Wholesale analytics: metrics, definitions and export
The Process Wholesale Analytics page reports on your wholesale orders: revenue, number of orders, average order value (AOV), items per order, your top wholesale customers and your top products. Open it from Analytics in the Process Wholesale app menu. The Overview tab shows real data on every plan for the last 30 days. Real data on the Customers and Products tabs, the other time ranges and the CSV export need the Professional plan. Every figure counts only wholesale orders: orders that received a Process Wholesale discount.
At a glance
- Where: Process Wholesale > Analytics (subtitle "Insights for B2B revenue, customers, & products")
- Tabs: Overview, Customers, Products
- Counts: Wholesale orders only, from install onward, with refunds and cancellations not subtracted
- Currency: Your store currency (the Overview tab always shows a
$sign) - Plan: Overview on all plans; full analytics on Professional
Plan differences#
| Part of the page | Starter, Enterprise | Professional |
|---|---|---|
| Overview tab | Real data, Last 30 days only | Real data, all time ranges |
| Time range button | Locked at Last 30 days. Hovering shows "Upgrade to Professional for custom timeframes". | All five ranges |
| Customers tab | Sample data with the notice "This is sample data. Upgrade to Professional for real customer insights." | Real data |
| Products tab | Sample data with the notice "This is sample data. Upgrade to Professional for real product insights." | Real data |
| Export button | Locked. Hovering shows "Upgrade to Professional to export data". | CSV download |
| At-risk customers card and Take action link | Sample value, no link | Real value with Take action |
The sample data is fixed and the same for every store. The Customers tab sample shows the cards 47, 68%, 23 and 5 and the customers "Acme Corp", "Global Trades" and "Summit Retail". The Products tab sample shows the cards 142, 18 and 24 and the products "Premium Widget", "Deluxe Gadget" and "Standard Tool". None of these values come from your store. Enterprise is not enough for real data on these tabs; it needs Professional. Current plan prices are on the plan page that opens from Plan in the app. See Process Wholesale plans.
Time ranges#
The time range button sits at the top of the page and starts at Last 30 days each time you open the page. One range applies to all three tabs. Each range is counted back from the moment you load the page, using the date Process Wholesale recorded each order.
| Range | Orders included | Chart points on Overview |
|---|---|---|
| Last 7 days | Recorded in the 7 days up to now | One per day, 8 points (the start day through today) |
| Last 30 days | Recorded in the 30 days up to now | One per day, 31 points |
| Last 90 days | Recorded in the 90 days up to now | One per 7-day group, labeled with the group's first day |
| This year | Recorded in the last 12 months up to today. This is a rolling 12 months, not the calendar year. | One per calendar month, labeled like "Mar 2026" |
| All time | Every recorded wholesale order | One per calendar month, from the month of the first order |
Daily chart points use UTC days, so an order placed late in the evening in a time zone behind UTC appears on the next day's point.
Overview tab metrics#
The Overview tab has four chart cards. Each shows a headline number for the whole range and a chart over the range.
| Card | Headline number | Each chart point |
|---|---|---|
| Revenue | Sum of the order totals of all wholesale orders in the range | Sum of order totals in that day, week or month |
| Orders | Number of wholesale orders in the range | Number of wholesale orders in that period |
| AOV | Revenue divided by orders for the whole range | Revenue divided by orders in that period, 0 when there are none |
| Avg. Items per Order | Average number of units per wholesale order, one decimal | Units divided by orders in that period |
The order total is the order's total as Process Wholesale recorded it, updated when the order is edited. Process Wholesale does not subtract refunds, and cancelled orders stay counted. "Items" are units: an order with 3 of one product counts as 3 items.
Example. On Last 30 days, two wholesale orders were recorded yesterday: $100 with 3 units and $50 with 1 unit. The cards show Revenue $150, Orders 2, AOV $75 and Avg. Items per Order 2.0.
Customers tab metrics#
The four cards on the Customers tab cover all time. They do not change with the time range.
| Card | Definition |
|---|---|
| Active wholesale customers | Customers with at least one wholesale order ever |
| Repeat order rate | Share of active wholesale customers with two or more wholesale orders, rounded to a whole percent |
| Avg days to reorder | For every customer with two or more wholesale orders, the number of whole days between each order and their next one, averaged over all those gaps and rounded |
| At-risk customers | Active wholesale customers whose latest wholesale order is more than 45 days old. Take action opens the at-risk customers page. |
Customers tab table#
The table lists 10 customers, with no further pages.
| Column | Definition |
|---|---|
| Name | The customer's name, or the email address if there is no name |
| Revenue | Sum of the customer's wholesale order totals in the time range, whole currency units |
| Orders | Number of the customer's wholesale orders in the time range |
| AOV | Revenue divided by orders in the time range, whole currency units |
| Last order | Date of the customer's latest wholesale order ever, not limited to the range, as month/day/year |
- Who is listed: every active wholesale customer can appear, including customers with no orders in the range, who show $0.
