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.
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.
The 4.1pp Amazon-share gain in 30 days is fast. Two interpretations: (1) Amazon Prime Day equivalent (Spring Sale) or a successful sponsored-products campaign accelerated the channel; (2) DTC is decelerating while Amazon holds. The drill-down shows DTC absolute revenue grew 6% while Amazon grew 23%, so it is mostly Amazon outpacing DTC, not DTC failing.
The action. Continue the trajectory but watch the 60% band. If Amazon share crosses 60% in the next 90 days without an explicit DTC re-investment, the brand is on a path to >70% concentration risk within ~6 months. The healthy mid-term target is 50/50; reaching 60/40 Amazon-leaning would be a strategic decision worth a board conversation, not just a marketing decision.
Sibling cards merchants should reference together
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:
Internal identity:
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.