Synced with your Shopify or WooCommerce store
Stop Guessing
Your Profit. Know It Live.
A real-time profit dashboard built for ecommerce sellers. Track COGS, product viability, and every hidden fee - with enterprise valuation built in.
Profit & Loss
Detailed financial performance and profitability analysis.
North Star Metrics
The numbers that move your business
Total Revenue
$285k
Net of refunds & discounts
12.4%Net Profit
$95k
After all costs
18.6%Net Margin
33.5%
Profit / revenue
1.8%Blended ROAS
5.88x
Revenue per ad dollar
5.7%Estimated Company Valuation
4.1x adjusted annual profit· 6-month average
Income Tracker
Revenue vs Net Profit
Revenue Allocation
Where every dollar of gross revenue goes
Profit Breakdown
Where every sale ends up
33.5% margin
- Net Profit34%$95,392
- COGS27%$76,840
- Ad Spend17%$48,420
- Fulfillment7%$18,920
- Payment Fees4%$11,180
- OpEx3%$8,320
- Variable2%$6,420
- Returns2%$4,820
- Sales Tax3%$9,240
- Funding2%$4,960
Unit Economics
180d window
Volume & Conversion
Total Orders
7,704
Avg Order Value
$221.59
Conversion Rate
3.40%
Rev / Session
$7.53
Acquisition & Profitability
True CAC
$60.00
180d LTGP
$185
LTV:CAC
3.08x
Healthy
CAC Payback
2.0 mo
Illustrative data - not representative of actual performance
Trusted by
Brands running their numbers on MerchantFlow
The Shift
What changes when you stop guessing
Stop losing significant time each week to manual data entry and profit guessing. See exactly how your operations change on day one.
Spreadsheet Chaos
- Scattered COGS in 5+ different spreadsheets
- Guessing which products are actually profitable
- Waiting until month-end for a 'dead' P&L report
- Hidden shipping fees quietly eroding your margins
- Manually calculating ad ROAS every morning
Sound familiar? You're not alone.
What merchants say
Store owners who switched to MerchantFlow
Real reviews from merchants running their stores on MerchantFlow.
I've tried quite a few of these profit tracker apps (even tried making one myself), but honestly, none of them offer what MerchantFlow does and the ones that come close cost 10x the monthly price. My favorite feature by far is the integration with my 3PL, so the data I'm seeing is the actual data not a guess.
Netherlands · 21 days using the app
I've been using MerchantFlow for the last six months in order to better understand my brand's profitability. The tool has without a doubt been super insightful and allowed me to make changes within the business that have nearly doubled our brand's monthly profit. This is the best profit analysis and optimisation tool going around for any ecommerce brand owner right now.
Australia · 6 months using the app
Connect Everything
Your Entire Growth
Stack, Unified
MerchantFlow syncs directly with official APIs. Unlike rivals, we offer native WooCommerce support and enterprise valuation tracking out of the box.
Shopify or WooCommerce? Both supported. Connect your store and ad accounts in under 5 minutes.
Connect Your StoreBuilt for Precision
Your Complete Profit
Visibility Platform
Everything you need to understand and optimize your store's profitability at the most granular level.
Automated COGS Management
Upload costs once. We match them to every SKU, calculate landed costs, and update profit in real time.
Product Viability Scoring
Know which products to double down on and which to cut. Data-driven viability scores for every SKU.
Cohort Analysis
Track LTV, CAC, payback period, and retention by acquisition cohort to see which customers actually pay back.
Revenue-Based Funding
Track and manage funding agreements directly within your P&L. Full visibility over repayments and impact.
How It Works
Four Steps to
Profit Clarity
Tired of profit blindness? We built the automated bridge between your raw data and actionable scale.
Real-time P&L Dashboards
Stop waiting for month-end reports. Our engine syncs with Shopify and WooCommerce every 60 seconds to give you a live pulse on your contribution margin and net profit.
Automated COGS Engine
Never manually update a spreadsheet again. MerchantFlow automatically pulls supplier costs and shipping fees, calculating exact per-unit profitability across your entire catalog.
