At a glance
Share of the merchant’s UK revenue routed through OnBuy versus their other UK-relevant channels (Shopify DTC, BigCommerce, Adobe Commerce, eBay UK, Amazon UK). Cross-channel diagnostic, not actionable on its own; useful to read whether the brand is over- or under-investing in OnBuy.
| What it counts | onbuy.total_revenue / SUM(onbuy.total_revenue + shopify.total_revenue + amazon.total_revenue + ebay.total_revenue) over the 90-day rolling window, filtered to UK orders only where currency = GBP. |
| Source data | Joined across connectors. OnBuy GET /v2/orders, Shopify Order index, Amazon UK GET orders, eBay GetOrders with country=GB filter. |
| Currency | GBP only. Non-GBP DTC orders are excluded from the denominator (international orders are not the comparison set). |
| Tax / fees | All inputs are gross of fees, consistent with their respective Total Revenue cards. |
| Refunds | Gross of refunds across all channels (matching onbuy_total_revenue and peer cards). |
| Cancellations | Excluded from all channels. |
| Channel scope | Only “available channels” (those the merchant has connected). If they have not connected eBay, eBay is excluded from the denominator. |
| Time window | 90D. Long enough to smooth weekly volatility; short enough to react to seasonal channel-mix shifts. |
| Alert trigger | None (this is a diagnostic; OnBuy share of 5 to 25% is normal for small UK brands; <5% suggests under-investment, >50% suggests marketplace dependency). |
| Roles | owner, finance, marketing. |
Calculation
Calculated automatically from your OnBuy 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 home-and-garden seller, rolling 90 days ending 27 Apr 26. Same merchant as the OnBuy Total Revenue worked example. They run Shopify for DTC, OnBuy and eBay UK as marketplaces, and have not yet connected Amazon UK. The 90-day GBP picture:| Channel | 90D revenue (GBP) | Share |
|---|---|---|
| Shopify (DTC) | £41,200 | 64.1% |
| eBay UK | £14,800 | 23.0% |
| OnBuy | £6,400 | 10.0% |
| Amazon UK | (not connected) | n/a |
| Total UK | £62,400 | 100% |
- The eBay-to-OnBuy gap is 2.3x. Most of that is platform-traffic mismatch (eBay UK is roughly 12x the size of OnBuy in monthly visitors), but for a category-fit brand the realistic ceiling is more like 3x. Closing the gap from 2.3x toward 3x means lifting OnBuy revenue by 30 to 40% via the same SKUs eBay already sells well, with no incremental warehousing or inventory cost.
- With Amazon UK not connected, the denominator is incomplete. Once Amazon is added, OnBuy share will mechanically drop into the 5 to 10% band, which is also normal. The card reading should be re-anchored on a 4-channel basis after Amazon onboards.
Sibling cards merchants should reference together
This card is a portfolio-level read. It is best paired with the per-channel revenue cards and the cross-channel risk diagnostics:| Card | Why it matters next to OnBuy share | What the combination tells you |
|---|---|---|
| OnBuy Total Revenue | The numerator. | Reading the share without the absolute is misleading; a 30% share of £20k/month is very different from 30% of £200k. |
| Shopify Total Revenue | The largest single channel for most UK brands. | If DTC is dropping while OnBuy share is rising, the merchant did not grow OnBuy, they shrank DTC. |
| eBay UK Total Revenue | The natural marketplace peer. | The eBay-to-OnBuy ratio reveals whether OnBuy is being under-invested for the category. |
| Amazon UK Total Revenue | The marketplace giant for context. | Required for a full 4-channel UK picture; without it, this card runs on partial data. |
| Amazon UK Top SKUs Missing on OnBuy | The cheapest revenue lift available. | If OnBuy share is low and Amazon-top SKUs are missing on OnBuy, the lift is mechanical (just list them). |
| Catalogue Drift vs Amazon UK | Brand-consistency safety check. | Before pushing more revenue to OnBuy, make sure the catalogue does not breach MAP. |
| OnBuy vs DTC Price Gap | The pricing-discipline read. | Rising OnBuy share with growing DTC price gap means OnBuy is cannibalising DTC, not growing total. |
Reconciling against the vendor’s own dashboard
Where to look in OnBuy’s own dashboard: This is a cross-channel diagnostic, no single vendor dashboard shows it. The closest references are:
OnBuy Seller Console (https://seller.onbuy.com) -> Reports -> Sales Report (gives the OnBuy numerator)
Shopify Admin -> Analytics -> Reports -> Sales over time (gives the DTC denominator portion)
eBay Seller Hub -> Performance -> Sales (gives the eBay denominator portion)
Amazon Seller Central -> Reports -> Business Reports -> By Date -> Sales and Traffic (gives the Amazon denominator portion)
The merchant has to add the four numbers and divide manually. Vortex IQ does this automatically every 15 minutes.
