Sales by Shipping Destination
Sales by Shipping Destination shows where your orders ship to, on a map and in a table, with the orders and sales for each place.
How It’s Calculated
The cards at the top show Destinations, Orders, Total Sales and Average Order Value for the date range. Destinations is the number of rows in the table.
The map is a heatmap. The more orders ship to an area, the stronger it shows.
The table starts with one row for each province and country, with the one with the most orders first. A destination reads like California, USA. The columns are:
- Destination: the shipping province and country.
- Orders and Customers: the number of orders, and the number of different customers who placed them.
- Average Order Value: the destination’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 destination’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.
The Average Order Value card divides Gross Sales by orders, so it can differ from the sales before returns that the table rows divide.
Drill Down
Click a row to look at that place only. This works for any account that can open Sales by Country. The map and the table both narrow to it, and the table splits it by city.
The Region line above the table shows where you are, as in All › United Kingdom › England. Click a name on it to go back up, or All to start over.
What Counts
- The destination is the shipping address, not the billing address. Sales by Country groups by billing country.
- Only orders whose shipping address has a map position count. An order with no shipping address, or one that can’t be placed on a map, isn’t in the map, the table or the cards. The report can therefore show less than Total Sales.
- Sales count on the day the order was placed. A refund counts on the day it was made, against the destination 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 destination with no orders in the date range doesn’t appear.
- Days follow your store’s time zone, and every amount is in your store’s currency.
- Sales Channel, Segment and Filters narrow the report. There’s no comparison period.
What Good Looks Like
There’s no right pattern. It depends on where you sell and where your customers live.
Look for places with a high Average Order Value and few orders, which can be worth marketing to. Look for places with many orders and high Shipping or Total Returned next to Gross Sales, which can be costing you more than they bring in.
What to Do About It
- A region with many orders: check your shipping rates and delivery times there, and whether a closer warehouse or carrier would help.
- A region with high returns: open Product Return & Kept Rate to see which products come back.
- A region with high shipping charges: open Free-Shipping Threshold Analysis to see what a free shipping threshold would do.
Where to Find It
- Sales by Shipping Destination: open Reports and look under Sales.
- Sales by Country: sales by billing country.
- Sales by POS Location: sales for each physical store.