Per-channel top-10 SKUs, surfaces ‘this product sells on POS but not online’ style insights.
At a glance
Top-10 SKUs by revenue per channel_id over the trailing 30 days. Surfaces “this product sells on POS but not online” style insights, the merchandising-strategy view that BigCommerce’s channel-native architecture makes uniquely visible. Different channels favour different SKUs: Amazon prefers bundles, web prefers hero singles, B2B prefers case-pack quantities, POS prefers walk-out single-units. The card lets the merchant see whether their assortment matches each channel’s buyer behaviour.
| What it counts | SUM(line_item.total_inc_tax) GROUP BY channel_id, product_id ORDER BY revenue DESC LIMIT 10. Each channel shows its own top-10. SKUs absent from a channel’s top-10 may still be in the catalogue but not selling there. |
| API endpoint | GET /stores/{store_hash}/v2/orders/{order_id}/products for line-item detail per order, joined with GET /v2/orders for channel attribution. The OpenSearch index materialises per-channel-per-SKU revenue per day. |
| VAT / tax treatment | Tax-inclusive line totals. |
| Shipping | Excluded from product line; shipping isn’t attributable to a single SKU. |
| Discounts | Deducted at line level; bundle discounts are pro-rated across line items. |
| Refunds | Not deducted. A refunded SKU still appears in the top-10 if its gross revenue makes it. |
| Cancelled orders | Excluded. |
Incomplete orders | Excluded. |
| Currency | Multi-currency aggregated in primary; per-channel native currency available via Settings. |
| Channel coverage | All BC channels. POS top-10 typically reflects walk-in regulars (coffee, snacks, basics); web top-10 reflects hero / featured products; Amazon top-10 reflects bundle / multi-pack listings; B2B top-10 reflects case-pack and high-volume reorder SKUs. |
| B2B Edition behaviour | B2B portal top-10 is typically dominated by 5-10 high-volume reorder SKUs that wholesale accounts buy regularly. The pattern is repetitive (same 8 SKUs every month) rather than fashion-style (rotating top-10). Watch for B2B top-10 destabilising, that’s an early signal of customer churn or assortment misalignment. |
| SKU vs Variant | We aggregate at product level by default; variant-level (size, colour) is available under Settings → Aggregation. Variant view triples the data volume but surfaces “Size M sells on Amazon, Size L on web” patterns. |
| Time window | 30D rolling. |
| Alert trigger | None (pattern card). |
| Roles | owner, marketing, operations |
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 Pro. Snapshot for 1 Apr to 30 Apr 26. Showing top-3 per channel for brevity (full card shows top-10).| Rank | DTC web (channel_id=1) | Amazon (1019847) | B2B portal (12000004) | POS (1020114) |
|---|---|---|---|---|
| 1 | Linen 4-piece bedding set, King ($21,400) | Towel set 6pk, ivory ($11,200) | Bulk pillowcase 50ct ($28,000) | Hand-soap, lavender ($1,840) |
| 2 | Throw cushion 18in, sage ($14,200) | Bath sheet 4pk, white ($9,800) | Bulk hand-towel 100ct ($22,400) | Candle, vetiver ($1,420) |
| 3 | Linen 4-piece bedding set, Queen ($12,800) | Hand-towel 12pk, ivory ($8,400) | Bulk pillowcase 100ct ($18,200) | Linen napkin, ivory ($980) |
- Web sells king-size hero items, Amazon sells multi-packs. This is the BC merchant’s intentional channel strategy: web carries the full premium catalogue (king bed sets, decorative throws); Amazon carries bulk-friendly utility SKUs that work well in Amazon’s volume-seeker buyer base. The fact that Amazon top-3 contains zero web top-3 SKUs is a sign of disciplined per-channel merchandising, not channel weakness.
