MerchantFlow vs TrueProfit
TrueProfit shows you the number. MerchantFlow shows you what to do about it.
TrueProfit is the best real-time profit tracker on Shopify, and we won't pretend otherwise. MerchantFlow matches the profit number, then adds Business Valuation, Product Viability simulation, Flow AI with three personas, cohort analysis, GA4, and a full agency portal for merchants who need more than a profit dashboard.
Use MerchantFlow if
You want the profit number plus business valuation, product viability, revenue-based funding tracking, custom report builder, agency portal, and flat pricing with no order overages.
Use TrueProfit if
You want the cleanest, most focused real-time profit dashboard in the category, you rely on their native iOS/Android mobile apps, or you need Pinterest, Bing, or Amazon Ads coverage today.
Why merchants switch
What MerchantFlow does that TrueProfitdoesn't
No order overage surcharges
TrueProfit charges per-order overages that can add up to $1,000/mo on top of the base fee. MerchantFlow uses flat tiers with soft limits, so a busy month doesn't become a surprise invoice.
Flow AI with three personas
TrueProfit has no AI assistant at any tier. MerchantFlow ships Flow AI with CMO, Executive, and Finance personas so each team member gets answers framed for their decisions.
Business Valuation and Product Viability
Know what your store is worth today and simulate every product before you commit inventory. TrueProfit has neither feature at any tier.
Revenue-based funding tracking
Track Wayflyer, Clearco, and Shopify Capital repayments inside your P&L. TrueProfit doesn't have this.
WooCommerce support
TrueProfit is Shopify-only. MerchantFlow covers both platforms with identical feature depth.
Side by side
MerchantFlow vs TrueProfit: the full comparison
| Feature | MerchantFlow | TrueProfit |
|---|---|---|
| Real-time P&L | Yes | Yes |
| Auto COGS | Variant-level + rules | Quantity-based |
| Custom expenses with CAPEX amortisation | Yes | OPEX only |
| Meta, Google, TikTok, Snapchat Ads | Yes | Yes |
| Pinterest, Bing, Amazon Ads | Roadmap | Yes |
| GA4 integration | Yes | No |
| LTV / cohort analysis | Yes | Yes |
| North Star metric tracking | Yes | No |
| Custom report builder | Yes | No |
| Flow AI assistant (3 personas) | Yes | No |
| Business Valuation | Yes | No |
| Product Viability simulator | Yes | No |
| Revenue-based funding tracking | Yes | No |
| Bank balance + burn rate | Yes | No |
| Bundle handling | Yes | No |
| Agency Portal | Yes | No |
| Margin by Region (per-country net P&L) | Yes | No |
| WooCommerce support | Yes | No |
| API access | MCP protocol | No |
| Native mobile app | Responsive web app | iOS + Android |
| Flat pricing (no order overages) | Yes | No |
Feature data verified against TrueProfit's public Shopify App Store listing and developer pricing page.
What you actually pay
MerchantFlow pricing vs TrueProfit
Three flat plans. Annual saves 20%. Every plan includes a 14-day free trial - cancel for free anytime during the trial and you will not be charged.
Starter
Solo operators under $500k GMV
or $39.2/mo billed annually
Pro
Default for $500k-$5M GMV
or $71.2/mo billed annually
Plus
Full financial OS for $5M+ GMV
or $119.2/mo billed annually
TrueProfit pricing
Basic $35/mo to Enterprise $200/mo, with per-order overage fees up to $1,000/mo
Pricing as published on TrueProfit's official listing or pricing page.
MerchantFlow includes on every tier
- 14-day free trial, cancel for free anytime during the trial
- Real-time blended P&L, all 4 ad platforms, GA4 traffic
- Month-to-month billing, no per-order overages
- 20% off when billed annually
What their merchants say
Public reviews and testimonials about TrueProfit
Where a public source page is available, we link it so you can inspect the context yourself.
TrueProfit helped me a lot with calculation my profit. Its seamless and super easy to setup. One concern is the pricing but still really good customer support and features.
The honest take
Where TrueProfit still beats us
We think comparison pages should be honest. Here's where TrueProfit is genuinely a better fit than MerchantFlow.
- Native iOS and Android mobile apps are their genuine moat in this category.
- 6+ years of 5.0-star reviews across 716+ merchants is real social proof we don't pretend to match.
- Pinterest, Bing, and Amazon Ads coverage today (MerchantFlow has these on the roadmap).
- Deeper shipping carrier integration list (Shippo, ShipBob, ShipStation, Shipwire all native).
- Multi-language UI (English, French, Spanish).
- The cleanest, most focused real-time profit dashboard in the category if that's all you need.
Questions merchants ask
MerchantFlow vs TrueProfit FAQ
Is MerchantFlow as accurate as TrueProfit on the profit number?
Yes. We pull order data, COGS, ad spend, payment fees, shipping, and custom expenses the same way TrueProfit does. The difference isn't in the core profit calculation, it's in everything that sits around it: valuation, viability, cohorts, AI, agency tooling, and WooCommerce support.
Will MerchantFlow charge me per-order overage fees?
No. TrueProfit's pricing page lists per-order surcharges that can add up to $1,000/mo. MerchantFlow uses flat tiers with soft limits, so busy months don't generate surprise invoices.
Does MerchantFlow have a mobile app?
MerchantFlow is a responsive web app that works cleanly on mobile browsers. If you need a native iOS/Android experience with push notifications, TrueProfit still has the edge there today.
Can I try MerchantFlow alongside TrueProfit?
Yes. Many merchants run both during evaluation to confirm the numbers match before switching. We offer a free trial and our team can walk you through the setup.
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