Three home goods stores on Shopify: what they sold in 16 months

Between June 2025 and September 2026, three European Shopify stores selling sofa covers sold €2,758,690 across 38,168 orders, according to Shopify Analytics. Joseph Ceballos, founder of Métricamente, ran their ads from inside each brand's team, spending about €19,000 a month according to his accounts. One store almost doubled its sales. Another sold 5% less.

These stores were not clients of the agency. Joseph worked inside their teams, and their names are hidden because the data belongs to them. We show all the numbers, including the ones that went down.

How much did each store sell?

Shopify numbers for the 16 months. The last column compares with the previous 16 months, as Shopify calculates it.

Total sales means everything each store sold, whether or not it came from an ad. Average order is Shopify's own figure, calculated its own way (for example, with or without shipping and returns), so it won't match total sales divided by orders.

Why did the Netherlands store sell less?

It was the oldest of the three. Over these 16 months it had 12% fewer orders and 10% fewer visits than in the previous 16, and sales fell 5%. Two numbers went up: the average order was 9% higher, and the share of returning customers grew 3%. That is why sales fell less than orders. We don't know how much of the drop came from the ads and how much from the market.

And the store that almost doubled?

The German store sold 97% more, with 76% more orders and 81% more visits. That sounds huge, but in the previous period the store was new and sold very little. Part of that growth is normal for a store that is starting. The French store shows it even more clearly: it opened in June 2025 and, per Shopify's chart, went from zero to months above €30,000.

How much did they sell per euro of ads?

In one of the three stores, what came back for every €1 of ads went from 4.0 to 5.5 while Joseph ran the account. That is what the ad platform credits to the ads, for one store, so read it next to the totals. About €304,000 went into ads over the 16 months. The three stores sold, in total, about 9 times that. That 9 is not what the ads sold. It includes people who searched for the brand, people who came back to buy, and what the emails sold. We use it as a check: if ad spend goes up and that number drops a lot, something isn't working.

What this case does not prove

It doesn't prove what an agency will do for your store. These are three stores in one category, in Europe. And they aren't Joseph's results alone: product, shipping and customer service were handled by each brand's team. What it does show is how we measure: total sales, orders, what each order leaves you and how many customers come back. It's what we show you every 15 days if we work together.

Want us to do it for your store? See our marketing agency for home goods Shopify brands and pricing. Running ads for a furniture or decor store? Read Meta ads for furniture and home decor brands and what a good ROAS is for home goods.

Common questions about this case