Total Revenue, eBay

Metrics type: Key Metrics • Category: Marketplace

At a glance

Headline GMV across every eBay order in the period. Sum of pricingSummary.total.value for every order returned by the Sell Fulfillment API, gross of eBay’s final-value fee, gross of refunds, gross of buyer-paid shipping. This is the single number a CFO checks each Monday alongside Amazon and the Shopify storefront.


What it counts	`SUM(pricingSummary.total.value)` from the Sell Fulfillment API `/order` resource for every order created in the window. eBay’s term for this is GMV (Gross Merchandise Value).
Listing-format scope	All formats: fixed-price (Buy It Now), auction-style with winning bid, and Best-Offer-resolved orders at the accepted offer price. Auction sales count at hammer price; Best-Offer sales count at the negotiated total.
Fees / commission framing	Gross of fees. This is GMV, the customer-paid total before eBay deducts the final-value fee (typically 12.9 to 15% depending on category, plus a £0.30 / $0.30 per-order fixed fee), insertion fees, and Promoted Listings ad fees. For the post-fee number, use Marketplace Fees and Fee % of Revenue.
Promoted Listings	Both promoted and organic orders are included identically. The card does NOT separate paid-placement revenue from organic, the order doesn’t carry that signal at the order level (it’s reported separately in the Promoted Listings campaign report).
Multi-site aggregation	Orders from every connected eBay site (US ebay.com, UK ebay.co.uk, AU ebay.com.au, DE ebay.de, etc.) are summed into one figure without FX conversion. A seller running US + UK gets a misleading single number; use the Revenue by Marketplace card or filter by `marketplaceId` for per-site reads.
Currency	Each order keeps its own `pricingSummary.total.currency` (USD, GBP, EUR, AUD). The card sums the numeric values blindly, no FX.
Best-Offer-resolved orders	Included. Once a buyer’s offer is accepted (or auto-accepted by your rule), the resulting order has `pricingSummary.total.value` equal to the negotiated price; that’s what’s summed here. Pre-acceptance offer activity is invisible to this card.
Refunds	NOT deducted. A fully refunded $100 order still contributes$ 100 to GMV. Refunds appear in the Sell Fulfillment `/refund` resource and are tracked separately by Return Rate. For the net view, subtract refund value manually.
Cancellations	Buyer-cancelled orders before payment are excluded by the API. Seller-cancelled / out-of-stock cancellations after payment ARE included until eBay processes the refund.
Time window	`T/7D/30D vsP` (today, last 7D, last 30D, each vs the prior identical window)
Alert trigger	`drop >15% vsP`, driven by `sentiment_key: revenue_trend`
Roles	owner, finance

Calculation

Calculated automatically from your eBay 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 UK home-and-garden seller with Top Rated Seller (TRS) status running on ebay.co.uk and ebay.com simultaneously. Period: 02 Apr 26 to 01 May 26 (30D), comparing against the prior 30D (03 Mar 26 to 01 Apr 26).

Listing format / channel	Orders	Avg total	GMV (this card)
UK fixed-price (Buy It Now), organic	1,840	£42	£77,280
UK fixed-price, Promoted Listings Standard	612	£48	£29,376
UK auction-style (resolved)	88	£36	£3,168
UK Best-Offer accepted	214	£39	£8,346
US fixed-price, ebay.com	470	$58	$27,260
Total Revenue (this card)	3,224	mixed	£118,170 + $27,260

Headline figure shown on the card  =  £118,170 + 27,260 (no FX)
Reported as a single GBP number    =  £118,170 (the card sums numeric values across currencies, the
                                       USD orders silently add 27,260 of arithmetic value into a GBP-labelled cell).

