Wix Ecommerce Analytics: Track Sales, Profit, Expenses and Product Costs

Wix ecommerce analytics can show what sold, how much customers paid, which products performed best, where buyers came from, and how refunds changed sales. When you enter cost of goods for each product and variant, Wix can also calculate item gross profit and margin.

That is useful, but it is not the same as tracking complete business profit. Advertising, payment processing, outbound shipping, fulfilment, software, payroll, and other operating expenses often live outside Wix.

Quick answer: Go to Analytics & Reports in your Wix Dashboard to review sales, orders, refunds, products, channels, and customer trends. Add Cost of Goods to every product and variant to see item gross profit. Then combine Wix sales with actual ad, payment, shipping, fulfilment, and accounting expenses to calculate contribution and net profit.

How to Track Ecommerce Analytics in Wix

Start inside the Wix Dashboard:

1. Open Analytics & Reports.
2. Use Sales Overview for a quick view of total sales, orders, average order value, top products, customers, and sales sources.
3. Open All Reports for detailed tables.
4. Set the date range and comparison period.
5. Add or remove columns with Customize.
6. Filter the report to the store, product, channel, payment status, or location you need.
7. Save useful report views so the same definitions are used each week.

If your Wix site also sells bookings, events, memberships, or services, the general Sales reports can combine activity from several Wix apps. To isolate ecommerce sales:

1. Open Sales by Order Source.
2. Select Filter.
3. Choose Wix Stores as the source app.
4. Remove the other source apps.
5. Apply the filter.

That gives you a cleaner Wix Stores sales-data view.

Which Wix Sales Data Should You Track?

Do not add every available metric to one dashboard. Track the number that helps with a decision.

The last two rows only become useful after product costs are complete. A blank or outdated cost can make a weak product appear highly profitable.

Why Wix Orders and Analytics Can Show Different Sales

Wix explains that the Store Orders tab and Sales reports do not always use the same scope or timing:

• Store Orders focuses on Wix Stores, while Sales reports can include several Wix apps.
• The Orders tab updates almost immediately, while sales-report data can take about one hour to populate.
• Sales reports can include paid, unpaid, refunded, and partially refunded orders.
• Archived or cancelled orders may be handled differently between the two views.

Add the Payment status column before investigating a mismatch. Also confirm that both views use the same date range, source app, currency, and order-status rules.

A reporting difference is not always a sync failure. It can be two reports answering different questions.

How to Track Shopify and Wix Production Costs for Accurate Profit

Wix calls the product field Cost of Goods. Shopify calls it Cost per item. In either platform, the number is only as accurate as the cost method behind it.

For a physical product, a practical landed unit cost may include:

• Supplier or raw-material cost
• Direct production labour
• Inbound freight allocated per unit
• Import duties or tariffs allocated per unit
• Other direct costs required to place the product into saleable inventory

Decide how packaging and production overhead are treated with your bookkeeper or accountant. Record them once and avoid counting the same cost in both product COGS and fulfilment expenses.

Do not assume that entering supplier cost automatically adds outbound shipping, warehouse pick-and-pack fees, payment fees, advertising, returns, software, payroll, or rent. Those costs belong elsewhere in the profit calculation.

Enter production cost in Wix

1. Open Products in the Wix Dashboard.
2. Select a product.
3. Find the Pricing section.
4. Enter the amount under Cost of Goods.
5. For products with options, select Edit Variants.
6. Display the Cost of goods, Profit, and Margin columns if they are hidden.
7. Enter the correct cost for each variant.

Wix then uses product price and recorded cost to calculate profit and margin. When variants have different materials, sizes, or supplier prices, give each variant its own cost instead of using one catalogue-wide average.

Show product cost in Wix Analytics

In Analytics & Reports, open a table view for:

• Sales by Item
• Item Sales over Time
• Sales by Product Variant

Select Customize, then add Cost of goods and Item gross profit.

This creates a useful product-margin report inside Wix. It is still gross profit, not complete net profit.

