Seller Analytics gives you the data you need to understand how your business is performing on Whatnot. Use these insights to make informed decisions, improve your content, grow your audience, and reach your selling and streaming goals.
In the Overview page, you can select a timeframe and track trends across sales, orders, buyers, and Live performance, including viewers and streamed time.
In the Shows tab, you can review performance metrics for individual shows from the last 30 days.
In this article:
Before you get started
Keep these things in mind:
- Seller Analytics is available only on the web (whatnot.com)
- Analytics data typically updates within one to two days.
- Analytics only includes sales and earnings from completed orders. It doesn't include non-order transactions that may affect your account balance, such as Seller Referral bonuses.
- Private Shows are not included in the Shows tab.
To access Seller Analytics, open Seller Hub on whatnot.com and select Analytics.
Note: Earnings shown in Seller Analytics are estimates. Don’t use them for tax filing or other official reporting. For tax-related reporting, refer to your Seller Statements.
Using the Seller Analytics dashboard
Overview tab
When you open the Analytics page, you'll land on the Overview tab, which displays sales and show performance over time.
Filter by date range
To view data for a specific timeframe:
- Click Edit Dates.
- Select individual dates or choose a preset range, such as Last 30 Days.
- Click Update.
All metrics are displayed in Pacific Time (PST).
Change the metric displayed
To view a different metric in the chart:
- Click More.
- Select the metric you'd like to view.
Available metrics include sales, earnings, buyer count, and streamed time.
Filter by sales channel
You can also filter sales data by:
- All Sales
- Show Sales
- Marketplace Sales
View your top buyers
At the bottom of the Overview tab, you'll find your top buyers ranked by:
- Total sales value
- Number of orders
You can also export this data as a CSV file.
Shows tab
To review metrics from a specific show:
- Select the Shows tab.
- Choose a show from the dropdown menu.
You can only view Shows hosted within the last 30 days.
To learn more about a metric, hover over the information icon (i) to view its definition.
Metric definitions
Sales metrics
Estimated Sales
The total value of completed orders after any seller-generated coupons have been applied.
Estimated Sales does not include:
- Shipping costs
- Taxes
- Tips
- Other non-order revenue
Refunds and cancellations may take up to 24 hours to appear in this metric.
Example: You sell five items during a show, and each item sells for 10. Your Estimated Sales would be 50.
If one of those orders is later canceled, your Estimated Sales would update to 40 within approximately 24 hours.
Earnings
Your Estimated Sales minus fees and costs, including:
- Whatnot commission fees
- Payment processing fees
- Seller-paid shipping costs, including giveaway shipping
Example: Order sale price: 50
- Whatnot commission (8%): 4
- Payment processing fees: 2
- Seller-paid shipping: 0
Earnings = 50 - 4 - 2 = 44
Estimated Earnings
The earnings that will become available for payout once orders are completed.
Completed Earnings
The earnings currently available for payout.
Order Count
The number of unique transactions paid for by buyers, excluding giveaway orders.
Example: If a buyer wins two separate auctions during your show, that counts as two orders.
Average Order Value
The average final purchase price of each completed order.
Average Order Value is calculated by dividing Estimated Sales by Order Count.
Example: If you generate 200 in Estimated Sales across 10 completed orders, your Average Order Value is 20.
Giveaway Spend
Your total shipping costs for giveaway orders.
Giveaways
The total number of giveaway orders during the selected timeframe.
User metrics
Buyer Count
The number of unique buyers who have completed orders with you.
Follows
The total number of follows received, including referral and non-referral follows.
Buyer Referrals
The number of buyers who created an account or completed an order using your referral link.
Top Buyers by Sales
The buyers who spent the most based on the total value of their orders during the selected timeframe.
Top Buyers by Orders
The buyers who placed the highest number of orders during the selected timeframe.
Streaming metrics
Max Concurrent Viewers
The highest number of viewers watching one of your shows at the same time.
Number of Shows
The total number of shows you hosted during the selected timeframe.
Streamed Time
The total amount of time you spent live during the selected timeframe.
Was this article helpful?
Thanks for your feedback!