Five things to notice:

The headline GMV is misleading for a multi-site seller. Because the card sums values without FX, the £-labelled total has $27,260 of dollar-quantity bolted on. For an apples-to-apples read, use Revenue by Marketplace which keeps each site separate, or filter to a single marketplaceId (EBAY_GB).
Final-value fee erodes 13% of this number. At a category-blended FVF of 12.9% plus the per-order £0.30 fixed fee, this seller’s £118,170 GMV nets to roughly £102,810 after eBay takes its cut. Pair with Marketplace Fees and Fee % of Revenue for the net read.
Best-Offer resolved 9% below asking on average. The 214 accepted offers sit at £39 vs the average BIN price of £42, that’s an 8% concession built into the GMV. Sellers who run aggressive auto-accept rules see 10 to 12% Best-Offer discounts feeding into this number invisibly.
Promoted Listings spend is on top of this. The 612 promoted orders (£29,376 GMV) generated, say, 6% ad-rate ad fees of £1,762 deducted at settlement. That’s a separate fee, on top of the 12.9% FVF, recorded in Promoted Spend. The promoted-listings ad spend does NOT reduce this card; it shows in fee cards.
Auction conversion is a fraction of BIN. The 88 auction sales are roughly 5% of the 1,840 BIN orders, on similar listing volumes. Auction-format ratios this low are typical, modern eBay buyers default to BIN; auctions are mostly used for collectibles, vintage, and clearance.

The 30-day prior window was £125,400 + $24,800. Total Revenue is down 5.8% on UK GBP volume vsP, which is below the drop >15% vsP alert threshold. Vortex IQ Nerve Centre stays quiet, but the seller can still see the trend on the card itself.

Sibling cards merchants should reference together

GMV on its own tells you very little. Pair it with these to make decisions:

Card	Why pair it with eBay Total Revenue
eBay AOV	GMV ÷ Order Count. A rising GMV alongside flat AOV means you grew on volume; flat GMV with rising AOV means a mix-shift toward premium listings or auctions ending hot.
eBay Order Count	The other half of the equation. Always check the denominator before reading GMV trend, sale weeks distort the volume side.
Marketplace Fees	This card is gross. Marketplace Fees shows the £ leakage to eBay (FVF + insertion + Promoted). Net GMV = Total Revenue minus this.
Fee % of Revenue	The ratio version, useful when GMV swings make absolute fees noisy. A creeping fee % usually means category mix shifted toward higher-fee categories or Promoted spend grew faster than organic.
Promoted Spend	Tells you how much of the GMV lift is paid-for. If GMV is up 10% but promoted spend is up 40%, the unit economics are degrading even as the headline grows.
Revenue by Marketplace	The right card for any multi-site seller. Splits this number by US / UK / AU / DE so you can see which site moved.
Shopify Total Revenue	For sellers running both, the cross-platform revenue share. eBay GMV vs Shopify storefront revenue tells you channel concentration.
Amazon Total Sales	The marketplace peer. Same gross-of-fees framing, similar fee structure (referral fees), useful for marketplace-vs-marketplace comparisons.

Reconciling against the vendor’s own dashboard

Where to look in eBay Seller Hub: The closest eBay-native view is:

Seller Hub → Performance → Sales (US) or Seller Hub → Performance (UK) Headline tile: “Sales (gross)” for the selected period.

For the order-by-order view (closer to the API): Seller Hub → Orders. Set the same date range and sum the order totals, the figure should match this card to within a small rounding gap. The “Sales by listing” report under Performance → Listings gives a per-listing breakdown that’s useful when GMV moves and you want to find the SKUs driving the change. Timing, settlement, and reporting-lag table:

Topic	Detail
Timezone	Seller Hub displays in the seller’s account-level timezone (Pacific Time for US accounts by default; configurable per account). Vortex IQ uses UTC for period boundaries. Orders near midnight on the boundary days fall on different sides; the cumulative effect averages out over 30D.
Settlement / payout timing	eBay holds funds for 1 to 3 days for new sellers (under 90 days or with under 25 sales) and pays out instantaneously to TRS / Above Standard sellers. This card reads order-creation time, not settlement time, so the GMV figure is unaffected by payout delay. The Pending Payouts card tracks the held-funds side.
Promoted Listings cost reporting lag	Ad-fee deductions on Promoted Listings can lag the underlying order by 24 to 72 hours in the API. This card is unaffected (it reads gross order totals), but the Promoted Spend card may understate today’s spend by a day or two.
API throttling	The Sell Fulfillment API enforces a daily call cap (5,000 calls / day baseline, raised per account). High-volume sellers hit pagination during the daily backfill; the card’s data-pipeline retries with exponential backoff and is generally caught up within an hour of any new order.
Webhook delivery	eBay’s notifications API can deliver order events with 30 to 90 second latency under normal load. “Today” GMV may understate by a small margin during peak buying hours; yesterday and earlier are fully caught up.

