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Metrics type: Supporting Metrics • Category: Ecommerce Platform

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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.

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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.

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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. Six things to notice:
  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.

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Sibling cards merchants should reference together

Channel mix is the strategic view. Companions:

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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.
Why our number may legitimately differ from Shopify: Cross-connector reconciliation:

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Known limitations / merchant FAQs

My channel mix is suddenly different. What’s going on? Three usual causes:
  1. 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.
  2. Channel app reconfigured. Renaming or reconnecting a channel can create a new sourceName, splitting historical attribution.
  3. Genuine channel shift. A new ad campaign drives one channel up sharply; assess if intentional.
Why does my Online Store look smaller than expected? Some sales-channel apps route orders through unexpected sourceNames. Buy-Button orders often appear as “external” or “API”. Shop App orders may be tagged “Shop”. Audit the per-channel taxonomy. Should I be diversified across many channels? Yes for resilience, no for clarity. Diversification advantages: less algorithmic-platform risk, broader customer reach, multi-stage funnel (TikTok discovery → website purchase). Diversification costs: each channel needs ops attention, inventory allocation, and brand-consistency work. Most successful brands focus on 2-3 channels meaningfully. My subscription billings, what channel do they show? Recurring billings inherit the original-purchase channel. So a subscription started on Online Store keeps re-charging as Online Store revenue, even years later. Why is B2B so small if I have wholesale accounts? Wholesale on Shopify B2B is one revenue path; many brands invoice wholesale separately (outside Shopify) for net-30/net-60 terms. Those orders never appear here. To see total wholesale, combine this card’s B2B slice with your accounting / CRM B2B revenue. How does this card handle multi-currency? Each channel aggregates its own currency. UK Online Store in GBP, EU Marketplace in EUR. Without FX normalisation, the headline blended view is a weighted-by-amount average, which is meaningful only when one currency dominates. Filter to single currency for cross-currency stores. Does Shop Pay vs other gateways change channel attribution? No. Shop Pay is a payment method, not a sales channel. A customer using Shop Pay on Online Store still appears as Online Store revenue. Don’t confuse payment-method splits with sales-channel splits. Action playbook for channel mix decisions:
  1. If one channel >85%: vulnerability risk; explore secondary channel pilots.
  2. If a channel is shrinking month-over-month: investigate (algorithm change, ad-spend cut, customer drift).
  3. If a new channel is rising sharply: allocate inventory and customer-service capacity proactively.
  4. If POS share is rising: invest in retail experience; hybrid-retail customers spend 30-50% more lifetime than online-only.
  5. If B2B is stalled: review account-management cadence; B2B revenue typically requires proactive outreach.
  6. 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.

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Tracked live in Vortex IQ Nerve Centre

Revenue by Channel is one of hundreds of KPI pulses Vortex IQ tracks across Shopify 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.