At a glance
Total revenue split by BigCommerce channel_id, the platform’s most distinctive feature. BC merchants run web, POS, Amazon, eBay, Walmart, Facebook Shop, B2B portal, and custom storefronts simultaneously through one BC backend; this card shows where the money actually comes from. The single most important card for multi-channel BC merchants.
| What it counts | SUM(total_inc_tax) GROUP BY channel_id over the period. Each order is attributed to exactly one channel based on channel_id set at order creation. The sum across channels equals store-wide revenue. |
| VAT / tax treatment | Tax-inclusive (total_inc_tax). |
| Shipping | Included. |
| Discounts | Already deducted. |
| Refunds | Not deducted (gross). |
| Cancelled / voided orders | Included. |
| Currency | Per-channel without FX conversion. Most channels are currency-locked (Amazon UK = GBP, Amazon US = USD, web may be multi-currency). The within-channel comparison is internally consistent; cross-channel totals across currencies require a filter. |
| Channels covered | Stencil web (channel_id = 1 typically), Channel Manager marketplaces (Amazon, eBay, Walmart, Wish), social storefronts (Facebook Shop, Instagram, TikTok Shop), POS terminals, B2B Edition portal, custom headless storefronts. Each channel gets a unique channel_id. |
| What is a channel in BC | BC’s “channel” is broader than Shopify’s “sales channel”. A single BC store can have multiple web storefronts (different domains, different brands), each as a separate channel. A POS terminal is a channel. A marketplace listing aggregator is a channel. The card shows the merchant’s actual revenue topology. |
| B2B Edition note | The B2B portal (Enterprise plan) appears as its own channel_id, distinct from the retail web channel. B2B revenue is often 20-50% of total revenue for B2B-enabled merchants; if you have B2B Edition and the B2B channel doesn’t appear here, the integration isn’t capturing it correctly. |
| Time window | 30D (rolling 30 days, vs prior 30 day comparison) |
| Alert trigger | None on this card directly. Pair with BC Alert Channel Revenue Drop for per-channel drop alerts. |
| Roles | owner, marketing |
Calculation
Calculated automatically from your BigCommerce 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 US homewares brand on BigCommerce Enterprise running web + POS + Channel Manager + B2B Edition. 30-day window 14 Apr 26 to 14 May 26.channel_id | Channel | Revenue | Share | vs prior 30d | AOV | Notes |
|---|---|---|---|---|---|---|
1 | Stencil web (DTC) | $182,400 | 36.5% | +4.2% | $98 | Hero channel |
1019847 | Amazon US (Channel Manager) | $112,200 | 22.4% | +14.8% | $76 | Surging marketplace |
1019850 | eBay (Channel Manager) | $48,900 | 9.8% | -3.1% | $64 | Stable |
1019852 | Walmart Marketplace | $32,400 | 6.5% | +28.4% | $82 | New, ramping fast |
1019855 | Facebook Shop | $14,800 | 3.0% | -41.2% | $52 | Falling, investigate |
1019860 | B2B Portal (Enterprise) | $84,200 | 16.8% | +6.5% | $640 | High-AOV B2B |
1020114 | POS Terminal A | $14,400 | 2.9% | -1.8% | $112 | Stable retail floor |
1020115 | POS Terminal B | $10,700 | 2.1% | +2.3% | $98 | Stable retail floor |
| Total | $500,000 | 100% | +5.6% overall | $94 store-wide |
- Web is no longer the only growth story. A decade ago, BC stores were 95% web; today this merchant has 36% web, 39% marketplaces (Amazon + eBay + Walmart + Facebook), 17% B2B, and 5% POS. The diversified-channel BC merchant is the modern norm. Strategy and ad spend allocation must reflect the actual mix.
- Amazon at +15% on a 22% share is the biggest single-channel growth signal. Investigate: was a new SKU added, did a competitor pull out, did a hero item get a Sponsored Products boost? Lean into the lever that’s working. Cross-reference with BC Top SKUs filtered to Amazon.
