DTC vs marketplace revenue split. >70% Amazon = platform-dependency risk; <10% = under-utilising marketplace reach.
At a glance
Share of the merchant’s revenue routed through Amazon vs Shopline DTC over the rolling 30 days. Surfaces channel-concentration risk (Amazon dominance) and channel under-investment (Amazon underweight) on a single donut. APAC merchants increasingly run multi-channel; this card reveals whether DTC and marketplace are healthily balanced.
| What it counts | amazon.revenue_summary / (amazon + shopline).revenue_summary over the rolling 30D, grouped by channel. |
| Source data | Shopline orders (gross, excluding cancelled) joined with Amazon SP-API Reports/GET_FLAT_FILE_ALL_ORDERS_DATA_BY_LAST_UPDATE for the merchant’s region. |
| Region scope | Per-store. A HK Shopline + JP Amazon split is calculated against JP Amazon (matching the merchant’s regional storefront); a TW Shopline + US Amazon split is calculated against US Amazon. The match is on store-region first; if Amazon has multiple regions live the largest by revenue is used. |
| Currency | Both sides converted to a common reporting currency (merchant’s choice, defaults to store-primary). FX rates are daily-close from the Shopline FX feed. |
| Refunds | Gross of refunds on both sides (matching their respective Total Revenue cards). |
| Cancellations | Excluded on both sides. |
| Time window | 30D vsP. The 30D smooth allows seasonal channel-mix shifts to surface; the prior-period comparison flags emerging dependency. |
| Alert trigger | Amazon share >70% (concentration risk). The number to act on; below 10% Amazon share is also flagged in the drill-down as “under-utilised marketplace reach”. |
| Sentiment | None directly; this is a diagnostic gauge, not a sentiment-driven KPI. |
| Roles | owner, finance, marketing. |
| Only when | has_amazon_sibling = true. |
Calculation
Calculated automatically from your Shopline data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
An APAC fashion brand running a Hong Kong Shopline store + Amazon JP marketplace, rolling 30D ending 27 Apr 26. The brand entered Amazon JP via Pan-Asia FBA 18 months ago after building a 2-year base of Shopline DTC.| Channel | 30D revenue (HKD equiv) | Share |
|---|---|---|
| Shopline DTC (HK) | HK$ 612,000 | 71.3% |
| Amazon JP (FBA) | HK$ 246,000 | 28.7% |
| Total | HK$ 858,000 | 100% |
| Period | DTC share | Amazon share |
|---|---|---|
| Current 30D | 71.3% | 28.7% |
| Prior 30D | 75.4% | 24.6% |
| Trajectory | Trending down | Trending up (+4.1pp) |
Sibling cards merchants should reference together
| Card | Why it matters next to the share | What the combination tells you |
|---|---|---|
| Shopline Total Revenue | The DTC numerator. | If DTC is stable but share dropped, Amazon grew without DTC shrinking; if DTC dropped, share-shift was passive. |
| Amazon JP Total Revenue | The marketplace numerator. | The Amazon side of the donut. |
| Catalogue Drift vs Amazon (Shopline) | MAP risk pairing. | Rising Amazon share + drifting catalogue = MAP-risk surface area expanding. |
| Active Ads on OOS SKUs | Ad-efficiency diagnostic. | If Amazon share is rising because of Amazon ads, check whether DTC ads are still spending on OOS. |
| Amazon UK Top SKUs Missing on OnBuy | Multi-marketplace pattern. | Reference for merchants who later add OnBuy. |
| Refund Rate | Share-shift quality check. | If Amazon share rises with refund rate also rising, the channel growth is buying low-quality demand; investigate. |
| Repeat Customer Rate | DTC retention signal. | Healthy multi-channel = DTC repeat rate stable while Amazon share rises; declining DTC repeat = cannibalisation. |
| Shopline Health Score | Composite. | Concentration risk is one input to overall health; this card surfaces the underlying signal. |
Reconciling against the vendor’s own dashboard
