Should fees include advertising?

Keep marketplace selling and fulfilment fees here. Track ad spend separately so you can see both the fee rate and the ad cost of sale.

How do I add Shopify or my own site?

Add the orders with Marketplace set to Shopify, enter payment processor fees in Fees, and add a Shopify row to the By marketplace sheet.

Can I see the top products per channel?

Add a marketplace condition to the By SKU SUMIFS, or see finding top products across stores.

E-commerce marketplace sales roll-up template

By the Analistable team · Updated 2026-10-10 · 2 min read

Map each marketplace's order export to the eight columns on the Orders sheet and paste the rows in. The By marketplace sheet totals orders, units, gross sales, fees, refunds, net and fee percentage per channel; the By SKU sheet shows units, sales and refunds per product across all channels.

Part of our guide: How to merge Excel files: every method compared

What the template does

Every marketplace exports orders differently: Amazon splits fees into several columns, eBay reports them per transaction, Etsy puts them in a separate payments file. This template defines one common layout, so once you have mapped each export to it, you get a like-for-like view of where you actually make money. It is the merging Excel files approach applied to sales channels.

Sheet-by-sheet guide

Sheets in ecommerce-marketplace-sales-roll-up-template.xlsx
Sheet	Columns	You fill in?
Instructions	Step, What to do	No
Orders	Marketplace, Order ID, Date, SKU, Units, Gross sales, Fees, Refunds	Yes
By marketplace	Orders, Units, Gross, Fees, Refunds, Net, Fee %	No (formulas)
By SKU	Units, Gross, Refunds, Refund %	No (formulas)

How to fill it in

Export orders for the same period from each marketplace.
For each export, copy the matching columns into Orders and type the marketplace name on every row. Fees should be positive numbers (what the marketplace kept).
Put refunds on the original order row so refund rates are per order. Amazon fee detail is covered in matching FBA fees to the order report.
Add rows to the summary sheets for new marketplaces or SKUs.

How the formulas work

Order count and net sales per marketplace:

=COUNTIFS(Orders!$A$2:$A$1000,A2)
=D2-E2-F2

The SKU sheet uses the same SUMIFS keyed on column D instead of A, plus a refund rate:

=SUMIFS(Orders!$E$2:$E$1000,Orders!$D$2:$D$1000,A2)
=IFERROR(ROUND(D2/C2*100,1),0)

Worked example

By marketplace sheet with the 11 sample orders
Marketplace	Orders	Units	Gross	Fees	Refunds	Net	Fee %
Amazon	4	7	124	18.6	15	90.4	15
eBay	3	5	94	12.22	0	81.78	13
Etsy	4	6	110	10.46	26	73.54	9.5
Total	11	18	328	41.28	41	245.72	12.6

On the By SKU sheet, MUG-01 sells 8 units for 121.00 with 15.00 refunded (12.4%), while TEE-02 sells 4 units for 99.00 with 26.00 refunded (26.3%), which is the line worth investigating. Finding products with high return rates shows the same check across larger files.

Limits and when to move on

Mapping each export by hand is the slow part. If you sell on several marketplaces every month, load the raw exports into Analistable instead and ask for the same roll-up; the SQL it writes lines up each export's columns, and the files stay in your browser.
Multi-currency sales need converting before they go on Orders.
Excel handles about a million rows per sheet; beyond that, use Power Query or a database.

Frequently asked questions

Should fees include advertising?: Keep marketplace selling and fulfilment fees here. Track ad spend separately so you can see both the fee rate and the ad cost of sale.
How do I add Shopify or my own site?: Add the orders with Marketplace set to Shopify, enter payment processor fees in Fees, and add a Shopify row to the By marketplace sheet.
Can I see the top products per channel?: Add a marketplace condition to the By SKU SUMIFS, or see finding top products across stores.