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Card class: Hero • Category: Ecommerce Platform
Excludes failed/cancelled. Pairs with revenue to spot AOV-vs-volume issues.

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At a glance

Count of completed orders over the rolling 30 days. The volume number that pairs with ecwid_total_revenue to reveal whether revenue movements are driven by basket-size or by buyer count. Critical for hobby Ecwid stores where weekly swings can be large.
What it countsCOUNT(orders WHERE paymentStatus = PAID AND created_at in window).
API endpointGET /v3/{store-id}/orders?paymentStatus=PAID. Webhook updates fire on order state transitions.
VAT / taxNot relevant; this is a count, not a value.
ShippingNot relevant; count-based.
DiscountsNot relevant.
RefundsNOT deducted (the order existed; refund is a separate event).
CancellationsExcluded. Cancelled-before-payment orders never count.
Pending paymentExcluded until cleared.
CurrencyNot relevant; dimensionless count.
Channel scopeAll channels where the Ecwid widget renders (WordPress site, social shops, mobile app, POS).
Time window30D vsP.
Alert triggerdrop >20% WoW. The threshold is wider than total revenue (15%) because order count is more volatile on small Ecwid stores.
Sentimentorder_count_trend.
Rolesowner, marketing, operations.

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Calculation

Calculated automatically from your Ecwid data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

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Worked example

A small UK hobby photographer running an Ecwid widget on their WordPress blog, week of 21 Apr 26 to 27 Apr 26.
MetricThis weekPrior weekChange
Total Orders (this card)1814+28.6%
Total Revenue£620£495+25.3%
Average Order Value£34.40£35.40-2.8%
Total Orders = 18 (this week)
+4 orders WoW; well above the -20% drop alert threshold
AOV slightly down, so the revenue lift is volume-driven not basket-driven
What it means. Eighteen orders in a week is a healthy run-rate for this hobby store; the +4 order WoW lift is meaningful in absolute terms (~30% volume growth). The slight AOV dip is normal noise (one extra single-print order at £20 pulls the AOV down with no cause for concern). For a hobby Ecwid seller the order count number is often more emotionally meaningful than the revenue number. “Eighteen people bought my prints this week” is the human signal that the side hustle is working; the revenue number is the financial outcome. The action playbook here is not “fix something” (nothing broke); it is “double down on what worked”. Check ecwid_top_products to see which prints drove the lift, and consider featuring those prominently in the next blog post.

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Sibling cards merchants should reference together

CardWhy it matters next to Total OrdersWhat the combination tells you
Total RevenueThe dollar twin.Revenue / orders = AOV; the three are mathematically tied.
Average Order ValueBasket size.Orders up + AOV down = volume growth without basket discipline; orders up + AOV up = textbook healthy growth.
Conversion RateFunnel efficiency.Orders dropped + conversion rate dropped = funnel broken; orders dropped + conversion stable = traffic dropped.
Refund RateQuality canary.Order count rising + refund rate rising = the new buyers are unhappy; investigate.
New CustomersAcquisition vs retention.Orders up + new customers flat = repeat surge; orders up + new customers up = acquisition working.
Orders by StatusStatus mix view.Failed-payment and on-hold spikes show as backend issues that depress this count.
Top Products by RevenueVolume drivers.Identify which SKUs concentrated the order growth.
Out-of-Stock ProductsBlocking input.Orders dropping while OOS count rose = OOS is the cause.

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Reconciling against the vendor’s own dashboard

Where to look in Ecwid’s own dashboard:
Ecwid Control Panel (my.ecwid.com) -> My Sales -> Orders The order list with filter Payment status = Paid over your chosen window is the apples-to-apples comparison.
Why our number may legitimately differ from Ecwid’s Control Panel:
ReasonDirectionWhy
Time zoneBoundary daysEcwid uses store-local; we use UTC.
CancellationsTheirs higherEcwid sometimes counts cancelled in default views; we exclude.
Pending paymentTheirs higherWe wait for PAID status.
Test ordersMarginalEcwid sandboxes can include test orders; we exclude any with metadata.test = true.
Sync lagMarginalWebhook-driven; under 60s typically.
Internal identity: ecwid_total_orders = ecwid_total_revenue / ecwid_aov The three are mathematically tied; if any pair disagrees by more than rounding, raise a sync issue.

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Known limitations / merchant FAQs

Why is the alert at -20% instead of -15%? Because Ecwid stores are typically smaller and noisier than full-platform stores; -15% would generate too many false-positive alerts during normal weekly volatility. -20% catches genuinely concerning drops without daily noise. Why does the count exclude cancelled orders? Because cancelled orders represent failed transactions; they did not generate revenue and should not count as “demand”. The exclusion is consistent with ecwid_total_revenue. My order count is much higher than my “paid” count. Why? Possibly because some orders are stuck in pending-payment limbo. PayPal Pending status, manual / wire-transfer-pending orders, or “INCOMPLETE” abandoned-checkout records can inflate the total but not the paid count. Use paymentStatus = PAID filter in Ecwid Control Panel to compare apples-to-apples. Does this include subscription renewal orders? Yes. Each Ecwid subscription billing creates a new order; renewals contribute to this count. My order count rose but revenue dropped. What does that mean? AOV dropped sharply. Likely causes: (a) a flash promo brought in low-AOV impulse buyers, (b) a hero high-priced SKU went OOS forcing buyers to cheaper alternatives, (c) a discount code went viral. Check ecwid_aov and ecwid_oos_products. Does this count test orders? No, we exclude orders flagged as test (metadata.test = true or sandbox marker). Some merchants accidentally leave test mode on; if your numbers look implausibly high check Ecwid Control Panel for sandbox status. My count dropped to zero overnight. What broke? For Ecwid specifically: (1) the host site (WordPress, Wix, Webflow) may be down, blocking the widget from rendering; (2) the Ecwid widget JavaScript may have failed to load; (3) Stripe / PayPal payment rails may have an outage; (4) the OAuth token may have expired (rare; Ecwid tokens are long-lived). Why does this exclude POS sales for some Ecwid stores? We do not exclude POS by default; POS orders flow through the same backend. If the merchant’s setup excludes POS from this card, it is likely a manifest configuration choice (some merchants want to track widget-only revenue vs in-person separately). Does this include in-progress / cart-abandoned orders? No. Only PAID orders count. Abandoned carts are a separate concept tracked in conversion-rate analysis.

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Tracked live in Vortex IQ Nerve Centre

Total Orders is one of hundreds of KPI pulses Vortex IQ tracks across Ecwid 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.