Where to look: There is no single vendor view of this share; the data lives across two consoles:Shopline Admin -> Reports -> Sales report (gives the DTC numerator) Amazon Seller Central -> Reports -> Business Reports -> By Date -> Sales and Traffic (gives the Amazon numerator)The merchant has to FX-convert and add manually unless they run a multi-channel reporting tool. Why our number may legitimately differ from a manual sum:
| Reason | Direction | Why |
|---|---|---|
| FX rate | Either | We use daily-close FX from the Shopline FX feed; a merchant adding numbers in Excel may use a different rate (e.g. month-end, monthly average). |
| Cancellations | Theirs higher | Both vendor consoles can include cancelled orders in some views; we exclude consistently. |
| Refunds | Identical | We are gross of refunds on both sides; vendor consoles default to gross too. |
| Time zone | Marginal | Shopline uses store-local; Amazon uses marketplace-local; we use UTC for both. Over 30D the gap is negligible. |
| Subscription orders | Identical | Both sides count subscription billings as separate orders. |
| B2B / wholesale | Either | If the merchant has a B2B segment on Shopline, our card includes it by default unless tagged for exclusion; some merchants exclude B2B from the share calc to compare like-for-like. |
shopline_xc_amazon_revenue_share = amazon.total_revenue_30d / (amazon.total_revenue_30d + shopline.total_revenue_30d) (both in common reporting currency).
Known limitations / merchant FAQs
What is a healthy Amazon share for an APAC Shopline merchant? 20 to 50% is the comfortable band. Below 10% suggests Amazon is under-invested (worth interrogating); above 70% suggests platform dependency (act on it before crossing). Healthy mid-term target is around 40/60 Shopline/Amazon for brands actively running both. My Amazon share crossed 70%. What should I do? First, do not panic; the alert is a strategic signal not an operational one. Second, run a 90-day plan: re-invest in DTC (email lifecycle, paid social, content marketing) to grow the DTC numerator faster than Amazon. The fix is rarely “shrink Amazon”; it is “grow DTC”. Does this only consider Amazon, not other marketplaces? This particular card is Amazon-specific. Other marketplaces (Rakuten, Yahoo Japan, eBay) get their own share cards if connected. The total marketplace share is in the multi-channel rollup view. My Amazon share dropped 10pp in a week. What happened? Three usual causes. (1) DTC promo or campaign drove a one-week DTC spike (denominator effect, no Amazon issue). (2) Amazon listing was suspended or buy-box lost (real Amazon issue; check Amazon connector cards). (3) Token expired on either side, freezing one half of the donut. Why is my share showing 100% Shopline? Either (a) the Amazon connector is not yet connected, in which case the card should be hidden (only_when: has_amazon_sibling), or (b) the Amazon connector is connected but reports zero revenue (auth issue, no fulfilment, brand new). Check the Amazon connector health.
Does this include Amazon FBA and FBM together?
Yes. The numerator is total Amazon revenue regardless of fulfilment method. Per-channel granularity (FBA vs FBM) is in amazon_fbm_pct.
My Shopline + Amazon adds up to less than my actual revenue. Why?
You probably have other channels (eBay, Rakuten, Lazada, physical retail, B2B) that are not in this two-channel calc. Use the multi-channel rollup view for the full picture.
Does this distinguish HK / TW / SG Shopline stores?
Each Shopline store is a separate connection. If the merchant runs HK + TW Shopline + JP Amazon, this card runs three times (one per Shopline store, each paired against its regional Amazon).
My share rose because Amazon ran a sale; should I be worried?
Not necessarily. A one-month spike from Amazon Spring Sale or Prime Day is normal; check the 90D trend (this card’s underlying data feeds shopline_revenue_trend for the 90D shape). Concern starts when the share holds elevated past the next 60 to 90 days.