Selling through Amazon, Flipkart, a quick-commerce app or your own website raises four questions that your invoice list cannot answer: what the channels actually earned you after their cut, how far an order gets before something stops it, where online sells that your shops do not, and what keeps coming back.
Online brand is those four reports on one screen, switched with the pills across the top. Whichever one you pick stays in the address bar, so you can send somebody a link to the exact report you were reading. The period selector applies to all four and starts on everything you have.
Revenue — what the channel kept, and what reached you
Gross ordered is what the channel said your orders were worth. It is not what you get. Out of it comes a commission, a shipping fee, and tax collected at source — and what is left is the payout that lands in your bank.
The important thing on this report is that those two sets of numbers come from different places and cover different periods, on purpose. Gross is dated when the customer ordered. Commission and payout come from the settlement file a channel sends you weeks later. So every fee percentage here is worked out against what has settled, never against what was ordered. Dividing a fortnight’s commission by a month’s orders would make every channel look cheaper than it is, and it would look cheaper by exactly the amount that has not been paid for yet.
Until a settlement file arrives there is nothing to say about commission, and the report says that rather than showing a nought. The “Billed” tile is a different question: how many of these orders have been turned into real GST invoices in your books.
Order funnel — how far orders get
Six rungs, in the order an order climbs them: accepted, stock held, picked, packed, sent, delivered. Each rung counts the orders that reached at least that far, so the numbers can only go down and a drop is a real drop.
An order the channel fulfils itself can be delivered without ever being picked or packed by you. That does not show as a failure in the middle — the ladder reads the furthest point an order got to, not each individual step.
This is not website conversion. Visits, carts and abandoned checkouts need session data from a storefront, which Finocket does not collect and does not intend to. So browse-to-buy is missing here — deliberately, and stated, rather than quietly folded into a percentage that would look like it included them. Counter conversion, bills against walk-ins, is real and lives on the store manager’s board.
If orders have arrived and none of them has been worked through Finocket, the report says so in plain words instead of showing nought per cent. Those two look identical on a chart and need completely different actions: one is a conversion problem, the other is a queue nobody has opened. You open it on Online orders.
Reach vs shops — where each side sells
This compares places, not people, and the reason is worth knowing. A marketplace order carries the buyer’s state and nothing else about them — no name, no phone, no email — and when an order becomes an invoice it is billed to one standing customer per channel, not to the shopper. There is no honest way to tell that the person who bought from you on Flipkart is the same person who walked into your shop.
What the data does answer is geography. Every state is listed with what online sold into it and what your shops billed into it, and marked as both, online only, or shops only. The online-only figure is the one to look at when you are deciding where a shop might go next — it is money already coming out of a state where you have no counter.
Both sides are matched on the GST state code, so “29”, “KA” and “Karnataka” are one state. An order or bill whose state cannot be recognised is counted and named at the top, not quietly dropped and not guessed into a row.
Returns — what came back and what you still owe
Return rate is shown two ways, by count and by value, because they answer different questions: many cheap returns is a packing problem, one expensive return is a product problem.
Returns are dated when the goods came back and orders when they were placed, so a return in this period can belong to an order outside it. Rather than hide that in a single percentage, both counts are printed side by side — if the two look mismatched at the edge of a short period, that is why.
Reasons come from the channel exactly as it recorded them. A return with no reason is counted on its own line and never folded into one of the real reasons, because “nobody wrote it down” and “changed their mind” are not the same fact.
The last panel is the part you can act on: returns started where the parcel has not come back, and parcels back where the customer has not been refunded. The second list is money you owe somebody. Both are worked from Online orders, where recording a return starts the credit note.
When a figure cannot be read
If the report cannot be built you get a banner saying so, and no numbers at all. Nothing on this screen is ever shown as nought unless it really is nought — an empty report and a broken one look identical otherwise, and the reassuring reading is the wrong one every time.
Turning it on
These reports read marketplace and storefront orders, which belong to the Marketplaces & integrations module. If it is switched off for your workspace the screen says so and points at Modules & features. Connect a channel on Integrations and orders start arriving on their own.