Profit21 NL

Sales

Who Bought What

Every invoice line for the past 365 days — filtered to product items only. See exactly which customers bought which items, at what price, and what margin you earned.

What This Report Shows

The Who Bought What report is an invoice-line-level view of every product sale in the last 365 days. Each row is one line on one invoice — one customer buying one item at one price.

It answers the most fundamental sales question: which customers are buying which items? Use it to identify cross-sell opportunities, find customers who have stopped buying a particular product, or spot items that are moving to a new customer base.

Other charge and tax lines are filtered out so you see only product revenue and margin.

Price vs. COGS vs. GP%

Each invoice line carries three financial values:

Extended PriceWhat the customer paid — unit_price × quantity_shipped. This is your revenue per line.
COGSYour cost for the goods on this line — moving average cost × quantity shipped. Does not include freight or overhead.
GP %Gross profit percentage: (Extended Price − COGS) ÷ Extended Price. Calculated in-browser from the two values above.

Margin color coding: green ≥ 40%, gold ≥ 20%, neutral ≥ 0%, red = negative.

Using the Data

Common ways to slice the Who Bought What data:

  1. 1Sort by Customer → find all items a specific customer has purchased to identify gaps in their buying pattern.
  2. 2Sort by Item → find all customers who bought a specific SKU. If a product is under-distributed, this reveals which accounts have never ordered it.
  3. 3Sort by Product Group → compare category-level performance across the year.
  4. 4Sort by GP% → surface the low-margin lines. Investigate whether pricing, COGS changes, or special deals are the cause.
  5. 5In P21: Inventory › Reports → Who Bought What. Filter by item range, ship-to, salesrep, or product group to narrow results.

Invoice Lines — Last 365 Days