How to write a weekly ecommerce client report (that clients actually read)

Most weekly client reports are a wall of numbers the client skims and forgets. The ones that build trust do something harder: they explain what happened and say what to do next. Here’s a structure that works for ecommerce clients.

1. Lead with the one paragraph that matters

The client reads the first paragraph and maybe nothing else. Make it count: revenue for the week, the direction versus last week, and the single biggest driver. No preamble.

Strong week - revenue closed at $48,320 (↑18% WoW), carried by the Reef Collection launch.

2. Anchor on the client’s real KPI

Every client measures success differently. Some care about blended ROAS, some about contribution margin, some about new-customer revenue. Report against their target, not a generic dashboard default - and reconcile your revenue source (usually Shopify) so the numbers tie out instead of contradicting the ad platforms.

3. One short read per channel

For each connected channel - paid social, email, organic - give two or three sentences: what happened, why, and what you’re doing about it. Skip channels the client doesn’t run. Empty headings erode trust.

4. Turn the data into recommendations

This is the part clients pay for. “ROAS softened to 1.9× on cold” is an observation; “so we’re pausing the bottom creative and holding cold budget this week” is the recommendation. Always close the loop.

5. Keep the voice consistent

Whoever writes it, the report should sound like your agency - same phrasing, same emphasis, week after week. Clients notice when the voice changes with whoever’s on rotation.

The shortcut

This structure is repeatable, which means it’s automatable. Scout assembles each client’s week from live data, applies your agency’s voice, and drafts the report in Claude - so your team edits and sends instead of writing from scratch. See how Monday reports work or start free.