Sales by Country

Sales by Country shows how many orders and how much in sales each country brought in, grouped by the country on the customer’s billing address.

The Sales by Country report, a table with one row for each billing country

How It’s Calculated

The table has one row for each billing country that placed an order in the date range, with the country with the most orders first. The page has no chart. A pinned dashboard card of this report shows the 10 countries with the most Total Sales.

The columns are:

Country: the country on the order’s billing address.
Paid In: the currencies customers in that country paid in, such as EUR or EUR, GBP.
Orders: the number of orders placed.
Average Order Value: the country’s sales before returns, divided by its orders.
Gross Sales: each item’s price times its quantity, before discounts, shipping, tax and returns.
Discounts, Shipping and Tax: what Shopify records on those orders.
Total Returned: money refunded on the country’s orders in the date range.
Net Sales: Gross Sales minus Discounts, plus Shipping, minus Total Returned. It doesn’t add tax, so if your prices include tax, it still contains it.
Total Sales: Gross Sales minus Discounts, plus Shipping and Tax, minus Total Returned.

Every amount is in your store’s currency, even when customers paid in another one. Paid In is the column that tells you a conversion happened. Sales by Currency shows what customers paid in their own currency.

What Counts

The country is the billing country, not where the order ships. Sales by Shipping Destination groups by shipping address.
An order with no billing country isn’t in any row, so the rows can add up to less than Total Sales.
Sales count on the day the order was placed. A refund counts on the day it was made, against the country of the original order. Refunds on orders placed more than 2 years before the start of the date range aren’t counted.
Orders that were canceled, or whose payment was voided or expired, don’t count.
A country with no orders in the date range doesn’t appear, even if you refunded one of its older orders in that range.
Days follow your store’s time zone.
Sales Channel, Segment and Filters narrow the report. There’s no comparison period.

What Good Looks Like

There’s no right mix. A store that ships worldwide has a long list, and a store that sells in one market has a short one.

What matters is whether your best countries are the ones you plan around. Compare a country’s share of Orders with its share of Total Sales.

A country with few orders and a high Average Order Value is worth more marketing. A country with many orders and a low one is worth a closer look at discounts and shipping.

What to Do About It

A country growing: check its shipping and tax setup in Shopify, so customers there don’t meet surprise costs at checkout.
A country with high returns: compare Total Returned with Gross Sales in its row. Check Product Return & Kept Rate for what’s coming back.
A country that sells but earns little: open Profit by Country to see gross profit by shipping country, after cost of goods. This report groups by billing country.

Where to Find It

Sales by Country: open Reports and look under Sales.
Sales by Currency: what customers paid in their own currency.
Sales by Shipping Destination: sales by where orders ship to.