At a glance
Revenue split by Shopify sales channel (Online Store, Shop POS, Buy Button, Facebook & Instagram, TikTok, Amazon-via-Shopify, B2B, etc). The first chart to look at when the headline number moves; tells you which channel is the cause.
| What it counts | SUM(totalPrice) GROUP BY sourceName OR app.id over the 30D window. Each channel’s share of gross revenue. |
| VAT / tax treatment | Inherits the order’s taxesIncluded mode; channels in different VAT regimes (e.g. UK Online + EU marketplace) carry different inclusion. |
| Shipping | Included (sits in totalPrice). |
| Discounts | Deducted (post-discount). |
| Refunds | NOT deducted. |
| Cancelled / voided orders | Included if Shopify indexed them. |
| Currency | Multi-currency arithmetic without FX. Filter by currency for cross-channel comparisons. |
| Channels / sources | This is the metric. |
| Time window | 30D (default 30D rolling) |
| Alert trigger | None directly; channel-specific anomalies trigger their parent connector’s alerts. |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Shopify 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 lifestyle brand on Shopify Plus, multi-channel: online store, two pop-up POS locations, Instagram Shop, TikTok Shop, B2B portal. 30D window 12 Apr 26 to 12 May 26.| Channel | Revenue | Share | Note |
|---|---|---|---|
| Online Store | £412,800 | 71.4% | DTC, the engine |
| Shop POS (London + Manchester) | £58,200 | 10.1% | Pop-up retail |
| Instagram Shop | £42,400 | 7.3% | In-app checkout |
| TikTok Shop | £24,700 | 4.3% | New channel, growing |
| B2B (wholesale portal) | £29,400 | 5.1% | Three monthly accounts |
| Buy Button (partner blogs) | £6,800 | 1.2% | Long tail |
| Other | £4,000 | 0.7% | API-direct, manual orders |
| Total | £578,300 | 100% |
- Online Store is the spine. 71.4% on DTC online is the typical health shape. Below 60% means the brand is mature multi-channel; above 80% means under-diversified.
- POS adds 10% with retail-level margin. Pop-ups generate £58k/month at typically higher margin (no shipping cost, often higher AOV). The volumes deserve weight in operations planning.
- Instagram + TikTok = 11.6% of social commerce. Combined social-commerce share is meaningful and growing. TikTok at 4.3% from a standing start suggests rapid traction; worth investing.
- B2B is steady but small. £29k from three accounts. If one account churns, B2B drops 33%. Customer-concentration risk; needs four to six accounts to be diversified.
- Channel-mix shifts predict next quarter. TikTok’s growth (assume +8% week-over-week) will move TikTok from 4.3% to 8-10% in 90 days. Allocate inventory and ops capacity ahead of the curve.
- Each channel has different unit economics. Online has paid-acquisition cost; POS has fixed retail cost; B2B has account-management cost. Channel-revenue alone doesn’t tell you channel-margin; pair with internal margin model.
Sibling cards merchants should reference together
Channel mix is the strategic view. Companions:| Card | Why pair it with Revenue by Channel |
|---|---|
| Total Revenue | The aggregate; channel splits should sum to it. |
| Average Order Value | AOV varies sharply by channel; POS tends low, B2B tends high. |
| Total Orders | Order-count companion to revenue. |
| Top Products by Revenue | Different SKUs sell on different channels; pair to see channel-SKU patterns. |
| Customer Countries | Marketplace channels (Amazon, etc) have different country mixes than DTC. |
| Refund Rate | Refund rate varies by channel; impulse-buy channels (TikTok) often have higher refund rates. |
| Repeat Customer Rate | Channel-loyalty differs; DTC brands see higher repeat than marketplace. |
Reconciling against the vendor’s own dashboard
Where to look in Shopify Admin:Shopify Admin → Analytics → Reports → “Sales by sales channel” (under Sales)The most direct equivalent. Pick the same window. Channel splits should match this card to within sync-lag tolerance. Other Shopify Admin views:
- Settings → Sales channels: lists every connected channel and their connection status.
- Reports → Sales by sales channel over time: the trend version of channel split.
- Per-channel apps (Shop, TikTok Sales Channel, Amazon by Shopify): each has its own dashboard with channel-specific metrics.
| Reason | Direction | Why |
|---|---|---|
| Channel taxonomy | Different labels | Shopify groups some channels (Facebook + Instagram = “Meta Channels”); we may surface them separately. The total reconciles. |
| Marketplace channels | Sometimes excluded | Amazon-via-Shopify or eBay-via-Shopify orders may flow through different sourceName paths; some Shopify reports exclude them as “external sales”. |
| Time zone | Boundary | UTC vs store time zone. |
| Refund treatment | Either | Shopify reports may show net (post-refund); we show gross. |
| Sync lag | Ours lower for “today” | Most-recent 5-15 minutes may not be in. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
amazon_sp.amazon_revenue | Should match Amazon-channel slice | Amazon Seller Central reports include all Amazon orders; Shopify only sees those routed via Shopify connector. Direct-Amazon (FBA without Shopify sync) are missing here. |
tiktok.tiktok_revenue | Should match TikTok Shop slice | TikTok Shop Seller Center is the source of truth; Shopify connector may lag updates by hours. |
facebook.facebook_revenue | Should match Meta-channels slice | Same logic as TikTok. |
Known limitations / merchant FAQs
My channel mix is suddenly different. What’s going on? Three usual causes:- New channel switched on. A new TikTok or Amazon connector creates a new channel slice; the existing channels’ shares mechanically shrink even if absolute revenue is unchanged.
- Channel app reconfigured. Renaming or reconnecting a channel can create a new sourceName, splitting historical attribution.
- Genuine channel shift. A new ad campaign drives one channel up sharply; assess if intentional.
- If one channel >85%: vulnerability risk; explore secondary channel pilots.
- If a channel is shrinking month-over-month: investigate (algorithm change, ad-spend cut, customer drift).
- If a new channel is rising sharply: allocate inventory and customer-service capacity proactively.
- If POS share is rising: invest in retail experience; hybrid-retail customers spend 30-50% more lifetime than online-only.
- If B2B is stalled: review account-management cadence; B2B revenue typically requires proactive outreach.
- Cross-pollinate: customers acquired on one channel often buy on another; the channel of acquisition isn’t the channel of repeat-purchase. Pair with Repeat Customer Rate to understand the multi-channel customer journey.