At a glance
Split between guest checkout and registered-account checkout, by count and revenue. Adobe Commerce’s guest-vs-account distinction matters more than on Shopify-class platforms because B2B portals require approval-workflow-eligible accounts (no guest B2B), tier-pricing-aware rendering, and saved-card-vault availability differs by route. Most consumer Store Views run a configurable mix; B2B portals are typically registered-only.
| What it counts | COUNT(orders) GROUP BY (customer_is_guest = 1) over the trailing 30 days. Returns guest count, registered count, plus revenue and AOV per bucket. |
| API field | customer_is_guest (1 or 0) and customer_id from GET /rest/V1/orders. |
| VAT / tax treatment | Revenue uses grand_total (tax-inclusive on B2C). |
| Shipping inclusion | Included via grand_total. |
| Discounts | Deducted via grand_total. |
| Credit Memo refund treatment | NOT subtracted; gross revenue. |
state machine inclusion | All states except canceled. |
pending_payment quirk | Included for both. B2B-specific net-30 orders are always registered (B2B portal = login required); they appear under registered with pending_payment state. |
Multi-currency grand_total vs base_grand_total | Uses base_grand_total for revenue rollup. |
Store View scope (store_id) | All Store Views; per-Store-View variants useful when B2B portal is registered-only and consumer Store Views allow guest. |
| Time window | 30D |
| Alert trigger | None by default. |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Adobe Commerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A homewares brand on Adobe Commerce 2.4.6 with US, UK, and B2B Store Views. Consumer Store Views allow guest checkout; B2B portal is registered-only. 30-day window ending Monday 4 May 26. Distribution by Store View:| Stream | Guest count | Registered count | Guest revenue | Registered revenue | AOV guest | AOV registered |
|---|---|---|---|---|---|---|
| US consumer | 720 (28%) | 1,890 (72%) | $43,200 | $269,600 | $60 | $143 |
| UK consumer | 580 (28%) | 1,460 (72%) | £35,000 | £211,000 | £60 | £145 |
| B2B portal | 0 (0%) | 1,420 (100%) | n/a | $462,000 | n/a | $326 |
| Blended | 1,300 (21%) | 4,770 (79%) |
- B2B is 100% registered because the portal requires login for tier pricing, approval workflow, and net-30 routing.
- Consumer 28% guest checkout is in the typical range for Adobe Commerce; pure-DTC stores often run 30 to 50% guest. Less than Shopify-typical (40 to 60% guest) because Adobe Commerce’s account-creation incentives (tier pricing visibility, saved addresses) attract more registration.
- Registered consumers have ~2.4x higher AOV (60). Standard pattern: registered customers are repeat-buyer cohort; guests are single-purpose shoppers.
- The 28% guest cohort generates 14% of consumer revenue (480,600 registered). Materially smaller per-customer impact but volume-meaningful.
- Strategic question: should marketing push guest-to-registered conversion via post-purchase email cadence with account-creation incentive? On 1,300 monthly guests at 30% conversion to registered = 390 net-new registered customers/month, each potentially worth ~60 lookalike acquisition. Worth the campaign investment.
- Cross-checking Customer Count: total customers 4,396 (deduplicated). Registered 3,360, guest 1,036. The 1,036 guest figure differs from the 1,300 here because (a) guests can repeat-purchase as guest (one customer, multiple guest orders), (b) some guests had multiple orders in the period.
- Adobe-specific consideration: B2B portal Store View configuration prevents guest checkout entirely (Stores > Configuration > Customers > Customer Configuration > Allow Guest Checkout = No on the B2B Store View scope). This is a deliberate B2B requirement.
Sibling cards merchants should reference together
| Card | Why pair it with Guest vs Account Checkout |
|---|---|
| Customer Count | Aggregate customer view. |
| New Customers | First-time orderers; guest customers contribute heavily here. |
| Repeat Customer Rate | Guest customers can’t easily repeat-with-history; registration is the gateway to retention. |
| AOV | Registered AOV typically 2-3x guest. |
| Customer Trend | Track guest-to-registered ratio over time. |
| B2B Revenue Share | B2B is registered-only by design. |
| Total Revenue | Revenue context. |
shopify.guest_vs_account | Cross-platform peer. |
Reconciling against the vendor’s own dashboard
Where to look in Adobe Commerce Admin:Sales > Orders with the “Customer is guest” filter (Adobe Commerce 2.4.4+) shows guest order count.
