Understanding the numbers

Your Shopee shop overview is a record of money that actually settled — not list prices, not orders placed, not a forecast. Every figure comes from Shopee's real payout after their cut. The one exception is your product cost (COGS), which we use if you've entered it and estimate otherwise. This page explains what each number means so the screen never surprises you.

The one idea to hold onto

Almost everything here is settled money — what Shopee actually released to you. The only estimate is COGS (what the goods cost you). So when a figure looks off, it's nearly always one of three things:

1. The money hasn't landed yet. Shopee holds payouts a few days (escrow), so recent days under-report and climb as they settle.
2. Your product cost is estimated, not entered. The screen flags this with a purple "Est." badge.
3. You're comparing this to the per-product breakdown. That page is a forward pricing calculator — a different tool that isn't meant to match.

A few words you'll see

• Settled / escrow — Shopee holds your money briefly after a sale, then releases it. Until it's released, it isn't counted here.
• GMV — your sales total (selling price after all discounts). Matches the line-item total in your Shopee order export. Note: Seller Center's Sales card uses Shopee's own 2026 definition and can read lower — reconcile against the export, not the card.
• COGS — cost of goods sold: what the product cost you. The only estimated figure.
• Channel — how a sale happened: on its own (Organic), via an ad (Ads), or via an affiliate (Affiliate).

Reading the profit flow

The profit-flow diagram reads left to right, like water running downhill: one big pool splits into smaller streams until what's left on the right is profit. Wider stream = more baht.

1. Full list value (far left) — everything you sold at its original sticker price, before discounts.
2. How it sold — that pool splits into your three channels: Affiliate, Ads, and Organic.
3. Two take-aways — Cancelled orders (drawn dashed) and your price discount peel off before sales.
4. GMV — your real sales number, the backbone of the chart.
5. Completed vs Returned — what stuck vs what was refunded.
6. Costs, then profit — platform fees, ads, vouchers, and product cost come out one by one; what survives to the right is profit.

The three channels, and the ad honesty note

• Affiliate — sales an affiliate earned a commission on. These are exact.
• Ads — sales credited to your Shopee ads.
• Organic — everything else: buyers who found you for free.

Shopee credits an ad with any sale within 7 days of a click, and when a buyer clicks two of your ads it splits that one sale between them rather than double-counting — so the ad sales total is conservative, never inflated. One trap: the number of ad orders is not trustworthy the same way, because one purchase can show under every ad clicked. Trust ad sales (baht), not ad order counts. For the full mechanics — including how affiliate sales are attributed exactly and how cancelled orders are stripped out — see Attribution & dedup.

The discount question (the thing everyone gets wrong)

Two kinds of "discount" sit in two different places, and the difference is the most common source of confusion:

The cost buckets

Each stream that peels off after "Completed":

The headline cards

Three numbers at the top, each with a vs. previous period badge:

• Profit — your realized bottom line (same as the end of the profit flow).
• Cost — total costs. Large on purpose — it includes COGS, not just Shopee's fees. To reconcile fees only, use the Cost breakdown pie, not this card.
• Margin — profit as a share of revenue, weighted by revenue so it's fair to compare across shops and platforms.

You'll also see two sales numbers: Raw Merchandise Value (full sticker price, before discounts) and GMV (after all discounts). GMV matches the line-item total in your Shopee order export; Seller Center's Sales card uses Shopee's own 2026 definition and may differ. Compare across platforms on profit and margin, never raw list price.

The two pies

• Cost breakdown — slices up your total Cost so you can see where your margin goes.
• Revenue by channel — splits revenue into Organic / Ads / Affiliate, so you can see how much of your business earns for free vs. costs ad money. Its center total is revenue (list price minus your discounts, with Shopee-funded discounts kept in because Shopee reimburses them), so it sits above GMV — and above Seller Center's buyer-facing Sales card. Use GMV to reconcile with your Shopee export.

When COGS is estimated

COGS is the only figure we estimate. The screen is honest about it:

• A purple "Est." badge appears on Cost and Margin when any product cost was inferred.
• A coverage figure tells you what share of sold products have a real, entered cost.
• A note at the bottom spells out that profit and margin are partly estimated.

The fastest way to make these numbers more accurate is to enter real costs for your top sellers first — coverage is driven by what actually sold. You can also turn "use estimated costs" off to see profit and margin from entered costs only.

Quick answers

• My last few days look terrible. Recent days under-report until escrow settles — give them a few days to climb.
• Is the dashed Cancelled lane lost money? No. Those orders never settled, so there was never money to lose.
• Why isn't my discount a cost? You never collected it — it's a revenue reduction. Only vouchers, coins, and extra discounts are costs.
• Can I trust the ad numbers? Trust ad sales (baht) — conservative and de-duplicated. Don't add up ad order counts.
• Why is my Cost number so big? It includes your product cost (COGS) — that's by design.