Valuation & Viability Tracking
Know what your business is worth and which products deserve your capital. Our valuation engine and product viability calculator score every SKU so you can double down on winners.
AI Insights with Guardrails
Our AI doesn't hallucinate. It's trained on ecommerce unit economics to surface 'Leaks' and 'Wins' automatically, suggesting when to kill a product or scale your spend.
Three plans. Total visibility.
Start with a real-time blended P&L. Add Flow AI and reporting on Pro. Unlock the full financial OS on Plus.
starter
Solo operators · under $500k GMV · 1 store
Billed $470.40/year
Everything you need for an accurate blended P&L.
Start 14-Day Free Trial- 1,000 orders/mo + 90-day history
- 1 store + 1 team seat
- Real-time blended P&L (revenue, COGS, ad spend, expenses, fees)
- Auto COGS sync from Shopify or WooCommerce
- 3PL integration
- Custom OPEX, CAPEX with amortisation, bank balance, burn rate
- All 4 ad platforms (Meta, Google, Snapchat, TikTok)
- GA4 traffic data
- Order-level profit and refund handling
- Bundle handling and tax rules
- Top product profitability and cohort analysis
- Daily email summary
- 30+ North Star KPIs (read-only)
1 store · 1 user · 1,000 orders/mo · 90-day history · 48h email support
pro
Growing brands · $500k-$5M GMV
Billed $854.40/year
Everything in Starter, plus Flow AI and the reporting suite.
Start 14-Day Free Trial- 5,000 orders/mo + 12-month history
- 1 store + 3 team seats
- Flow AI assistant (CMO, Executive, Finance personas) - 500k tokens/mo
- Custom report builder
- Scheduled email reports (weekly)
- Anomaly alerts
- Configurable North Star KPIs (full edit)
1 store · upgrade to Plus for more · 3 users · 5,000 orders/mo · 12-month history · 24h priority email
plus
Serious operators · $5M+ GMV
Billed $1430.40/year
Everything in Pro, plus the full financial OS.
Start 14-Day Free Trial- 25,000 orders/mo + unlimited history
- 5 stores + 10 team seats
- Flow AI assistant - 2M tokens/mo
- MCP server access (Claude, Cursor, Windsurf, VS Code)
- Business Valuation (SDE-multiple, live)
- Product Viability calculator
- MCA / revenue-based funding tracking
- Unlimited scheduled reports (daily, weekly, monthly)
- White-label PDF reports for agencies
Up to 5 stores · 10 users · 25,000 orders/mo · unlimited history · 4h priority chat · 60-min onboarding · quarterly review call
All plans include the 14-day trial · Cancel for free anytime during the trial
Common Questions
You've Got Questions.
We've Got Answers.
Q.How is this better than my current spreadsheet?
Spreadsheets require manual entry, which is prone to human error. MerchantFlow automates the data pull, syncs COGS directly from your store, and updates in real-time. Plus, we calculate product viability scores and enterprise valuations - something nearly impossible to do accurately in a manual sheet.
Q.How accurate is the COGS tracking?
Highly accurate through direct API sync or CSV import. We cross-reference every unit sold with your specific cost history to ensure your per-unit profit is always correct, even with price fluctuations.
Q.Does this replace my accountant?
No. Think of us as your operating system. Your accountant handles taxes and compliance; MerchantFlow handles real-time growth strategy. We give you the numbers you need today to decide if you should scale your ads.
Q.How long does setup really take?
Under 5 minutes. Connect Shopify/WooCommerce (1 min), connect Ad accounts (2 min), import COGS (2 min). Most users see their first accurate P&L within their first cup of coffee.
Q.What platforms do you support?
We are the first profit dashboard built to treat Shopify and WooCommerce as first-class citizens. We also support Meta, Google Ads, TikTok Ads, and major shipping carriers.
Q.Is my store data secure?
Yes. We access data exclusively through official OAuth channels and encrypt sensitive information at rest using AES-256 encryption. We do store order data (including customer details) to power your P&L and margin calculations - but personal data like phone numbers and shipping addresses is encrypted in our database. We never sell or share your data with third parties.