Revenue by Country, BigCommerce

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At a glance

Revenue decomposed by customer country (billing or shipping). Reveals geographic concentration, expansion opportunities, and tax-jurisdiction mix. Most ecommerce stores have a power-law distribution: 80% of revenue from 1-3 countries, 15% from a handful of secondary markets, 5% scattered across the long tail. The card is essential for tax compliance (knowing where to register for VAT/GST), localisation prioritisation (which translations and currencies to invest in), and shipping-cost optimisation (where to place fulfilment centres or pricing).

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Calculation

revenue_by_country = SUM(orders.total) GROUP BY billing_country
                     WHERE order_date IN [today - 30d, today)
                     AND payment_status IN ('paid', 'captured', 'completed')

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Worked example

1. UK dominates at 80%; Ireland + Germany + France + Netherlands together represent 16%. The store is structurally UK-anchored with meaningful EU traction. EU growth (+12.4% Ireland, +18.7% Netherlands, +5.6% Germany) is outpacing UK contraction (-8.1%), indicating the brand is finding product-market fit in the EU even as the home market softens.
2. VAT thresholds and OSS implications.
   • UK: above the £85K VAT registration threshold (UK-resident store).
   • EU OSS (one-stop shop): once cumulative EU revenue exceeds €10,000/year, the merchant must register for OSS to remit VAT to each EU jurisdiction. At the current pace (£90K+/year EU revenue), the store is well above the threshold and should already be OSS-registered. Confirm registration status; non-compliance is a meaningful tax exposure.
3. Localisation ROI prioritisation.
   • Germany: £24K/month with +5.6% growth, AOV £302 (highest in the EU mix). German-language site + EUR pricing would likely lift conversion 20-40% on this audience.
   • Netherlands: smaller absolute revenue but fastest growth. Watch for 60-90 days; if growth sustains, prioritise Dutch localisation or accept English-fluent NL audience.
   • France: stable but not growing. French localisation is a meaningful investment (~30K-100K depending on scope) and may not pay back on current trajectory.
4. Shipping economics.
   • UK: domestic shipping; no optimisation needed.
   • Ireland: cross-border but English-speaking; current carrier likely fine.
   • Germany / France / Netherlands: EU shipping. Consider a Netherlands or Belgium fulfilment centre once combined EU revenue exceeds £100K/month (currently £93K/month, close to threshold).
5. FX exposure.
   • 80% UK (GBP, no FX risk for a UK merchant).
   • 14% EU (EUR, exposed to GBP/EUR fluctuations). On £77K/month of EUR revenue, a 5% FX swing is £3,850/month volatility.
   • 2% US (USD, smaller exposure).
   • Hedge consideration: above £50K/month of EUR revenue, a forward contract or hedging arrangement becomes worth the operational cost. Discuss with finance.
6. Recommended actions:
   • Confirm EU OSS registration is in place (if not, register immediately; the £90K+ exposure is real).
   • Prioritise German localisation for the next quarter, highest leverage in the current geography mix.
   • Watch Netherlands for 60-90 days; if growth sustains, add Dutch language and shipping options.
   • Review FX hedging for EUR exposure above £50K/month threshold.
   • Monitor UK contraction, cross-reference revenue_trend for the home-market trajectory; this is the biggest single absolute revenue lever.

1. Read the country distribution. Identify top-3 (usually 70-90% of revenue).
2. Flag any country approaching tax-registration thresholds.
3. Identify growth markets (high vs P delta, growing share).
4. Decide localisation, shipping, FX investments based on revenue concentration.
5. Re-audit quarterly; geography mix shifts slowly but materially over 12-24 months.

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Sibling cards merchants should reference together

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Reconciling against the vendor’s own dashboard

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Known limitations / merchant FAQs

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Tracked live in Vortex IQ Nerve Centre