GMV is the headline sales number. It adds up what customers paid for orders in a period, before the business subtracts its costs. Shopify’s guide gives the formula as selling price times units sold, or number of transactions times average order value, and notes that GMV is measured before expenses and fees (Shopify). The same guide points out that Shopify’s own reporting deducts refunds and includes shipping, duties and taxes, which shows the catch: GMV is defined slightly differently by everyone who uses it.
Commission deals live on this number. “15 % of GMV” means 15 % of the attributed order value. Marketplaces such as TikTok Shop describe affiliate commission as a rate on the order paid to the creator who drove it (TikTok).
Example. A creator’s code is used on 10 orders of $60 each, so $600 of GMV. At 15 % the commission is $90. One customer returns their order for a $60 refund. If the deal pays on net GMV the base drops to $540 and the commission to $81. If it pays on gross, it stays $90. Example numbers.
When brands use it. The pain this answers: “I have no idea which creator actually drove sales.” GMV is the natural base for a share of sales because it is the number the store already reports. The campaign terms have to say whether the base is gross or net of refunds, with or without shipping and tax, and before or after discount codes.
The creator’s view. Two deals at the same percentage can pay very different amounts depending on the base. A creator should ask which GMV the brand means, when refunds are deducted, and whether the brand shows the order list or only a total.
On HourlyUGC. Sales are counted by Meta or by HourlyUGC: a connected Shopify store or HourlyUGC‘s pixel, last touch within 7 days, with creator links and codes. The share is 1 to 50 % of each order, or $1 to $500 per order.