B2C Revenue Only, Shopify

B2C Revenue Only for Shopify stores. Direct-to-consumer revenue isolated by the B2C order tag. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Ecommerce Platform

Direct-to-consumer revenue only. Filtered to orders tagged B2C.

At a glance

Gross revenue from your direct-to-consumer orders in the period, isolated by the B2C order tag. For a brand whose Shopify store carries both retail and wholesale traffic, this card strips out everything that isn’t pure DTC so you can read consumer demand cleanly, free of lumpy wholesale and marketplace orders. It is gross revenue, the same arithmetic as Total Revenue, restricted to B2C-tagged orders.

What it counts	SUM(totalPrice) across orders in the window carrying the B2C tag. The pure direct-to-consumer slice of gross revenue.
How “B2C” is identified	By the B2C order tag. The tag must be applied consistently, typically by an automation that tags every storefront order B2C unless it is wholesale or marketplace. An untagged consumer order is missed here.
VAT / tax treatment	Follows each order’s taxesIncluded mode. DTC orders on a UK store are usually VAT-inclusive, so this slice is inclusive while a wholesale slice may be ex-tax.
Shipping	Included (part of totalPrice).
Discounts	Already deducted. Consumer coupons and promotions are reflected in the post-discount total.
Refunds	NOT deducted. A refunded consumer order still contributes.
Cancelled / voided orders	Included if Shopify indexed them.
Currency	Multi-currency arithmetic sum WITHOUT FX conversion. Filter by currency for stores selling consumer in more than one currency.
Channels / sources	Filtered by tag, not by sales channel. A B2C-tagged order on any channel counts.
Time window	30D (default 30D rolling)
Alert trigger	Configurable. DTC revenue is the smoother, higher-volume segment, so trend alerts behave more sensibly here than on the wholesale card.
Roles	owner, marketing

Calculation

SUM(totalPrice WHERE tags CONTAINS 'B2C')
  WHERE date BETWEEN [period_start, period_end]

Worked example

The same UK homewares brand from the B2B card, selling both DTC and wholesale through one Shopify store. An order automation tags every storefront order B2C. The 30-day window covers 14 Mar 26 to 12 Apr 26.

Segment	Orders	Revenue	Note
B2C (this card)	1,810	£162,000	Consumer storefront demand
B2B (wholesale tag)	7	£36,000	Lumpy trade orders
Marketplace (Mirakl / Debenhams / Rackhams tags)	240	£18,500	Partner-fulfilled
Untagged remainder	12	£1,100	Manual orders nobody tagged
Total store revenue	2,069	£217,600	B2C is 74% of it

Three things to notice:

1. B2C is the clean demand signal. Stripping out the seven wholesale orders (which alone were £36,000) removes the noise that distorts blended trends. When you want to judge whether consumer marketing is working, read this card, not Total Revenue, because one big wholesale order can mask a soft consumer week.
2. B2C carries the volume, wholesale carries the lumps. 1,810 consumer orders versus 7 trade orders. The consumer segment is smooth enough to alert on; the wholesale segment is not. Treating them separately stops a missing wholesale order from triggering a false revenue-drop alarm.
3. The untagged remainder is your tagging-coverage check. £1,100 of orders carry no segment tag. That gap means B2C plus B2B plus Marketplace won’t quite sum to Total Revenue. A growing untagged remainder is a sign the tagging automation needs attention.

Sibling cards merchants should reference together

Card	Why pair it with B2C Revenue Only
B2B Revenue	The wholesale counterpart. The two should sum towards total revenue minus any untagged orders.
Revenue by Sales Channel (Tag)	The full per-tag breakdown; B2C is one bar of it.
Total Revenue	The aggregate; B2C as a share shows how DTC-led the store is.
Average Order Value	DTC AOV is the consumer basket size, far smaller and steadier than wholesale.
New Customers	Consumer acquisition drives B2C revenue; pair to see if new buyers or repeat buyers moved it.
Repeat Customer Rate	DTC growth from repeat buyers is healthier than growth purely from paid acquisition.

Reconciling against Shopify Admin

Where to look in Shopify Admin:

Orders → filter by Tagged with B2C, set the same window, and sum totalPrice on the export. That is the direct reconstruction. Shopify has no native “consumer-only” report, the tag is the mechanism, so reconciliation depends on the same tag this card reads.

Other Shopify Admin views and why they differ:

• Reports → Sales over time (unfiltered): the all-segment total, higher than this card by the wholesale and marketplace slices.
• Customer segments: Shopify can segment customers (new, returning) but not split revenue by your B2C / B2B order tags without the tag filter.

Why our number may legitimately differ from Shopify:

Reason	Direction	Why
Tagging gaps	Ours lower	A consumer order that wasn’t tagged B2C is missed. The biggest source of divergence.
Tagging over-reach	Ours higher	A wholesale or marketplace order wrongly tagged B2C is wrongly counted.
Refund treatment	Ours higher	This card is gross; net reports deduct returns.
Multi-currency	Ours blended	No FX conversion here.
Time zone	Boundary days	UTC vs store time zone.

Cross-connector reconciliation:

Card	Expected relationship	What causes legitimate divergence
google_analytics.ga_revenue_trend	GA4 consumer revenue should track B2C closely	GA4 sees storefront purchases (mostly B2C) but misses 10 to 25% to ad-blockers and consent; wholesale rarely flows through GA4 at all, so GA4 is naturally closer to this card than to Total Revenue.

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Known limitations / merchant FAQs

Why does this not equal Total Revenue minus B2B? Because some orders carry neither tag (manual orders, marketplace orders, or storefront orders the automation missed). B2C plus B2B usually sums to slightly less than Total Revenue; the difference is the untagged and marketplace remainder.

Why is B2C lower than I expect? A tagging gap. This card counts only orders tagged B2C. If your tagging automation failed for a period, or new order sources weren’t included in it, consumer orders fall out of this card and into the untagged remainder. Check tagging coverage before reading it as a demand drop.

Can I change which tag means B2C? The card keys on the B2C tag by default. Align it to your own convention under the card configuration if you tag consumer orders differently. The card is only as accurate as the tag.

Is this the right card for judging marketing performance? Yes, usually. Because it excludes lumpy wholesale and partner-marketplace orders, B2C Revenue Only is the cleanest read on whether consumer demand and marketing are working. One large wholesale order can hide a weak consumer week in Total Revenue but not here.

Does it include POS and social-channel consumer orders? Yes, if those orders carry the B2C tag. The card filters by tag, not by sales channel, so any consumer order tagged B2C on any channel counts. Make sure your tagging automation covers POS and social orders, not just the online store.

My store is pure DTC with no wholesale. Do I need this card? If you have no wholesale or marketplace orders, B2C Revenue Only and Total Revenue will be nearly identical (minus any untagged orders), so Total Revenue is simpler to read. This card earns its place once you run mixed B2C and B2B through one store.

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Tracked live in Vortex IQ Nerve Centre

B2C Revenue Only is one of hundreds of KPI pulses Vortex IQ tracks across Shopify 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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