- Walmart at +28% on a 6.5% share is the fastest-growing percentage, but on a smaller base. Walmart Marketplace is structurally smaller than Amazon for most BC merchants; +28% is great but may saturate at 8-10% share. Plan accordingly.
- Facebook Shop -41% is the urgent investigation. A 41% drop is well past the alert threshold; cross-check BC Alert Channel Revenue Drop, it should have fired already. Likely causes: Meta policy flag, listing suspension, integration credential expired, Facebook Shop platform changes. Run the diagnostic sequence (see BC Alert Channel Revenue Drop playbook).
- B2B at 94 store-wide AOV is the AOV pattern: B2B carries 7× higher AOV but 17% of revenue. Healthy B2B businesses on BC Enterprise typically run 30-50% B2B share at long-tenure stores; this merchant has runway to grow B2B.
- POS terminals stable at small share is the expected pattern for online-first merchants with a flagship store. POS supplements rather than dominates.
- Fire-drill Facebook Shop -41% today.
- Plan an Amazon expansion this week, more SKUs into Channel Manager, increase Sponsored Products budget.
- Plan a Walmart deep-dive this week, what’s the SKU mix that’s growing 28%, can it be replicated on Amazon?
- Quarterly: review B2B share trajectory, is the B2B portal getting the ad and merchandising attention it deserves given the high AOV?
- Set per-channel revenue alerts for any channel >5% of revenue dropping >25% week-over-week.
Sibling cards merchants should reference together
| Card | Why pair it with Revenue by Channel |
|---|---|
| BC Channel Revenue Mix | The pie-chart view of the same data, useful for stakeholder presentations. |
| BC Channel Revenue Trend | The over-time view; this card is a snapshot. |
| BC Channel AOV | Per-channel AOV; the B2B vs retail split is most clearly seen here. |
| BC Channel Conversion Rate | Per-channel conversion; web typically 1.5-3%, marketplaces 5-15%, POS effectively 80%+. |
| BC Channel Refund Rate | Per-channel refund rate; marketplaces (especially Amazon) often higher than web. |
| BC Alert Channel Revenue Drop | The alert that fires when a channel drops >25%; this card shows the full landscape. |
| BC Channel OOS per Channel | Per-channel inventory health; if a channel’s revenue drops, OOS is often the cause. |
| Total Revenue | The denominator; the sum across channels equals store revenue. |
Reconciling against the vendor’s own dashboard
Where to look in BigCommerce Control Panel: Channel Manager shows every connected channel with health indicators. Analytics → Sales by channel on Plus / Pro / Enterprise plans is the BC-native equivalent of this card; totals should match within ±1-2%. For B2B specifically, B2B Edition Dashboard on Enterprise plans shows B2B-only revenue. Why our number may legitimately differ from BC:| Reason | Direction |
|---|---|
| Channel deletion / rename. If a channel was deleted or renamed mid-period, BC’s report may aggregate differently than ours. | Either direction |
| POS sync lag. POS terminals upload orders in batches; offline-mode terminals may delay 24-48 hours. | Vortex IQ LAGS BC briefly |
| Marketplace partial-order syncs. Channel Manager may receive an Amazon order in two parts (the order, then the refund/adjustment); we count whatever is indexed. | Possible mismatches at month boundaries |
| Time-zone. BC uses store time zone; we use UTC. | Boundary-day differences |
| Multi-currency channels. A multi-currency web channel sums naively; BC’s report may convert. | Either direction |
| Test orders. Some merchants leave test orders in their POS / web channels; BC may exclude these from analytics, we include unless explicitly tagged. | Vortex IQ HIGHER if test orders are present |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
amazon_sp.amazon_revenue | The Amazon channel slice of this card should match Amazon SP-API total revenue within ±3-5%. | Amazon SP-API returns settled revenue; BC Channel Manager may show pre-settlement gross. Refunds also resync at different cadences. |
facebook.fb_shop_revenue | Facebook Shop slice should match Meta Commerce Manager within ±5%. | Meta’s revenue includes returns differently; BC reflects what was synced via Channel Manager. |
stripe.stripe_total_revenue | If web is Stripe-processed, the web slice should match Stripe revenue minus PayPal-paid web orders. | Stripe sees only successfully captured charges; this card includes Incomplete and Declined gross. |
salesChannelIds and Adobe Commerce’s store_id are conceptually similar but BC’s Channel Manager unification gives BC a richer single-source view than either.
