No sales spin. Where TrueProfit wins, we say so. Where Ecom Forward wins, we point to the specific feature so you can verify yourself. Pick the one that fits your business.
TrueProfit is a clean, simple profit tracker — and a real bargain at their $25/mo entry tier ifbasic P&L is genuinely your only need. The catch is what happens when it isn't. Cohort analysis, attribution, custom reports, Google Ads, TikTok Ads, Klaviyo — these aren't in the entry tier. To unlock them you upgrade to Pro+, then Enterprise, then top tier, paying $200+/mo to get features Ecom Forward includes in our $99 Captain plan.
And that's before the operating-system stuff TrueProfit doesn't ship at any tier: Cash Flow statement, Balance Sheet, Goals tracking, Tasks board, team workspace, AI Listings, multi-currency reporting. Ecom Forward Captain at $99/mo is more comprehensive than TrueProfit's top tier at $200+/mo — same features at $99 as at $349, just different store counts and support depth.
Both products do live P&L well. The split below shows where each one is structurally ahead — pick by the rows that matter to your business, not by feature count.
| Feature | Ecom Forward | TrueProfit | Notes |
|---|---|---|---|
| Profit & analytics | |||
| Live P&L statement | |||
| Real-time refresh of profit data | TrueProfit's marketing emphasizes real-time. EF also refreshes continuously via Shopify webhooks + nightly sync. | ||
| Per-store breakdown | — | TrueProfit's multi-store support requires their higher tier. | |
| Per-vendor / per-type / per-status profit | — | ||
| MER / POAS / Break-even ROAS | — | ||
| Per-order unit economics | |||
| Subscription order auto-detection (Recharge/Skio/Loop) | |||
| Cohort retention matrix (multi-selector) | — | TrueProfit gates cohort analysis behind their higher tiers. | |
| Discount Analytics report | |||
| Processing Gateways report | |||
| Returns Analytics report | |||
| Custom Reports wizard (saved configs + scheduled email) | — | TrueProfit gates custom reports behind their highest tier. | |
| Cash & balance sheet | |||
| Cash Flow statement | TrueProfit doesn't ship a Cash Flow product at any tier. | ||
| 13-week rolling cash forecast | |||
| Runway / burn rate widget | |||
| Shopify Payouts auto-sync | |||
| Balance Sheet (assets / liabilities / equity) | |||
| Auto-derived inventory valuation | |||
| Retained earnings auto-calculation | |||
| Marketing analytics | |||
| Meta Ads | |||
| Google Ads | — | TrueProfit gates Google Ads on lower tiers — Meta-only at entry. | |
| TikTok Ads | — | TrueProfit gates TikTok behind higher tiers. | |
| Pinterest Ads | |||
| Snapchat Ads | |||
| Klaviyo (campaigns + flows + per-day revenue) | — | Klaviyo integration paywalled behind TrueProfit's higher tiers. | |
| UTM / first-party attribution | — | TrueProfit's attribution gated behind their top tier. | |
| Ad-level creative analytics (per-ad spend + ROAS) | |||
| Goals & forecasting | |||
| Goals tab (per-store, per-month, 6 metrics + history) | |||
| Goal-vs-actual streak + pacing | |||
| Forecast tab (MTD projection, YoY, pacing) | |||
| Profit simulators (what-if scenarios) | — | EF ships 3 free public profit simulators (/tools). | |
| Inventory & catalog | |||
| Variant-level COGS sync from Shopify | |||
| Tier-based COGS (volume tiers) | |||
| Bulk COGS via CSV / Google Sheets | |||
| Restock alerts / days-of-stock signals | |||
| Dead-stock detection | |||
| Per-currency COGS (multi-supplier stores) | |||
| Team & permissions | |||
| Custom team roles per-tab (editor / viewer) | TrueProfit has basic admin / viewer — no per-tab granularity. | ||
| Activity history — see who changed what | |||
| Unlimited team seats at every tier | — | TrueProfit caps seats on lower tiers. | |
| Self-serve plan cancellation (Stripe Customer Portal) | — | ||
| Operating tools | |||
| Tasks tab (Trello-style board + list view) | |||
| Task templates + automation builder | |||
| AI Listings (AI-written copy → push to Shopify) | |||
| Ford — your AI co-founder, in chat + Slack + Telegram | |||
| AI-written daily-health email | |||
| Monthly ROI recap email | |||
| Per-store breakdown in daily digest | |||
| Multi-platform & integrations | |||
| Shopify (orders, products, payouts, GDPR webhooks) | |||
