> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Revenue Mix by Channel, BigCommerce > OpenSearch sum(totalIncTax) GROUP BY channel_id. Surfaces channel concentration risk + which channel is paying its rent. How to read it, why it matters, an... **Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > OpenSearch sum(totalIncTax) GROUP BY channel\_id. Surfaces channel concentration risk + which channel is paying its rent. ## At a glance > Revenue split across BigCommerce `channel_id` values for the period, shown as both absolute dollars and percent-of-total. Surfaces channel concentration risk (which marketplace is "paying the rent" and which is failing to scale) and tells you when a new channel has graduated from "experiment" to "material to the business". | | | | ---------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `SUM(total_inc_tax) GROUP BY channel_id`, with each channel rendered as a stacked bar / pie wedge plus a per-channel dollar total and percent share. | | **VAT / tax treatment** | **Tax-inclusive.** Uses `total_inc_tax` per BC convention. | | **Shipping** | Included in `total_inc_tax`. | | **Discounts** | Already deducted, post-discount totals. | | **Refunds** | NOT deducted. Each channel's gross revenue figure includes refunded orders. For per-channel net-of-refund views use [BC Channel Refund Rate](/nerve-centre/kpi-cards/bigcommerce/refund-rate-by-channel) alongside. | | **`Incomplete` / Declined orders** | **Included.** Like [BC Total Revenue](/nerve-centre/kpi-cards/bigcommerce/total-revenue), this card is gross. The Incomplete-Declined inflation hits each channel proportional to its failure rate; web (`channel_id = 1`) typically carries the most phantom revenue, marketplace channels carry almost none. | | **Cancelled orders** | Included with their original `total_inc_tax`. | | **Currency** | Multi-currency arithmetic sum WITHOUT FX. Per-channel revenue often clusters by currency (Amazon UK = GBP, Amazon US = USD), so per-channel views inadvertently approximate per-currency views for marketplace-heavy stores. | | **Channel ID conventions** | `1` = Stencil web storefront on every BC store. Channel Manager assigns integer IDs per integration (Amazon, eBay, Facebook, Walmart, custom B2B portals). POS terminals each carry their own `channel_id`. | | **Concentration risk signal** | If any single channel (other than `1`) carries >40% of revenue, the store is concentration-risky, that channel disappearing (Meta policy change, Amazon suspension, marketplace fee hike) materially threatens the business. Diversification work should follow. | | **Time window** | `30D vsP` (default 30D vs the prior 30D, with delta arrows on each channel) | | **Alert trigger** | None directly. The trend version is at [BC Channel Revenue Trend](/nerve-centre/kpi-cards/bigcommerce/channel-revenue-trend) and the per-channel drop-detection alert is [BC Alert Channel Revenue Drop](/nerve-centre/kpi-cards/bigcommerce/channel-revenue-drop-alert). | | **Roles** | owner, finance, 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. The 30-day window covers 14 Mar 26 to 12 Apr 26. | `channel_id` | Channel | Orders | Revenue | Share | vsP delta | Verdict | | ------------ | ---------------------------- | --------- | ------------- | --------- | --------- | ----------------------- | | `1` | Stencil web storefront | 2,840 | \$352,160 | **75.4%** | -3.1% | Stable, primary channel | | `1019847` | Amazon Channel Manager | 612 | \$54,468 | **11.7%** | +24.2% | **Scaling** | | `1019850` | Facebook Shop | 88 | \$5,104 | 1.1% | -8.0% | Marginal, watch | | `1020114` | POS Terminal A (NYC) | 74 | \$9,860 | 2.1% | +1.5% | Stable | | (mixed) | Incomplete / Declined orders | 485 | \$45,514 | 9.7% | (n/a) | Phantom revenue | | **Total** | | **4,099** | **\$467,106** | 100.0% | -2.3% | | What's interesting: 1. **Web concentration is 75.4%, healthy band.** Single-channel concentration above 80% is fragile (one CMS / theme / hosting issue takes the whole business down); below 60% means marketplace dependency may have crept in. The 75% web / 25% diversified split is where most multi-channel BC stores aim to land. 2. **Amazon grew +24.2% vsP**, this is the "graduating channel" pattern. Three months ago Amazon was 4% of revenue; today it's 11.7%. Once a channel crosses 10% it deserves named attention (a dedicated weekly review, a per-channel inventory-buffer rule, a contingency plan for channel disruption). [BC Channel Revenue Trend](/nerve-centre/kpi-cards/bigcommerce/channel-revenue-trend) shows the trajectory. 3. **Facebook Shop is shrinking** (-8% vsP, only 1.1% of revenue). The decision: invest to grow it, or accept it as a low-priority channel and stop allocating attention. **Don't leave shrinking marketplace channels in zombie state**; they consume operational overhead (inventory sync, support tickets, returns) without revenue justification. 4. **POS at 2.1% is small but real.** A single physical retail location bringing in \~\$10k/month is meaningful. The decision pivots on whether the location justifies its rent / staff cost, the revenue alone doesn't tell you that. 5. **Phantom revenue is 9.7% of headline.