Net Sales briefing

NET SALES.
WHAT DID WE ACTUALLY KEEP?

Theo shows what remains after discounts, refunds and disputes, plus known product cost and gross profit context.

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Theo briefing

Through yesterday

Theo 09:00

£7,480 net MTD • 41.5% GP

Refunds £420 · known cost £4,374

Theo Analytics

Net Sales · Daily briefing

What did we
actually keep?

Net after discounts, refunds, and chargebacks — with known cost and gross profit context.

Pro · Business

Theo Analytics

Theo Analytics · £168,390 net sales

09:12

Theo Analytics

Shopify reports by email

Net Sales

1–28 August 2026

Generated 29 Aug 2026, 13:20 BST

Missing cost prices

3

3 products are missing a cost price. Add cost prices in Shopify. A CSV of those products is attached.

Net sales

£168,390.00

Guidance only. Theo provides estimated management information to help you understand trading performance. It is not a profit and loss statement, accounting record, statutory account or tax calculation, and it is not a substitute for professional accounting or tax advice.

Gross profit (using Shopify data)

Revenue (gross)

£186,420.00

Discounts
vs last month +£730.00 (+11.3%) · vs last year +£1,400.00 (+24.1%)

− £7,210.00

Refunds
vs last month −£1,020.00 (−10.0%) · vs last year +£1,780.00 (+24.1%)

− £9,180.00

Disputes / chargebacks
vs last month +£440.00 (+36.7%) · vs last year −£360.00 (−18.0%)

− £1,640.00

Net

£168,390.00

Tax collected (not deducted from net)

£28,065.00

Product cost
incomplete

− £71,340.00

Gross profit
incomplete

£97,050.00
57.6%

This report is as good as your data. We found 3 products that did not have a cost price. To get more use out of this, add a cost price.

Your operating costs

Edit these figures in Theo app settings.

Cost

Monthly assumption

Applied this period

Rent

£11,500.00

£10,387.10

Insurance

£50.00

£45.16

Postage

£820.00

£740.65

Total

£12,370.00

£11,172.91

Monthly costs are spread evenly across the days in this report. That is not cash leaving your bank — it uses the monthly assumptions you entered in Theo.

Estimated trading result

Estimated result after operating costs
GP minus this period’s applied costs, or net minus applied costs if GP is unknown.

£85,877.09
51.0% of net

Guidance only — not a financial report.

Net by day

Date

Net

GP

GP%

Est. result

28 Aug

£6,814.00

£3,972.00

58.3%

£3,572.97

27 Aug

£6,298.00

£3,571.00

56.7%

£3,171.97

26 Aug

£6,457.00

£3,784.00

58.6%

£3,384.97

25 Aug

£5,661.00

£3,154.00

55.7%

£2,754.97

24 Aug

£6,128.00

Unknown

—

£5,728.97

Top 5 profitable lines

Line

Net

Cost

GP

Harbour Field Jacket
Moss / M

£28,640.00

£10,520.00

£18,120.00
63.3%

Ridge Merino Crew
Oat / L

£21,420.00

£8,240.00

£13,180.00
61.5%

Dune Chore Trouser
Ink / 32

£17,680.00

£7,110.00

£10,570.00
59.8%

Canvas Market Tote
Natural

£12,560.00

£4,260.00

£8,300.00
66.1%

Top 5 worst offenders

Line

Net

Cost

GP

Archive Overshirt
Rust / XS

£1,380.00

£1,720.00

£-340.00
-24.6%

Sample Knit
Cobalt / M

£910.00

£1,040.00

£-130.00
-14.3%

Studio Sandal
Tan / 36

£1,740.00

£1,810.00

£-70.00
-4.0%

About this report

This report is guidance only. It is estimated management information to help you monitor trading performance. It is not a profit and loss statement, accounting record, tax calculation, or financial advice. Shopify figures and any costs you enter may be incomplete or inaccurate. You are responsible for the cost figures you supply. Update them in Theo app settings. Do not rely on this report for financial, tax, or business decisions — verify everything against your accounting records instead.

Missing product costs are not treated as zero. Incomplete Shopify Payments dispute data is not treated as zero chargebacks. Costs and expenses not supplied by Shopify may be excluded. Operating costs shown under Your operating costs are monthly assumptions you entered; Theo applies a calendar-day share to the report period and does not verify them. You are responsible for keeping them up to date in app settings. Missing cost is never treated as free. 3 lines skipped — no unit cost. Chargebacks outside Shopify Payments are not included.

Net Sales — a real Theo email rendered with representative store data.

WHEN THE EMAIL ARRIVES.

09:00

Daily default

Through yesterday

Reporting window

Pro+

Plan availability

WHAT THE EMAIL COVERS.

In the briefing

Net revenue after discounts, refunds and disputes
Tax collected, shown separately
Known Shopify product cost with missing-cost warnings
Gross profit and GP percentage from known cost
Net by day and profitable or poor-performing lines with cost

Why it matters

Revenue is the top line. Net Sales shows the deductions before you decide what the day means. It is not a full profit-and-loss statement.

PLAN AVAILABILITY

Pro · pick as a slot
Business · included

GET THE ANSWER BY EMAIL.

Choose Pro or Business to add Net Sales to your daily briefings.

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NET SALES. WHAT DID WE ACTUALLY KEEP?

What did weactually keep?

WHEN THE EMAIL ARRIVES.

WHAT THE EMAIL COVERS.

In the briefing

Why it matters

GET THE ANSWER BY EMAIL.

NET SALES.
WHAT DID WE ACTUALLY KEEP?

What did we
actually keep?