You know your store did $180,000 last quarter. What you do not know is that Germany quietly grew 40% while your biggest market flattened, because WooCommerce Analytics reports one revenue line for the entire world. So ad budget gets split by habit, free shipping thresholds get set for domestic buyers, and stock gets ordered against a national average that no single market actually matches.
That guesswork is optional. Native reporting tells you what sold, not where it sold, and the gap between those two questions is where international growth hides.
Sales Report by Country, our WooCommerce sales by country report plugin, adds a dedicated country report inside WooCommerce Analytics. Every metric you already trust (total sales, net sales, tax, AOV, order count, share of total) gets a geography attached to it, by billing or shipping country.
This guide covers both halves of the job: the reports the plugin gives you and how to read each one, then seven specific decisions about spend, stock, shipping, and pricing that the data should drive.
What the Sales by Country report shows you
The plugin adds a Sales by Country menu item under WooCommerce Analytics. There is no separate dashboard and no data leaving your server. Here is what each part of the report does.
1. Total and net sales by country
For any date range, the report shows total sales, net sales, gross sales, total tax, average order value, number of orders, and each country’s percentage of total sales. Every figure you read store-wide today, now split per market.
2. Billing vs shipping country toggle
Switch the report between billing country and shipping country to separate where customers pay from where products actually ship. Payment origin and physical destination are different questions, and B2B stores in particular need both.
3. Single-country drill-down
Select one country to see its performance in isolation over a chosen period. It is the fastest way to answer “how is our UK market doing this quarter” without exporting anything.
4. Period-over-period comparison
When viewing a single country, compare current sales to the previous period. This turns a flat number into a trend, so you can spot momentum or a slowdown early.
5. Best-selling products by country
Filter by a single country and the report reveals a product breakdown for that market with quantity sold, total sales, net sales, orders, and average price. You learn what each region actually buys, not just how much.
6. Visual map and charts
A map view and charts let global performance read at a glance, so strong and weak markets stand out before you look at a table.
7. Any WooCommerce date range
The report respects standard Analytics controls: today, last week, last month, year, or a fully custom range, matching how you already report.
8. CSV export
Download any report table as a CSV straight from the Analytics interface, to hand clean country-level numbers to stakeholders or pull into a spreadsheet.
Seven ways to turn country data into growth decisions
1. Rank markets by revenue, not order count
Order volume flatters cheap markets and hides profitable ones. Sort the country table by total sales, then sort it again by average order value. A market with a third of your orders but double the AOV is a different business case than one with high volume and thin baskets.
2. Move ad spend toward the countries that convert into revenue
Most stores allocate paid budget by where traffic already comes from, which just reinforces whatever the algorithm found first. Compare revenue share against your actual spend split per country. Any market where revenue share outpaces spend share is underfunded, and that is the cheapest growth you will find this quarter.
3. Set shipping thresholds per market, not per store
A single free shipping threshold set for domestic buyers is either leaving margin on the table abroad or blocking conversions. Use per-country AOV to set thresholds slightly above what each market already spends, so the offer nudges basket size instead of subsidising it.
4. Stock against what each country actually buys
Filter to a single country and the report shows a best-selling products breakdown for that market. Regional demand rarely mirrors your global bestseller list, and that gap is where stockouts and dead inventory both come from.
5. Check billing against shipping country before you draw conclusions
Toggle the report between billing and shipping country. Billing tells you where the money and the tax liability sit; shipping tells you where parcels physically go. A large gap between the two usually means gifting, expat customers, or freight forwarders, and each one calls for a different response.
6. Benchmark countries side by side to catch momentum early
Select multiple countries and chart their trends together instead of reading them one at a time. Growth shows up as a slope, not a total, so a market at 4% of revenue climbing every month deserves attention before it looks important in the annual numbers.
7. Hand finance clean per-country numbers
Export any report table to CSV directly from Analytics. Per-country tax and revenue totals are what your accountant needs for VAT registration thresholds and cross-border filing, and pulling them in ten seconds beats rebuilding a pivot table every quarter.
Native WooCommerce Analytics vs Sales by Country
| Native WooCommerce Analytics | Sales by Country |
|---|---|
| Total store revenue only | Revenue split by country |
| No billing vs shipping view | Billing or shipping toggle |
| No single-country drill-down | Single-country reports |
| Products ranked store-wide | Best-sellers per country |
| Limited geographic export | CSV export per country |
What each country metric tells you to do
| Metric | Decision it drives |
|---|---|
| Total sales by country | Where to expand next |
| Average order value | Free shipping threshold |
| Revenue share vs ad spend share | Budget reallocation |
| Tax collected per country | VAT registration timing |
| Best-selling products per country | Stock allocation |
| Period-over-period change | Which market to test |
| Billing vs shipping split | Fulfilment and warehousing |
How to get started
The plugin has no settings panel, so setup is short. Install and activate it, then go to Analytics → Sales by Country to reach every report. Because the plugin adds billing and shipping country columns to the Analytics tables, historical orders need one re-import before the report reflects your full sales history. Go to WooCommerce → Analytics → Settings, find Import Historical Data, uncheck “Skip previously imported customers and orders,” then run the import so the country columns populate for old orders too.
Frequently asked questions about WooCommerce sales by country
Does WooCommerce show sales by country by default?
Only at a basic level. WooCommerce Analytics has a Countries report that shows top-line totals per country, but no billing-versus-shipping toggle, no single-country drill-down, no tax-per-country breakdown, and no best-sellers by market. Sales Report by Country adds those views inside the same Analytics interface.
What is the difference between billing country and shipping country in reports?
Billing country is where the customer’s payment and tax liability sit; shipping country is where the goods physically go. They match for most consumer orders but diverge for gifts, expat buyers, and freight forwarders. Reporting on the wrong one can distort both your market analysis and your tax view, which is why a toggle between the two matters.
Can I see which products sell best in each country?
Yes. Filter the report to a single country and it shows a best-selling products breakdown for that market, with quantity sold, revenue, orders, and average price. Regional demand often differs from your global bestseller list, which is useful for stock allocation and regional merchandising.
Why do my old orders show no country data?
The plugin adds country columns to the Analytics tables, so orders placed before you installed it need one historical re-import to populate. Under WooCommerce → Analytics → Settings, uncheck “Skip previously imported customers and orders” and run the import. After that, your full order history appears in the country reports.
Does this send my sales data to an external service?
No. Sales Report by Country runs inside WordPress and reads your existing order data on your own server, with no external dashboard or API sync. For GDPR-sensitive stores, keeping customer and revenue data self-hosted is a practical advantage over cloud analytics platforms.
Turning geography into growth
Country-level data does not grow your store on its own. It removes the guesswork from four decisions you already make every quarter: where to spend, what to stock, how to price shipping, and which market to enter next. The stores that grow internationally are simply the ones that can see those answers in their own numbers.
📊 Ready to see which markets are actually growing your WooCommerce store?
Get revenue, tax, AOV and top products for every country you sell to, inside the Analytics dashboard you already use.
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