** Almost all on web. The headline $467k overstates collected cash by ~$45k, see [BC Total Revenue](/nerve-centre/kpi-cards/bigcommerce/total-revenue) FAQ for the phantom-revenue context. How to use this card: 1. **Watch the deltas, not just the levels.** A channel growing from 1% to 10% over 90 days is the signal worth acting on; a channel sitting flat at 60% rarely needs a strategic conversation. 2. **Set thresholds for "graduated" channels.** When a channel crosses 10% of revenue, give it dedicated weekly review attention. When it crosses 25%, treat it as a primary business risk. 3. **Pair with [BC Channel AOV](/nerve-centre/kpi-cards/bigcommerce/aov-by-channel)** to understand whether a growing channel is bringing volume or higher-value orders. Amazon often shows higher AOV than web due to bulk-buyer traffic. 4. **Use [BC Channel Currency Mix](/nerve-centre/kpi-cards/bigcommerce/currency-mix-by-channel)** to understand whether a "channel" growth signal is actually a "currency / region" signal in disguise. ## Sibling cards merchants should reference together | Card | Why pair it with Channel Revenue Mix | | ----------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------ | | [Total Revenue](/nerve-centre/kpi-cards/bigcommerce/total-revenue) | The store-wide headline this card disaggregates. | | [BC Channel Revenue Trend](/nerve-centre/kpi-cards/bigcommerce/channel-revenue-trend) | The over-time view of the same data. Shows trajectory; this card shows snapshot. | | [BC Channel AOV](/nerve-centre/kpi-cards/bigcommerce/aov-by-channel) | Per-channel basket size. Lets you understand whether channel growth is volume or AOV. | | [BC Channel Conversion Rate](/nerve-centre/kpi-cards/bigcommerce/conversion-rate-by-channel) | The funnel-efficiency view per channel. Marketplace channels typically show very high conversion (intent traffic); web shows typical 1-3% rates. | | [BC Channel Refund Rate](/nerve-centre/kpi-cards/bigcommerce/refund-rate-by-channel) | Net-of-refund per channel. Some marketplaces (Amazon especially) carry higher refund rates. | | [BC Alert Channel Revenue Drop](/nerve-centre/kpi-cards/bigcommerce/channel-revenue-drop-alert) | The real-time guardian for any single channel disappearing. | | [BC Channel Currency Mix](/nerve-centre/kpi-cards/bigcommerce/currency-mix-by-channel) | Disambiguates "channel growth" vs "currency/region growth" when marketplace integrations are currency-locked. | ## Reconciling against the vendor's own dashboard **Where to look in BigCommerce Control Panel:** [Channel Manager](https://login.bigcommerce.com/deep-links/manage/channel-manager) lists channels and IDs. [Analytics → Sales](https://login.bigcommerce.com/deep-links/manage/analytics/in-store-conversion) on Plus and Enterprise tiers offers a *Sales by channel* view that approximates this card; the figures should match within ±2% (BC excludes Cancelled / Declined / Incomplete by default). Other BC views that look adjacent: * **Settings → Channels**: lists configured channels but no revenue. * **Reports → Channel performance** (Plus / Pro): partial overlap, often lags by 24h. * **Insights → Customer behaviour**: tracks behaviour, not revenue, by channel. **Why our number may legitimately differ from BC Control Panel:** | Reason | Direction | | ------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------- | | **`Incomplete` + `Declined` + `Cancelled` inclusion**. BC Sales-by-channel excludes these by default. | Vortex IQ HIGHER than BC dashboard | | **Time zone**. UTC vs store. | ±1 day boundary | | **Currency**. We sum without FX. BC sums after FX conversion to store currency. | Material for international stores | | **Channel renaming**. We bucket by ID; if you renamed a channel mid-period the table shows current name with historical totals. | Cosmetic | | **Channel Manager backfill timing**. New integrations only index from connection date. | LOWER for new channels in their first weeks | **Cross-connector reconciliation:** | Card | Expected relationship | Notes | | ----------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------- | | [`amazon_sp.amazon_total_revenue`](/nerve-centre/amazon_sp/amazon_total_revenue) | Should match the Amazon `channel_id` slice of this card | Amazon's Seller Central reports may show different figures for FBA vs FBM split or for refund/promotional adjustments. | | [`stripe.stripe_total_revenue`](/nerve-centre/kpi-cards/stripe/total-charge-volume) | Should match the web `channel_id = 1` revenue minus failures and minus PayPal-routed orders | Stripe sees only web-checkout payments routed through Stripe. | **The BC `channel_id` field is unique to BC's data model.** Shopify uses `sourceName` (string) and Adobe Commerce uses `store_id` plus a separate channel taxonomy. Per-channel revenue cards exist on both platforms with different field shapes. ***
Same-metric documentation cross-reference (for agencies running multiple platforms) * [`shopify.revenue_by_source`](/nerve-centre/shopify/revenue_by_source) (planned) * [`adobe_commerce.revenue_by_store_id`](/nerve-centre/adobe_commerce/revenue_by_store_id) (planned)
