Sell online
See where shoppers stop before they buy
Open Insights, then Sales. The Store funnel follows shoppers from their first visit to a placed order, shows the step where most of them leave, and warns you when Add to cart is failing.
On this page
Read your store funnel
Open Insights, then Sales, and stay on Overview. Store funnel sits right under the four figures at the top: unique visitors at each step, from first visit to order. It follows the period in the header, and every step is compared with the period just before it.
Sales
Aug 17, 2026 to Sep 15, 2026Store funnel
Unique visitors at each step, from first visit to order.
- Visitors1,860
- Viewed a product1,014
- Added to cart158
- Reached checkout77
- Started payment67
- Ordered64
Where checkouts stop
13 carts reached checkout but did not order. 9 left at contact details, 1 at shipping address, 3 at payment.
- Contact details
- 9
- Shipping address
- 1
- Delivery method
- 0
- Payment
- 3
Add to cart
171 add to cart clicks, 2 failed (1.2%).
Most often: the shopper’s connection dropped (2).
Every step counts people or carts once. Someone who visits five times and adds to cart twice is one visitor and one cart. Visitors and product views come from people who allowed analytics on your website. Carts, checkouts and orders are counted for every shopper. Search engine crawlers and other automated browsers are left out.
- VisitorsOpened any page
- Viewed a productOpened a product page
- Added to cartPut an item in a cart
- Reached checkoutOpened checkout
- Started paymentGot to paying
- OrderedPlaced the order
Each step is a share of the one before it. The biggest fall between two steps is where to look first.
What each row shows
- The count
- How many people or carts reached the step in the period, at the end of its bar. Each one counts once.
- Of the step before
- From the second step on. Of 158 carts with something in them, 77 reached checkout, which reads 49% of the step before.
- Of visitors
- From the third step on, the step as a share of Visitors. The bar draws this share, so the shape of your funnel reads at a glance.
- Against the period before
- The same number of days just before your period, such as 9.3% more than the period before. A step that had none before reads New.
- Visitors who ordered
- Top right of the card: orders as a share of visitors, with the rate for the period before under it.
Visitors who ordered and Conversion
Conversion, the fourth figure at the top of Overview, is orders placed through your website checkout as a share of unique visitors. It is the same number as Visitors who ordered: at the sample shop, 64 orders from 1,860 visitors reads 3.4%. Both show only once visitors are counted, so a made up 0% never appears.
What each step counts
Every step counts people or carts once, never clicks or visits. Someone who visits five times and adds to cart twice is one visitor and one cart.
- Visitors
- People who opened any page of your website. Each person counts once, however many pages or visits.
- Viewed a product
- Visitors who opened at least one product page.
- Added to cart
- Shoppers who put at least one item in their cart. Each shopper’s cart counts once.
- Reached checkout
- Carts that opened your checkout page, however many times they came back to it.
- Started payment
- Carts that got as far as paying: the card form was ready for them.
- Ordered
- Orders placed through your website checkout. Club renewals and orders added by hand are left out.
Why Visitors is lower than your traffic
However many pages they open.
The cart is the shopper’s, not the click.
Search engines and automated browsers are left out.
That is why Visitors here is lower than Page views and Sessions in Insights, then Website, which count every page load and every browsing session. It can also be a little lower than Visitors there, because the funnel leaves out automated browsers and the Website report still counts them. The note at the foot of the card repeats these rules.
Ordered is not the same as Orders
Ordered counts orders placed through your website checkout from carts started in the period. The Orders figure counts every paid order placed in the period, including club renewals and orders you add by hand, so it is usually higher. The two can also differ by an order or two at the edges of a period: a cart started on the last day of the period before and paid on the first day of this one is in Orders, not in Ordered. Test orders, and the sample carts the page builder makes while you edit, are never counted.
See where checkouts stop
Under the steps, Where checkouts stop covers carts that reached checkout but did not order, by the first checkout step they had not finished. It reads as one sentence, such as 13 carts reached checkout but did not order. 9 left at contact details, 1 at shipping address, 3 at payment. The count for each stage sits under it. When every cart that reached checkout ordered, it says Everyone who reached checkout ordered.
Sales
Aug 17, 2026 to Sep 15, 2026Where checkouts stop
13 carts reached checkout but did not order. 9 left at contact details, 1 at shipping address, 3 at payment.
- Contact details
- 9
- Shipping address
- 1
- Delivery method
- 0
- Payment
- 3
What each stop usually means
- Contact details
- They left on the first checkout screen, often surprised by what it asked. Ask for less, and show shipping costs on the product or cart page so the total holds no surprise.
- Shipping address
- They started to say where it goes. Check that your shipping zones cover the places your shoppers live.
- Delivery method
- They saw the delivery options and their prices. Try a lower rate, free shipping over an order total, or pickup.
- Payment
- They got as far as paying. A declined card, or a way to pay they expected and did not find, is the usual reason.
Shipping zones, rates and pickup are set up in Shipping and delivery.
A few carts move these numbers a lot
A handful of carts can swing a stop from one week to the next. Choose Last 90 days before you change your checkout, so you act on a pattern rather than one bad afternoon.