Known limitations / merchant FAQs
My channel list shows numeric IDs, what do they mean?channel_id = 1 is almost always the default Stencil web storefront. Channel Manager assigns IDs >1000000 to marketplaces and social channels (e.g. 1019847 for Amazon, 1019850 for Facebook Shop). POS terminal IDs are typically in the 1020000 range, one per registered terminal. The display name is set in Channel Manager. If you see a numeric ID without a friendly name, click into Channel Manager and rename it.
My B2B channel revenue isn’t showing, why?
Check three things: (1) Is B2B Edition activated on your BC plan? (it’s Enterprise-only); (2) is the B2B portal configured as its own channel in Channel Manager (some older BC stores route B2B orders through the web channel with a tag rather than as a separate channel); (3) is the integration capturing the B2B channel_id? If the B2B portal is configured but the channel is missing, check the connector’s last-sync timestamp and force a full re-index.
A new channel I added last week shows zero revenue, expected?
Most marketplace integrations have a 7-14 day approval / activation cycle before orders flow. Walmart Marketplace approval can take 30 days. POS terminals show revenue immediately. If 14 days have passed and the new channel still shows zero, check Channel Manager → Activity log for sync errors.
Can I exclude POS from the percentage view?
Yes, configure a saved view “Online channels only” that excludes POS terminal channel IDs. Useful when comparing online-channel performance without retail-floor noise.
Why does my Amazon revenue here differ from Amazon Seller Central?
Common reasons: (1) Amazon Seller Central reports settled revenue (after refunds, returns, fees); this card shows gross order revenue. (2) Time-zone differences. (3) Order-syncing lag, especially for FBA orders that ship 2-3 days after the order. Expect ±5% gap; larger gaps usually mean Channel Manager has a sync backlog.
My multi-store BC setup, do I see all stores in one card?
No. Each BC store is its own backend with its own connector. If you operate 3 BC stores, you’ll have 3 separate connectors and 3 separate dashboards. Cross-store consolidation is a portfolio-level view (planned for Q3 26).
Should I run separate ad campaigns per channel?
Generally yes for marketplaces (Amazon Sponsored Products, Walmart Connect have their own ad mechanics) and social (Meta ads). Web typically gets cross-channel paid traffic from Google / Bing. POS rarely gets digital ads. Use BC Channel Conversion Rate and BC Channel AOV to size each channel’s ROAS independently.
A channel disappeared from this card, where did it go?
Either (a) it was disconnected in Channel Manager (revenue stops accruing); (b) the integration credential expired (orders pause); (c) BC archived the channel after extended inactivity. Check Channel Manager status; reconnect if needed. Historical revenue stays in the index; the channel will reappear on the next order.
The percentages don’t add to 100%, why?
Rounding. Each channel’s percentage is rounded to 1 decimal; the sum may be 99.8% to 100.2%. Not a bug.
Multi-currency, can I see channels in one currency?
Apply a currency filter at the top of the card. Without filtering, channels in different currencies sum naively (USD + GBP both treated as units). Filtered, the per-channel comparison within one currency is clean. For multi-currency strategy decisions, run the card once per major currency.
Why does my Facebook Shop revenue look very low compared to my Facebook Ads spend?
Facebook Shop revenue is on-platform purchases only (the customer never left Meta). Most Facebook Ad spend drives traffic to your web storefront, where the purchase actually happens; that revenue shows under web (channel_id = 1), not under Facebook Shop. Don’t conflate “Facebook revenue” with “Facebook-attributed revenue”; they’re different signals.