Understanding your GMV tier
How Ordinary measures your store's Gross Merchandise Value, why it affects your plan, and what happens when you cross a tier boundary.
Written by The Ordinary Team · Updated On this page
Ordinary’s paid plans are priced by your store’s GMV — Gross Merchandise Value, measured over a trailing 12 months. The bigger your store, the more valuable Ordinary’s reporting is to you, and the higher the plan cost.
How GMV is measured
- Fetched daily from Shopify’s analytics, based on the same trailing 12-month total sales number you see in your Shopify admin under Analytics → Finance summary.
- Measured in US dollars, because the tier ladder below is priced in US dollars. If your store sells in another currency, your sales are converted at the exchange rate on the day they’re measured. Your display currency setting doesn’t affect this.
- Updated once per day; the value shown is from the last completed daily refresh.
The tier ladder
Paid plans are billed monthly and scale with your revenue — there’s
no annual plan and no annual discount. Matches the pricing matrix on
tryordinary.com/pricing. Each
revenue tier has its own monthly Starter and Advanced price:
| Revenue tier | Starter (mo) | Advanced (mo) |
|---|---|---|
| <$250K | $99 | $149 |
| $250K – $1M | $229 | $549 |
| $1M – $2.5M | $389 | $929 |
| $2.5M – $5M | $549 | $1,249 |
| $5M – $10M | $1,049 | $1,999 |
| $10M – $20M | $1,749 | $2,899 |
| $20M+ | Enterprise (contact sales) |
Free is $0 and covers stores up to $250K. Starter and Advanced scale automatically as your store grows — you’re billed monthly at the price for whichever tier your revenue is in.
Moving into a higher revenue band
On Starter and Advanced, your price follows your revenue. When your 12-month GMV moves into a higher band, your monthly charge moves to that band’s price on your next Shopify bill; if it settles back down, so does the price. There’s no banner, no restriction, and nothing for you to do. A strong Q4 is simply billed at the band your store is in.
Outgrowing your plan
A store outgrows its plan when its 12-month GMV passes the top of what the plan covers:
- Free covers stores up to $250K.
- Starter and Advanced cover stores up to $20M. Beyond that, stores are served on Enterprise.
When that happens, Ordinary ramps in two stages rather than cutting off abruptly.
Stage 1: over-tier banner
- A banner appears at the top of every page: “Your store has outgrown the [plan] plan.”
- Reports are limited to the last 30 days until you upgrade.
- Data continues to flow — the pixel, orders and integrations keep syncing.
Stage 2: dashboards frozen
Once your store is well past the limit:
- A full-page overlay, “Your dashboards are frozen pending upgrade”, replaces the banner.
- Reports are paused at the moment you crossed the limit.
- Ordinary keeps capturing your data in the background, so nothing is lost. When you upgrade, your dashboards pick up where they left off with no gap.
Why the two-stage ramp?
A single hard cutoff is too harsh — a store that briefly crosses the limit during a big promo would be locked out at the busiest time of its year. The banner gives notice first; the overlay only follows once the store is clearly past the limit.
Upgrading
Click Upgrade plan in the banner or overlay to go to Settings → Billing & Plan, then Change plan to open Shopify’s plan page. At $20M+, use Book a call on the overlay to move to Enterprise. See Upgrading your plan.