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Revenue & Profitability Performance
Is DTC trading to plan, and where are revenue and margin coming from? MTD pacing vs plan, the margin cascade, a fixed 13-week trend, revenue mix, and the weekly trading table.
Key metrics β month to date, all DTC (unaffected by the filters below)
Fixed to the current calendar month across all territories β the territory/marketplace/subscription filters below do not apply to this row. MoM arrows compare the last two complete months and are always all-DTC (kpiTrend, filter-exempt) β except CM3 Margin, whose comparison (marginTrend) follows the territory/marketplace filters, same as the margin % trend chart further down the page.
MTD Net RevenueDTC net revenue this calendar month, all territories, against the full-month planned revenue from the trading plan. Orders basis (dtc_orders); calendar month to date. Transaction-dated: refunds reduce revenue on the day they are processed. Differs from the margin cascade's Net Revenue below, which is the P&L margin basis (contribution_margins) over the page date range.
Β£801,481
Β£371,159 below Plan (-31.7%)
MTD CM3Contribution Margin 3 (after COGS, variable costs and marketing) this month, all territories, against the full-month planned CM3.
Β£454,415
Β£160,278 above Plan (+54.5%)
Orders
20,953
New Customers
11,621
AOVAverage order value β net revenue divided by orders.
Β£38.25
Discount RateTotal discounts as a percentage of gross revenue β measures promotional intensity.
54.7%
CM3 MarginContribution Margin 3 as a percentage of net revenue β the bottom-line profitability ratio after marketing spend.
34.1%
Plan pacing (plan scope β unaffected by filters)
Monthly planned net revenue β plan data, not affected by the date filter above
MTD actual vs full-month plan per market
Actual is month-to-date (from orders); plan is the full-month target β early in the month actuals should sit proportionally below plan. Fixed to the current month; the date filter does not apply.
| Market | MTD net revenue | Monthly plan β | MTD orders | Planned spend | Planned CM3 |
|---|---|---|---|---|---|
Shopify CZ | Β£280,746 | Β£302,597 | 6,796 | Β£65,715 | Β£110,060 |
Shopify HU | Β£148,476 | Β£253,925 | 3,978 | Β£67,349 | Β£71,578 |
Shopify UK | Β£81,002 | Β£225,000 | 1,680 | Β£129,876 | Β£14,883 |
Shopify SK | Β£149,510 | Β£176,466 | 4,265 | Β£46,117 | Β£56,163 |
Shopify RO | Β£81,879 | Β£114,652 | 2,712 | Β£32,301 | Β£30,489 |
Shopify IT | Β£20,284 | Β£55,000 | 493 | Β£22,843 | Β£7,225 |
Shopify ES | Β£18,046 | Β£45,000 | 506 | Β£21,114 | Β£3,739 |
Revenue trend
Weekly net revenue β fixed 13-week window, not affected by the date filter above
Territory and marketplace filters apply; subscription/first-order filters do not (not available on the margin source). CM3 is not available at weekly grain in the underlying margin source β net revenue only.
Margin cascade β net revenue to CM3 (all-DTC scope; not filterable by subscription/first-order)
The cascade's Net Revenue is the P&L margin basis (contribution_margins) over the page date range and can differ from the MTD Net Revenue KPI above (orders basis, dtc_orders, calendar month to date) β the two bases differ by refund dating and fee/cost allocation. Trust the KPI row for pacing vs plan; trust the cascade for margin structure (it reconciles with CM1/CM2/CM3).
Gross revenue β CM3 waterfall (P&L margin basis β contribution_margins; follows the page date, territory and marketplace filters)
Margin % trend β Fixed 24-month window β not affected by the date filter above
Revenue mix
By territory
By marketplace
By order type
New vs returning customers β Fixed 24-month window β not affected by the date filter above
Subscription vs one-time
| Type | Orders | Net revenue β | AOV |
|---|---|---|---|
One-time | 20,936 | Β£773,175 | Β£36.93 |
Subscription | 1,256 | Β£76,936 | Β£61.25 |
Weekly trading table β by territory
Weekly net revenue, orders and CM2 by territory (respects the date/territory/marketplace filters)
| Week β | Territory | Net revenue | Orders | CM2 |
|---|---|---|---|---|
Jul 2026 | France | Β£1,084 | 23 | Β£629 |
Jul 2026 | Czech Republic | Β£17,690 | 442 | Β£8,813 |
Jul 2026 | Germany | Β£38 | 1 | Β£26 |
Jul 2026 | European Union | Β£862 | 18 | Β£439 |
Jul 2026 | Slovakia | Β£10,052 | 287 | Β£4,386 |
Jul 2026 | Romania | Β£5,337 | 169 | Β£2,257 |
Jul 2026 | United States | Β£86 | 3 | Β£33 |
Jul 2026 | Hungary | Β£11,098 | 274 | Β£5,469 |
Jul 2026 | Spain | Β£1,055 | 33 | Β£422 |
Jul 2026 | United Kingdom | Β£7,704 | 166 | Β£4,767 |
Jul 2026 | Italy | Β£1,790 | 45 | Β£738 |
Jul 2026 | Czech Republic | Β£61,911 | 1,669 | Β£26,643 |
Jul 2026 | Hungary | Β£27,677 | 809 | Β£12,290 |
Jul 2026 | Spain | Β£3,766 | 93 | Β£1,660 |
Jul 2026 | Romania | Β£18,325 | 695 | Β£5,446 |
Jul 2026 | United Kingdom | Β£20,873 | 459 | Β£11,710 |
Jul 2026 | Slovakia | Β£35,783 | 1,075 | Β£14,804 |
Jul 2026 | Italy | Β£5,620 | 136 | Β£2,623 |
Jul 2026 | France | Β£1,573 | 39 | Β£797 |
Jul 2026 | European Union | Β£2,165 | 47 | Β£969 |