Sales by Country Reports and Filters

The Sales By Country report integrates into WooCommerce Analytics and provides several views and filtering options to help you understand your geographic sales data.

Using the Sales by Country report and filters — 83 second walkthrough.

Main Country Sales Table

The default report view shows an aggregated table of all countries with sales in the selected date range. The following columns are available:

Column	Description
Country	The country name based on the selected billing or shipping country toggle.
Orders	Number of orders from that country in the selected date range. Refunds are not counted as orders.
Orders (%)	That country’s share of all orders in the report for the selected period.
Items Sold	Total number of individual items sold across all orders from that country.
Total Sales	The full amount customers paid — after discounts, and including tax and shipping.
Net Sales	Product revenue only — Total Sales with tax and shipping taken out.
Total Tax	Tax collected on those orders.
Avg Order Value	Total Sales divided by the number of Orders. This differs from core Analytics, which uses Net Sales.

For the exact formula behind every column — which order statuses count, how refunds are deducted, which date is used and why a figure may differ from core WooCommerce Analytics — see How the Numbers Are Calculated.

Billing vs Shipping Country Toggle

Use the toggle at the top of the report to switch between reporting by Billing Country (the address used for payment) and Shipping Country (the delivery destination). Both views use the same columns and support the same filters.

The two views are grouped independently — the report never falls back from one address to the other. An order with no country in the selected field is left out of that view entirely, which is why a store selling virtual products usually shows fewer orders under Shipping Country than under Billing Country.

Date Range Filter

The report respects the standard WooCommerce Analytics date range controls. You can select from preset ranges or choose a fully custom date range to analyse sales for any specific period.

Which date an order is counted on follows the Date type setting in WooCommerce → Analytics → Settings — date paid on a default store — and days are bounded by your store’s own time zone.

Country Filter

Use the country filter to narrow the report to one or more specific countries.

Multiple countries selected — the main aggregated table is filtered to show only the selected countries.
Single country selected — in addition to the main table, two new detailed report tables appear: the Orders table and the Best-Selling Products by Country table. See Single Country View for full details.

Currency Filter

On a store running a supported multi-currency plugin, a currency selector appears alongside the other filters. Selecting a currency shows the orders paid in that currency, expressed in that currency. With no currency selected, figures are shown in your store’s base currency.

The selector only appears when a supported multi-currency plugin is active. See Compatibility for the list of supported plugins and how each one is handled.

Language Filter

If WPML is active with more than one storefront language, a Language dropdown appears so you can analyse sales by the language the customer ordered in, alongside the country breakdown.

AI Panels

If you have enabled the optional AI features, additional panels appear above the chart on this same report — a written insight summary of the period, country anomaly alerts, a question box, and ranked recommendations. Each panel follows the same date range, country toggle and currency selection as the tables below it, so the insight always matches the figures on screen.

Panels hide themselves when they have nothing to show — the anomaly panel only appears when a country is deviating from its trend, and the Ask box only once an API key is saved. See the AI Features section to set them up.

Downloading Reports

Each table in the report includes a Download button in the top-right corner. Clicking this exports the current table view as a CSV file, making it easy to share data or import it into spreadsheet tools for further analysis.

The Download option is available for the main country table, the Orders table, and the Best-Selling Products by Country table — each can be exported independently.

Troubleshooting

Problem	What to check
The figures disagree with core WooCommerce Analytics	Start with How the Numbers Are Calculated. Avg Order Value is calculated differently here on purpose.
The report is empty, or only recent orders appear	Historical orders need a one-time import. See Past Order Import.
The Sales by Country menu item is missing	WooCommerce Analytics must be enabled. Check WooCommerce → Settings → Advanced → Features, and that the licence is active.
"Sorry, you are not allowed to access this page"	Viewing the report needs `view_woocommerce_reports` or `manage_woocommerce`; the Orders table and AI panels need `manage_woocommerce`.
The report is slow on a large store	Narrow the date range. Very large stores aggregate faster over a month than over a year.
Shipping Country shows fewer orders than Billing Country	Expected when you sell virtual or downloadable products — those orders have no shipping address.