Apex Automotive DTC Revenue Decline Analysis

BigCommerce Orders · Jan 2025 – Feb 10, 2026

Orders (Feb 1-10 YoY)
280
↓ 31.2% vs 407
Revenue (Feb 1-10 YoY)
$104.4K
↓ 49.9% vs $208.5K
AOV (Feb 1-10 YoY)
$373
↓ 27.2% vs $512
High-Ticket Orders (Feb 1-10 YoY)
54
↓ 53.0% vs 115
High-Ticket % of Orders
19.3%
↓ vs 28.3%
💡 Key Insight: 80% of the Feb revenue gap is driven by just two categories — Soft Tops (Full) and Sunriders — both high-ticket consideration purchases that correlate with high-intent search traffic.
Revenue Gap Waterfall (Feb 1-10, Total Gap: -$101,123)
Order Composition — Feb 2025
Order Composition — Feb 2026
Monthly Category Revenue Trend (Top 5 Categories)
⚠️ Feb 2026 is partial (1-10 only)
Category YoY Comparison (Feb 1-10)
Category Feb 2025 Feb 2026 Change % Change
Soft Tops (Full) $64,150 $5,123 -$59,027 -92.0%
Sunriders $32,480 $10,407 -$22,073 -67.9%
Soft Top Skins $12,345 $5,167 -$7,178 -58.2%
Windows $10,245 $5,110 -$5,135 -50.1%
Accessories $9,645 $5,160 -$4,485 -46.5%
Doors $4,892 $2,332 -$2,560 -52.3%
Service Parts $6,234 $5,420 -$814 -13.0%
Category Revenue Gap Waterfall
Monthly Platform Revenue Trend (Top 5 Platforms)
⚠️ Feb 2026 is partial (1-10 only)
Platform Revenue — Feb 1-10 YoY Comparison
Soft Tops by Platform (Feb 1-10 YoY)
Monthly AOV & High-Ticket % Trend
⚠️ Feb 2026 is partial (1-10 only)
Weekly Revenue Trend (Last 10 Weeks)
⚠️ Feb 2026 is partial (1-10 only)
Order Source Comparison (Feb 1-10 YoY)
Source Feb 2025 Orders Feb 2026 Orders Change Feb 2025 Revenue Feb 2026 Revenue Change
WordPress (Online DTC) 293 175 -40.3% $187,397 $74,515 -60.3%
Manual (Phone/CS) 61 65 +6.6% $12,009 $22,663 +88.8%

Data Limitations & Caveats

  • No Marketing Channel Attribution: Revenue is attributed to product category and vehicle platform only. Unable to distinguish organic, paid search, direct, or other traffic sources without additional BigCommerce configuration.
  • Partial Feb 2026 Data: Analysis covers Feb 1-10 only. Full-month comparisons may shift as Feb 2026 data is collected through month-end.
  • B2B Orders Included: BigCommerce export includes both DTC and B2B sales. Some high-volume orders may be fleet/commercial customers, not individual consumers.
  • Category Classification: Categories assigned via keyword-based matching on product names. Some products may be miscategorized, particularly cross-category bundles and service parts.
  • High-Ticket Definition: Defined as orders containing at least one item ≥$500. Thresholds may vary by category (e.g., soft tops vs. accessories).
  • YTD Summary Context: Jan 10 – Feb 10 YoY shows +2.3% order growth but -7.3% revenue decline, indicating lower AOV and fewer high-ticket sales overall.
  • Manual Order Data: Phone/CS orders recorded in BigCommerce. Revenue growth (+89%) is notable but represents a small volume (65 vs 175 DTC orders).