 Forecasting — Forward-looking sales projections to support planning.
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🏷️ Discounts & Fabrication — Discount modeling and fabrication cost inputs that feed into pricing decisions.
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💸 Expense Tracking — Company expense visibility alongside sales performance.
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🌐 Platform Hierarchy Management — Full CRUD over channels, sub-channels, and regions (Enorsia, Debenhams, Amazon UK/EU with 9 country regions, Spartoo, Temu, Rackhams) with active/inactive status and custom sort order.
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🛒 Sales & Spends — Per-platform Daily Sales, Daily Return, Monthly Budget, Ads Performance, and Return Reasons tracking.
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🔍 E-commerce Tracking — Product and category-level performance data to drive category and inventory decisions.
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🔐 Access Control — Admin user management, granular permissions, and activity logs.
Business impact:
- Unified pricing decisions — Selling Chart gives the business one place to decide cost, price, and discount per product instead of scattered spreadsheets
- Channel-level clarity — 24 platform nodes across 6 channels and 9 Amazon EU regions are each tracked independently, so underperforming markets are visible immediately
- Category-level decision making — product and category performance tracking lets the team act on data rather than intuition
- Scalable by design — the self-referencing platform hierarchy supports onboarding new marketplaces or splitting existing ones into regions without re-architecture
Architecture
Laravel serves as the core API and business logic layer, with a self-referencing `platforms` table (parent_id) modeling the Channel → Sub-channel → Region hierarchy, each node carrying its own status, type, and sort order. Reporting modules (Daily Sale & Spend, Ads Performance, Daily Return, Monthly Budget) are scoped per platform node and aggregate upward through the hierarchy for channel-level and cross-channel views. React powers the admin dashboards — platform management, selling chart, forecasting, and analytics views — consuming REST APIs from Laravel. MySQL stores transactional and hierarchical data with Redis caching for high-read dashboard and chart endpoints. A role-based access layer (Admin Users, Permissions, Activities) governs who can view or edit sales-sensitive data.
Key technical challenge
Modeling a platform hierarchy flexible enough to represent very different channel shapes — a flat single channel like Rackhams, a channel with direct sub-channels like Amazon UK, and a channel with a sub-channel that itself branches into 9 country-level regions like Amazon EU — while still letting every level, from top channel down to individual region, report its own daily sales, spend, returns, and ads performance independently and roll up cleanly for cross-channel comparison.
Solution
Built a self-referencing platform hierarchy (Channel → Sub-channel → Region) in Laravel, so any node in the tree can be activated/deactivated, sorted, and tracked independently while still inheriting its position in the hierarchy for reporting. On top of that sits a sales intelligence layer: a Selling Chart module where pricing decisions actually get made — cost, target selling price, and discount modeling per product — plus forecasting, expense tracking, and fabrication-cost inputs that feed into it. A separate Sales & Spends module tracks daily sales, daily returns, monthly budgets, ad performance, and return reasons per platform node. An e-commerce tracking layer captures product and category-level performance so the team can make data-backed decisions on what to keep, discount, or discontinue.
Measurable outcomes
Platforms tracked
24 (23 active)
Platform types
Channel, sub-channel, region
Amazon markets
UK + 9 EU countries
Reporting per platform
Daily sales, returns, ads, budget
Status
Live production
Screenshots
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