Digital sales mix calculator
Share of sales coming through digital channels.
Formula
Digital mix % = (digital sales ÷ total sales) × 100
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Digital sales mix
37.6%
of sales from digital channels
Worked example
$1,580,000 of digital sales against $4,200,000 total is 37.6%. If $400,000 of that came through retailer dot-com and you classify it as retail instead, the same quarter reports 28.1%.
When you reach for this
A board-deck number that turns operational once you split it by fulfillment path. Marketplace, owned DTC, and retailer dot-com carry very different economics under one heading.
How to read the number
Decide up front whether retailer dot-com orders count as digital or as retail — the answer changes the number by a lot, and mixing the two conventions across periods is how this metric stops meaning anything.
Metrics that travel with it
Questions operators ask about this metric
Does retailer dot-com count as digital?
That convention is yours to set, and setting it matters more than which way you go. Ship-from-store and marketplace-fulfilled orders sit in the same ambiguous space, so document the rule and apply it every period.
Why does the convention matter so much?
Because mixing conventions across periods makes the trend meaningless. A mix that appears to jump six points usually means somebody reclassified a channel.
Should I split the number further?
Yes, by fulfillment path. A marketplace order, a store-shipped order, and one from your own warehouse carry different fees, return rates, and margins, and the blended figure hides which of them is growing.
Is a higher digital mix better?
Only while the digital margin holds. Shifting volume into a channel with higher fees and higher return rates grows the mix and shrinks the profit.
Stop calculating this by hand
Every number on this page comes out of data you already have — orders, shipments, inventory, deductions. Endless keeps those in one source of truth instead of four exports, so the metric updates on its own and agents watch it for you.