Only apply formula for visible cells isn't working

interesting... i'd have expected to be able to use subtotal to help you out, but apparently subtotal does not like embedded formulas... how do you feel about changing X's to 1's? can make it look like an X with formatting if that's important to you... not sure what O's represent, but i guess those would have to be 1's as well for the solution i have in mind.

another thought is to use the same macros you're calling when a shop is selected to calculate those %'s... something like:

Private Sub Worksheet_Change(ByVal Target As Range)
    If Target.Address(True, True) = "$A$2" Then
'simarui additional code
        Dim LastCol As Long, x As Long, ItemCount As Long, VisibleCols As Long, LastRow As Long, rng As Range
        ItemCount = 0
        VisibleCols = 0
        LastCol = ActiveSheet.Cells(2, Columns.Count).End(xlToLeft).Column
        LastRow = Range("A" & Rows.Count).End(3).Row
'end of simarui code
        Select Case Range("A2")
        'Target
            Case "All"
                Call ALL
            Case "Shop1"
                Call Shop1
            Case "Shop2"
                Call Shop2
            Case "Shop3"
                Call Shop3
            Case "Shop4"
                Call Shop4
            Case "Shop5"
                Call Shop5
            Case "Shop6"
                Call Shop6
            Case Else
                'Do nothing
        End Select
'simarui additional code
        For Each rng In Range("A12:A" & LastRow)
        ItemCount = 0
        VisibleCols = 0
            For x = 4 To LastCol
                
                If Columns(x).Hidden = False Then
                    VisibleCols = VisibleCols + 1
                    If UCase(Cells(rng.Row, x)) = "X" Or UCase(Cells(rng.Row, x) = "O") Then _
                        ItemCount = ItemCount + 1
                End If
            Next
            Range("B" & rng.Row) = ItemCount / VisibleCols
        Next rng
'end of simarui code
    End If
End Sub