I have allways approached it from the shaft end but you just have to check with suppliers because as others have said it depends which end they are looking at. i found this on another web page,
Rotation is obviously an extremely important motor attribute. While many motors are easily reversible (for example, most three phase motors), others are not. For non-reversible motors, you must be very careful to check, and double check that the correct rotation is being specified. Unfortunately, the vendors don't make it easy on any of us, since the specifications of "CW", and "CCW" of course depend on the direction you are viewing the motor; i.e. are you viewing the motor by looking at the shaft end or the opposite end. Some vendors use the shaft end as the reference others use the opposite end.
The following table, lists some common rotation specifications which do not depend on the viewing reference.
CCW / LE or CCWLE Counter clockwise from the lead end
CCWSE Counter clockwise from the shaft end
CW Rotation Only Shaft can only rotate in a clockwise position
CW / OLE Clockwise opposite lead end
CWLE Clockwise from the lead end
CWSE Clockwise from the shaft end
Double Shaft / CCWLE Spins counter clockwise on a double shaft from the lead end
Double Shaft / CWSE Spins clockwise on a double shaft from the shaft end
CW / CCW or Reversible Clockwise or counterclockwise
ECW Either clockwise or counterclockwise, connected for clockwise rotation at factory
ECCW Either clockwise or counterclockwise, connected for counterclockwise rotation at factory
Reversing Plug Switching the reversing plug changes the rotation of the shaft
CW or CCW The real meaning of these labels is dependent on the manufacturer.