Why our number may legitimately differ from a manual sum:
| Reason | Direction | Why |
|---|---|---|
| Currency | Either | Each vendor reports in its operating currency. Our card filters strictly to GBP at order level, so non-GBP DTC orders are dropped from the denominator. A merchant adding figures from each console will accidentally include EUR or USD DTC orders unless they filter manually. |
| Cancellations | Ours lower | We exclude cancelled orders from all four numerators consistently. Vendor consoles handle cancelled orders differently (Shopify shows them, eBay hides them, OnBuy hides them after refund processes). |
| Time zone | Marginal | All four vendors use their own local time zone for boundary calculations. We normalise to UTC. Over 90 days the boundary effect is negligible (<0.1% of revenue). |
| Sync lag | Ours slightly lower for “today” | Each connector polls its API on a different cadence (15 min for OnBuy, 5 min for Shopify, 30 min for eBay, 60 min for Amazon SP-API). For a 90-day window the lag is negligible; for “yesterday” it can shift the share by ~0.5 percentage points. |
| Marketplace fee handling | n/a (gross of fees) | All four numerators are gross of fees, matching their respective Total Revenue cards. If you compare against the “Net Sales” toggle on any vendor console, the share will look different (eBay and Amazon take more in fees than OnBuy, so net would over-state OnBuy share). |
onbuy_xc_share_of_uk_revenue = onbuy.total_revenue / SUM(onbuy + shopify + amazon + ebay).total_revenue
The card depends on only_when: has_amazon_sibling OR has_commerce_sibling being true. If the merchant has only OnBuy connected, this card does not appear (the share would mechanically be 100%, which is meaningless).
Known limitations / merchant FAQs
What is a “good” OnBuy share of UK revenue? There is no universal target; it is shaped by category and brand maturity. As a heuristic, 10 to 25% is healthy for a brand that has had OnBuy live for more than 6 months in a category that fits OnBuy’s traffic mix (home, garden, beauty, electronics accessories). Below 5% suggests under-investment (RRP not set, listings not Boosted, hero SKUs missing); above 50% suggests marketplace dependency (a single algorithm tweak from OnBuy could halve revenue overnight). My OnBuy share is 3% but I have been live for a year. What is wrong? Run this checklist in order. (1) Checkonbuy_no_rrp_set, without RRP, OnBuy can not show “Save X%” badges that drive click-through; this is the single biggest under-investment we see. (2) Check onbuy_uncategorised, uncategorised listings are invisible in browse. (3) Check onbuy_xc_missing_on_onbuy, Amazon UK best-sellers that are not even listed on OnBuy are the cheapest revenue lift available. (4) Check whether you are running OnBuy Boost (paid promotion). Without Boost, organic-only revenue tops out at roughly 1 to 3% of DTC for most brands.
My OnBuy share is 60% and growing. Should I be worried?
Yes, mildly. 60% means OnBuy is more than your DTC + eBay + Amazon combined, which is unusual and worth interrogating. Possible causes: (a) your DTC site is broken or under-promoted (check shopify_total_revenue trend), (b) you are using OnBuy as a deep-discount channel that is cannibalising DTC (check onbuy_xc_dtc_price_gap), or (c) you have a category where OnBuy genuinely wins (some homeware, garden, and pet categories index strongly on OnBuy). Concentration risk is real. Diversify to eBay or Amazon UK before the OnBuy share crosses 70%; a single algorithm change or fee adjustment at that point is existential.
Why does the denominator only include UK channels?
Because the question this card answers is “of the revenue I make from UK shoppers, how much goes through OnBuy?” Including non-UK DTC revenue (e.g. a US Shopify store) would dilute the share artificially and make the reading meaningless. We filter strictly on currency = GBP plus shipping_country in [GB] for the DTC channels.
Does this include eBay UK or only Amazon UK?
Both, when connected. The denominator is OnBuy + Shopify (DTC, GBP) + Amazon UK + eBay UK, with each channel only contributing if its connector is live in the merchant’s account. The card displays which channels were included in a small caption under the donut, so you can tell whether a missing connector is distorting the share.
My share dropped 5 percentage points week-on-week. What does that mean?
Almost always one of two things. (1) A different channel surged (Black Friday week on Shopify will halve OnBuy share with no actual OnBuy change; check the per-channel trends). (2) Something on OnBuy broke (suspended listings, expired tokens, Boost paused for SLA breach). The 90-day rolling window smooths most of (1); a 5pp drop on the 90D view is almost always (2). Open the OnBuy alert cards first.
How is “share” different from “revenue”?
Revenue is absolute; share is relative. A merchant whose OnBuy revenue grew 20% but whose DTC grew 40% will see OnBuy share fall, the absolute is healthy but the relative looks worse. Always read this card alongside onbuy_total_revenue. Share is about portfolio balance; revenue is about absolute size.
Should I aim to grow this share over time?
Only if you are below 10%. Between 10 and 25% is the sweet spot for most UK brands; above 25% you are tilting toward marketplace dependency, which limits brand control (pricing, customer data, presentation). The healthier target for most DTC-first brands is “grow OnBuy revenue without growing OnBuy share”, that means OnBuy and DTC grow together.