Customer paid RM 14,666 but GoGet only cost RM 12,684 — +RM 1,982 surplus (115.6% coverage)
Analysis period: 1 Jan — 28 Feb 2026 · all data factual from GoGet + Shopify
Action plan
SHORT ANSWER
Jan was a normal month. Feb wasn't.
Your rate card worked perfectly in January because GoGet was charging normal prices. In February, GoGet prices surged 25–30% higher across every distance band due to Chinese New Year + Valentine’s Day peak season. Your customer rate card is fixed — it absorbed the surge.
Jan vs Feb — the core comparison
Same data, same brand, same customers — different month
Reason 1 — GoGet charged 25–30% more per km in Feb
This is the main cause (~80% of the gap)
1
Per-kilometer pricing surged in Feb across every distance
MAIN CAUSE
Same distance, different price. Compare the GoGet fee at each distance band:
Distance band
Jan avg fee
Feb avg fee
Feb vs Jan
10–15 km
RM 20.33
RM 25.54
+26%
15–20 km
RM 25.05
RM 32.49
+30%
20–25 km
RM 31.37
RM 39.31
+25%
25–30 km
RM 40.63
RM 50.80
+25%
30–40 km
RM 49.72
RM 61.16
+23%
Why it happened: Chinese New Year fell on 29 Jan, celebrations ran into first week of Feb. Valentine’s Day on 14 Feb. GoGet applies surge pricing during peak festive periods because more businesses compete for the same pool of riders. Your customer rate card is fixed, so the surge came out of your margin.
Reason 2 — 3× more expensive long-distance jobs in Feb
2
Feb had 3× more "expensive" premium jobs
CONTRIBUTOR
JOBS ≥ RM 50
Jan: 38
Feb: 117 (3× more)
JOBS ≥ RM 80
Jan: 0
Feb: 13 (zero to thirteen!)
COST OF PREMIUM JOBS
RM 2,185
Jan vs Feb RM 7,439
Why it happened: CNY gifting drives cakes across the Klang Valley and beyond — aunts in Klang, relatives in Shah Alam, friends in Cyberjaya. Feb had 13 jobs over 40km; Jan had none. Each long-distance job costs RM 50–90 but customer only pays max RM 46 per your rate card.
Reason 3 — Slightly more multi-drop jobs in Feb
3
Multi-drop share rose slightly (small effect)
MINOR
Jan 2026
Feb 2026
Single-drop jobs (1 delivery)
206 @ RM 28.19
258 @ RM 31.79
Multi-drop jobs (2+ deliveries)
186 @ RM 36.97
279 @ RM 42.44
Multi-drop share of total cost
54.2%
59.1%
Multi-drop share only increased by 5 percentage points. This contributes a small amount to the gap but isn't the main driver.
The counter-intuitive bit
CUSTOMERS PAID MORE PER ORDER IN JAN, NOT FEB
You might think more festive orders = higher shipping fees. But actually:
• Jan avg customer shipping: RM 21.10/order
• Feb avg customer shipping: RM 19.30/order
This is because Jan had slightly longer avg distances (21.5km vs 19.4km), so customers paid more per rate-card tier. The Feb problem isn’t "customers paid too little" — it’s "GoGet charged too much."
The per-km pricing gap visualised
The simple fix — peak-season surcharge
RECOMMENDED SOLUTION
Add RM 5 surcharge during Dec 15 — Feb 15
Don’t raise the base rate card — it works for 10 months of the year. Just add a peak-season surcharge that only kicks in during CNY / Valentine’s / Christmas when GoGet surges.
GoGet cost: RM 20,043
= New position: +RM 839 surplus
= New coverage: 104.2%
Impact: Turns Feb from −RM 3,461 loss into +RM 839 surplus — a RM 4,300 swing from a tiny RM 5 surcharge. Most customers won’t even notice a RM 5 difference on a RM 200 cake.
Why this matters for the business
THE RATE CARD IS NOT BROKEN
Earlier analysis suggested the rate card was "under-priced" and needed raising. The real story: the rate card is correctly priced for normal months. Jan 2026 actually made a profit on shipping. Only peak season (Dec-Feb) breaks the math.
Solution: keep the base rate card, add a seasonal surcharge. This is less disruptive for regular customers and recovers the exact RM you’re losing in surge months.
DATA SOURCES & METHODOLOGY
Customer-paid shipping: Shopify "Total sales by order" reports for Jan 2026 (1-31) and Feb 2026 (1-28). Shipping column summed per delivery order. GoGet cost: Customer-only filtered jobs report, completed/closed status only, deduplicated by job_id, cancellations excluded. Distance analysis: Per-job distance_covered field, bucketed into 5km bands. Multi-drop detection: Jobs with >2 task rows (1 pickup + 2+ dropoffs) counted as multi-drop. Peak surcharge simulation: Assumes RM 5 added to all 860 Feb delivery orders. Real-world result would be slightly lower if some customers cancel due to surcharge, but effect would be minimal at this price point.