Sales by Variant Report for Shopify
Gain detailed insights into each product variant's performance with the Sales by Variant Report. Beyond basic sales data, it shows how each variant impacts your store's success. Use it to fine-tune inventory management and identify popular options, helping you make strategic decisions to boost your bottom line.
5 from 1,800+ merchants
2,000+ data fields
Trusted by 40,000+ Shopify stores
Updated June 2026
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Why this report matters
Product-level reports hide the decision that actually matters to a buyer: which size and which color. “The jacket sells well” is useless when you’re reordering and Medium is gone while XXL gathers dust.
Shopify’s native variant breakdown is shallow and, in its richer forms, plan-gated and unschedulable. So planners reorder on gut feel for the option split, and dead stock accumulates one variant at a time.
A SKU-level view ties units, average selling price, and return rate to inventory on hand, so you reorder to the actual demand curve. Getting the size curve right is one of the cheapest ways to cut markdowns — the stock you don’t over-buy is margin you keep.
What’s included
Identification
Product & variant
The parent product plus the specific variant (e.g. size/color).
SKU
The stock-keeping unit, your join key to inventory and purchasing.
Example: MC-NVY-M, MC-NVY-L, MC-NVY-XL.
Option values
The variant’s option breakdown (Size = L, Color = Navy) for clean grouping.
Heads up: A variant only appears if it sold at least once in the period; never-sold SKUs won’t show here — use an inventory report for those.
Performance
Units sold
Quantity sold for the variant in the period.
Average selling price
What the variant actually sold for after discounts — not the list price.
Formula: Avg selling price = Net sales ÷ Units sold
Example: Net $1,800 over 40 units = $45 average, below the $50 list — discounting at work.
Gross & net sales
Revenue before and after discounts and returns for the variant.
Formula: Net sales = Gross − Discounts − Returns
% of product sales
The variant’s share within its parent product — the size/color curve.
Formula: Variant share = Variant net sales ÷ Product net sales × 100
Quality & stock
Return rate
Return-proneness of the specific variant, where sizing problems hide.
Formula: Return rate = Returned units ÷ Units sold × 100
Heads up: Returns often concentrate in one or two sizes; a product-level rate masks it, a variant-level rate exposes it.
Inventory on hand
Current stock for the variant, for an at-a-glance demand-vs-supply read.
Heads up: Inventory is a point-in-time snapshot at run time, while sales are period totals — don’t read them as the same window.
Who uses this report
Buyer
Inventory planner
Merchandiser
Quality / ops
How to read the report
- Read the size/color curve, not the total. The split across variants is the buying decision; the product total just tells you the style works.
- Average selling price reveals hidden discounting. When it sits well below list, the variant is moving on markdowns — check whether that’s deliberate.
- Pair units with inventory on hand. High units and low stock means reorder now; low units and high stock means markdown.
- Localize returns to the variant. A product-level return rate hides which size is the problem; the variant view names it.
How to build the report in Report Pundit
- Open Report Pundit in your Shopify admin and choose Create Report (or the pre-built “Sales by Variant” template).
- Set the data source to Sales / Order line items.
- Group the report by Variant (SKU).
- Add columns: Product, Variant, SKU, Option values, Units sold, Gross sales, Net sales.
- Add a calculated Average selling price column (net sales ÷ units sold).
- Add a calculated % of product sales column and a Return rate column.
- Pull in Inventory on hand to sit alongside sales for a demand-vs-supply read.
- Set your date range, sort by units or net sales, and Save.
- Schedule a weekly send to buying and planning, or export to a shared Google Sheet for PO planning.
Sample report
Customization & filters
- Group by option (all Mediums across products) to spot store-wide size skew.
- Filter to a single product, collection, vendor, or location.
- Add a sell-through column if you track starting inventory.
- Add a gross-margin column where variant cost is set.
- Roll variants back up to products with the Sales by Product report.
Automate & export
- Schedules — hourly, daily, weekly, monthly, or custom cron
- Delivery formats — Excel, CSV, PDF, or push to Google Sheets in real time
- Group by month or week — trends instead of a static snapshot
- Destinations — email (multiple recipients), Google Sheets, Google Drive, FTP/SFTP, Looker Studio, BigQuery
- Conditional alerts — get notified only if a channel's net sales drop more than X% week-over-week
Report Pundit vs Shopify's native Sales by Channel report
Frequently Asked Questions
Net sales divided by units sold for the variant, so it reflects what the SKU actually sold for after discounts — not its list price. A gap between the two signals discounting.
Variants only appear if they sold at least once in the period. For SKUs that never sold, use an inventory report instead — this one is sales-driven.
Yes. Group by option value (e.g. Size) to see store-wide skew — useful if you consistently over- or under-buy a particular size.
Benefits
Granular Sales Insights
Uncover Hidden Opportunities
Smart Inventory Control
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