Shopify Markets Sales Analytics

Shopify Markets analytics compares commercial performance across the Markets where orders were placed. With Mixtable, each Shopify Market can become a row in a Pivot Table worksheet or Time Series worksheet, with sales, orders, refunds, discounts, quantities, and Average Order Value beside it.

Why compare Shopify Markets

Selling internationally means running several businesses at once. Each Market has its own pricing, currency, shipping costs, duties, and customer expectations, and a single worldwide total hides all of it.

Market-level reporting turns that blur into a decision list:

• Which Markets are big enough to justify local pricing, translated content, or paid ads
• Which look healthy on sales but lose ground once refunds and discounts are counted
• Where average order value is high enough to absorb international shipping
• Which Markets are growing fast enough to plan stock around, and which have stalled
• Whether a Market you opened months ago has actually produced anything

That last one is worth checking. Markets are easy to enable and easy to forget, and a side-by-side comparison is usually the first time anyone notices one has never gone anywhere.

This answers a different question from customer-country reporting. A Shopify Market is part of your selling setup and can contain several countries, while customer country describes the location saved on the customer record. See Filter Shopify Analytics by Customer Country.

Start with Market sales mix

The ready-made Market sales mix report creates one row per Shopify Market with:

• Net Quantity Sold
• Gross Sales
• Total Discount Amount
• Total Refund Amount Excluding Tax
• Net Sales

1. Click the + button beside the worksheet tabs
2. Select Reporting worksheet, then click Continue
3. Under Pivot table, choose Market sales mix
4. Click Continue
5. Add or remove metrics and choose the timeframe
6. Click Create Worksheet

Add Orders Count and Average Order Value when you need to understand whether a large Market is driven by more orders, larger orders, or both.

Track Shopify Markets over time

A Time Series worksheet can create one row per Market and recent month or year columns.

1. Add an Reporting worksheet
2. Choose a Time Series report, or Blank time series
3. Select Market under Break down by
4. Choose Net Sales, Gross Sales, Orders Count, Net Quantity Sold, Total Refund Amount Excluding Tax, or Average Order Value
5. Choose monthly or yearly columns
6. Select the number of recent periods
7. Click Create Worksheet

Use monthly reporting to find regional seasonality, launch effects, or recent growth. Use yearly reporting to compare longer-term Market contribution.

Choose the metrics that explain Market performance

Commercial contribution

• Net Sales
• Gross Sales
• Total Sales
• Orders Count
• Net Quantity Sold

Promotions and refunds

• Total Discount Amount
• Total Refund Amount Excluding Tax
• Refund Count
• Percent of Orders Refunded

Basket and order economics

• Average Order Value
• Average Order Quantity Gross
• Average Order Quantity Net
• Tax, shipping, duties, and additional fees where supported

Gross Sales and Net Sales show whether discounts and refunds are materially changing the Market ranking. Average Order Value and quantities help explain whether the difference comes from basket size.

Market analytics and customer country

Use Market when you want to evaluate the Shopify Markets where orders were placed. Use the Customer’s country metric filter when you want to isolate orders associated with customers from one country.

The distinction matters because:

• One Shopify Market can contain several countries
• A customer’s saved country and the Market for an order answer different business questions
• Market reporting follows your international selling structure
• Country filtering is useful for geographic customer analysis

See filter Shopify analytics by customer country.

Market analytics and the Markets worksheet

The Shopify Markets worksheet shows how each Market is configured, including countries, currencies, status, regions, web presences, and metafields. It does not calculate sales performance.

Use both when reviewing international strategy:

1. Create a Markets worksheet to review the setup
2. Create Market sales analytics to compare the results
3. Place the exported reports together when planning regional pricing, promotions, or localization

Build a useful Market scorecard

For each Market, compare:

• Net Sales and share of store Net Sales
• Orders Count and Average Order Value
• Total Discount Amount as a share of Gross Sales
• Total Refund Amount and Percent of Orders Refunded
• Net Quantity Sold and average order quantity
• Shipping, duties, tax, and fees where those amounts matter to the decision

Avoid ranking Markets by revenue alone. A smaller Market can have a stronger order value, lower refund rate, or lower discount dependence and may deserve more investment.

For a complete new spreadsheet rather than an added worksheet, use the Sales by Market template.