E-commerce net revenue chart Show net revenue, its channel mix and what it lost on the way.
Short answer
Show net revenue as the headline with its split by channel in a semi donut, so the total and the mix read in one card. To explain the gap to gross sales, add a waterfall of discounts and returns.
Updated Nov 2, 2026 · E-commerce sample data
01 Net revenue in the hero The month's revenue after discounts and returns, against last month. 02 Orders by channel The split of orders under the total. 03 The order facts Average order value, returns and repeat buyers.
The data it needs
From gross sales to net revenue 042 · Waterfall
October's 3,412 orders brought $251K in gross sales. Discounts took $13K and returns $10K, leaving $228K net revenue, 7% more than September.
The semi donut shows the total and the mix; the waterfall shows what came off. Put it under the widget for the month in focus.
Next to it on a store dashboard Trial funnel September trial funnel: 48.2K site visits, 12.4K signups, 5.1K activated, 1.2K paid and 0.4K on an annual plan. Site visits 48.2K Signups 12.4K Activated 5.1K 41% Paid 1.2K 24% Annual 0.4K 33% Trial funnel September trial funnel: 48.2K site visits, 12.4K signups, 5.1K activated, 1.2K paid and 0.4K on an annual plan. Site visits 48.2k Signups 12.4k Activated 5.1k 41% Paid 1.2k 24% Annual 0.4k 33% Trial funnel Stage Count Step conversion Site visits 48.2K Signups 12.4K 26% Activated 5.1K 41% Paid 1.2K 24% Annual 0.4K 33%
Trial funnel September trial funnel: 48.2K site visits, 12.4K signups, 5.1K activated, 1.2K paid and 0.4K on an annual plan. Site visits 48.2K Signups 12.4K Activated 5.1K 41% Paid 1.2K 24% Annual 0.4K 33% Trial funnel September trial funnel: 48.2K site visits, 12.4K signups, 5.1K activated, 1.2K paid and 0.4K on an annual plan. Site visits 48.2k Signups 12.4k Activated 5.1k 41% Paid 1.2k 24% Annual 0.4k 33% Trial funnel Stage Count Step conversion Site visits 48.2K Signups 12.4K 26% Activated 5.1K 41% Paid 1.2K 24% Annual 0.4K 33%
Conversion by channel, September to October Store conversion by channel: 4 of 5 channels improved, Email from 4.1% to 5.2%; Social fell from 2.2% to 1.9%. SEP OCT 4.1% Email 5.2% 3.2% Search 3.6% 2.7% Direct 3.1% 2.2% Social 1.9% 1.6% Affiliate 2.3% IMPROVED DECLINED Conversion by channel, September to October Store conversion by channel: 4 of 5 channels improved, Email from 4.1% to 5.2%; Social fell from 2.2% to 1.9%. Sep Oct 4.1% Email 5.2% 3.2% Search 3.6% 2.7% Direct 3.1% 2.2% Social 1.9% 1.6% Affiliate 2.3% Improved Declined Conversion by channel, September to October Channel September October Email 4.1% 5.2% Search 3.2% 3.6% Direct 2.7% 3.1% Social 2.2% 1.9% Affiliate 1.6% 2.3%
Conversion by channel, September to October Store conversion by channel: 4 of 5 channels improved, Email from 4.1% to 5.2%; Social fell from 2.2% to 1.9%. SEP OCT 4.1% Email 5.2% 3.2% Search 3.6% 2.7% Direct 3.1% 2.2% Social 1.9% 1.6% Affiliate 2.3% IMPROVED DECLINED Conversion by channel, September to October Store conversion by channel: 4 of 5 channels improved, Email from 4.1% to 5.2%; Social fell from 2.2% to 1.9%. Sep Oct 4.1% Email 5.2% 3.2% Search 3.6% 2.7% Direct 3.1% 2.2% Social 1.9% 1.6% Affiliate 2.3% Improved Declined Conversion by channel, September to October Channel September October Email 4.1% 5.2% Search 3.2% 3.6% Direct 2.7% 3.1% Social 2.2% 1.9% Affiliate 1.6% 2.3%
Shelf availability Stock on 15 products across 3 shelves: out of stock Oat, Kefir, Gouda; low (30% or less) A2, Kids; the rest healthy. OAT SOY WHOLE SKIM A2 GREEK SKYR KEFIR PLAIN KIDS BRIE FETA CHEDDAR GOUDA MOZZ HEALTHY LOW OUT Shelf availability Stock on 15 products across 3 shelves: out of stock Oat, Kefir, Gouda; low (30% or less) A2, Kids; the rest healthy. Oat Soy Whole Skim A2 Greek Skyr Kefir Plain Kids Brie Feta Cheddar Gouda Mozz Healthy Low Out Shelf availability Shelf Product Facings Stock Status 1 OAT 3 0% Out 1 SOY 2 70% Healthy 1 WHOLE 4 85% Healthy 1 SKIM 3 55% Healthy 1 A2 2 22% Low 2 GREEK 3 64% Healthy 2 SKYR 3 90% Healthy 2 KEFIR 2 0% Out 2 PLAIN 4 76% Healthy 2 KIDS 2 18% Low 3 BRIE 2 50% Healthy 3 FETA 2 81% Healthy 3 CHEDDAR 4 68% Healthy 3 GOUDA 3 0% Out 3 MOZZ 3 92% Healthy
Shelf availability Stock on 15 products across 3 shelves: out of stock Oat, Kefir, Gouda; low (30% or less) A2, Kids; the rest healthy. OAT WHOLE SKIM GREEK SKYR PLAIN CHEDDAR GOUDA MOZZ HEALTHY LOW OUT Shelf availability Stock on 15 products across 3 shelves: out of stock Oat, Kefir, Gouda; low (30% or less) A2, Kids; the rest healthy. Oat Whole Skim Greek Skyr Plain Cheddar Gouda Mozz Healthy Low Out Shelf availability Shelf Product Facings Stock Status 1 OAT 3 0% Out 1 SOY 2 70% Healthy 1 WHOLE 4 85% Healthy 1 SKIM 3 55% Healthy 1 A2 2 22% Low 2 GREEK 3 64% Healthy 2 SKYR 3 90% Healthy 2 KEFIR 2 0% Out 2 PLAIN 4 76% Healthy 2 KIDS 2 18% Low 3 BRIE 2 50% Healthy 3 FETA 2 81% Healthy 3 CHEDDAR 4 68% Healthy 3 GOUDA 3 0% Out 3 MOZZ 3 92% Healthy
Common mistakes Gross sales as revenue Discounts and returns are not revenue. Show the net.
A mix with no total Shares need the number they are shares of.
Returns hidden in the net Show them as their own step, so a rise is caught early.
Questions What is net revenue? Gross sales minus discounts and returns, before costs.
Orders or revenue by channel? Orders show where buyers come from; revenue shows where the money does. Pick the one the team acts on.
Can I draw it from my own data? Yes. The chart is drawn from your rows (order, channel, gross, discount, refund) and lays out again for its size; nothing is scaled.
Does the semi donut come in every size? Yes: XS, S, M and L, each laid out again for its size, in light and dark.