MerchantFlow vs TrueProfit
TrueProfit shows you a number. MerchantFlow shows you an accurate one - and what to do about it.
TrueProfit is a popular real-time profit tracker on Shopify. MerchantFlow matches the profit number and goes further - Business Valuation, Product Viability simulation, Flow AI with three personas, cohort analysis, and a full agency portal for merchants who need more than a profit dashboard.
Last updated
Install on ShopifyUse 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 a focused, standalone real-time profit dashboard, or you need Pinterest, Bing, or Amazon Ads coverage today.
The shortlist
Best TrueProfit alternatives compared
TrueProfit beside MerchantFlow and the other profit tools merchants shortlist against it, on the five things that decide the switch.
| Tool | Entry price | Blended P&L | Shopify-native | Per-region P&L | Setup |
|---|---|---|---|---|---|
| MerchantFlowRecommended | $49-$149/mo Flat tiers · no order caps · no GMV scaling | Yes Every ad platform in one blended number | Shopify app Shopify and WooCommerce | Yes Net profit per country | 1-click Shopify install Plus a WooCommerce connector |
| TrueProfit5.0(804)MerchantFlow vs TrueProfit | $35/mo Every tier has a monthly order cap | Yes | Shopify app Shopify only | No | 1-click Shopify install |
| BeProfit4.3(171)MerchantFlow vs BeProfit | $49/mo Hard order caps below the top tier (450 / 900 / 1,700) | Yes | Shopify app Shopify only | Profit, ad spend unallocated | 1-click Shopify install |
| Lifetimely4.9(464)MerchantFlow vs Lifetimely | $79/mo Free plan available · Tiers gated by monthly order volume | Daily | Shopify app Shopify only | Revenue only | 1-click Shopify install |
| Profit Calc5.0(59)MerchantFlow vs Profit Calc | $29/mo Hard order caps below top tier (500 / 1,500 / 3,000) | Yes | Shopify app Shopify only | No | 1-click Shopify install |
"Recommended" is our own pick, and we are not a neutral party: MerchantFlow is our product. Every competitor cell is drawn from that vendor's published pricing page and Shopify App Store listing on the dates below. Blended P&L means one profit number across every channel: it is not a split of organic against paid revenue, and no row here claims a per-campaign net profit figure for any tool.
Pricing verified from TrueProfit pricing page (Aug 20, 2026), BeProfit Shopify App Store listing (Aug 20, 2026), Lifetimely Shopify App Store listing (Aug 20, 2026) and Profit Calc Shopify App Store listing (Aug 20, 2026).
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.
Margin by Region
See net profit, net margin, POAS, and CAC per country with a full cost waterfall - allocating COGS, shipping, payment fees, ad spend, and shared overhead. TrueProfit breaks profit down by product, channel, store, time, and cohort, but does not document any profit or revenue breakdown by country or region - country appears only as a cost-input setting, not a reporting dimension.
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 |
| 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 |
| CJ Dropshipping (cost + tracking) | Native 3PL sync | COGS + shipping |
| Agency Portal | Yes | No |
| Margin by Region (per-country net P&L) | Yes | No |
| WooCommerce support | Yes | No |
| Per-discount-code margin tracking | Yes | No |
| API access | MCP protocol | No |
| Native mobile app | iOS + Android | 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
TrueProfit pricing vs MerchantFlow
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
MerchantFlow - flat pricing
Starter / Pro / Plus. Save 20% billed annually.
- 14-day free trial, cancel for free anytime
- Month-to-month billing, the same flat price at any order volume
TrueProfit pricing
5.0(804)Basic
300 orders/mo, then $0.30/order
per month
Advanced
600 orders/mo, then $0.20/order
per month
Ultimate
1,500 orders/mo, then $0.10/order
per month
Enterprise
3,500 orders/mo, then $0.07/order, capped at $1,000
per month
Pricing as published on TrueProfit pricing page - verified Aug 20, 2026.
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 other side
What MerchantFlow customers say
Reviews from merchants who run their store on MerchantFlow.
MerchantFlow has become one of the most valuable tools in my business. As a tradie building Mech Tools from the ground up, understanding true profitability is critical. MerchantFlow gives me clear, accurate data that helps me make better business decisions.
Mech Tools Pty LTD
Australia · 18 days using the app
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
Its super important for me to know my numbers down the the exact percentage and I can trust Merchant Flow to get it right. I've used other softwares in the past but none of them have half of the features this does and always end up not being correct. Highly recommend using it if you're running an ecommerce store.
Australia · 2 months using the app
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.
- 6+ years of 4.9-star reviews across 789+ merchants is real social proof from a longer track record.
- 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).
- A focused, standalone profit dashboard if that's all you need.
Questions merchants ask
MerchantFlow vs TrueProfit FAQ
What are the best TrueProfit alternatives in 2026?
The closest alternatives to TrueProfit for Shopify profit tracking are MerchantFlow, BeProfit, Lifetimely and Profit Calc. All of them install from the Shopify App Store. MerchantFlow is our own product, so treat this as our recommendation rather than a neutral verdict: it starts at $49/mo flat with no order caps or GMV scaling, reports one blended profit number across every ad channel, breaks net profit down per country, and supports WooCommerce as well as Shopify. The comparison table on this page puts all five side by side on entry price, blended P&L, per-region P&L and setup, with each vendor's pricing source and the date we last checked it.
How accurate is MerchantFlow's profit number?
Accuracy is the foundation of the product. MerchantFlow reconciles order data, COGS, total ad spend (including unattributed Performance Max), payment fees, shipping, and custom expenses into a profit number you can trace line by line. Many merchants run us alongside their current tool during evaluation to confirm the figures before switching. On top of that accurate base, you get 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?
Yes. MerchantFlow has native iOS and Android apps on the App Store and Google Play, included with every plan. They show net profit after COGS and ad spend, products ranked by profit, order-level margin, profit by market and Flow AI summaries, and pair with your dashboard by QR code. The app does not send push notifications yet - alerts still arrive by email.
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.
Run your own numbers
Free calculators to check the math yourself
Every tool runs instantly in your browser - free, no signup required.
Break-Even ROAS Calculator
The minimum ROAS you need after COGS, fees, and refunds.
Open calculatorMER Calculator
Blended ROAS from total revenue and total ad spend across every channel.
Open calculatorProduct Profitability Calculator
True per-product profit after COGS, fees, and ad spend.
Open calculatorEcommerce Business Valuation
The number beyond the profit number: what your store is worth on an earnings multiple.
Open calculatorAlso comparing
See how MerchantFlow stacks up against others
See the full picture of your profit
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