Sum of completed orders. The morning question every Ecwid merchant opens with.
At a glance
Sum of completed-order totals over the rolling 30 days. The morning question every Ecwid merchant opens with. Ecwid is an embedded-widget commerce platform; orders are placed through the widget hosted on the merchant’s existing website (WordPress, Wix, Webflow, social media). The card is gross of fees, gross of refunds, single currency per store.
| What it counts | SUM(order.total) for orders with paymentStatus = PAID and created_at in the rolling 30D window. Each order’s total contains line items, shipping, taxes, discounts (already deducted), and any payment-processor fees the merchant has chosen to pass through. |
| API endpoint | GET /v3/{store-id}/orders (paged, max 100 per call, OAuth2 with read_orders scope). Webhook updates fire on order.created, order.updated, order.paid. |
| VAT / tax treatment | Configurable per-store in Ecwid settings. US-based hobby stores typically run tax-exclusive; UK / EU stores run inclusive. The card sums order.total blindly, so the convention follows whatever the merchant has set in Ecwid. |
| Shipping | Included. order.total already contains shipping.cost. |
| Discounts | Already deducted. Promo codes and coupons reduce order.total at checkout. |
| Refunds | NOT deducted. A fully refunded order still contributes its original total. For the netted view, see ecwid_refund_rate and refund-value adjacents. |
| Cancelled orders | Excluded. Orders with paymentStatus = CANCELLED are filtered out by the engine. |
| Pending payment | Excluded. Orders not yet PAID (e.g. PayPal pending, manual payment awaiting confirmation) are not counted as revenue until they clear. |
| Currency | Single currency per Ecwid store. The merchant chooses one currency at store-creation; multi-currency is achieved by running parallel storefronts (one Ecwid instance per currency). |
| Channel scope | Ecwid widget orders are channel-agnostic at the source, the same widget can be embedded on the merchant’s WordPress site, Instagram Shop, Facebook Shop, a Webflow site, or all of the above. The card sums all channels regardless of where the widget rendered. |
| Stripe / PayPal native | Most Ecwid stores accept Stripe and PayPal natively; the card is method-agnostic. Method breakdown is not currently surfaced (Ecwid’s small-merchant focus rarely needs it). |
| Time window | 30D vsP (rolling 30D vs prior 30D). |
| Alert trigger | drop >15% WoW (week-over-week, applied to the 7D inside the 30D window). |
| Sentiment | revenue_trend. |
| Roles | owner, marketing, finance. |
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.Worked example
A small UK hobby seller running an Ecwid widget on their existing WordPress photography blog, week of 21 Apr 26 to 27 Apr 26. The merchant sells limited-edition prints and photo zines as a side hustle alongside a full-time job. They use Ecwid because it embedded into their existing WordPress without rebuilding the site. Stripe is the primary payment method.| Metric | This week (21 Apr 26) | Prior week (14 Apr 26) | Change |
|---|---|---|---|
| Orders | 18 | 14 | +28.6% |
| Total Revenue (this card) | £620 | £495 | +25.3% |
| Avg Order Value | £34.40 | £35.40 | -2.8% |
| Refund value | £18 | £0 | n/a |
| Net of refunds | £602 | £495 | +21.6% |
Sibling cards merchants should reference together
| Card | Why it matters next to Total Revenue | What the combination tells you |
|---|---|---|
| Total Orders | The denominator. | Revenue up + orders flat = bigger basket; revenue up + orders up = real volume growth. |
| Average Order Value | Revenue per order. | AOV trends drive most revenue movements. |
| Conversion Rate | The funnel view. | Below 1.5% conversion typically points to checkout or page-speed issues. |
| Refund Rate | Quality canary. | Revenue up + refund rate up = artificial lift; the lift is being clawed back. |
| Revenue Trend | The 90D shape. | Lets you see whether the week is on-pattern. |
| Out-of-Stock Products | Blocking input. | Hero SKU OOS on a small Ecwid catalogue can wipe a week’s revenue. |
| Top Products by Revenue | Where the revenue comes from. | Concentration risk; if 80% of revenue comes from 2 SKUs, OOS on either is existential. |
| New Customers | Acquisition. | Revenue up + new customers up = real growth; revenue up without new customers = repeat flush. |
Reconciling against the vendor’s own dashboard
Where to look in Ecwid’s own dashboard:
Ecwid Control Panel (my.ecwid.com) -> Reports -> Sales report
Filter by date range; the “Total Sales” tile is the apples-to-apples comparison.
