Gross revenue across every store you manage

Commerce data lives in store admin panels. Agency insights live everywhere else.

Shopify Admin shows what Client A sold this month. WooCommerce Analytics shows what Client D sold. Neither shows the agency what happened around those sales — the deploy that improved checkout conversion, the form submissions that generated the leads, the billing milestones that cleared, the uptime that held during the Black Friday rush.

The Ecommerce channel captures commerce signals — orders, checkout activity, revenue milestones, refunds — and places them in the client’s operational timeline alongside every other signal your agency tracks.

When a WooCommerce client’s checkout conversions drop 30% on Thursday, the Ecommerce channel shows the drop. The Code channel shows the theme deploy from Wednesday afternoon. The correlation that takes 20 minutes to find across separate tools is visible in one timeline.

The number you open the meeting with

The Ecommerce channel starts with one figure: gross revenue across every store you manage, with the delta against the prior period. For an agency, that number does double duty — it’s the health check for existing retainers, and it’s the credential in a prospect conversation: “we manage stores doing this much volume” is a claim with a screen behind it.

Under it, the Revenue & Order Trend draws daily revenue, refunds, and order volume for the selected range, and the Conversion Funnel shows the cart-to-purchase pipeline with the drop rate at each step — cart additions, checkouts started, orders placed — plus abandoned cart value, recovery rate, and checkout conversion. When the funnel narrows the day after a theme deploy, that’s not a mystery anymore; it’s a timeline entry.

And because the platform is cross-platform by design, the rollup doesn’t care what runs each store: a WooCommerce shop, a Craft Commerce storefront, and a headless checkout feeding events through the API all land in the same numbers. One channel, one funnel, one revenue figure — regardless of the stack behind each client.

Drill into any store

Click a store in Top Stores and the channel goes from portfolio to microscope: customer economics (new versus returning, repeat rate, guest versus account checkouts, average customer lifetime value, top customers), payment methods and revenue by shipping region, the discount and shipping-method mix, best sellers by revenue, and the highest-value abandoned carts with how long they’ve been idle — recoverable revenue your team can actually chase.

Every number arrives with a plain-English Written Summary — “gross revenue up 13.3% with 60 orders, average order value up 3.8%” — generated from the events, ready for the client update. That’s what “reports that write themselves” means in practice.

What the Ecommerce channel captures

Order lifecycle: Order placed, payment completed, fulfillment shipped, refund processed. Each event includes metadata — order value, item count, currency, checkout method — normalized into the same structure regardless of whether it came from WooCommerce or Craft Commerce.

Checkout health: Checkout started, checkout completed, checkout errors. When the completion rate diverges from the start rate, the signal is visible in the timeline. Pair with deploy events from the Code channel to identify when a code change affected checkout.

Revenue milestones: Monthly revenue thresholds, order volume benchmarks, average order value trends. These appear in automated digests so the AM can tell the client: “234 orders this month, $47,800 in revenue, AOV up 8% from last month.”

Integrations that feed this channel

• Shopify: Order lifecycle, checkout signals, store activity (in development)
• WooCommerce: Order lifecycle, checkout funnel, cart events (via WordPress plugin)
• Craft Commerce: Order and payment events (via Craft CMS plugin)
• Custom checkouts: Send events from headless commerce, custom checkout flows, or any transaction system through the Burrow API

How agencies use the Ecommerce channel

Monthly reporting: Automated digests include commerce data as a standard section — revenue, order count, AOV, checkout health — alongside engineering output and form activity. No manual store admin exports.

Anomaly detection: Scout monitors commerce signal patterns. When checkout completions drop unexpectedly or refund volume spikes, the anomaly appears in the project timeline with context from other channels.

Client portals: Commerce milestones are visible in the read-only portal. The client’s VP of Sales checks order volume without asking your team for a weekly export.

Shopify integration | WooCommerce integration | Ecommerce operations use case | Client reporting