Wix Product Cost and Profit Calculator Example

Assume a Wix store sells a homeware product:

Wix can calculate the $35 item gross profit from sales and the product cost you entered. The other $25 in variable costs comes from payment, shipping, fulfilment, advertising, and return data.

If you stop at the 64.8% gross margin, you may spend as though $35 is available from the order. The contribution calculation shows that only $10 remains to cover payroll, software, rent, professional fees, tax, and final net profit.

How to Track Wix Profit and Expenses

Use a margin waterfall instead of one undefined “profit” number.

Gross profit = Net product sales − Cost of goods sold

Contribution profit = Gross profit − payment fees − outbound shipping − fulfilment − return cost − ad cost

Operating profit = Contribution profit − operating expenses

Net profit = Revenue − all recognised business costs, interest, and taxes

Use the source that owns each expense:

Wix sales data is the start of the calculation. Complete profit needs the rest of the cost stack.

How to Track Shopify and Wix Profit & Expenses Together

If the business sells through both Shopify and Wix, do not review each platform with a different definition of profit.

Use one consistent process:

1. Choose the same reporting currency and date boundaries.
2. Define landed product cost once and apply it consistently to Wix and Shopify products.
3. Match SKUs or product identifiers across stores where the same item is sold.
4. Combine net sales, discounts, tax, refunds, and customer shipping charges without duplicating orders.
5. Add actual ad, payment, shipping, fulfilment, and return costs.
6. Reconcile the result against accounting records.
7. Keep store gross margin, combined contribution profit, and business net profit as separate measures.

A spreadsheet can work at low volume. At higher volume, a multi-store reporting layer reduces repeated exports and makes it easier to find a missing cost or stale connection.

Nummbas can connect Shopify and Wix alongside other supported sales and cost sources. Combined multi-store views are a Scale-plan feature, so do not assume every plan includes several storefront connections.

Does Wix Analytics Show Net Profit?

Wix can show sales data and item gross profit after recorded cost of goods. Its accounting reports also help with sales, transaction, refund, tax, and bookkeeping detail.

That does not automatically create a complete net-profit figure. Net profit depends on the full set of operating expenses and cost sources used by the business.

Use Wix item gross profit for product-pricing questions. Use contribution profit for order, product, and acquisition decisions. Use reconciled accounting data for business net profit.

Connect Wix Analytics to a Wider Financial View

1. Install Nummbas from the Wix App Market.
2. Open Nummbas from the Wix Dashboard.
3. Select Connect and Open Nummbas.
4. Sign in or create an account and complete onboarding if required.
5. Choose a Wix-managed Nummbas plan if Wix asks.
6. Reopen Nummbas from the Wix Dashboard.
7. Nummbas verifies the plan, connects the store, starts the initial sync, and opens the dashboard.

There is no Instance ID to copy into Nummbas.

Nummbas syncs Wix orders, products, variants, SKU, price, cost of goods, inventory, order status, channel, coupons, and anonymised customer geography. Product margin remains unavailable when product cost is missing. Broader profit becomes more complete as ad, payment, shipping, fulfilment, accounting, and manual expense sources are connected.

Wix Ecommerce Analytics FAQs

How do I track ecommerce analytics in Wix?

Open Analytics & Reports in the Wix Dashboard. Use Sales Overview for a quick summary and All Reports for sales, product, channel, customer, location, coupon, and accounting detail.

Can Wix track product profit?

Yes. Enter Cost of Goods for each product and variant. Wix can calculate item gross profit and margin and show those columns in supported analytics reports.

How do I track production costs in Wix?

Open the product in the Wix Dashboard and enter its Cost of Goods under Pricing. Use Edit Variants when production cost differs by size, material, colour, or another variant.

How do I track expenses in Wix?

Wix reports provide sales and transaction information, but many operating expenses live elsewhere. Combine Wix data with advertising, payment, shipping, fulfilment, accounting, and manual expense records.

Can I track Shopify and Wix profit together?

Yes. Standardise currency, dates, product cost, and profit definitions, then combine both stores in a spreadsheet or multi-store reporting tool. Reconcile the final business result against accounting data.