See what your store is really earning

Read your store at a glance

Open Insights, then Sales. Overview puts four figures across the top, then your Revenue goal and the Store funnel, sales by day, your top products and the latest orders.

Sales

Net sales plus shipping and tax, from paid orders placed in the period. Net sales are what orders brought in after discounts and refunds. A refund comes off on the day it is made.

Orders

How many paid orders were placed in the period. Cancelled orders are not counted. When you sell in more than one currency, this counts orders in your store currency, so it matches Sales and Average order.

Average order

Net sales divided by orders, over the same orders. Shipping and tax are left out.

Conversion

Orders placed through your website checkout as a share of unique visitors. It shows only once visitors are counted, and the Store funnel under it shows every step in between.

Under each figure, a line compares it with the period just before, such as 12% more than the period before. While your period is still running, such as Last 7 days ending today, the period before is cut at the same time of day, so a morning is never compared with a whole day. The small i beside a figure’s name opens its definition.

Sales by day, top products and recent orders

The chart plots sales by the day orders were placed, and a refund lowers the day it is made. Top products ranks what sold by revenue after discounts and refunds, and Recent orders lists the latest orders in the period. Select a recent order to open it under Orders.

When there is nothing to show

Nothing to measure yet

Your store has had no orders at all. Go to products takes you to your catalog.

Set up your store to see sales here

This website has no store yet. Set up your store starts one.

Selling is not on for this website

Selling online is part of the Enterprise plan and is not on for this website. Website, Chat and Email still report.

Choose the period and time zone

Sales shares its period with Overview, Website, Email and Chat, so every report you compare covers the same days. The dates are remembered for each website while you work.

1. 1
   Choose the date button in the header. It reads Last 30 days until you change it.
2. 2
   Pick a preset or type your dates. Choose Last 7, 14, 30 or 90 days, or type a start and end date as month, day and year.
3. 3
   Choose Apply dates. The header’s subline shows the exact dates, and the day count sits beside Cancel before you apply.

The end must be on or after the start. Until both dates fit, Apply dates stays off and the picker says what to fix.

See what is selling

Switch Sales to Products. Every product in your catalog is listed, highest revenue first. Choose Sort by to see what shoppers add to their carts most, what they look at most, or what they buy most.

Bought

How many orders in the period included the product.

Revenue

What the product brought in during the period, after discounts and refunds, in your store currency.

Views, Added to cart and Conversion

Who opened the product’s page, how often it went into a cart, and Bought as a share of Views. When one add put more than one in a cart, such as a case, the units show under it. See Store funnel.

Which cases go into carts

Sort by

Revenue, Added to cart, Views or Bought. Added to cart puts the products shoppers want most at the top, even before they sell.

Cases and bundles

Every case or bundle a shopper put in a cart in one go: how many times, the units it added and what they came to at the prices shown. The table appears once one has been added.

Counted twice, on purpose

A case counts once in Cases and bundles, and each product in it counts in the Products table too, so a product sold mostly by the case still ranks where it belongs.

See who buys and who comes back

Switch Sales to Customers. New in this period, Came back and Top customers follow the period in the header. The other figures and the Who buys table cover all time up to the end of the period.

Customers

Everyone who has an account in your store or has bought from you, up to the end of the period.

New in this period

People whose first paid order was placed in the period.

Came back

People who had bought before and bought again in the period.

Average lifetime value

What buyers have spent on average, over all time, in your store currency. Someone who only ever paid in another currency is left out.

Who buys, by how many orders they have placed

The rows under them group buyers by what they have spent in your store currency. Top customers lists the ten who spent the most in the period, and selecting one opens their record. Someone who checked out as a guest reads Guest and has no record to open.

Export a report for your accountant

You never need to copy numbers off the screen. Export the period as a file your accountant or spreadsheet can open.

1. 1
   Set the period first. The export always covers the same days as the figures in the header.
2. 2
   Choose Export a report. It is the download button in the Sales header.
3. 3
   Pick the report. Sales has one row per order, Products one row per product sold, and Customers one row per customer.
4. 4
   Choose Download CSV. The file opens in any spreadsheet. A period with nothing in it says so instead of saving an empty file.

The file is named for the report and its dates, such as sales-report-2026-08-17-to-2026-09-15.csv.

What the figures count

These rules decide which orders reach a figure, and which day they land on. The Sales report you export follows the same rules, so its Refunded column shows what has come back on each order so far, and an order refunded in full shows its whole total.

Paid orders

Orders that are paid, partly paid, partly refunded or refunded count toward Sales, Orders, Average order, the chart and Top products. Test orders never count.

Cancelled orders

They are left out of Orders. Money a cancelled order took stays in sales until you refund it.

Refunds

A refund comes off on the day it is made. Refund an order next month and next month’s sales go down, while the month it was placed keeps its sale.

The day an order belongs to

The day it was placed, in the website’s reporting time zone. An order at 11:30pm in New York belongs to that day, not the next.

The period before

The same number of days, ending the day before your period starts. While your period is still running, the period before stops at the same time of day on its own last day.

Average order

Average order is net sales divided by orders, and both are counted over the same orders. Shipping and tax are left out, so it reads as what a typical order spent on your products. Divide the two figures yourself and you get the same number.

Refunds and units sold

A refund for some bottles

When the refund names the product and how many came back, those units come off Sold.

A full refund

Every unit on the order comes back, whether or not the refund names them.

A refund for an amount only

Revenue goes down, but the units still count as sold, because nothing says which ones came back. Top products tells you how many refunds were like that.

Sales in more than one currency

Sales, Orders, Average order, the chart and Top products count your store currency. When some orders were paid in another currency, Sales by currency appears under the figures with one line for each currency, your store currency first, and each line has its own order count.