Product Lifecycle Stage

Product Lifecycle Stage sorts your products into New, Growing, Declining, Dormant and Mature, based on when they sold and how their orders changed across your date range.

How It’s Calculated

Each row is one product. The columns are:

• Stage: New, Growing, Declining, Dormant or Mature.
• Orders: the number of orders that include the product in the date range.
• Gross Sales: each item’s price times its quantity, before discounts, shipping, tax and returns.
• Δ Orders: the change in orders from the first half of the range to the second, as a share of the first half. It shows 0 when the first half had no orders.
• Days Since First Sale and Days Since Last Sale: counted from the end of the date range back to the product’s first and last sale inside it.

The report splits the date range into 2 halves, and the second half gets the extra day when the number of days is odd. It then gives each product the first of these stages that fits:

1. New: its first sale in the range was 45 days or less before the end of the range.
2. Growing: orders in the second half are at least 1.2 times those in the first half, and at least 5.
3. Declining: orders in the second half are less than 0.8 times those in the first half, and the first half had at least 5.
4. Dormant: its last sale in the range was more than 60 days before the end of the range.
5. Mature: none of the above.

Only sales inside the date range count, so “first sale” means the first sale in the range, not the first sale ever.

With a date range of 45 days or less, every product shows New. Dormant needs a range longer than 60 days. Use a range of 3 months or more to get a useful spread of stages.

A product appears only if it has at least 5 orders in the range. The table lists up to 500 products, grouped by stage in alphabetical order (Declining, Dormant, Growing, Mature, New), with the most orders first within each stage.

What Counts

• Orders that were canceled, or whose payment was voided or expired, don’t count.
• Refunds and returns aren’t taken off. A refunded item still counts as sold.
• Dates follow your store’s time zone, and amounts are in your store’s currency.
• With a Segment picked, only orders from customers in that segment count. Sales Channel and Filters limit the report to matching orders.

This report has no Compare control, no chart and no totals row.

What Good Looks Like

There’s no target. A healthy catalog has a spread: some Growing products, a core of Mature ones, and few that are Declining or Dormant.

A long list of Declining products can be a sign of a seasonal swing, so check the date range before you conclude anything.

What to Do About It

• Growing: protect stock and give the product more room on your store.
• Declining: look for a cause, such as a stockout, a price change or the end of a promotion. A discount or a bundle can bring orders back.
• Dormant: decide whether to clear the stock, relaunch the product or retire it.
• New: wait for more days of sales before judging it. Product Momentum compares its 2 halves with a score.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

• Product Lifecycle Stage: open Reports and look under Products.