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Insider — Business Intelligence Platform

How we built mdlondon Insider — a bespoke business intelligence platform consolidating Shopify, Klaviyo, and internal data into a real-time analytics dashboard.

8
Dashboard modules

Sales, products, customers, OKRs, Shopify, Klaviyo, documents, and overview

3
Data integrations

Shopify, Klaviyo, and internal PostgreSQL — all synced in real time

VIP / Loyal / Regular
Customer segments

Automated customer segmentation with lifetime value tracking

Monorepo
Architecture

8 packages — dashboard, data layer, UI library, auth, worker, config, logger, types

The Challenge

As mdlondon scaled, decision-making was scattered across Shopify admin, Klaviyo reports, spreadsheets, and gut instinct. There was no single view of business performance — revenue trends, customer segmentation, product margins, and inventory status all lived in different places. The team needed real-time visibility across every dimension of the business without context-switching between five different tools.

The Solution

We designed and built mdlondon Insider — a bespoke business intelligence platform that consolidates real-time data from Shopify, Klaviyo, and internal systems into a single, authenticated dashboard. Sales analytics, customer segmentation, product performance, inventory tracking, and OKR management — all in one place, updated in real time.

The Challenge: Decisions Without Data

Growing D2C brands hit a point where spreadsheets stop scaling. mdlondon had data everywhere — Shopify for orders, Klaviyo for email performance, spreadsheets for inventory planning, and no unified view tying it all together.

The specific problems:

  • No single source of truth: Revenue, customer, and product data scattered across four different platforms
  • Slow reporting cycles: Monthly business reviews relied on manually compiled spreadsheets that were outdated before they were finished
  • No customer segmentation: Understanding who the VIP customers were, how they behaved differently, and what drove lifetime value required manual analysis every time
  • Inventory blind spots: Low stock and out-of-stock products weren’t surfaced proactively — the team found out when customers complained

The Solution: A Purpose-Built BI Platform

We built mdlondon Insider as a production-grade business intelligence platform — not a quick dashboard hack, but a properly architected system designed to scale with the business.

Real-Time Data Pipeline

Shopify orders, products, and customers sync in real time via API integration. Klaviyo email and SMS metrics flow through a dedicated connection. Everything lands in a PostgreSQL database via Supabase, with background workers handling data refresh and transformation.

Analytics Modules

The dashboard provides eight distinct views, each designed for a specific business question:

  • Overview: Real-time KPI snapshot — total revenue, orders, customers, AOV — with AI-powered trend insights
  • Sales Analytics: Revenue trends, order volumes, and AOV tracking across 7, 30, and 90-day periods with daily granularity
  • Product Analytics: Catalogue performance, inventory status, category distribution, price range analysis, and margin tiers
  • Customer Analytics: Segmentation (VIP, Loyal, Regular), lifetime value tracking, acquisition trends, and top spender identification
  • OKRs: Company objectives and key results tracking — currently managing 3 objectives with 9 measurable key results
  • Shopify Integration: Real-time store metrics with growth rate calculations
  • Klaviyo Integration: Email marketing performance — subscribers, campaigns, open rates, click rates, revenue attribution
  • Documents: Company document library with markdown support for SOPs and brand guidelines

Monorepo Architecture

The platform is structured as a Turbo monorepo with eight packages — separating the dashboard app, data layer, shared UI components, authentication, background workers, and configuration. This architecture means any module can be updated, tested, and deployed independently.

Tech stack: Next.js 15, React 19, TypeScript, Tailwind CSS, Recharts, Supabase (PostgreSQL + Auth), SWR, Sentry, Playwright for E2E testing.

The Result

mdlondon’s team now has a single, real-time view of their entire business. Monthly reporting that used to take days happens automatically. Customer segmentation that required analyst time is now always current. And inventory issues surface before they become customer problems.

This is what it looks like when a D2C brand treats its internal tools with the same care as its customer-facing product.

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