Sales by Channel
Report for Shopify

The Sales by Channel report displays sales data based on the source of each sale. It's a valuable report offering insights into multichannel Shopify selling.

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5 from 1,800+ merchants

2,000+ data fields

Trusted by 40,000+ Shopify stores

Updated June 2026

What this report is
The Sales by Channel Report is a Shopify report that compares sales across channels — Online Store, Shopify POS, Buy Button, draft orders, and connected marketplaces — with orders, net sales, refunds, and each channel’s share of revenue. Report Pundit offers it as a free pre-built template with scheduling and exports to Google Sheets, Excel, CSV, or PDF.
Report type
Multichannel sales performance
Best for
Owners, channel managers, finance
Refresh
On run or schedule
Setup time
~4 minutes
Tracks
Orders, net sales, refunds, and share by channel
Export to
Google Sheets, Excel, CSV, PDF
Scheduling
Yes
Shopify plan
All plans, including the free Report Pundit plan
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Why this report matters

Selling on more than one channel is normal now — a storefront, a POS, a Buy Button, maybe a marketplace. Knowing which one actually drives net revenue, not just orders, is where the budget decisions live.

Shopify shows a sales channel column, but the consolidated, refund-aware, schedulable comparison sits behind higher plans. So merchants compare channels by eyeballing separate views and never get a clean share-of-revenue number.

A single channel report puts Online Store, POS, and connected channels in one table with net sales, refunds, and share. That’s the view that tells you where to spend the next marketing dollar and which channel is quietly carrying the returns.

What’s included

Never just a list of column names. Every column gets a plain definition, plus a formula, a worked example, or a heads-up wherever it earns one.

Sales channel

Where the order was placed: Online Store, Shopify POS, Buy Button, Draft Orders, or a connected app.

Example:  Shopify labels app-sourced sales with no name as “Other.”

Heads up:  Draft-order sales appear as their own channel; decide whether to include or split them before comparing.

Volume & revenue

Orders & units

Order count and units sold per channel.

Gross & net sales

Channel revenue before and after discounts and returns.

Formula:  Net sales = Gross − Discounts − Returns

Channel share

Each channel’s percentage of total net sales — the headline mix figure.

Formula:  Channel share = Channel net sales ÷ Total net sales × 100

Example:  Online 64% · POS 28% · Buy Button 8%.

Average order value

Basket size per channel, often very different in-store vs online.

Formula:  AOV = Channel net sales ÷ Channel orders

Quality

Refunds by channel

Returned value and rate per channel — where the returns actually originate.

Formula:  Return rate = Returned value ÷ Gross sales × 100

Heads up:  A channel with strong gross sales and a high return rate may net out worse than a smaller, cleaner one.

Common added columns

Who uses this report

01

Store owner

Situation
You’re deciding where to put next quarter’s marketing budget.
Look at
Net sales and channel share over the last 90 days.
Decision
Invest behind the growing channel and rethink spend on the flat one.
02

Retail + ecommerce lead

Situation
You run both a shop and a website.
Look at
AOV and net sales for POS vs Online Store.
Decision
Tailor merchandising and promotions to each channel’s basket behaviour.
03

Finance

Situation
You want channel-level margin clarity.
Look at
Net sales and refunds by channel, with margin if cost is set.
Decision
Flag the channel whose returns erode the margin its revenue suggests.
04

Marketplace manager

Situation
You added a connected marketplace channel.
Look at
The new channel’s share and trend versus the core channels.
Decision
Decide whether the marketplace is additive or just cannibalizing the storefront.

How to read the report

  • Lead with share, not totals. Channel share tells you the mix; an absolute number alone hides whether a channel is growing or fading.
  • Read AOV per channel separately. In-store and online baskets behave differently — a blended AOV hides both.
  • Put refunds beside revenue. Returns concentrate by channel more than people expect; the headline channel isn’t always the most profitable.
  • Decide how to treat draft orders. They show as their own channel; include or exclude them deliberately so comparisons stay honest.

How to build the report in Report Pundit

Under 5 minutes from install to insight. No code, no SQL.
  1. Open Report Pundit in your Shopify admin and choose Create Report (or the pre-built “Sales by Channel” template).
  2. Set the data source to Sales / Orders.
  3. Group the report by Sales channel.
  4. Add columns: Orders, Units, Gross sales, Discounts, Returns, Net sales.
  5. Add a calculated Channel share column and an AOV column.
  6. Add Refunds (value and rate) per channel.
  7. Set your date range and decide whether to include draft orders as a channel.
  8. Run, confirm the channel totals reconcile to your overall net sales, and Save.
  9. Schedule a weekly or monthly send to leadership via email or a shared Google Sheet.

Sample report

What you'll see when you run the report. Fully interactive in your store — click any channel to drill into orders, customers,or products.

Customization & filters

The pre-built version covers 90% of merchant needs. For the remaining 10%, common customizations:
  • Filter to specific channels or exclude draft orders.
  • Group channel then product type for a two-level view.
  • Add a prior-period comparison to surface channel trends.
  • Add a margin-by-channel column where product cost is set.
  • Layer in connected-app data (e.g. marketplace fees) via integrations.

