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Reports answer questions about your store: what sold, where the money came from, what moved through the warehouse. Every report is built from the same two ingredients — metrics (the numbers) and a way to group them — so once you can read one, you can read them all. Find them under Reports in the dashboard.

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Built-in reports

Every store comes with a set of ready-made reports. They cover the questions most merchants ask first: Built-in reports are marked Built-in and cannot be edited directly. Use Save a copy to make your own version and change it.

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Reading a report

Open a report and it runs for the selected time range. What you see depends on how the report is grouped:
  • grouped by time — a chart, with one point per day, week or month
  • grouped by anything else — a ranked list, such as products by net sales
  • grouped by nothing — the totals
Switch Compare with previous period on to see each figure against the same span before it.

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Building your own

Click New report and choose:
  • Metrics — at least one. Pick from the same vocabulary the built-in reports use: total sales, orders, average order value, net sales, units sold, gross profit, payments received, units shipped and so on.
  • Group by — the axis: a time interval, or a dimension such as product, category, channel, market, country, customer, company, seller or payment method. Or none, for totals only.
  • Time range — a preset, or a custom range.
  • Filters — narrow the rows, for instance to one channel or one market.
  • Sort and Rows — order the list and cap how many rows come back.
Save it and it appears in the list for anyone on your team who can read reports.
A report draws from one area at a time — sales, payments or stock. They are anchored on different moments (when the order completed, when the payment was taken, when stock moved), so a payment total beside a units-received count would be two reports wearing one table. The builder keeps them apart.

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Money and currency

A report answers in one currency — the one you choose, or the store’s default. Amounts are never converted between currencies, so a store selling in several has as many answers as it has currencies. Percentages read the way a merchant reads them: a margin of 42.5%, not 0.425.

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What the sales figures mean

The built-in sales reports follow one chain, so a figure means what the same word means anywhere else:
  • Gross sales − discounts − returns = Net sales
  • Net sales + shipping + duties + fees + taxes = Total sales
Returns counts money refunded in the period the refund was issued, not the period of the original sale.

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Exporting

Export CSV downloads the report’s rows as a file. Exports run in the background and you are emailed when the file is ready.