## Known limitations / merchant FAQs **One channel is 65% of my revenue, is that risky?** Yes, materially. Concentration above 60% means a single point of failure (Amazon suspension, Meta policy change, marketplace fee hike, BC theme issue on web) can disrupt most of the business overnight. **Diversification is the answer**, but it's a 6-12 month project: identify the next-best growth channel, allocate dedicated marketing spend, accept that the second channel will be small for the first 6 months. Concentration risk doesn't show up until it does. **A new Channel Manager integration shows zero revenue, did I configure it wrong?** Possibly. Common causes: (1) the integration is connected but listings haven't been published to the marketplace yet (Channel Manager → Listings status), (2) the marketplace requires approval before traffic flows (Amazon for some categories, Walmart in general), (3) the sync is paused (Channel Manager → Sync status). Check each in turn. Brand-new channels can take 2-6 weeks to start producing revenue even when configured correctly. **My web channel (`channel_id = 1`) keeps shrinking as a percentage, is that bad?** Not necessarily. If marketplace channels are growing while web stays flat, web's *percentage* shrinks but its *absolute* revenue is fine. **Watch the absolute figure on web**: if it's flat or growing, you're successfully diversifying; if it's falling in absolute terms, web is genuinely losing share to marketplaces and you should investigate the cause (SEO loss, brand erosion, paid-traffic efficiency drop). **Why does my POS channel show small revenue but disproportionate operational cost?** Physical retail carries fixed costs (rent, staff, hardware) that don't scale down with revenue. A POS channel at 2-5% of revenue but 15-20% of operational cost is normal for stores with retail locations. The decision is whether the store presence has strategic value beyond the immediate revenue (brand presence, fulfilment hub, customer-experience anchor) or whether it should be closed. **Should I include phantom revenue (Incomplete + Declined) in this card?** The card includes them by default, matching [BC Total Revenue](/nerve-centre/kpi-cards/bigcommerce/total-revenue) semantics. The phantom-revenue impact is concentrated in `channel_id = 1` (web); marketplace channels barely have phantom revenue because they pre-authorise payment. If you want a "real cash collected per channel" view, subtract per-channel failed value (use BC Failures by Channel ID for the count and per-channel AOV math for the dollar approximation). **My multi-currency Amazon channels (UK, US, EU, AU) all show under one channel ID, why?** Channel Manager assigns one ID per integration *instance*. If you set up Amazon UK separately from Amazon US in the BC admin, they get different IDs; if you connected a single Amazon Seller Account with multiple regional sites, they may share an ID and rely on `currencyCode` to distinguish. **Check Channel Manager → Connected channels** for the actual configuration; the right pattern is one Channel Manager instance per regional Amazon account. **Can I split Stencil web traffic by storefront (multi-storefront on Enterprise)?** Yes, BC Enterprise multi-storefront uses separate `channel_id` values for each storefront (typically `1`, `2`, `3` etc. depending on store creation order). Each storefront-channel produces its own row in this card. Don't confuse multi-storefront `channel_id` with Channel Manager `channel_id`, BC overloads the field. **The vsP delta on a channel looks dramatic, should I act on it?** Look at absolute revenue first. A +200% delta on a channel that grew from $500 to $1,500 is operationally trivial; a +25% delta on a channel that grew from $40k to $50k is meaningful. **Filter by absolute revenue thresholds** before reading deltas, the percent change without the dollar context misleads. **My alternative-payment-method channel (BNPL, crypto) shows tiny revenue, do I keep it?** Depends on whether the alternative-method customers would have purchased without it. If your BNPL channel is at 3% of revenue but those customers have higher AOV than card-only customers, the surface is *additive* not just *substitutive*. If the AOV is the same, the BNPL surface is mostly just shifting payment timing without growing the pie. Cross-reference [BC Channel AOV](/nerve-centre/kpi-cards/bigcommerce/aov-by-channel) before deciding. **Why does my channel mix change so much month to month?** Marketplace seasonality, paid-ads timing, and inventory availability all move share dramatically across months. Black Friday massively spikes web; Q1 typically spikes Amazon (gifting); summer often spikes physical retail. **Compare same-month vs same-month last year**, not month-to-month, for stable trend reads. *** ### Tracked live in Vortex IQ Nerve Centre *Revenue Mix by Channel* is one of hundreds of KPI pulses Vortex IQ tracks across BigCommerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.