E-commerce platform
Turn your Shopify data into real profit
MerchantFlow connects to Shopify in one click and reconciles every order, refund, fee, and cost into a clear profit picture - per product, channel, and day.
Shopify tells you what you sold. It does not tell you what you kept. The Shopify admin reports revenue, and maybe a gross margin if you have kept your cost fields current, but it has no view of the ad spend that bought the order, the payment fees deducted at settlement, the shipping you paid to deliver it, or the refund that landed three weeks later.
MerchantFlow closes that gap. It reads your Shopify orders, products, and customers, then reconciles them against the costs that sit outside Shopify: ad platforms, 3PL invoices, transaction fees, and your own cost of goods. The result is a net profit figure per order, per product, per channel, and per day that reflects what actually reached your bank account.
Because the calculation runs on your real order history rather than a sample or an estimate, it is auditable. Every profit number on the dashboard can be traced back to the orders that produced it.
What it syncs
Orders and line items, including discounts and refunds
Products, variants, and inventory cost (COGS)
Customers and repeat-purchase history
Payouts, transaction fees, and refunds
Order-level shipping charges and what you actually collected
Discount codes and the revenue attached to each one
Fulfilment status and tracking, where your 3PL reports it
Tax collected per order, kept separate from revenue
What you get
Net profit, not just revenue
Revenue minus COGS, fees, refunds, and ad spend - calculated from your actual Shopify orders.
Per-product and per-variant margins
See which products and variants make money once every cost is counted, not just which ones sell.
Cohorts and LTV from real history
Customer cohorts and lifetime value built from your full Shopify order history.
Refunds recognised on the sale date
A refund is matched back to the day the order was placed, so a good month does not quietly become a bad one later.
Discount codes measured on margin
See which codes drive profitable orders and which ones simply discount buyers who would have converted anyway.
Daily P&L you can trust
A full profit and loss view by day, with COGS, fees, ad spend, and operating expenses in their proper places.
What this unlocks
Contribution margin per order
What each order leaves behind after product cost, payment fees, shipping, and the ad spend allocated to it.
Blended and per-channel ROAS
Return on ad spend measured against profit rather than gross revenue, so channels are compared on the same basis.
Repeat rate and LTV by cohort
How much a customer acquired in a given month is worth over time, built from your full order history.
Product viability scoring
Which SKUs earn their place in the catalogue once returns, discounts, and fulfilment costs are counted against them.
Connection details
| Detail | What to expect |
|---|---|
| Connection method | One-click OAuth, or install from the Shopify App Store |
| Access level | Read-only. MerchantFlow never creates, edits, or deletes store data |
| History backfill | Up to five years of order history, subject to what Shopify retains |
| Refresh | Automatic on a recurring schedule, plus manual sync on demand |
| Store types | Shopify and Shopify Plus, including multi-store setups on the Plus plan |
| Currency | Multi-currency orders normalised to your reporting currency |
| Setup time | Connect in a few clicks. Backfill runs in the background |
How it connects
Install MerchantFlow
Add MerchantFlow from the Shopify App Store, or connect with one-click OAuth.
Authorize read-only access
Grant read access to orders, products, and customers. MerchantFlow never writes to your store.
Sync and backfill
We backfill your order history and keep syncing automatically, so your numbers stay current.
How teams use it
The most common first question is which products are quietly losing money. On Shopify alone that is hard to answer, because the winners by revenue and the winners by profit are rarely the same list.
- Open the product table and sort by net profit rather than revenue. Heavily discounted or returns-prone SKUs usually drop sharply.
- Check the fulfilment cost column for heavy or bulky items, where shipping can consume most of the margin.
- Cross-reference against ad spend to find products that only look profitable before acquisition cost is applied.
- Set your COGS once, and every future order prices itself automatically.
Good to know
Profit is only as good as your COGS
If cost of goods is missing for a product, MerchantFlow shows the gap rather than guessing. You can import costs in bulk, sync them from Shopify inventory cost, or let a supplier invoice import fill them in.
Recent orders can show incomplete fulfilment cost
Some 3PLs do not post final shipping cost until a shipment settles, so a very recent order may show a low fulfilment cost that corrects itself on the next sync.
Tax treatment is a choice
Tax collected is tracked separately from revenue. Whether it is treated as a cost or as pass-through is a setting, because the right answer depends on your jurisdiction and registration.
Common questions
Frequently asked questions
Is the Shopify connection read-only?
Yes. MerchantFlow only reads order, product, and customer data. It never creates, edits, or deletes anything in your Shopify store.
How far back does history sync?
MerchantFlow backfills historical orders so your cohorts, trends, and product margins reflect your full trading history, not just data from the day you connected.
Does it work with Shopify Plus?
Yes. MerchantFlow works with both Shopify and Shopify Plus stores. Connection and syncing are the same on both.
Do I need to enter cost of goods manually?
Not necessarily. MerchantFlow can read the inventory cost already stored on your Shopify variants. You can also import costs in bulk from a spreadsheet, apply a margin or percentage rule across a catalogue, or let a supplier invoice import set landed costs for you.
How are refunds and returns handled?
A refund is recognised against the date the original order was placed, not the date the refund was processed. That keeps revenue and cost in the same period, so a strong month does not quietly turn negative weeks later.
Does it handle multi-currency stores?
Yes. Orders taken in other currencies are normalised to your reporting currency so totals, margins, and comparisons stay consistent across markets.
Will installing it slow down my store?
No. MerchantFlow reads data through the Shopify API and runs entirely outside your storefront. It does not add scripts, pixels, or theme code, so it has no effect on page speed or checkout.
What happens to my data if I uninstall?
Uninstalling revokes MerchantFlow access immediately and stops all syncing. You can request full deletion of your stored data at any time from your account settings.
