E-commerce

• Revenue is volume × realization. Realization includes list price, pack mix and net discounting.
• Volume effect holds prior realization constant and applies it to the change in units.
• Mix effect holds each SKU's prior realization constant and applies the current volume mix.
• Price effect is the residual realization movement at the current mix — price, discounting and unmeasured terms.
• Volume + mix + price equals the observed revenue change on this slice.

Volume, mix and price effects are an identity on the selected slice. They explain the movement. They do not prescribe the action.