Automate & export

Once the report is set up the way you want it, automation does the rest:
  • 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

Shopify ships a basic version. Here's where it stops — and what Report Pundit adds.
Capability Shopify built-in Report Pundit
Consolidated channel comparison Separate views ✓ One table
Channel share of net sales × ✓ Calculated
Refunds & return rate by channel ×
Fulfillment / status by channel ×
Available on every Shopify plan Shopify / Grow plan & up — not on Basic ✓ All plans, incl. free
Scheduled email / Slack delivery × ✓ Daily, weekly, multiple/day
Export to Google Sheets in real time × (manual CSV only) ✓ Live sync
Add custom / calculated columns × (saved custom reports: Advanced/Plus only) ✓ 2,000+ fields
Combine with app data (PayPal, ShipStation...) × ✓ 30+ integrations
Multi-store reporting (Plus) ×

Frequently Asked Questions

Which channels does this cover?

Whatever your store sells through — Online Store, Shopify POS, Buy Button, draft orders, and connected apps or marketplaces. App sales with no channel name show as “Other,” matching Shopify’s own labelling.

Can I see each channel’s share of revenue?

Yes. A calculated channel-share column (channel net sales ÷ total net sales) gives the mix at a glance, which absolute totals can’t.

Are draft orders counted as a channel?

They appear as their own channel. Decide whether to include or exclude them so comparisons stay consistent across periods.

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Benefits

Channel Performance

Channel Performance

Sales data displayed by channel helps determine the potential of every channel.
Customer Behavior

Customer Behavior

Get insights into why customers choose one channel over another to create better customer experiences and marketing campaigns.
Channel Top Sellers

Channel Top Sellers

Learn about the top-selling products on each channel for optimized marketing and improved traffic.

Sales Over Time

Leverage historical data with the Sales Over Time Report. This report covers costs, order details, sales channels, and payment methods, helping you track trends, manage sales tax returns, and assess the effectiveness of each sales channel.

Finance Summary

The Finance Summary Report provides an overview of your store’s financial performance by aggregating key revenue, expense, and tax data. This report helps store owners understand their overall profitability, cash flow, and key cost drivers, making it essential for budgeting and financial planning

Sales by Customer

The Sales by Customer Report provides Shopify merchants with valuable insights into customer purchasing behavior. This report breaks down sales by individual customers, highlighting the most valuable and active customers.

Detailed Sales

The full-detail sales export — every line with channel, payment, tax, cost, and margin — built for deep analysis and your data warehouse.

Last 24 Hours Orders

Use the Last 24 Hours Orders report to stay updated on all orders placed within the past day. It provides critical insights into sales trends, customer transactions, and order statuses, allowing you to monitor your store's recent activity and make informed business decisions.

Sales by Vendor

The Sales by Vendor report analyzes how each vendor's products contribute to your store's success. By examining sales, purchase costs, and profitability, this report provides insights to make strategic decisions, maximize profits, and optimize inventory management based on vendor performance.

Refund

Report Pundit’s Refund Report records the details of money returned by a Shopify merchant to unsatisfied customers when they return the product/service. These reports help the merchant keep track of the refunds issued, monitor customer satisfaction and have a proper record of financial transactions for filing taxes.

Sales by Fulfillment Location

Data reported to analyze sales based on order fulfillment locations for any specified date range, including product quantity sold and corresponding sales value.

Order vs Return (Monthly)

A report interpreting monthly returns by comparing the total sales value with the sales value of returned orders, including percentage calculations for both return orders and return value.

Order Tags and Line Item Properties

A detailed report built to include order tags and line items added to each placed order, along with essential sales and product details for thorough analysis and processing.

Sales by POS

The report provides detailed sales figures and net product counts, accounting for refunds, at each POS location, offering a clear view of actual sales performance and inventory movement.

Completed Draft Order

This report provides insights into finalized draft orders, displaying detailed information on converted orders, including product details, pricing, and customer data for analysis.

Sales by Collections

The Sales by Collections report provides a detailed view of your product sales, inventory costs, and profitability by collection, helping you see which collections drive revenue and how they resonate with your audience, allowing you to tailor your product strategies accordingly.

Weekly Sales Pattern

Your true day-of-week rhythm — which days and hours actually sell — so you staff, schedule ads, and send emails when buyers are buying.

Sales by Checkout Currency

This report displays the breakdown of your sales by customer currency used at the checkout with the total sales value also being displayed in your local currency.

Sales by Product

The Sales by Product report offers details about each product’s sales performance over a given time frame. It provides valuable insights into which of your products are and aren’t selling well. These insights will enable you to make informed decisions about inventory management and marketing and improve your business.

Sales by Discount Code

Sales by Discount Code report in Report Pundit provides a detailed analysis of sales generated through specific discount codes over a defined period.

Sales by Billing Location

The Sales by Billing Location report in Shopify provides a detailed breakdown of sales based on the billing addresses of your customers. This report categorizes sales data of your customer base by country, region, or city.

Sales by Variant

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.

Commission

The Commission Report is the key to rewarding store staff and affiliates for sales they generate. It provides an overview of their sales performance along with calculated commissions share.

Sales by Device ID

The report displays sales data segmented by device type, such as mobile, desktop, or tablet, allowing merchants to analyze performance based on customer device usage.

Last 30 days Sales Summary

A report that provides a comprehensive overview of sales performance over the past 30 days, including total revenue, order count, average order value, and product-specific sales trends for detailed analysis.

Sales by Staff

A report designed for quick analysis of sales attributed to each staff member across all POS locations, with details from gross sales to net sales calculations.

Build and automate your Shopify Reporting

Unlock the full potential of your Shopify store with Report Pundit. Gain access to over 2000 data fields, automate reports, and make data-backed decisions to grow your business.