Why our number may legitimately differ from Seller Hub:

Reason	Direction	Why
Currency aggregation	Ours wrong shape for multi-site	Seller Hub reports each marketplace site separately. Vortex IQ sums numeric `pricingSummary.total.value` across currencies. UK + US sellers see a single mismatched headline. Filter by site for parity.
Order-creation vs paid-on date	Ours slightly higher near boundaries	Seller Hub’s “Sales” tile defaults to paid-on date; our card uses order-creation date. For a small share of orders, payment captures the day after order placement (especially Best-Offer flows), so the two reports disagree at the period edge.
Cancelled orders	Ours higher	If a buyer cancels an order before payment captures, eBay’s API still returns the order briefly. Seller Hub’s report excludes these; Vortex IQ includes them until the API refreshes. Effect is typically <0.5% of GMV.
Refund treatment	Same on both	Both views are gross of refunds. Net-of-refunds reconciliation requires the Return Rate card.
Reporting lag	Ours marginally lower for “today”	eBay’s daily report runs at 00:05 UTC for the prior day; our pipeline is webhook-driven and 30 to 90 seconds lagged. Yesterday and earlier are fully aligned.

Cross-connector reconciliation against other connectors the same seller may run:

Card	Expected relationship	What causes legitimate divergence
`shopify.total_revenue`	Independent populations. eBay orders are not in Shopify (and vice versa) unless the seller dual-lists via a third-party feed app (Codisto, Sellbrite, ChannelEngine). For most sellers these are entirely separate revenue streams.	If a feed app is mirroring eBay orders into Shopify as draft orders for inventory sync, you’ll see double-counting in the Shopify storefront figure. Disable Shopify-side counting of those orders.
`amazon.total_sales`	Marketplace peer. Different fee structure (referral fees 8 to 15% by category vs eBay 12.9 to 15% FVF), different settlement cadence (Amazon 14-day rolling vs eBay near-instant for TRS). Independent revenue streams unless the seller dual-lists.	Used as a peer-benchmark, not a reconciliation. The eBay-vs-Amazon revenue share is its own card: eBay vs Amazon Revenue Share.
`ga4.ga_revenue_trend`	Mostly invisible to GA4. eBay traffic shows in GA4 as referral, not as a purchase channel; the buyer never lands on the seller’s own site. eBay revenue is therefore typically NOT in GA4 at all.	If the seller drives off-eBay traffic to listings via UTM-tagged links, those visits show in GA4 as referral sessions but the purchase event still fires inside eBay (uncaptured).

