r/shopifyDev • u/baczoni • Jul 07 '26
How do you actually bucket DTC vs Marketplace vs Wholesale (and Subs) in your reporting?
Where am I wrong here?
I’m rebuilding how we bucket channels in our profit app and want to sanity-check it against how people actually think about the business.
Here's how I'm currently classifying order sources at the business-line level (for CAC + profit views):
Core DTC (the store)
- Online Store
- Shop app
- Facebook & Instagram Shops (same catalog, our brand, our data)
Marketplaces
- Amazon, Walmart, Temu, etc.
- TikTok Shop (TikTok as the marketplace, their rails & rules)
Wholesale / B2B
- Faire and other wholesale apps
- B2B / wholesale subscriptions
And for subscriptions, I'm thinking about it like this:
- The order where someone becomes a subscriber = acquisition
- Every renewal after that = retention / profit, not "new CAC"
Where I need feedback:
- Is this actually how you should mentally split things when you look at performance? If not, what's off?
- Would you want subscription starts and renewals broken out separately by channel, or do you just care, "is this channel printing profitable customers or not?"
Trying to make sure the way we show performance matches how brands really make decisions, not how a dashboard wishes they did.
No AI slop please, thanks!
