Guide
Omnichannel reporting, explained for brands: every channel on one line, one total you can trust
Part 1
Omnichannel reporting puts every channel's month on one line, and adds them up
For a brand, omnichannel reporting is a monthly view of sales from every place you sell, Amazon, your Shopify store, Walmart, TikTok Shop, Etsy, Faire and wholesale accounts, one line per channel, in one table. The phrase also names contact-centre reporting, which this page leaves out.
| Channel | September 2026 | September 2025 | Change | Share |
|---|---|---|---|---|
| Amazon | $42,200 | $52,000 | -18.8% | 41% |
| Shopify | $37,800 | $31,000 | +21.9% | 36% |
| Walmart | $6,200 | $6,000 | +3.3% | 6% |
| TikTok Shop | $9,400 | none | new | 9% |
| Faire | $8,100 | $7,500 | +8.0% | 8% |
| All channels | $103,700 | $96,500 | +7.5% | 100% |
- The total grew 7.5% in this example while Amazon fell $9,800. Read on its own, Amazon's Business Reports would have shown a bad September.
- TikTok Shop sold $9,400 with no sales a year earlier, so it shows as new and carries no percentage.
- Every number in the table is fictional. The omnichannel sales dashboard template holds the same example and adds each channel's orders and ad spend.
Part 2
Each channel calls a different number "sales", so the lines don't add up as-is
Do this first
- List every channel you sold through last month.
- Next to each, write the number you take from it and the report it comes from.
- Mark the ones that include shipping or keep cancelled orders, from the table below.
| Channel and number | The platform's definition, quoted |
|---|---|
| Amazon, ordered product sales | "calculated by multiplying the price of order items and the number of units sold for the selected time period."1 |
| Shopify, gross sales | "product price x quantity (before taxes, shipping, discounts, and sales reversals)" with "Pending, canceled, and unpaid orders" included.3 |
| Shopify, net sales | "gross sales - discounts - sales reversals," where reversals include returns and "order cancellations."3 |
| TikTok Shop, GMV | "The total amount paid for orders during the selected period, including canceled and refunded orders," with "the shipping fee" added and tax taken out.4 |
| Etsy, revenue | "The total sales of all your orders, minus your shipping and tax costs."5 |
| Faire, total sales | "the total gross product value of orders. Product value excludes shipping and taxes, and only items that weren't canceled or returned are counted."6 |
- TikTok Shop GMV is the only number here that adds shipping. Amazon's counts price times units, and Shopify, Etsy and Faire leave shipping out by definition.1, 3, 4, 5, 6
- Shopify gives you both sides. Gross sales keeps cancelled and unpaid orders, and net sales takes out sales reversals, so pick one and use it every month.3
- Amazon warns its own reports disagree. Its help page says sellers "might notice discrepancies across the different report types," so take a channel's number from the same report each month.2
Part 3
Build the report from whole months, against the same month last year
Do this first
- Pull last month for every channel, from the 1st to the last day.
- Pull the same month a year earlier from the same reports.
- Put each channel on its own line, adjusted as the table says, with this year, last year and the change.
- Name the channel that moved the total most, in dollars.
| Channel | Number and report | Before you add it | Step by step |
|---|---|---|---|
| Amazon | Ordered product sales, Business Reports | Price times units, so no shipping. The glossary doesn't say whether cancellations come out1 | Amazon sales report guide |
| Shopify | Net sales, Analytics, Reports | Add as it is. No shipping or tax, and cancellations come out3 | Shopify sales report guide |
| Walmart | See the guide | See the guide | Walmart sales report guide |
| TikTok Shop | GMV, Shop Analytics | Subtract the Shipping fees metric. Cancelled and refunded orders stay in, so note it4 | TikTok Shop analytics guide |
| Etsy | Revenue, Stats | No shipping or tax. The glossary doesn't say whether refunds come out5 | Etsy sales reports guide |
| Faire | Total sales, Analytics | Add as it is, at wholesale value. Cancellations and returns come out6 | Faire sales guide |
- Pull each channel on the same day of the month. Amazon's Business Reports run about 24 hours behind live data, Shopify's reports are current to about 1 minute, Faire's analytics update every hour, and TikTok Shop counts GMV by time of payment.2, 3, 6, 4
- Lead with dollars. In Part 1, Amazon's $9,800 drop matters more than any small channel's swing, and a share of the total shows where the next dollar comes from.
- Mark a new channel as new. A channel with no sales a year ago has no percentage change, and the dashboard template keeps it out of the biggest-mover line for that reason.
Get your omnichannel report written for you
Sentopi's monthly report reads every channel you sell through, Amazon, Shopify, Walmart, TikTok Shop, Etsy, Faire and wholesale, on one consistent definition: what moved across the whole business, why, and what to do first. The first month is free, and you never log in to anything.
Sources
- Amazon Seller Central. Business reports glossary. Read October 26, 2026. Link
- Amazon Seller Central. Business reports. Read October 26, 2026. Link
- Shopify Help Center. Sales reports. Read October 26, 2026. Link
- TikTok Shop Academy. How to navigate Shop analytics in Seller Center. Read October 26, 2026. Link
- Etsy Help Center. Shop Stats Glossary. Read October 26, 2026. Link
- Faire Help Center. How do I view my shop's performance analytics? Read October 26, 2026. Link