MerchantFlow: Profit Analytics vs roasWhale
Two Shopify apps, side by side: detected stores, momentum, reviews, plans, listed features and who runs each. Store counts as of Oct 29, 2026 for MerchantFlow, Oct 13, 2026 for roasWhale.
The short answer
- Paid plans start at $49/month for MerchantFlow and $19/month for roasWhale.
- roasWhale lists 10 features MerchantFlow’s listing doesn’t mention, including Activity tracking, Checkout analytics, Event tracking.
Head to head
Momentum
New reviews each month
Review pace is the clearest public read on how fast an app is winning new merchants.
Starter
- · 1,000 orders/mo + 90-day history
- · All 4 ad platforms
- · Auto COGS sync from Shopify
- · Claude + ChatGPT MCP - 90-day history
- · Daily email summary+ 3PL integration
- · Editable North Star: 8 detailed KPIs
Pro
- · 1 store + 3 team seats
- · 5,000 orders/mo + priority support
- · Anomaly alerts
- · Claude + ChatGPT MCP - 12-month history
- · Custom + scheduled reports (weekly)
- · Everything in Starter, plus:
Plus
- · 25,000 orders/mo + unlimited history
- · 5 stores, 10 team seats
- · Claude + ChatGPT MCP - unlimited history
- · Everything in Pro, plus:
- · Flow AI assistant - 2M tokens/mo
- · North Star: up to 16 detailed KPIs
starter
- · 1 store
- · 500 orders per month
- · Inventory and purchase orders
- · Live profit dashboard and P&L report
- · Product analytics and ad attribution
growth
- · 2,000 orders per month
- · 3 stores
- · Automatic ad platform spend sync
- · Everything in Starter
- · Unlimited AI questions
scale
- · 6,000 orders per month
- · Everything in Growth
- · Priority support
- · Unlimited stores
Coverage counts what each App Store listing names. Every feature, checked off app by app, is in Shoplist.
See every featureMerchantFlow shows Shopify operators their real profit per product and across the whole store. Connect Google, Meta, TikTok, and Snapchat ads so total ad spend pulls from each platform and blended ROAS reflects every dollar spent, including Performance Max. Manage COGS in bulk or sync from Shopify inventory costs. Reconcile against your bank balance to catch untracked expenses.
Revenue tells you nothing about what you actually keep. RoasWhale attaches every cost to every order the second it lands: COGS, transaction fees, shipping, refunds, taxes and ad spend, then rolls it all into a live P&L, product-level profit and a four-level ad attribution report built on your own order data, not platform-reported numbers. Set your costs once.
- Live P&L dashboard combining Shopify revenue, COGS and all ad platforms.
- Product-level profit tracking with COGS and ad spend attribution.
- Connect Claude, Cursor and other AI tools via MCP for live store insights.
- Bank balance reconciliation to catch untracked expenses.
- Live P&L: every order lands with COGS, fees, shipping and refunds attached
- Attribution across campaigns, ad sets and ads, matched to your real orders
- One-click pixel captures first and last touch. No theme code required
- Inventory, purchase orders and days of stock beside your profit numbers
All the numbers
Every figure, side by side
A green dot marks the app ahead on a measured figure. Estimates, gaps and apps that leave no storefront trace never take the lead.
Adoption
| Measure |  MerchantFlow |  roasWhale |
|---|---|---|
| Detected stores | Not published | Not published |
| Net store change, 28 days | 0 | 0 |
| Stores added, 28 days | Not enough data | Not enough data |
| Big-brand share | Not enough data | Not enough data |
| Top store categories | Not published | Not published |
| Top store countries | Not published | Not published |
Reviews
| Measure | MerchantFlow | roasWhale |
|---|---|---|
| App Store rating | 5.0 ★ | Not published |
| App Store reviews | 5 | Not published |
| New reviews, 28 days | Not enough data | Not enough data |
| Reviewers a year or more in | Not enough data | Not enough data |
Pricing
| Measure | MerchantFlow | roasWhale |
|---|---|---|
| Free plan | Not listed | Not listed |
| Lowest paid monthly plan | $49/month | $19/month(ahead) |
| Longest free trial | 14 days | 14 days |
| Plans listed | 3 | 3 |
Listing
| Measure | MerchantFlow | roasWhale |
|---|---|---|
| Shopify category rank | #231(ahead) | #1147 |
| Shopify App Charts | Not on this week’s charts | Not on this week’s charts |
| Built for Shopify | No | No |
| Launched | May 6, 2026 | Aug 5, 2026 |
| Languages | 1 | 1 |
| Developer | MerchantFlow | OHLLC |
FAQ
MerchantFlow and roasWhale: common questions
- Is MerchantFlow or roasWhale cheaper?
- Paid plans start at $49/month for MerchantFlow and $19/month for roasWhale. Shoplist compares base prices only between monthly plans in the same currency; usage charges and annual plans vary, so check each plan’s limits.
- What features does each app list that the other doesn’t?
- MerchantFlow lists 3 the others don’t mention, such as GDPR compliance, Notifications, Real-time tracking. roasWhale lists 10 the others don’t mention, such as Activity tracking, Checkout analytics, Event tracking, Forecasting. A feature missing from a listing may still be supported; this compares what each App Store listing says.
- Where does this comparison’s data come from?
- Shoplist crawls Shopify storefronts to detect which apps each store runs, and reads each app’s Shopify App Store listing for reviews, pricing, features and integrations. Store counts are as of Oct 29, 2026 for MerchantFlow, Oct 13, 2026 for roasWhale; estimated figures are labeled.
How Shoplist compares apps
Store counts come from Shoplist’s crawl of Shopify storefronts, which detects the apps each store runs; they are as of Oct 29, 2026 for MerchantFlow, Oct 13, 2026 for roasWhale. Reviews, ratings, plans, features and integrations come from each app’s Shopify App Store listing. 28-day figures are labeled when estimated, and a figure that is missing or estimated never decides who leads. Read the methodology.