What was the total number of units shipped by GoPro in 2020 
mmitted to maintaining.
Our 2020 performance amid the pandemic demonstrates GoPro's enduring relevance as a personal experience sharing solution for consumers and powerful creative tool for professionals. Looking ahead, our plan is to continue super serving our core customers with outsized GoPro subscriber benefits, while expanding our relevance to users of other cameras and smartphones through software subscription offerings. We believe we can maintain our rapid pace of innovation, launching exciting new hardware and software products backed by significant world-class marketing, all within reasonable spend levels that are directionally in line with 2020.
We are excited about 2021, even amid the pandemic. We've proven time and again that GoPro can thrive during challenging times. We believe the steps we're taking to strengthen our business today will benefit us in spades when the world eventually rebounce from the pandemic in earnest, but fortunately as a business, we do not have to wait for that to happen. I want to thank our employees around the world for their resilience and adaptability throughout 2020. Your dedication and world-class execution is why we are well positioned for the future.
And now, operator, we're ready to take questions.
Questions and Answers:
Operator
[Operator Instructions] All right. We'll take the first question from Paul Chung with JP Morgan.
Paul Chung -- JP Morgan -- Analyst
Hi. Thanks for taking my question. So just on your full-year '21 guidance, given the large kind of seasonal mix in second half. What kind of gives you the confidence in providing some visibility there and what kind of large factors can sway this higher, maybe possibly rebound to that 4 million kind of units selling for the year than in the past. And then I have follow-up?
Brian McGee -- Executive Vice President, Chief Financial Officer, Chief Operating Officer
Yes. Hi Paul, this is Brian. Well let's talk about 2020 we sold through 3.6 million units and we shipped in about 2.8 million units and that delta is because we took channel inventory down about 800,000 units and ended the year at about 650,000 units in that channel. So that's an important distinction to make. And we think we've got the right channel inventory in place. As we look to '21, we expect to continue on the D2C transition and shift our revenue up from the 32% that we had in 2020 to 38% to 42% in 2021 that's why we have very good visibility into the first quarter and our trends on the sell-through and selling perspective are hitting the mark related to our guide of $185 million in Q1.
And so, we think on a range that sell-through is going to gain 2.4 million units to 2.6 million units right now and settling in kind of 3.2 million units to 3.4 million units. So we may see about 100,000 units or so reduction in the channel even in '21 and that's really due to the fact that we're growing -- our expectation is to grow more in D2C and so we would continue to trim retail inventories a bit and keep them at healthy levels going into the end of '21 and into 2022.
Paul Chung -- JP Morgan -- Analyst
Got you. Thanks for that. And then your unit sell-through was off by maybe around 100,000 relative to guidance, kind of what drove the difference there, I noticed regionally EMEA and Asia were a bit softer and you mentioned the pandemic, is there kind of more preference for North American consumers to kind of go to the website and what's been the split overseas for GoPro.com sales and how are you driving more traffic there? Any comments you can make. Thanks.
Nicholas Woodman -- Chief Executive Officer and Chairman
Yes, GoPro.com did great, record quarter. We doubled the business year-over-year basis in that 92% sequentially, so terrific performance on GoPro.com. Our revenue came in within our guidance. Within the split between retail and consumer, we were within like 5% of our revenue was kind of split between a little bit more heavy to retail than D2C. We definitely saw some slowness in EMEA and APAC channels, largely related to COVID and North America did do well and bet
mmitted to maintaining.
Our 2020 performance amid the pandemic demonstrates GoPro's enduring relevance as a personal experience sharing solution for consumers and powerful creative tool for professionals. Looking ahead, our plan is to continue super serving our core customers with outsized GoPro subscriber benefits, while expanding our relevance to users of other cameras and smartphones through software subscription offerings. We believe we can maintain our rapid pace of innovation, launching exciting new hardware and software products backed by significant world-class marketing, all within reasonable spend levels that are directionally in line with 2020.
We are excited about 2021, even amid the pandemic. We've proven time and again that GoPro can thrive during challenging times. We believe the steps we're taking to strengthen our business today will benefit us in spades when the world eventually rebounce from the pandemic in earnest, but fortunately as a business, we do not have to wait for that to happen. I want to thank our employees around the world for their resilience and adaptability throughout 2020. Your dedication and world-class execution is why we are well positioned for the future.
And now, operator, we're ready to take questions.
Questions and Answers:
Operator
[Operator Instructions] All right. We'll take the first question from Paul Chung with JP Morgan.
Paul Chung -- JP Morgan -- Analyst
Hi. Thanks for taking my question. So just on your full-year '21 guidance, given the large kind of seasonal mix in second half. What kind of gives you the confidence in providing some visibility there and what kind of large factors can sway this higher, maybe possibly rebound to that 4 million kind of units selling for the year than in the past. And then I have follow-up?
Brian McGee -- Executive Vice President, Chief Financial Officer, Chief Operating Officer
 Yes. Hi Paul, this is Brian. Well let's talk about 2020 we sold through 3.6 million units and we shipped in about 2.8 million units and that delta is because we took channel inventory down about 800,000 units and ended the year at about 650,000 units in that channel. So that's an important distinction to make. And we think we've got the right channel inventory in place. As we look to '21, we expect to continue on the D2C transition and shift our revenue up from the 32% that we had in 2020 to 38% to 42% in 2021 that's why we have very good visibility into the first quarter and our trends on the sell-through and selling perspective are hitting the mark related to our guide of $185 million in Q1.
And so, we think on a range that sell-through is going to gain 2.4 million units to 2.6 million units right now and settling in kind of 3.2 million units to 3.4 million units. So we may see about 100,000 units or so reduction in the channel even in '21 and that's really due to the fact that we're growing -- our expectation is to grow more in D2C and so we would continue to trim retail inventories a bit and keep them at healthy levels going into the end of '21 and into 2022.
Paul Chung -- JP Morgan -- Analyst
Got you. Thanks for that. And then your unit sell-through was off by maybe around 100,000 relative to guidance, kind of what drove the difference there, I noticed regionally EMEA and Asia were a bit softer and you mentioned the pandemic, is there kind of more preference for North American consumers to kind of go to the website and what's been the split overseas for GoPro.com sales and how are you driving more traffic there? Any comments you can make. Thanks.
Nicholas Woodman -- Chief Executive Officer and Chairman
 Yes, GoPro.com did great, record quarter. We doubled the business year-over-year basis in that 92% sequentially, so terrific performance on GoPro.com. Our revenue came in within our guidance. Within the split between retail and consumer, we were within like 5% of our revenue was kind of split between a little bit more heavy to retail than D2C. We definitely saw some slowness in EMEA and APAC channels, largely related to COVID and North America did do well and bet