For a quick sanity check, the Ecwid app dashboard home shows a “30-day sales” tile that should sit within ~1% of our 30D figure.
Why our number may legitimately differ from Ecwid’s Control Panel:
| Reason | Direction | Why |
|---|---|---|
| Time zone | Boundary days | Ecwid uses the store’s configured time zone (most stores default to America/Chicago for the US-headquartered platform; UK / EU stores override); we use UTC. The boundary effect on a 30D window is small. |
| Cancelled orders | Theirs higher | Ecwid Control Panel includes cancelled orders in some views; we always exclude. |
| Pending payment | Theirs higher | Ecwid sometimes shows orders still awaiting payment confirmation; we wait for PAID status. |
| Refunds | Theirs lower (netted view) | Ecwid’s “Net Sales” toggle subtracts refunds; this card is gross. Compare against the gross toggle. |
| Sync lag | Ours occasionally lower | Webhook-driven; the most recent ~5 minutes of orders may not be in. |
ecwid_total_revenue = ecwid_total_orders x ecwid_aov
The three cards are mathematical siblings.
Known limitations / merchant FAQs
Why does my Ecwid Control Panel show a higher number than this card? Three usual suspects. (1) Ecwid sometimes includes pending and cancelled orders in default views; we exclude both. (2) Time zone (Ecwid uses store-local, we use UTC). (3) Sync lag (5-minute polling). If after checking those the gap is more than 2%, raise a sync issue. Does this include Stripe and PayPal fees? No, this is gross of fees. Ecwid’s fee structure is small-merchant friendly: Stripe ~2.5% + 25p UK / 2.9% + 30c US, PayPal similar. For most hobby Ecwid stores the fee load is 2.5 to 3% of gross, which is similar to a normal payment-processor cost on any other platform. Why is the alert WoW (week-over-week) instead of vsP (vs prior period)? Because Ecwid stores are typically smaller and noisier than full-platform stores; vsP comparisons over 30D dilute meaningful weekly drops. WoW catches the “this week is breaking” signal faster. My Ecwid widget is on a WordPress site that went down. Will the card show the drop? Yes, immediately, within the polling cycle. If the host site is down, no orders flow, and revenue drops to zero. The card cannot tell you the host is down (that requires a monitoring connector); it only shows the consequence. Does my Instagram / Facebook Shop revenue count? Yes if the orders are placed through the Ecwid widget embedded in the social channel. Some Ecwid setups have the social-shop checkout flow inside the widget; those count. Native Instagram / Facebook checkout (where the user never leaves the platform) does not flow through Ecwid and is not counted here. My order count rose but revenue stayed flat. What does that mean? AOV dropped. Likely causes: a flash promo, a new low-priced SKU went viral, or a discount code was over-used. Checkecwid_aov and the discount usage in your Ecwid Control Panel.
Should I worry about US tax-exclusive vs UK tax-inclusive?
For a single-store merchant, no; Ecwid handles the tax computation consistently and order.total matches what the buyer paid. For a merchant running parallel Ecwid stores in US and UK, the totals are comparable in their respective currencies but not directly comparable in pre-tax terms unless you separate.
My subscription products count toward this card. Is that right?
Yes. Ecwid supports subscription billing via Stripe Billing integration; each renewal billing creates a new order in Ecwid which contributes to this card. So a £20/month subscription over 12 months produces £240 of revenue across 12 orders, not one £240 order.
Does this include in-person POS sales?
Yes if the merchant uses Ecwid’s POS feature (Ecwid Mobile App on iPad). The orders flow through the same backend as the widget. Most hobby Ecwid sellers do not use POS; the vast majority of revenue is widget-embedded.
My revenue dropped 30% this week; what should I check first?
For a hobby store, run this short list. (1) Is your WordPress / Wix / host site up? (2) Did you recently sell out of a hero SKU? (3) Did Stripe or PayPal have an outage? Beyond those, week-to-week swings of 20 to 40% are normal for small Ecwid stores; do not over-react until you have a 4-week trend.