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.
5 from 1,800+ merchants
2,000+ data fields
Trusted by 40,000+ Shopify stores
Updated June 2026
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
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.
Who uses this report
Store owner
Retail + ecommerce lead
Finance
Marketplace manager
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
- Open Report Pundit in your Shopify admin and choose Create Report (or the pre-built “Sales by Channel” template).
- Set the data source to Sales / Orders.
- Group the report by Sales channel.
- Add columns: Orders, Units, Gross sales, Discounts, Returns, Net sales.
- Add a calculated Channel share column and an AOV column.
- Add Refunds (value and rate) per channel.
- Set your date range and decide whether to include draft orders as a channel.
- Run, confirm the channel totals reconcile to your overall net sales, and Save.
- Schedule a weekly or monthly send to leadership via email or a shared Google Sheet.
Sample report

Customization & filters
- 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
- 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
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.
Yes. A calculated channel-share column (channel net sales ÷ total net sales) gives the mix at a glance, which absolute totals can’t.
They appear as their own channel. Decide whether to include or exclude them so comparisons stay consistent across periods.
Benefits

Channel Performance

Customer Behavior

Channel Top Sellers
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