Reports

Every figure in every report is derived from stored order values. Nothing is recalculated from current prices, so last March's revenue does not change when you change a price today.

Sales over time

Revenue, orders, units and average order value, by day, week or month. Refunds are subtracted in the period the refund happened, not the period the order was placed — which is what makes the total reconcile to what is in your bank.

Any period can be compared against the one before it, or against the same period last year.

Product performance

Units sold, revenue and margin per product and per variant. Margin uses the cost recorded on the item at the time of sale, so changing a cost today does not rewrite last quarter's margin.

Inventory value

What your stock is worth, at cost and at retail, per location. This is the number your accountant asks for.

Stock ageing

How long stock has been sitting. Old stock is money on a shelf, and it does not show up in any sales report because, by definition, it is not selling.

Customers

New against returning, by period. Whether the money is coming from people who have bought before is a different question from whether it is growing.

Lifetime value cohorts

Customers grouped by the month they first ordered, and what each group has spent since. This is how you see whether the customers you got in March are worth more than the ones you got in January.

Fulfilment

How long orders take to ship, and how many are still waiting. Measured from payment to dispatch.

Conversion funnel

Sessions, product views, carts started, checkouts started, orders completed — and the drop-off at each step. The step with the largest fall is the one worth work.

Exporting

Every report exports to CSV. Large exports are prepared in the background and you are sent a link when the file is ready; the link expires, because it is a file full of your customers' details.

Where to find it

Reports & settings → Reports, with sales, products, customers, fulfilment, discounts, inventory, ageing and the conversion funnel inside it. Store credit sits beside it and shows what you still owe. Payout reconciliation is under Reports & settings → Integrations.