Note: This feature is currently in an early beta version and is only available to a limited number of merchants. We are gradually rolling it out over the coming weeks. You will be notified once Sales Insights becomes available in your Kustom Portal.

The insights overview page in the Kustom Portal is your central hub for monitoring and analysing sales performance. It consolidates data from all your orders, giving you a comprehensive view of revenue trends, order volumes, conversion rates, and payment method distribution over time.

With Insights overview, you can:

You can access the insights overview page from the main navigation menu in the Kustom Portal.

To open the Overview Insights page:

If you do not see the Insights option in the menu, it means you do not have the required access role.

Only users with the following roles can view the insights overview page:

If you do not have one of these roles, the "Insights" option will not appear in your portal navigation.

The insights overview page is divided into four main sections:

Furthermore, for all graphs you can:

Pressing on a month allows zooming in on a daily level

Pressing the arrow tab allows to switch between different charts

You can change the currency displayed in the overview by pressing the gear icon on the top right

Press the gear icon to change currencies

This section gives you a monthly view of two key metrics side by side.

The Sales chart shows total revenue per month, split between:

The Orders chart shows the total number of orders per month alongside the average order value (displayed as a line on a secondary axis). This helps you understand whether changes in revenue are driven by order volume, order size, or both.

This section breaks down your sales data by geography and compares current performance to the same period last year.

The Sales per country chart shows monthly revenue split by market — for example, Finland, Norway, and Sweden. This helps you understand which markets are driving growth and how your sales mix is shifting across regions.

The Order volume & YoY change chart overlays two data series:

A positive YoY percentage indicates growth compared to the prior year; a negative percentage indicates a decline.

The YoY numbers are based on the selected Merchant ID, so changing Merchant ID or expanding to more countries would affect these numbers. All filters will also work with the YoY calculation, if you for example want to see how a particular market or product has developed over time.

Your reporting currency will affect the YoY numbers if you sell in multiple currencies, since exchange rates move on a daily basis.

This section shows how effectively your checkout turns sessions into completed orders.

The Waterfall checkout chart displays the step-by-step drop-off through the checkout funnel, including:

Each step shows the percentage drop-off from the previous step, helping you pinpoint where customers are abandoning the checkout. “External orders” refers to redirecting away to payment methods that are not handled directly by Kustom - any redirect to an external payment method would count toward this metric.

Shoppers that are fully prefilled (address filled in without any user interaction) will be counted towards “Address complete” - despite not having a user interaction. The waterfall counts the furthest point the customer has reached in the session. These shoppers may see a slightly higher drop-off towards “Pressed buy” since they haven’t yet shown the same intent to interact or buy.

The Conversion trend chart on the right shows how conversion rates have evolved month by month, tracked from three different entry points:

These map towards the different steps in the waterfall funnel. This helps you distinguish between issues with checkout discoverability versus issues further down the funnel. Pressing on a month allows zooming in to see conversion rate on a daily level.

This section shows how your revenue and orders are distributed across different payment methods.

The left chart displays the absolute payment volume (SEK) per month, stacked by payment method. The right chart shows the same data as a percentage breakdown, making it easier to see shifts in payment method preference over time.

Payment methods shown include:

Monitoring the payment mix helps you understand which payment options your customers prefer and whether new payment methods you have enabled are gaining adoption. Clicking on the arrow allows you to switch to seeing the payment mix on an order-level, including external purchases and seeing the payment methods on a more granular level.