| Amazon | |||
| WooCommerce | |||
| Shipping carrier integrations | — | ||
| Mobile & access | |||
| Mobile-installable PWA (home-screen icon, fullscreen) | |||
| Mobile peek view (`/today`) | |||
| Native iOS / Android app | TrueProfit ships a native mobile app — EF is PWA-only. | ||
| Mobile-responsive web | |||
| Currency & internationalization | |||
| Multi-currency reporting (live FX rates) | TrueProfit reports in shop currency only — no FX consolidation across stores. | ||
| Conversion log per row (so you can see how it got there) | |||
| Per-store IANA timezone alignment | — | ||
| Tax-exclusive view for EU/UK stores | — | ||
| Pricing model | |||
| All features at every tier (no feature paywall) | EF Captain ($99) includes the same features as Fleet ($349). TrueProfit gates cohort, attribution, custom reports, and multi-platform ads behind higher tiers. | ||
| Multi-store included at entry tier | — | EF Captain is 2 stores; Crew is 5 stores; Fleet is 10. TrueProfit charges per store across all tiers. | |
| Transparent pricing on website | — | ||
Sourced from TrueProfit's public documentation, Shopify App Store listing, and pricing page (May 2026). If we're outdated, tell usand we'll update.
| Your situation | Ecom Forward | TrueProfit | What gives |
|---|---|---|---|
| Single store, want cohort + attribution + multi-platform ads | Captain $99/mo | Enterprise ~$200+/mo | EF Captain includes cohort, attribution-equivalent (full ad-platform spend sync), and all 5 ad platforms. TrueProfit gates these into their top tier. |
| Single store, basic P&L only (just want yesterday's profit) | Captain $99/mo | Pro ~$25/mo | If basic P&L is genuinely your only need, TrueProfit Pro is cheaper. EF Captain costs $74/mo more but includes cash flow, balance sheet, goals, tasks, cohort, and 4 more report types. |
| Three stores, multi-brand operator | Crew $199/mo | Higher tier × per-store ~$200+/mo | TrueProfit charges per-store across tiers. EF Crew includes 5 stores natively. |
| Brand owner needing financial statements (P&L + Cash Flow + Balance Sheet) | Crew $199/mo | Enterprise + spreadsheet ~$200+ + extras | TrueProfit doesn't ship Cash Flow or Balance Sheet at any tier. Brand owners stitch a spreadsheet or accountant tool on top. |
Both products: 7-day free trial (EF) / free tier available (TrueProfit), cancel anytime. Annual EF plans typically 20% off the monthly rate. TrueProfit pricing approximate — verify on their pricing page before deciding. See full Ecom Forward pricing →
Where they're structurally ahead today — be honest with yourself if these matter for your business.
TrueProfit is a profit calculator that paywalls features. Ecom Forward is a full operating system — and every feature ships at every tier.
Based on TrueProfit's pricing page as of May 2026, features paywalled behind upgrades include: cohort analysis, attribution dashboards, custom reports, Google Ads, TikTok Ads, Klaviyo integration, multi-store, custom dashboards, and most reporting features beyond basic P&L. Each tier-jump adds ~$50-100/mo.
Ecom Forward includes all of these in our Captain plan at $99/mo. Captain, Crew, and Fleet have identical feature sets — only store count (2 / 5 / 10), AI Listings cap (300 / 1000 / 3000), and support level (email / priority / founder direct) differ.
You stop running your business across multiple tiers and tools. TrueProfit's pricing model assumes you start basic and upgrade as you grow — every new feature is another tier-jump. Ecom Forward's model is the opposite: pick a tier based on store count, get every feature on day one.
Concretely: Cash Flow + Balance Sheet (TrueProfit ships neither), Goals as a first-class tab, per-tab custom team roles, Tasks board with automations, Ford the AI co-founder, multi-currency reporting, subscription order detection, plus four more report types beyond cohort (Discount, Processing, Returns, Custom) — all at $99/mo at the entry tier.
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See comparison →All features at every tier — no upgrades to unlock the basics. Cancel in two clicks from your account page if it's not for you. We'd rather lose the trial than the trust.
7-day free trial · cancel anytime · all features included at every tier