MerchantFlow vs TrueProfit
TrueProfit shows you a number. MerchantFlow shows you an accurate one - and what to do about it.
TrueProfit is a popular real-time profit tracker on Shopify. MerchantFlow matches the profit number and goes further - Business Valuation, Product Viability simulation, Flow AI with three personas, cohort analysis, and a full agency portal for merchants who need more than a profit dashboard.
Install on ShopifyUse MerchantFlow if
You want the profit number plus business valuation, product viability, revenue-based funding tracking, custom report builder, agency portal, and flat pricing with no order overages.
Use TrueProfit if
You want a focused, standalone real-time profit dashboard, you rely on their native iOS/Android mobile apps, or you need Pinterest, Bing, or Amazon Ads coverage today.
Why merchants switch
What MerchantFlow does that TrueProfitdoesn't
No order overage surcharges
TrueProfit charges per-order overages that can add up to $1,000/mo on top of the base fee. MerchantFlow uses flat tiers with soft limits, so a busy month doesn't become a surprise invoice.
Flow AI with three personas
TrueProfit has no AI assistant at any tier. MerchantFlow ships Flow AI with CMO, Executive, and Finance personas so each team member gets answers framed for their decisions.
Business Valuation and Product Viability
Know what your store is worth today and simulate every product before you commit inventory. TrueProfit has neither feature at any tier.
Revenue-based funding tracking
Track Wayflyer, Clearco, and Shopify Capital repayments inside your P&L. TrueProfit doesn't have this.
WooCommerce support
TrueProfit is Shopify-only. MerchantFlow covers both platforms with identical feature depth.
Margin by Region
See net profit, net margin, POAS, and CAC per country with a full cost waterfall - allocating COGS, shipping, payment fees, ad spend, and shared overhead. TrueProfit breaks profit down by product, channel, store, time, and cohort, but does not document any profit or revenue breakdown by country or region - country appears only as a cost-input setting, not a reporting dimension.
Side by side
MerchantFlow vs TrueProfit: the full comparison
| Feature | MerchantFlow | TrueProfit |
|---|---|---|
| Real-time P&L | Yes | Yes |
| Auto COGS | Variant-level + rules | Quantity-based |
| Custom expenses with CAPEX amortisation | Yes | OPEX only |
| Meta, Google, TikTok, Snapchat Ads | Yes | Yes |
| Pinterest, Bing, Amazon Ads | Roadmap | Yes |
| LTV / cohort analysis | Yes | Yes |
| North Star metric tracking | Yes | No |
| Custom report builder | Yes | No |
| Flow AI assistant (3 personas) | Yes | No |
| Business Valuation | Yes | No |
| Product Viability simulator | Yes | No |
| Revenue-based funding tracking | Yes | No |
| Bank balance + burn rate | Yes | No |
| Bundle handling | Yes | No |
| CJ Dropshipping (cost + tracking) | Native 3PL sync | COGS + shipping |
| Agency Portal | Yes | No |
| Margin by Region (per-country net P&L) | Yes | No |
| WooCommerce support | Yes | No |
| Per-discount-code margin tracking | Yes | No |
| API access | MCP protocol | No |
| Native mobile app | Responsive web app | iOS + Android |
| Flat pricing (no order overages) | Yes | No |
Feature data verified against TrueProfit's public Shopify App Store listing and developer pricing page.
What you actually pay
MerchantFlow pricing vs TrueProfit
Three flat plans. Annual saves 20%. Every plan includes a 14-day free trial - cancel for free anytime during the trial and you will not be charged.
Starter
Solo operators under $500k GMV
or $39.2/mo billed annually
Pro
Default for $500k-$5M GMV
or $71.2/mo billed annually
Plus
Full financial OS for $5M+ GMV
or $119.2/mo billed annually
MerchantFlow - flat pricing
Starter / Pro / Plus. Save 20% billed annually.
- 14-day free trial, cancel for free anytime
- Month-to-month billing, the same flat price at any order volume
TrueProfit pricing
4.9(789)Basic
300 orders/mo, then $0.30/order
per month
Advanced
600 orders/mo, then $0.20/order
per month
Ultimate
1,500 orders/mo, then $0.10/order
per month
Enterprise
3,500 orders/mo, then $0.07/order
per month
Pricing as published on TrueProfit pricing page - verified Jun 16, 2026.
What their merchants say
Public reviews and testimonials about TrueProfit
Where a public source page is available, we link it so you can inspect the context yourself.
TrueProfit helped me a lot with calculation my profit. Its seamless and super easy to setup. One concern is the pricing but still really good customer support and features.
The other side
What MerchantFlow customers say
Reviews from merchants who run their store on MerchantFlow.
I've tried quite a few of these profit tracker apps (even tried making one myself), but honestly, none of them offer what MerchantFlow does and the ones that come close cost 10x the monthly price. My favorite feature by far is the integration with my 3PL, so the data I'm seeing is the actual data not a guess.
Netherlands · 21 days using the app
I've been using MerchantFlow for the last six months in order to better understand my brand's profitability. The tool has without a doubt been super insightful and allowed me to make changes within the business that have nearly doubled our brand's monthly profit. This is the best profit analysis and optimisation tool going around for any ecommerce brand owner right now.
Australia · 6 months using the app
The honest take
Where TrueProfit still beats us
We think comparison pages should be honest. Here's where TrueProfit is genuinely a better fit than MerchantFlow.
- Native iOS and Android mobile apps are their genuine moat in this category.
- 6+ years of 4.9-star reviews across 789+ merchants is real social proof from a longer track record.
- Pinterest, Bing, and Amazon Ads coverage today (MerchantFlow has these on the roadmap).
- Deeper shipping carrier integration list (Shippo, ShipBob, ShipStation, Shipwire all native).
- Multi-language UI (English, French, Spanish).
- A focused, standalone profit dashboard if that's all you need.
Questions merchants ask
MerchantFlow vs TrueProfit FAQ
How accurate is MerchantFlow's profit number?
Accuracy is the foundation of the product. MerchantFlow reconciles order data, COGS, total ad spend (including unattributed Performance Max), payment fees, shipping, and custom expenses into a profit number you can trace line by line. Many merchants run us alongside their current tool during evaluation to confirm the figures before switching. On top of that accurate base, you get valuation, viability, cohorts, AI, agency tooling, and WooCommerce support.
Will MerchantFlow charge me per-order overage fees?
No. TrueProfit's pricing page lists per-order surcharges that can add up to $1,000/mo. MerchantFlow uses flat tiers with soft limits, so busy months don't generate surprise invoices.
Does MerchantFlow have a mobile app?
MerchantFlow is a responsive web app that works cleanly on mobile browsers. If you need a native iOS/Android experience with push notifications, TrueProfit still has the edge there today.
Can I try MerchantFlow alongside TrueProfit?
Yes. Many merchants run both during evaluation to confirm the numbers match before switching. We offer a free trial and our team can walk you through the setup.
Also comparing
See how MerchantFlow stacks up against others
See the full picture of your profit
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