- Sorting: Revenue (Highest, Lowest), Orders (Highest, Lowest), AOV (Highest, Lowest), Last order (Newest, Oldest). The default is Revenue, Highest. The 10 rows shown are the first 10 in the chosen order.
- Search: Search customers... matches any part of the name shown in the Name column, ignoring capitalization.
- Empty messages: "No customers with orders yet" and, when searching, "No customers match your search".
Example. On Last 30 days, three customers ordered: Small $50 (3 days ago), Big $400 (10 days ago) and $600 (11 days ago), Medium $200 (1 day ago). The table lists Big ($1,000), Medium ($200), Small ($50). Sorted by Last order, Newest, the order is Medium, Small, Big. The cards show Active wholesale customers 3, Repeat order rate 33%, Avg days to reorder 1 and At-risk customers 0.
Products tab metrics#
The Products tab covers wholesale orders in the time range. Products are counted per variant.
| Card | Definition |
|---|---|
| SKUs Sold | Number of different variants in wholesale orders in the range |
| Avg qty / SKU | Total units sold divided by SKUs Sold, one decimal |
| Avg qty / order | Total units sold divided by the number of wholesale orders, one decimal |
Products tab table#
The table lists 20 variants, with no further pages.
| Column | Definition |
|---|---|
| Product | The product and variant name from Shopify. A deleted variant shows "Unknown Variant". |
| SKU | The variant SKU, or "N/A" |
| Revenue | Sum of item price times quantity on wholesale order lines in the range, whole currency units. It is based on the line items, not the order total, so shipping is not included. |
| Avg purchase qty | Units of the variant divided by the number of orders that contain it, one decimal |
| Frequently orders with | Up to 3 other variants that appear most often in the same wholesale orders, or "—" |
- Sorting: Revenue (Highest, Lowest), Qty sold (Highest, Lowest), Avg purchase qty (Highest, Lowest). Qty sold is the total units of the variant; it has no column of its own. The default is Revenue, Highest.
- Search: Search products... matches the product name or the SKU, ignoring capitalization.
- Empty messages: "No product data available yet" and "No products match your search".
Example. Order 1 has 1 unit of a $10 variant and 5 units of a $100 variant. Order 2 has 2 units of a $30 variant. The table lists the $100 variant ($500), the $30 variant ($60) and the $10 variant ($10). The cards show SKUs Sold 3, Avg qty / SKU 2.7 (8 units / 3) and Avg qty / order 4 (8 units / 2 orders).
Export#
| Item | Detail |
|---|---|
| Plan | Professional |
| Where | Export button on the Customers and Products tabs. The Overview tab has no export. |
| Format | CSV file, UTF-8 |
| File name | customers_<range>_<date>.csv or products_<range>_<date>.csv, for example customers_30d_2026-11-11.csv |
| Customers file | A Metric,Value section with the four cards, a blank line, then Name,Revenue,Orders,AOV,Last Order |
| Products file | A Metric,Value section with the three cards, a blank line, then Product,SKU,Revenue,Avg Purchase Qty,Frequently Orders With |
| Rows | The top 10 customers or top 20 variants, the same limit as the table |
| Respects | The selected time range |
| Ignores | Your on-screen sort and search. The file is always sorted by revenue, highest first. |
| Amounts | Formatted text in whole currency units, for example $1,000 |
| Messages | "Export downloaded successfully" or "Export failed" |
Home page analytics tiles#
The Process Wholesale home page has an Analytics section, "Key metrics for your wholesale program". Its tiles relate to the Analytics page as follows.
| Tile | What it shows | Relation to the Analytics page |
|---|---|---|
| Revenue (last 30 days) | Sum of wholesale order totals recorded in the last 30 days, in your store currency, no decimals. Tooltip: "Total wholesale order revenue from orders placed in the last 30 days through the wholesale app". All plans. | Same definition as Revenue on the Overview tab with Last 30 days |
| Active B2B customers | Customers in Shopify with the tag B2B, counted up to 2,500 |
Not the same as Active wholesale customers, which counts customers with a wholesale order |
| Pending B2B customers | Customers in Shopify with the tag B2B_Registeration (spelled this way), waiting for approval |
Not on the Analytics page |
| Active discounts | Flat and tier discounts compared with your plan's maximum, for example 1/1. Price lists and cost plus markup are not counted. | Not on the Analytics page |
| B2B tax exemption, B2B shipping, Net terms, Minimum order amount, MOQ | Whether each setting is on, or its value. Below Enterprise, the last four show a lock and Unlock. | Not on the Analytics page |
See the Process Wholesale dashboard for the rest of the home page.