Do your prices include VAT?
The switch that decides whether VAT is taken out of every price before profit.
Settings → VAT & tax → “My Shopify prices already include VAT”. Usual for EU and UK stores selling to consumers. When on, the VAT inside each price is removed before anything is called revenue or profit.
Profflow reads Shopify’s own “taxes included” flag and tells you on Next moves if it disagrees with your setting — a mismatch overstates or understates every margin.
Not answered? Write to hello@profflow.co — usually answered within a day.