- B2B portal is dominated by case-pack quantities. The “Bulk pillowcase 50ct” at 22k reflect hotel / hospitality wholesale customers buying for their property operations. B2B top-3 SKUs typically don’t appear on any other channel because the case-pack SKUs are B2B-only listings. This is the BC B2B Edition merchandising pattern at its purest.
- POS top-3 are small-ticket walk-out items. Hand-soap, candles, napkins, classic specialty-retail flagship-store impulse buys. Average POS line at 80-150. POS top-3 should rarely include big-ticket items, those are walk-in tour-and-leave items, not buy-on-spot.
- The big strategic question: Should the merchant promote the Bulk pillowcase 50ct on web? Currently it’s B2B-only ($28k revenue). If priced for prosumer / Airbnb operator market, it could reach DTC web buyers. The card surfaces these cross-channel-opportunity questions that aggregate top-products lists hide.
- Watch for top-10 instability over time. A B2B top-10 that suddenly shifts (the pillowcase drops from #1 to #5) usually means a wholesale customer churned or shifted to a competitor; investigate within days.
- Audit cross-channel duplicate listings. SKUs in top-3 on multiple channels are your hero products; ensure inventory allocation matches.
- Surface channel-exclusive opportunities. A B2B-only top-SKU may have prosumer DTC potential.
- Identify channel-misfits. A high-AOV web SKU absent from web top-10 but present on Amazon means web isn’t merchandising it; fix the website’s hero placement.
- For POS specifically, top-3 should match impulse / regular categories. A big-ticket item in POS top-3 is unusual and worth investigating (was it gift-bought? Was a tour group involved?).
- For B2B, monitor top-10 stability. Sudden drops indicate customer-churn risk.
Sibling cards merchants should reference together
| Card | Why pair it with Top Products by Channel |
|---|---|
| BC Top SKUs | Store-wide top-10; this card is per-channel decomposition. |
| BC Top SKUs Revenue | Revenue-weighted view of hero products. |
| BC Channel Inventory Split | Pair to verify allocation matches per-channel demand. |
| BC Channel AOV | Top-product mix drives per-channel AOV. |
| BC Channel Refund Rate | Cross-reference: high-revenue + high-refund SKUs are quality / fit issues. |
| BC Channel Revenue Trend | Trend context; rising channel revenue with shifting top-10 means the assortment is changing. |
| BC Stock vs Sales | Velocity-vs-stock view per top SKU. |
| BC Margin by Brand | Margin context for top-revenue SKUs. |
Reconciling against the vendor’s own dashboard
Where to look in BigCommerce Control Panel: Analytics → Sales → “Top products” view shows store-wide top-10. Channel Manager → individual channel → Reports shows per-channel sales by product on Plus / Pro / Enterprise. For B2B Edition: Channel Manager → B2B Edition → Reports shows wholesale-customer top products. Why our top-10 may differ from BC reports:| Reason | Direction |
|---|---|
| Bundle / kit treatment. We aggregate at parent product level; BC sometimes shows component SKUs separately. | Different rows |
| Refund treatment. Default we use gross; BC’s view varies. | Higher / lower per-SKU |
| Window alignment. Rolling-30 vs calendar-month near boundaries. | Either direction |
| B2B inclusion. BC main analytics excludes B2B; we include. | Different denominators |
| Variant aggregation. We aggregate at product; BC shows variants separately in some views. | Different SKUs in top-10 |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
amazon_sp.amazon_top_listings | Amazon SP-API’s top listings should match Amazon channel slice | SP-API shows units sold; we show revenue. Same rank usually, sometimes different. |
google_ads.ga_top_converting_skus | Top-converting paid-traffic SKUs typically match web top-10 | Paid traffic skews to first-time buyers; some SKUs over-index on paid vs organic. |
klaviyo.kl_top_purchased_products | Klaviyo’s email-attributed top products correlate with web top-10 | Klaviyo’s attribution is click-window; some orders attributed to Klaviyo had earlier touchpoints. |
source_name) and Adobe Commerce (per store_id); merchant-facing semantics are equivalent.