Know what your store is actually earning
Everything here lives in one place. Open E-commerce, then Analytics in your dashboard. By the end of this page you will know what is selling, what an average order is worth, whether a promotion paid for itself, and how to pull a report your accountant can open.
We will follow one example throughout: a small coastal wine shop reading its first full month of online sales.
The four numbers at the top
Open E-commerce, then Analytics. Four cards sit at the top of the page. Read them left to right and you know how the store is doing before you scroll anywhere else.
Total Sales
$4,820
Last 30 days
Orders
96
Last 30 days
Average Order Value
$50.21
Per order
Conversion Rate
2.4%
Visitors who buy
- Total Sales
- Money through the register for the period, after discounts. The wine shop did $4,820 in the last 30 days. This is the number you grow, and the first place a slow month shows up.
- Orders
- How many checkouts completed. 96 orders is 96 boxes to pack, so this number also tells you how much fulfillment work is coming. More orders at the same sales total means smaller baskets.
- Average Order Value
- Total sales divided by orders. $4,820 across 96 orders is $50.21 per order, which for the wine shop means most carts hold one or two bottles. If you want this to rise, give shoppers a reason to add a bottle, like a Staff Picks pairing or free shipping over $75.
- Conversion Rate
- The share of store visitors who end up buying. 2.4% means roughly 2 buyers for every 100 people who browse. If traffic is steady but this dips, the problem is on the storefront, not in your marketing.
The sales trend, over time
Below the four cards sits the Sales Trend chart. It plots sales across the period you pick, and the presets above it switch the window in one click. A single strong Saturday means little. Three flat weeks in a row is a message.
This is also how you judge a promotion. Say the wine shop ran WELCOME10 for two weeks. Set the range to those two weeks and note the total, then set it to the two weeks before and compare. If sales rose more than the 10% you gave away, the promotion earned its keep. If they barely moved, you discounted bottles that would have sold anyway. Setting up codes and automatic discounts is covered in Discounts.
What is actually selling
The Top Products list on the Analytics page shows your bestsellers for the period. For the full picture, open the Product performance view, which lists every product with units sold and the revenue each one brought in.
| Product | Units sold | Revenue |
|---|---|---|
| Bordeaux Rouge 2021 | 34 | $1,258 |
| Riesling Eola-Amity Hills | 22 | $748 |
| Chinon Rosé 2023 | 18 | $612 |
| Sancerre Blanc 2022 | 9 | $333 |
Restock the winners
The Bordeaux Rouge sells a case a week. Order it before it runs out, because an out of stock bestseller is sales handed back.
Feature them where shoppers land
Put your top sellers in the featured products block on your homepage and lead your Staff Picks collection with them. Placing products on pages is covered in the storefront guide.
Question the slow movers
The Sancerre moved 9 bottles. Before you reorder, try a better photo, a richer description, or a spot in the Under $30 collection, and watch whether the number moves.
Moving a winner onto your homepage takes a featured products block in the page builder. See Storefront for the blocks and where to place them.
The payoff. Shelf space on your homepage is limited, just like in a physical shop. This view tells you which bottles have earned the front window and which are taking up room, so every merchandising decision is backed by a number instead of a hunch.
Who is buying, and who comes back
The Customer analytics view splits your buyers into new and returning, and surfaces the people who order most. For the wine shop, 19 of the last 60 buyers had bought before. Those repeat buyers are the closest thing you have to a wine club, and they are worth knowing by name.
New customers
41
First order this period
Returning customers
19
Bought before
Repeat rate
32%
Share who come back
What to do with it. If nearly all your buyers are new, work on a reason to return, like a seasonal Staff Picks refresh. If your regulars keep reordering the same bottle, tell them first when the next vintage lands. The customer list shows who ticked the marketing box at checkout, and those subscribers are the ones you can email about it.
Pull a report for your accountant
When tax season or a bookkeeping question arrives, you do not need to copy numbers off the screen. Export the period as a file your accountant or spreadsheet can open.
Open the export view. Go to E-commerce, then Analytics, then Export reports.
Pick a report. Sales for the money, Products for units and revenue per product, Customers for who bought and how often.
Pick the date range. Use a preset like Last 30 days, or set the exact quarter your accountant asked for.
Click Download CSV. The file opens in any spreadsheet. Send it as is, or sort and filter it yourself.
Sales
Orders and totals for the period
Products
Units sold and revenue per product
Customers
Buyers, order counts, and spend
Your numbers stay clean
Before launch you probably placed a few practice checkouts to make sure everything works. Those are marked as test orders and kept out of your real reporting, so the totals, the trend chart, and your exports only ever count real money from real customers.
The Recent Orders list on the Analytics page is also a shortcut. Spot an order that looks off, like a big total or an unfamiliar name, and clicking it opens the full order detail with items, payment, and fulfillment. Working with orders from there is covered in Orders.