Profit by Country
Profit by Country shows the gross profit each shipping country brought in, after the cost of the goods sold.
How It’s Calculated
The report is a table with one row per country. Rows are listed with the most gross profit first, and each country shows its flag and name.
The country is the one on the order’s shipping address. Orders with no shipping address are grouped as Unknown.
The columns are:
- Country: the shipping country.
- Orders: the number of orders shipped there.
- Units Sold: the number of units sold.
- Net Sales: what the items sold for, after discounts: price times quantity, less the discount on that line. It leaves out returns, shipping and tax.
- COGS: the cost of the goods sold, worked out as quantity × unit cost.
- Gross Profit: Net Sales less COGS.
- Gross Margin: Gross Profit as a share of Net Sales.
A totals row under the table adds up the rows. Show totals row in the Report settings menu turns it on or off for every report.
Net Sales here means something different from Net Sales in Total Sales. This one is only items less discounts.
Gross Profit isn’t reduced by returns, and shipping and tax aren’t part of it. This report leaves out what you pay carriers.
Unit Costs
COGS uses each product variant’s Cost per item from Shopify. It uses the cost set today, not the cost when the order was placed.
A unit whose variant has no cost counts as zero cost, so Gross Profit and Gross Margin are too high where costs are missing. This report has no Cost Coverage column. Unit Cost Coverage shows what’s missing.
What Counts
- Orders count on the day they were processed, in your store’s time zone.
- Canceled orders, and orders whose payment was voided or expired, are left out.
- Sales Channel, Segment and Filters narrow the report. There’s no comparison period.
What Good Looks Like
What matters is whether other countries keep as much of each sale as your main market does.
- A country with many orders and a low margin is costing you more per sale. Check its discounts and its shipping.
- A country with few orders and a high margin may be worth marketing to.
What to Do About It
- Look at shipping. The report leaves out what you pay carriers. If a market has a thin margin, compare it with your shipping and duty costs outside By the Numbers.
- Look at discounts. Discount Code Profitability shows which codes cut margin.
- Check the sales side. Sales by Country shows orders and revenue by billing country.
Get AI Insight at the top of the report asks Copilot for a short read of it.
Where to Find It
- Profit by Country: open Reports and look under Profitability.
- Profit by Product: the same breakdown by product.
- Profit & Margin: gross profit and margin over time.