Guide · Ultineo E-commerce
Choosing your next market from your own figures
This guide is for a merchant who sells in several countries and can develop only one of them next. Your own reports do not measure a market: they show which countries already buy, which country storefronts of your shop are visited without selling, and what brings those visits. You will know in which order to read them, which two definitions change every conclusion, and how to plan a small test.
Checked against the product in November 2026
Two definitions and an order of reading
- What counts as a sale
A report counts sales by a rule: some order statuses are in, the others are out. Read that rule first, or a country with many canceled orders will look stronger than it is.
- The country of a sale
It can be the country storefront of the shop where the order was placed, or the country of delivery. An order placed on one storefront and delivered elsewhere moves to another row when the definition changes.
- The country of a visit
In a shop's audience report, a country can be the country storefront that was viewed, not the place where the visitor is. It then measures interest in a storefront, not demand in a territory.
- One period for everything
Choose the dates once and keep them for every report. Two figures read over different dates cannot be compared.
- The order of reading
Sales that stand, then countries, then visits, then sources, then products and payments. Each report answers one question: never add their totals.
- A test, not a forecast
Your figures describe the shop you have, not a market you have not served. They can justify a small test with a stop rule, and nothing more.
1. Fix one period and one definition of a sale
Before any ranking, choose the dates: long enough to smooth one busy week, recent enough to describe the shop as it is today. Write them down: every later figure is read over them.
Then read how your tool counts a sale. Orders that are pending, canceled or refunded do not belong in a total used to choose a country.
Example. A kitchen linen shop reads the last 90 days. Buyers placed 412 orders; 31 are pending, canceled or refunded. The merchant ranks her countries on the 381 that stand.
In Ultineo. In Statistics, on the "Key figures" card, click the date button, choose the first and the last day, then click Apply: every figure, chart and card follows the new period. A sale is an order that still stands: paid, preparing, shipped or delivered. Pending, canceled and refunded orders are not sales; only "Orders by status" lists them.
2. Rank the countries that already buy
Rank your countries by sales over the period, then read two columns together: the number of orders and the share of the total. A few large orders and many small ones are not the same business.
Check what the report calls a country. If it is the storefront of the shop where the order was placed, an order delivered elsewhere still counts under that storefront.
Example. Over 90 days, the first country of a shop brings 52% of sales and the second 27%. The third brings 9% from few orders, each worth twice the shop's average order. The merchant notes the third as a candidate.
In Ultineo. On the "Sales by country" card of Statistics, click "View report". The table lists each Country with its Status, its Orders, its Sales and its Share, ranked by sales. The country of a sale is the storefront it was placed on, otherwise its delivery country; a sale with neither is listed as "Not provided".
3. Read the interest that is not yet a sale
Over the same dates, set visits beside sales, one country storefront at a time. A storefront that is visited and sells little has a problem inside the shop: price, delivery cost, language or payment. A storefront hardly visited has a problem outside it.
Do not read these rows as a map. A shop's report can count the country storefront that was viewed, not the place where the visitor is.
Example. Over the same 90 days, the third country storefront receives 18% of visits and brings 9% of sales. The fourth receives 3% of visits and 4% of sales. The merchant reads the third as interest not yet turned into orders, and the fourth as a storefront that few people reach.
In Ultineo. In Audience, look at "Sessions by country" and click "View report" under that card. "Storefront countries" gives the "Page views", the Visits and the "Daily visitors" of each country, followed by "Storefront languages". A country is the storefront the page was viewed on, not where the visitor is.
4. See what brings the visits
A country storefront can be visited because people search for you, because another site links to you, or because you paid for the visit. Sort your sources into these three groups before you credit a country with interest.
If your sources report covers the whole shop, put the country in the campaign name of each tracked link. A source explains a visit; it does not prove what caused an order.
Example. A merchant finds that 40% of her visits come from search and 35% from one newsletter, sent to buyers of her first country only. She leaves that newsletter out of her reading of the third country.
In Ultineo. In Audience, look at "Top sources" and click "View report" to open the full list of Sources. The chart shows the Visits per day, split into Search, Direct, Social, "Other websites", Campaign, Email and Advertising. Lower down, Website and "Campaign names" show the websites and the campaigns that brought the most visits.
5. Check what sells and how it is paid
A country is carried by a few products, not by an average. If your product report covers the whole shop, open the orders of the candidate country and list what they hold.
Then read how orders end and how they are paid. A promo code found on most orders of a country describes a promotion, not a market.
Example. In the candidate country, 70% of the orders hold the same two products, both light. One promo code is on a third of them. The merchant plans her test on those two products, at full price.
In Ultineo. In Statistics, on the "Top products" card, "View report" lists each Product with its Quantity, its Share and its Sales. "Orders by status" counts every order of the period, whatever became of it, and "Payment methods" shows how your sales were paid. "Discount codes" lists each Code with its Orders, its Share and the Discount given.
6. Decide on a small test and its stop rule
Choose one country and one change: a delivery rate, the translation of the pages that buyers read, or the feed address of that country, declared to a shopping service. Before you start, write down the duration, the figure to read and the result below which you stop.
Then count what an order there leaves you, with your own numbers: the average order, less the cost of the goods, the delivery you pay, the payment fees and the refunds.
Example. A merchant gives her third country six weeks and one change: a lower delivery rate for light parcels. She will stop below 20 orders that stand. With an average order of 64 euros and 41 euros of costs, each order leaves her 23 euros.
In Ultineo. On the "Sales by country" card of the Statistics overview, click "View countries" to manage the countries your shop sells in. Statistics gives operational shop reports: they do not replace your accounting records and reconciliation.
7. Watch the first days, then read the period again
During the first days, look for what breaks, not for a result: do visits arrive, are orders placed, do support requests rise? A quiet day proves nothing by itself.
At the end of the test, read the same reports over the test dates, then over the same number of days before it. Keep the conclusion with its dates. Then continue, change one thing, or stop.
Example. On the fourth day, a merchant reads two support requests about delivery times and corrects her delivery page. After six weeks, 27 orders stand in the test country, against 11 over the six weeks before. She keeps the new rate.
In Ultineo. Click the Live icon in the top-right corner of the workspace header. On the Today card, read "Visitors now", "Orders placed", "New accounts" and "Support requests", each with "Yesterday at this time" under it. "Orders placed" counts the orders placed on your shop, paid or not, so it can differ from the sales on your dashboard.
Checklist
Before you choose the country
- 1. Write the dates down
One period, kept for every report.
- 2. Read how a sale is counted
Know which order statuses your totals include.
- 3. Rank by sales and by orders
Note the share of each country and its average order.
- 4. Set visits beside sales
One country storefront at a time, over the same dates, never read as locations.
- 5. Sort the sources
Separate paid visits from the others.
- 6. Write the test down
One country, one change, a duration, a figure and a stop rule.
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Questions
In Statistics, a sale is an order that still stands: paid, preparing, shipped or delivered. Pending, canceled and refunded orders are not sales. "How these figures are counted", at the bottom of the screen, gives the full rule.
The country of a sale is the storefront it was placed on, otherwise its delivery country. A sale with neither is listed as "Not provided".
No. In Audience, a country is the storefront the page was viewed on, not where the visitor is: someone in one country who browses the storefront of another counts under that storefront.
No. The audience is measured without cookies. Robots, visitors who block measurement or send a Do Not Track signal, and your own previews are not counted.
Yes, in two readings. In Statistics, apply the first period and note its "Key figures", then apply the second. A period covers at most 400 days.
No. The page and product views show what visitors look at; attention alone does not mean that the item was purchased. Product attention is read in Audience, completed sales in Statistics.