> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Revenue by Channel, Shopify > Revenue by Channel for Shopify stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) ## 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-platform 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%** | | 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. ## Sibling cards merchants should reference together Channel mix is the strategic view. Companions: | Card | Why pair it with Revenue by Channel | | ---------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------- | | [Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | The aggregate; channel splits should sum to it. | | [Average Order Value](/nerve-centre/kpi-cards/shopify/average-order-value) | AOV varies sharply by channel; POS tends low, B2B tends high. | | [Total Orders](/nerve-centre/kpi-cards/shopify/total-orders) | Order-count companion to revenue. | | [Top Products by Revenue](/nerve-centre/kpi-cards/shopify/top-products-by-revenue) | Different SKUs sell on different channels; pair to see channel-SKU patterns. | | [Customer Countries](/nerve-centre/kpi-cards/shopify/orders-by-country) | Marketplace channels (Amazon, etc) have different country mixes than DTC. | | [Refund Rate](/nerve-centre/kpi-cards/shopify/refund-rate) | Refund rate varies by channel; impulse-buy channels (TikTok) often have higher refund rates. | | [Repeat Customer Rate](/nerve-centre/kpi-cards/shopify/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. **Why our number may legitimately differ from Shopify:** | 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. | **Cross-connector reconciliation:** | Card | Expected relationship | What causes legitimate divergence | | ---------------------------------------------------------------------- | --------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | [`amazon_sp.amazon_revenue`](/nerve-centre/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`](/nerve-centre/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`](/nerve-centre/facebook/facebook_revenue) | Should match Meta-channels slice | Same logic as TikTok. | ***
Documentation cross-reference (for agencies running multiple platforms) * [`bigcommerce.shp_revenue_by_channel`](/nerve-centre/bigcommerce/shp_revenue_by_channel) * [`adobe_commerce.shp_revenue_by_channel`](/nerve-centre/adobe_commerce/shp_revenue_by_channel)
## 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](/nerve-centre/kpi-cards/shopify/repeat-customer-rate) to understand the multi-channel customer journey. *** ### 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](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.