E-commerce platform
Native WooCommerce profit analytics
MerchantFlow connects to WooCommerce over the official REST API and turns your orders, costs, and refunds into accurate profit - no spreadsheets required.
Most profit analytics tools in this category are built for Shopify and treat WooCommerce as an afterthought, if they support it at all. That leaves self-hosted merchants exporting CSVs into a spreadsheet every month and hoping the formulas still work.
MerchantFlow treats WooCommerce as a first-class platform. It connects over the official WooCommerce REST API using keys you generate yourself, reads orders, products, customers, and refunds, and reconciles them against ad spend, payment fees, and fulfilment costs to produce the same net profit view a Shopify store gets.
Nothing is installed on your server. There is no plugin to keep updated, no theme code, and no background process competing with your site for resources.
What it syncs
Orders, refunds, and transaction fees
Products, variations, and cost of goods (COGS)
Customers and repeat purchases
Coupons and discounts, with the revenue attached to each
Order line items, including per-line discounts
Shipping charged to the customer, separate from what delivery cost you
Tax collected per order, tracked apart from revenue
Order status changes, so cancellations do not linger as revenue
What you get
True net profit
Revenue minus COGS, fees, refunds, and ad spend, calculated from your real WooCommerce orders.
Product-level margins
See which products and variations actually carry the business once every cost is counted.
Cohorts and retention
Customer cohorts and repeat-purchase behaviour built from your full order history.
Parity with Shopify stores
The same profit engine, dashboards, and reports, with no reduced feature set for being self-hosted.
Coupon profitability
Find out which coupons bring in profitable orders and which ones only shave margin off buyers who were already converting.
What this unlocks
Contribution margin per order
What each order leaves behind after product cost, payment fees, shipping, and allocated ad spend.
Blended MER across channels
Marketing efficiency measured against total revenue, so paid channels are judged on the same basis.
Cohort LTV
What a customer acquired in a given month goes on to be worth, drawn from your full WooCommerce history.
Daily profit and loss
A complete P&L by day with COGS, fees, ad spend, and operating expenses in their proper places.
Connection details
| Detail | What to expect |
|---|---|
| Connection method | WooCommerce REST API keys that you generate in your own WordPress admin |
| Access level | Read-only. MerchantFlow never writes to your store |
| Plugin required | None. Nothing is installed on your server |
| History backfill | Up to five years of order history, subject to what your store retains |
| Refresh | Automatic on a recurring schedule, plus manual sync on demand |
| Requirements | A reachable store URL over HTTPS and the WooCommerce REST API enabled |
| Pricing | Included in every plan. WooCommerce is not a paid add-on |
How it connects
Generate REST API keys
Create read-only WooCommerce REST API keys from your WordPress admin.
Paste your store URL and keys
Add your store URL and API keys to MerchantFlow. Setup takes a couple of minutes.
Sync automatically
MerchantFlow backfills your orders and keeps them in sync going forward.
Good to know
Your store needs to be reachable
Because WooCommerce is self-hosted, syncing depends on your own site being online and the REST API responding. If your host blocks API traffic or the site is behind maintenance mode, a sync can be delayed until it is reachable again.
Cost fields vary by setup
WooCommerce has no built-in cost of goods field, and different plugins store it differently. You can import costs in bulk from a spreadsheet, set them by rule across a catalogue, or let a supplier invoice import fill them in.
Keep your API keys read-only
When generating keys, choose read permission rather than read/write. MerchantFlow only needs to read, and a read-only key limits what any future credential leak could do.
Common questions
Frequently asked questions
Do I need a plugin?
No extra plugin is required. MerchantFlow connects through WooCommerce's built-in REST API using read-only keys you generate.
Is WooCommerce support a paid add-on?
No. Native WooCommerce support is included - you connect it the same way Shopify merchants connect their store.
Is access read-only?
Yes. MerchantFlow only reads your store data and never modifies orders, products, or customers.
How do I generate the API keys?
In your WordPress admin, go to WooCommerce, then Settings, then Advanced, then REST API, and add a key with read permission. You will be shown a consumer key and consumer secret once. Paste both into MerchantFlow along with your store URL.
Does it work with WooCommerce Subscriptions?
Renewal orders are read like any other order, so subscription revenue flows into your profit view alongside one-off purchases. Cohort and retention reporting then reflects both.
What about variable products?
Variations are read individually, so you can set cost and see margin at the variation level rather than averaging across a parent product.
Will it slow down my site?
The integration reads through the REST API on a schedule rather than continuously, and nothing runs on your server. It adds no front-end scripts and has no effect on page speed for your customers.
Can I run WooCommerce and Shopify together?
Yes. Both can be connected, and each store gets its own profit view. Combined reporting across stores is available on the Plus plan.