Sales > Orders with Customer Group filter “NOT LOGGED IN” filters guest orders.
Reports > Customers > Customers by Number of Orders shows registered customer activity (guest customers don’t have customer entities).
Stores > Configuration > Customers > Customer Configuration to confirm guest-checkout setting per Store View.Why our number may legitimately differ from Admin:
| Reason | Direction of divergence |
|---|---|
| Time-zone. Admin in Store View timezone; card UTC. | Boundary effects |
Currency. Card uses base_grand_total. | Material on multi-currency |
canceled exclusion. Card excludes; Admin includes unless filtered. | Card revenue lower |
| Multi-Store-View scope. Card sums; Admin per-Store-View. | Card higher than per-Store-View admin |
| Guest-converted-to-registered. A guest who later registers with the same email shifts in customer aggregation. The order itself stays guest unless reassigned. | Negligible |
| Pair | Expected relationship | What divergence tells you |
|---|---|---|
| ESP subscriber-vs-purchaser ratio | Registered customers ≥ ESP subscribers usually | Material gap means many registered customers haven’t subscribed (ESP cadence opportunity). |
google_analytics.ga_returning_users | GA4 returning users ≈ Adobe registered customers | Material lower divergence indicates GA4 cookie-loss on registered users. |
Known limitations / merchant FAQs
Why does Adobe Commerce have a lower guest % than Shopify? Adobe Commerce’s account-creation flow surfaces benefits like saved addresses, order history, tier pricing visibility, and approval workflows for B2B. The friction-vs-benefit balance pushes more shoppers to register than Shopify’s lighter-touch flow. Adobe Commerce typical: 25 to 35% guest. Shopify typical: 40 to 60% guest. Adobe Commerce vs Magento Open Source: difference? Both editions support the same guest-vs-registered configuration. Adobe Commerce paid edition’s B2B Companies module REQUIRES registration (no guest B2B); Open Source merchants without the module can technically allow guest B2B but rarely do. Why is B2B 100% registered? B2B requires login for tier pricing visibility, approval workflows, net-30 routing, saved-payment-method vault, multi-buyer-per-Company access, and order history. None of these work for guests. The B2B portal Store View is configured with guest checkout disabled. Should I push guest-to-registered conversion? Usually yes. Registered AOV is materially higher; retention cadence becomes possible (you have email and order history); customer LTV improves. The cost is friction at checkout (more form fields = more abandonment). Test the post-purchase “create account in 1 click” pattern (offering account creation after the order completes when commitment is already secured). My multi-store, can I disable guest on consumer too? Yes (Stores > Configuration > Customers > Customer Configuration > Allow Guest Checkout). Most merchants don’t because it costs ~10-20% of conversions. The trade-off is registered-only retention investment vs guest-friendly volume. Why does the card show high registered % on consumer Store Views (72%)? Two drivers: (a) account-creation incentives configured (typical: 10% off first order for registered), (b) repeat-customer behaviour (returning customers reuse their existing account, which counts as registered). A guest customer registered later, do their old orders move to registered? Adobe Commerce can re-link guest orders to a newly-created customer if the email matches; this happens automatically on registration. The order’scustomer_is_guest flag does NOT update retroactively (it stays as guest), but customer_id becomes populated. This card uses customer_is_guest so older orders stay classified as guest in historical views.
Why is AOV so much higher for registered customers?
Multiple causes: (a) repeat customers tend to higher AOV (loyalty + saved addresses lower friction); (b) registered consumers see and use loyalty discounts that incentivise larger baskets; (c) self-selection (small-basket impulse buyers don’t register, larger-deliberate buyers do). Cross-platform pattern.