Profit isn't equal across borders
A customer in the US costs $4 to ship. One in Australia costs $18. Same price, different margin. Geography breaks down net profit by country and province so you see where your unit economics actually live.
For DTC brands shipping internationally, where the same order is profitable in one country and loss-making in another.
Starter+
Shipping and fees compress margin unevenly
US orders cost ~$4 to ship. Australian orders cost $18–22. Both come in at the same retail price, yet one has 30% margin and the other has 15%. The difference isn't COGS — it's where your customer lives. Until you break profit by geography, you don't know which markets are actually sustainable.
Tax rules compound the effect. EU customers pay VAT-included pricing; most others don't. UK requires reverse-charge handling. These aren't footnotes — they reshape your actual take-home.
Real per-label averages from shipped orders
| Country | Profit | Margin |
|---|---|---|
| United States | $11.9k | 30% |
| United Kingdom | $2.9k | 22% |
| Canada | $2.6k | 30% |
| Australia | $1.4k | 20% |
| Germany | $792 | 24% |
Click any row to drill down to province / state
Rank countries by what matters most
The leaderboard ranks every country by gross profit — not revenue. Profit reflects the real impact after COGS, shipping, and gateway fees. Margin % shows unit economics per market. A high-revenue country at 15% margin is less valuable than a quiet one at 35%.
AOV (average order value) tells you whether high-margin countries also have high-value customers. If a market has 30% margin but $80 AOV, it's probably not worth scaling. One with 28% margin and $180 AOV deserves more investment.
Which tiers earn the most orders?
The donut splits all orders into three margin bands: 30%+, 20–30%, and under 20%. A healthy store clusters in the top two. A compressed one has most orders in the red zone — warning sign that geography, shipping rules, or pricing need adjustment.
Thin-margin countries deserve repricing, shipping surcharges, or elimination. Thick-margin countries warrant more ad spend. The breakdown tells you where to push and where to cut.
Convert, normalize, and compare consistently
Sell in GBP, AUD, EUR, CAD? NetNet fetches daily exchange rates and normalizes every order to your base currency so profit calculations stay consistent. A £50 order converts cleanly without manual overhead.
Filter geography by currency to answer "How are my GBP customers performing vs USD customers?" — real apples-to-apples comparison without spreadsheet work.
Updated daily at 9am UTC
Tax rules reshape your actual take-home
EU: VAT-included pricing. UK: reverse-charge. Australia/Canada: GST/PST. A $100 US order keeps the full profit. A $100 German order loses ~€19 in VAT liability. These aren't footnotes — they move the margin needle.
Geography breaks down tax incidence by region so you see which markets carry real compliance burden. Price accordingly.
How geography data guides decisions
The highest-revenue market isn't always the most profitable. The smallest might have the healthiest unit economics. Use these breakdowns to know where to invest and where to cut.
Scale high-margin countries
35%+ margin region with growing volume? Push more ad spend there. Cross-reference with marketing reports to find which campaigns drive that market and multiply them.
Reprice or exclude low-margin markets
15% margin country? Raise prices 10–15%, bump minimum order value, or add a region-specific shipping surcharge. Sometimes the math says "stop selling here."
Renegotiate carrier rates with data
Australia averaging $18/label? That's your negotiation leverage. Real cost data beats vague complaints when pushing carriers on rates.
Adjust for tax liability
VAT-heavy regions dragging margin? Shift to B2B-only, raise prices, or accept thinner take-home. Tax compliance is a real operating cost.
Connect your store; 90 days of history backfill in the background, then every new order updates your geography profit breakdown automatically.