What each figure on the sales dashboards means, how to read it, and how it is worked out.
Most figures count live orders only: orders that are not cancelled, returned, or lost or damaged. Cancelled & Returned and the cancel and return % are the exceptions.
Product prices minus your own discounts. Shipping is left out. Platform vouchers are not taken off, because the platform pays them. Sales Orders works it out from order totals and Sales by iSKU from item prices, so the two can differ a little.
The dashboards read a copy of your orders that is updated on a schedule, not live. "Data to" at the top shows the newest order in that copy; orders placed after it are not in yet. It turns amber when the copy is 2 or more days behind.
Item cost is what is entered in the ERP; a missing cost counts as 0, so profit reads too high. Platform fees are known for most sales but not all. The % of sales with a cost, or with fees known, is shown under those figures.
Worked example
One order: two products at 60.00 and 40.00, a 10.00 voucher from your shop, a 15.00 Shopee voucher, and an 8.00 shipping fee.
| Step | Amount |
|---|---|
| Product prices | 100.00 |
| − Your shop voucher (a seller discount) | −10.00 |
| + Shipping fee (paid on to the courier) | 8.00 |
| = Order total in the ERP | 98.00 |
| − Shipping | −8.00 |
| = Net sales | 90.00 |
Worked example
Two orders in the range. The fees of the first are known; the second has none loaded yet.
| Order | Net sales | Platform fees |
|---|---|---|
| Order 1 | 90.00 | 9.00 |
| Order 2 | 60.00 | — |
Worked example
The same order, with Net sales of 90.00. The ERP works out Est. profit and the dashboard adds it up as it is. The steps show where it comes from, as in Where your sales go:
| Step | Amount |
|---|---|
| Net sales | 90.00 |
| − Item cost | −40.00 |
| − Platform fees (commission, service, transaction) | −9.00 |
| ± Shipping, rebates & other | −3.00 |
| = Est. profit (the ERP's figure) | 38.00 |
Worked example
The same order: Net sales 90.00, item cost 40.00, Est. profit 38.00.
| Figure | Formula | Worked out | Result |
|---|---|---|---|
| Profit margin | Est. profit ÷ Net sales | 38.00 ÷ 90.00 | 42.22% |
| Gross margin | (Net sales − item cost) ÷ Net sales | 50.00 ÷ 90.00 | 55.56% |
Worked example
A range with 2 campaign days and 28 normal days:
| Days | Number of days | Net sales | Per day |
|---|---|---|---|
| Campaign days | 2 | 6,000 | 3,000 |
| Normal days | 28 | 21,000 | 750 |
Worked example
A store sold 10 items in the range, with Net sales of 10,000 in total. Rank the items from best seller down and keep a running total:
| Rank | Item | Net sales | Running total | Running % | Class |
|---|---|---|---|---|---|
| 1 | Item A | 3,500 | 3,500 | 35.0% | A |
| 2 | Item B | 2,500 | 6,000 | 60.0% | A |
| 3 | Item C | 1,500 | 7,500 | 75.0% | A |
| 4 | Item D | 800 | 8,300 | 83.0% | B |
| 5 | Item E | 600 | 8,900 | 89.0% | B |
| 6 | Item F | 400 | 9,300 | 93.0% | B |
| 7 | Item G | 300 | 9,600 | 96.0% | C |
| 8 | Item H | 200 | 9,800 | 98.0% | C |
| 9 | Item I | 120 | 9,920 | 99.2% | C |
| 10 | Item J | 80 | 10,000 | 100.0% | C |
Worked example
An item sold in 3 orders over the range:
| Order | Units of this item | Item Net sales | Whole order Net sales |
|---|---|---|---|
| Order 1 | 2 | 50.00 | 120.00 |
| Order 2 | 1 | 25.00 | 25.00 |
| Order 3 | 3 | 75.00 | 200.00 |
Net sales leaves out shipping and cancelled, returned and lost orders, and keeps platform vouchers in. A report that counts shipping, takes vouchers off or counts every order placed reads differently. Check "Data to" as well: newer orders are not in yet.
Sales Orders starts from each order total, which can also carry tax, a transaction charge and rounding. Sales by iSKU starts from item prices. The gap is usually well under 1%.
Items with no cost entered in the ERP count as 0 cost, so all of their Net sales reads as profit. Check the % of sales with a cost under Item cost, and enter the missing costs in the ERP.
"n/a" means no platform fee was charged, for example on a webstore or POS order. "—" means the fees are not loaded yet.
The date range cuts it short, or it holds today, so it has fewer days than a full period. Compare it with care. Weeks run Monday to Sunday.