Known limitations / merchant FAQs

Is this gross or net revenue? Gross. This is GMV: customer-paid totals before eBay deducts the final-value fee, before refunds, and before Promoted Listings ad fees. For the post-fee figure, subtract Marketplace Fees. For the post-refund figure, subtract refund value (a Net Revenue card is on the roadmap). How much will eBay take in fees? The final-value fee is 12.9 to 15% of the order total depending on category, plus a fixed £0.30 / $0.30 per order. Most consumer-goods categories sit at 13.25% blended; high-end watches and luxury can run as low as 9%; collectibles and specialised categories can hit 15%. Promoted Listings Standard adds 2 to 12% ad rate on top of the FVF when a buyer clicks through a promoted placement and converts within 30 days. So a £100 order in a 13% FVF category with a 5% Promoted Listings ad rate nets you roughly £100 minus £13.30 FVF minus £0.30 fixed minus £5.00 ad fee = £81.40 banked. Use Fee % of Revenue to track the blended rate over time. How does Best Offer affect AOV / Total Revenue? Best Offer pulls the order total down. Once an offer is accepted, that’s the GMV recorded, not the original asking price. Sellers who run aggressive auto-accept rules (auto-accept >85% of asking) typically see Best-Offer-resolved orders averaging 8 to 12% below BIN price. If your AOV is dropping but order count is steady, check Best Offer acceptance rates first. My multi-site numbers look weird, what’s happening? The card sums numeric pricingSummary.total.value across every connected eBay site without FX conversion. A seller running ebay.co.uk (GBP) + ebay.com (USD) + ebay.de (EUR) gets a single number that arithmetic-adds GBP + USD + EUR figures into one cell, mathematically meaningless. Use Revenue by Marketplace for per-site reads, or filter by marketplaceId (e.g. EBAY_GB only) for a clean single-currency view. How do I work out Promoted Listings ROI from this card? You can’t from this card alone, the order doesn’t carry a “promoted vs organic” flag at the order level. You need the Promoted ACOS card, which divides Promoted Spend by attributed promoted GMV. Rule of thumb: if ACOS is below your gross margin, Promoted is profitable; if ACOS exceeds margin, you’re paying eBay to lose money. ACOS in the 8 to 15% range is healthy for a 30 to 40% gross-margin seller. When does eBay actually pay me? Top Rated Sellers (TRS) receive funds nearly instantly to the linked bank account once tracking is uploaded and delivery confirmed. Above Standard sellers see a 2 to 5 day hold per order. New sellers (under 90 days or under 25 sales) face a longer 7 to 21 day hold per order, eBay’s protection against new-seller fraud. This card is unaffected by hold timing (it reads order-creation time), but Pending Payouts tracks the cash-flow consequence. Why doesn’t my eBay GMV match my Shopify revenue? They’re independent populations. Unless you’ve installed a third-party feed app (Codisto, Sellbrite, ChannelEngine, M2E Pro) that mirrors eBay orders into Shopify for inventory sync, eBay orders never enter your Shopify store. eBay GMV + Shopify revenue = your true cross-platform figure (don’t double-count). The exception is if your feed app creates Shopify draft orders to decrement stock, you may see those rows in Shopify; configure the app to exclude them from sales reports. Why does today’s number jump up and down so much? Today is incomplete data. Buyers in the West Coast time zone are still placing orders 8+ hours after midnight UTC, so the bucket is filling. Webhook latency (30 to 90 seconds) and the API’s 5-minute typical lag for new orders also play a role. Use the rolling 7-day or 30-day view for stable numbers, that’s why the alert window is 30D vsP not 1D. Does TRS status affect this number? Not directly, the GMV figure is the same regardless of seller standing. But TRS unlocks downstream lifts: better Best Match search rank, eligibility for the “Top Rated Plus” listing badge (drives 5 to 10% conversion uplift in eligible categories), and a 10% discount on the final-value fee in qualifying categories. So a TRS seller’s net revenue after fees runs higher than a non-TRS seller’s at the same GMV. Track Seller Standards to keep this lever active.

Tracked live in Vortex IQ Nerve Centre

Total Revenue is one of hundreds of KPI pulses Vortex IQ tracks across eBay 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 or book a demo to see this metric running on your own data.

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The AI OS

At a glance

Calculation

Worked example

Sibling cards merchants should reference together

Reconciling against the vendor’s own dashboard

Known limitations / merchant FAQs

Tracked live in Vortex IQ Nerve Centre

​At a glance

​Calculation

​Worked example

​Sibling cards merchants should reference together

​Reconciling against the vendor’s own dashboard

​Known limitations / merchant FAQs

​Tracked live in Vortex IQ Nerve Centre

At a glance

Calculation

Worked example

Sibling cards merchants should reference together

Reconciling against the vendor’s own dashboard

Known limitations / merchant FAQs

Tracked live in Vortex IQ Nerve Centre