Identify your most profitable markets and cut the ones that drain margin. Drill down from country to province level.
Growth+Shipping costs don't exist in a vacuum. When a customer in Australia orders a 5-pound product, your fulfillment cost is triple what it costs to ship to California. Add international handling, potential tariffs, and different payment processor fees by region, and suddenly a market that looks profitable in gross terms is actually destroying margin. You may be subsidizing international orders while your domestic customers bank the real profit.
Geography analytics reveal these hidden inefficiencies. Some countries have high order volume but 15% margins due to shipping costs. Others have lower volume but 35% margins because they're close to your fulfillment center or have favorable payment processing fees. Once you see which markets actually make money, you can double down on winners, redesign pricing in break-even markets, or stop serving them entirely if the unit economics don't work.
This table shows every country your customers are in, ranked by profit impact. Orders tells you volume, Revenue is gross income, Profit is what's left after all costs (COGS, shipping, gateway fees). Margin % is your profit per dollar of revenue — anything under 20% is worth investigating. AOV reveals whether high-margin countries also have high-value customers. Click any country to drill down to states and provinces.
| Country | Orders | Revenue | Profit | Margin | AOV |
|---|---|---|---|---|---|
| 🇺🇸 United States ▸ | 248 | $39,680 | $11,904 | 30.0% | $160 |
| 🇬🇧 United Kingdom ▸ | 87 | $13,050 | $2,873 | 22.0% | $150 |
| 🇨🇦 Canada ▸ | 67 | $8,710 | $2,613 | 30.0% | $130 |
| 🇦🇺 Australia ▸ | 34 | $6,800 | $1,360 | 20.0% | $200 |
| 🇩🇪 Germany ▸ | 22 | $3,300 | $792 | 24.0% | $150 |
Click any country to drill down to province/state level
This chart shows why geography matters. The US has consistent 30% margins because shipping is cheap and fast domestically. Australia's profit per order is much lower despite higher AOV because shipping costs are 3-5x higher. The UK, with similar costs to the US, shows 22% margins — likely due to stricter payment processing regulations or higher return rates. Germany's thin 24% margin hints at unfavorable shipping pricing in that region.
These aren't just numbers — they're signals. The Australia market might need price adjustments (e.g., +$10-15 to account for shipping). Germany might warrant a minimum order value requirement or exclusion entirely if margin can't improve. The US is your profit engine and deserves more marketing investment.
Geography analytics serve two purposes: they expose broken pricing and shipping rules, and they guide strategic decisions about which markets to invest in. A low-margin country isn't necessarily a market to abandon — it might just need better shipping rates, a higher minimum order value, or a different pricing strategy. The key is making these decisions with full visibility into what's actually profitable.
If a country has high revenue but low margin, your per-country shipping rules may be under-charging. Adjust shipping costs to match actual carrier rates. Example: Australia shows high AOV but 20% margin — consider charging an additional $15 for international handling.
Low-margin regions with high shipping costs and return rates may not be worth serving. Consider limiting shipping zones or adjusting prices. If a market consistently shows under 15% margin and you can't improve it, stop serving it.
High-margin markets deserve more ad budget. Cross-reference geography with marketing channels to see which campaigns perform best in which regions. Your US customers are 30% margin — invest more in channels that drive them.
Multi-currency markets behave differently. Geography data helps you see margin, shipping cost impact, and payment fees broken down by region and currency. A market with 25% margin might drop to 20% after payment processor fees are factored in.
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