Catch a broken Add to cart button
A shopper whose Add to cart fails cannot buy, and rarely tells you. The Add to cart block counts add to cart clicks from visitors who allowed analytics, and how many the store could not add. Most of the time it reads as a quiet line, such as 171 add to cart clicks, 2 failed (1.2%).
Sales
Aug 17, 2026 to Sep 15, 2026Add to cart
196 add to cart clicks, 23 failed (11.7%). Most often: the option chosen no longer exists (17), out of stock (4), the shopper’s connection dropped (2).
Check products whose options changed recently, then republish the pages that show them.
When it turns into a warning
Both have to be true before the warning shows.
Below that, a stray failure on a weak phone signal never raises an alarm. Once both are true, the block reads Add to cart is failing more often than it should, then the clicks and failures, the most common reasons, and what to do about the first one.
What each reason means
- The option chosen no longer exists
- A page still offers a size or option you changed or removed. Check products whose options changed recently, then republish the pages that show them.
- Out of stock
- There was none left of what the shopper chose. Restock those products, or take them off the pages that still offer them.
- Product not for sale
- The product is a draft, archived or no longer sold. Make sure it is active and on sale, then republish the pages that show it.
- Price or currency did not match
- Check that your store currency matches the prices on your pages.
- The store did not answer
- This was on our side. If it keeps happening, contact support.
- The shopper’s connection dropped
- Their connection dropped before the cart answered. A few are normal. If it keeps happening, contact support.
Fix it
- Read the line that starts Most often. It names up to three reasons, the most frequent first, so the first one is usually the whole story.
- Do what the warning suggests. Its last line is the fix for that first reason, such as republishing the pages that show a product whose options changed.
- Check the product itself. Make sure it is On sale and has stock in Inventory.
- Look again a week later. Choose Last 7 days. With the cause fixed, the warning clears once the old failures fall out of the period.
Mirin watches for this too
Our team is alerted when a store has many failed adds in a day, so a broken button gets attention even before you open Insights.
See which products get looked at
Switch Sales to Products. Next to what sold, each product shows how many people opened its page and how often it went into a cart.
Sales
Aug 17, 2026 to Sep 15, 2026| Product | Views | Added to cart | Bought | Conversion | Revenue |
|---|---|---|---|---|---|
| Bordeaux Rouge 2021BRDX-21 | 412 | 61 | 38 | 9.2% | $1,064.00 |
| Riesling Eola-Amity HillsRSL-EAH | 264 | 34 | 21 | 8% | $504.00 |
| Sparkling BrutSPK-NV | 148 | 22 | 14 | 9.5% | $504.00 |
| Pinot Noir ReservePNR-22 | 190 | 18 | 9 | 4.7% | $378.00 |
| Dry Chenin BlancDCB-23 | 96 | 11 | 8 | 8.3% | $152.00 |
| Staff Pick RoséSPR-23 · Running low | 231 | 9 | 6 | 2.6% | $132.00 |
| Tasting Flight BoxTFB-04 | 58 | 0 | 0 | 0% | $0.00 |
- Views
- Visitors who opened the product’s page in the period. Each person counts once.
- Added to cart
- How many times the store added the product to a shopper’s cart.
- Conversion
- Bought as a share of Views. 38 orders from 412 views reads 9.2%.
What a row is telling you
- Many views, few adds. Shoppers look and leave. Check the price, the photos and the description, and whether it is in stock.
- Many adds, few bought. Shoppers want it but stop before paying. See where checkout stopped above.
- Few views. Shoppers are not finding it. Feature it on your home page or add it to a collection.
Product views do not add up to Viewed a product
One visitor can open several product pages, so adding the Views column together gives more than Viewed a product in the funnel. Each product counts its own visitors.
Collections are explained in Collections, and Bought and Revenue in Sales insights.
Common questions
- Why does my Store funnel say No store visits in this period?
- The card fills in once people visit your store, and visitors are counted when they allow analytics on your website. There is nothing to turn on. A store with no orders yet shows the card once its first visitors arrive.
- Why do the steps show counts only?
- No visits were counted in the period, often because visitors declined analytics, so there is no Visitors figure to make shares and bars from. Carts, checkouts and orders are still counted.
- Why is Visitors lower than on the Website report?
- The funnel counts each person once, however many pages or visits, and leaves out search engine crawlers and other automated browsers. The Website report still counts automated browsers as visitors, so its Visitors can be a little higher.
- Why is Ordered lower than Orders?
- Ordered counts website checkout orders from carts started in the period. Orders counts every paid order placed in the period, including club renewals and orders added by hand, so the two can also differ by an order or two at the edges of a period.
- Can a step be more than 100% of the step before?
- Yes, when many visitors decline analytics. Visitors and product views count only people who allow it, while carts, checkouts and orders count every shopper.
- Does a shopper who opens checkout three times count three times?
- No. Reached checkout counts carts, however many times they come back to it.
- Do my test orders count?
- No. Test orders, and the sample carts the page builder makes while you edit, are never counted.
- I changed a product’s address and its views dropped. Why?
- Views follow the product’s current address, so visits to its old address in the same period are not added to it.
Where the rest of your numbers live
Sales, orders and customers are in Sales insights. Page views, sessions and traffic sources are in Insights, then Website.