You can’t value your Shopify store without data. And the data you need is scattered across your Shopify admin, Google Analytics, email platform, and accounting software. Here’s exactly where to find every number you need—and how to export it for your valuation.
How the Calculator Works
A valuation calculator needs three types of data:
Revenue Data + Expense Data + Operational Data = Valuation
Revenue comes from Shopify analytics.
Expenses come from your accounting records.
Operational data comes from multiple sources.
Let’s find each one.
Shopify-Specific Inputs
1. Revenue Data (Shopify Admin → Analytics)
Where to find it: Shopify Admin → Analytics → Reports
Key reports to export:
- Sales over time: Monthly revenue for 24 months
- Sales by product: Revenue by SKU
- Sales by traffic source: Which channels drive revenue
- Sales by device: Mobile vs desktop split
- Sales by location: Geographic revenue distribution
Export method: Reports → Select date range → Export as CSV
2. Customer Data (Shopify Admin → Customers)
Where to find it: Shopify Admin → Customers
Key data to export:
- Total customer count: How many customers do you have?
- Repeat purchase rate: What percentage buy twice?
- Customer acquisition date: For cohort analysis
- Total spend per customer: For LTV calculation
- Customer location: Geographic distribution
Export method: Customers → Export → All customers as CSV
3. Order Data (Shopify Admin → Orders)
Where to find it: Shopify Admin → Orders
Key data to export:
- Average order value: Revenue ÷ order count
- Order frequency: How often customers reorder
- Discount usage: What percentage of orders use discounts
- Return rate: What percentage of orders get returned
Export method: Orders → Export → Date range → CSV
4. Expense Data (Shopify Admin + Accounting Software)
Shopify-specific expenses:
- Subscription: Settings → Plan
- Payment processing: Settings → Payments → View payouts
- App costs: Settings → Apps → View all apps → Check billing
- Theme costs: Online Store → Themes
Other expenses: Export from QuickBooks, Xero, or your accounting system
5. Traffic Data (Google Analytics)
Where to find it: Google Analytics → Acquisition → All Traffic → Channels
Key data to export:
- Traffic by channel: Organic, paid, email, social, direct, referral
- Revenue by channel: Which channels actually drive sales
- Conversion rate by channel: Which channels perform best
- Traffic trends: 12-24 months of data
6. Email Data (Klaviyo or Similar)
Where to find it: Your email platform’s analytics
Key data to export:
- List size: Total subscribers
- Engagement rate: Open and click rates
- Revenue from email: How much revenue email drives
- List growth rate: How fast your list is growing
Amazon FBA vs Shopify: Key Differences
Data extraction is easier on Shopify:
Shopify: You own your data. Export customers, orders, products—everything. Full transparency for buyers.
Amazon FBA: Amazon restricts data access. You can’t export customer emails. Order data is limited. Buyers rely on Amazon reports, which provide less detail.
This data ownership is a significant Shopify advantage. Buyers can verify everything—which builds trust and supports higher valuations.
Step-by-Step Walkthrough
Step 1: Export Shopify Revenue Data
Go to Analytics → Reports. Export 24 months of sales over time, sales by product, and sales by traffic source.
Step 2: Export Customer Data
Go to Customers. Export all customers with total spend, order count, and acquisition date.
Step 3: Export Expense Data
Pull Shopify-specific costs from Settings. Export full P&L from accounting software.
Step 4: Export Traffic Data
Google Analytics → Export traffic by channel for 12-24 months.
Step 5: Organize Everything in a Data Room
Create folders: Financial, Customer, Traffic, Operations, Legal. Upload everything. This becomes your buyer due diligence package.
Real Calculation Example
Data Extraction in Practice
From Shopify Analytics:
• 24-month monthly revenue: $480,000 total
• Average order value: $65
• Revenue by channel: Email 25%, Organic 22%, Paid 30%, Social 13%, Direct 10%
From Customer Export:
• Total customers: 7,400
• Repeat purchase rate: 27%
• Average LTV: $143
From Expense Export:
• Shopify subscription: $4,788/year (Advanced)
• Payment processing: ~$12,000/year
• Apps: $7,800/year
• Net profit: $96,000
Valuation result:
SDE $162,000 × Multiple 3.2 = $518,400
Why Free Tools Underestimate
Free tools don’t tell you what data to collect. They ask for “monthly revenue” and “monthly expenses” without explaining where to find accurate numbers. Sellers guess, guess wrong, and get inaccurate valuations.
The fix: systematically extract data from all sources before using any calculator. Accurate inputs produce accurate outputs.
Get Your Data Extraction Checklist
Frequently Asked Questions
What data do I need to value my Shopify store?
24 months of revenue data, customer data (list size, repeat rate, LTV), expense data (subscription, processing, apps), traffic data by channel, and email metrics. Plus P&Ls, tax returns, and bank statements.
How do I export customer data from Shopify?
Shopify Admin → Customers → Export → All customers as CSV. This includes email, order count, total spend, and acquisition date.
Can I get 24 months of data from Shopify?
Yes. Shopify Analytics stores data indefinitely, though some reports default to shorter ranges. Set custom date ranges to export 24 months.
What if my data is incomplete?
Buyers will notice. Reconstruct what you can from bank statements and tax returns. Be honest about gaps—hiding them is worse than acknowledging them.
How long should I keep data before selling?
At least 24 months. Three years is better—it shows resilience through multiple seasonal cycles and platform changes. Start organizing data 6 months before listing.
Get Your Data Extraction Checklist
