Shopify Inc. (SHOP) operating KPIs
SHOPNasdaqServices-Prepackaged SoftwareFiscal year ends December 31
$157.49−9.40 (-5.63%)
Close on Oct 30, 2026Market cap $202.63BP/E 105.7Yield –
Shopify sales & Marketing (% of Total Revenue) (%) (%)
Annual figures from Shopify's filings and investor materials
Latest, FY2025
14.0%
Period ended Dec 31, 2025
Change on a year earlier
-2.0 pts
16.0% in FY2024
History
12 years
Since FY2014
Sources
10
Documents cited below
Annual history
Hover a value to see the sentence it was read from; calculated values show their formula
| Period | Ended | Sales & Marketing (% of Total Revenue) (%) (%) | Year on year | Source |
|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | 14.0% | -2.0 pts | Form 10-K FY2025 (filed 2026-02-11) ↗ |
| FY2024 | Dec 31, 2024 | 16.0% | -1.0 pts | Form 10-K FY2025 (filed 2026-02-11) ↗ |
| FY2023 | Dec 31, 2023 | 17.0% | -5.0 pts | Form 10-K FY2025 (filed 2026-02-11) ↗ |
| FY2022 | Dec 31, 2022 | 22.0% | +2.0 pts | Form 10-K FY2024 (filed 2025-02-11) ↗ |
| FY2021 | Dec 31, 2021 | 20.0% | -0.6 pts | Form 40-F FY2023 (filed 2024-02-13) ↗ |
| FY2020 | Dec 31, 2020 | 20.6% | -9.4 pts | Form 40-F FY2022 (filed 2023-02-16) ↗ |
| FY2019 | Dec 31, 2019 | 30.0% | -2.6 pts | Form 40-F FY2021 (filed 2022-02-16) ↗ |
| FY2018 | Dec 31, 2018 | 32.6% | -0.9 pts | Form 40-F FY2020 (filed 2021-02-17) ↗ |
| FY2017 | Dec 31, 2017 | 33.5% | +0.3 pts | Form 40-F FY2019 (filed 2020-02-12) ↗ |
| FY2016 | Dec 31, 2016 | 33.2% | -1.1 pts | Form 40-F FY2018 (filed 2019-02-12) ↗ |
| FY2015 | Dec 31, 2015 | 34.3% | -9.4 pts | Form 40-F FY2017 (filed 2018-02-15) ↗ |
| FY2014 | Dec 31, 2014 | 43.7% | – | Form 40-F FY2016 (filed 2017-02-15) ↗ |
Cite this data
StockData. (2026). Shopify Sales & Marketing (% of Total Revenue) (%) (%), annual FY2014–FY2025 [Data set]. Compiled from Shopify SEC filings and investor materials. https://stockdatahq.com/stocks/shop/kpis/sales_and_marketing_pct_revenue
See every metric in the Shopify KPI table. Data updated Oct 25, 2026.