Orders by Country, Ecwid

Orders by Country: order count broken down by destination country. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Ecommerce Platform

Order count broken down by the destination country on each order.

At a glance

A choropleth of order count by shipping destination country over the rolling 30 days. For an Ecwid merchant embedding the same widget on a WordPress, Wix, or social storefront, this shows where demand is actually coming from, which matters for shipping settings, tax obligations, and where to point ad spend. Small Ecwid stores are often surprised how international their orders are once a product gets shared.

What it counts	COUNT(orders) grouped by the destination (shipping) country on each order, over the rolling 30D window.
API endpoint	GET /v3/{store-id}/orders (paged, max 100 per call, OAuth2 with read_orders scope); the destination country is read from each order’s shipping address. Webhook updates fire on order.created.
Country source	The shipping destination country. For digital or no-ship orders, the billing country is used as the fallback.
What it excludes	Cancelled-before-payment orders; orders with no resolvable country. Pending-payment orders are excluded until they clear.
Currency	Not applicable; this is an order count by country.
Multi-store note	Each Ecwid store reports its own orders. A merchant running parallel stores per region sees each store’s geography separately.
Time window	30D vsP (rolling 30D vs prior 30D).
Alert trigger	None - informational.
Roles	owner, marketing.

Calculation

Calculated automatically from your Ecwid data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

Worked example

A small UK jewellery maker running an Ecwid widget on an Instant Site, rolling 30D ending 20 May 26.

The maker sells handmade silver pieces and shares new drops on Instagram, where the Ecwid checkout is embedded. A reel went mildly viral in late April, drawing buyers from outside the UK.

Country	Orders (this 30D)	Share	Prior 30D
United Kingdom	142	64%	78%
United States	38	17%	9%
Ireland	16	7%	6%
Germany	12	5%	3%
Australia	9	4%	2%
Other (7 countries)	6	3%	2%
Total	223	100%	100%

Domestic (UK):     142 / 223 = 64%
International:       81 / 223 = 36%
US share moved from 9% to 17% after the viral reel

What it means for this jewellery maker. The UK is still the core market but its share fell from 78% to 64% as US orders nearly doubled. International is now over a third of orders. That viral reel did real work, and the US is now a market worth treating deliberately rather than as a happy accident.

For a small Ecwid store, this card often reveals demand the merchant did not plan for. A surge of US orders raises practical questions the merchant must answer quickly: are shipping rates set correctly for the US zone, is delivery time being communicated, and is there a customs or import-charge surprise waiting for the buyer. Geography growth that is not matched by shipping-setting hygiene tends to convert into refunds and “where is my order” emails.

The action is to review the shipping zones in the Ecwid Control Panel for the US, Germany, and Australia, confirm realistic delivery estimates, and consider whether the ad or content that drove the US spike is worth amplifying. If the maker wants to lean into the US, pairing this with AOV by Country shows whether US buyers spend more or less per order than UK buyers.

Sibling cards merchants should reference together

Card	Why it matters next to Orders by Country	What the combination tells you
AOV by Country	Value per market.	A small-volume country with a high AOV may be worth more than a high-volume, low-AOV one.
Total Orders	The total being split.	Confirms whether a country’s growth is real or just a shift in mix.
Total Revenue	Revenue context.	Lets you weigh which geographies actually move the top line.
Conversion Rate	Funnel by reach.	A spike of international traffic that does not convert points to shipping or trust friction.
Refund Rate	Cross-border quality.	International orders refunding more often usually means shipping-time or customs surprises.
Revenue by Storefront Surface	Channel context.	A geography surge often traces back to one surface, such as a social embed.
New Customers	Acquisition by region.	New-country orders from new customers signal a fresh market opening up.

Reconciling against Ecwid

Where to look in Ecwid’s own dashboard:

Ecwid Control Panel (my.ecwid.com) -> Reports -> Sales report Many reports allow grouping or filtering by country; the order list can also be filtered by destination.

For a quick sanity check, filter the order list by a single country over the same window and compare the count.

Why our number may differ from Ecwid’s Control Panel:

Reason	Direction	Why
Shipping vs billing country	Either	We group by shipping destination, falling back to billing for no-ship orders; some Ecwid views group by billing country.
Time zone	Boundary days	Ecwid uses store-local; we use UTC. The boundary effect on a 30D window is small.
Cancelled orders	Theirs higher	Some Ecwid views include cancelled orders in geography breakdowns; we exclude them.
Unresolvable country	Ours lower	Orders with a missing or invalid country are dropped from our breakdown; Ecwid may bucket them as “unknown”.
Sync lag	Marginal	Webhook-driven; the most recent orders may not be in for a few minutes.

Internal identity:

orders_by_country[c] = COUNT(paid orders WHERE destination_country = c) over the same window.

Known limitations / merchant FAQs

Is this by shipping country or billing country? By shipping destination, because that is what matters for fulfilment, delivery time, and shipping settings. For digital or no-ship orders where there is no shipping address, we fall back to the billing country.

Why does my Ecwid Control Panel group differently? Some Ecwid reports group by billing country, and some include cancelled orders. We group by shipping destination and exclude cancelled and pending orders. Filter the order list by a single country over the same window to reconcile.

My store is set to one country only. Why am I seeing international orders? Your store currency is fixed, but Ecwid can still accept orders from buyers in other countries if your shipping zones allow it. A viral social post or a shared link often pulls in international buyers you did not target.

A country I do not ship to is showing orders. What happened? Either your shipping zones are broader than you intended, or the buyer used a forwarding or proxy address. Review your shipping zones in the Ecwid Control Panel and tighten them if you do not want those orders.

Does this affect my tax obligations? It can flag where your buyers are, which is the starting point for cross-border tax questions, but it does not compute tax. If a particular country becomes a meaningful share of orders, check whether you have any registration or VAT obligation there. The card is informational only.

Why is a country shown as “Other” or grouped? Long-tail countries with very few orders are grouped to keep the choropleth readable. The underlying data retains the exact country; the grouping is display only.

How often does this update? Webhook-driven; new orders appear within a few minutes. The 30D window rolls forward each day.

Can I see revenue by country instead of order count? This card counts orders. For value per market, pair it with AOV by Country; order count times AOV gives you a per-country revenue picture.

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Tracked live in Vortex IQ Nerve Centre

Orders by Country is one of hundreds of KPI pulses Vortex IQ tracks across Ecwid and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

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