GMV Refinement

Previously, there were multiple ways to breakdown the sales, including affiliate vs seller and LIVE vs video vs Product Card across different analytics modules but those different ways cannot cross reference. For example, previously the affiliate LIVE attributed GMV on Affiliate Center may not match the same metric on Seller Center > Data Compass. Despite that each attribution logic had its rationale, it did not support a holistic view of business performance.
Sellers can clearly see the contribution from each component from mid-April 2026 onwards.
Sales related metrics come with a tooltip to further explain the direct and indirect impact on top of the metric definition explanation. This article tells you what changes.

Sales performance can be viewed by order source and content type

• Previously: GMV was first broken down by content type (LIVE, short video, product card), and then by account type (Linked account vs. Affiliate account).
• Now: Added a new sales breakdown by order source (Affiliate vs Seller), replacing the previous account type breakdown (Affiliate account vs Linked account) while retaining the existing content type breakdown (LIVE, short video, product card).
  

GMV breakdown by order sourceUnder the updated attribution logic, sellers can gain a clearer understanding of how different content formats contribute to sales. To reflect content's full impact, sales are categorized as Direct and Indirect—Direct captures immediate content-driven conversions; Indirect captures delayed purchases influenced by content.
The same attribution logic also applies to other content formats.

Which parts are included?

The sales-related metrics such as GMV, orders, SKU orders, items sold and relevant metrics such as GPM, CTOR (click to order rate) across Seller Center Shop Analytics, Affiliate Center, LIVE manager, LIVE dashboard, Seller App, Partner Center and Open API.
Sellers may notice that compared to the previous LIVE GMV, video GMV, LIVE attributed GMV and video attributed GMV have changed. This is expected since previously the LIVE and video GMV didn't consider the indirect impact.
Module examples:

How should seller read shop performance now?

Sellers can analyze their business performance by order source or by content type.
The order source will tell you whether the GMV is generated by the contribution of affiliate creators or by yourself. You can further learn how much was contributed by each content type. For example, how much was generated by the affiliate creators' videos. Within each content type, you can learn how much is from customers who directly placed an order from a shoppable video or a LIVE room.
The content type will tell you how much of the GMV is generated by each content type. For example, how much GMV is generated by shoppable videos or LIVE. You can further know how much is contributed by affiliate creators. Then you can learn how much is from customers who directly placed an order from a shoppable videos or a LIVE room. You can choose the approach that best suits your use case.

FAQ

1. Will this launch impact how much I pay the affiliate commission?

• No, it does not impact the affiliate commission calculation.

2. Will this launch impact how much GMV I generated?

• No. It does not affect your total GMV; it only changes how GMV is allocated across segments.

3. Will this launch impact how much money I earn as an affiliate creator?

• No, it will not impact how much money you earn. This upgrade only changed the way a shop GMV is distributed into different segments for seller.

4. Will historical data be impacted by this release?

• Yes, all accessible historical data will provide the data using this new attribution logic for accessible historical data which is subjected to the page you are on. For example, Shop Analytics page has up to 12 months of historical data while LIVE performance page up to 6 months.
• If you'd like to compare the number with the data provided before using the original attribution logic, you can refer to the direct part of the metric. There could be slight differences which are expected.

5. Why can I still have video attributed GMV even though I didn't publish any video on that day?

• This is expected. The GMV is how much money the customers paid on that day. The order could be contributed by a video which was watched by the customer earlier. So it is possible that even though on that day, there was no video being published or watched, you will have GMV which is attributed to videos.
• However, there could be a scenario where the attributed GMV is different than the affiliate commission GMV due to a refunded order.
• If a user watches an Affiliate video on Apr 1, a seller goes LIVE later, and then an Affiliate LIVE on Apr 2, (*For a content interaction to be considered in attribution, the user must watch the video or LIVE and click the product link. If the user only watches the content but does not click the product link, that interaction will be ignored in attribution). This user finally places an order on Apr 2 via the Shop tab, under the newly upgraded breakdown logic, the order will be attributed to Affiliate – indirect GMV.

1. The Affiliate LIVE was the last piece of content from this seller that the user viewed.
2. Therefore, under the last‑touch attribution logic, the order is attributed to Affiliate – indirect GMV.