Ensure your success with these 50 e-commerce metrics

E-commerce metrics for measuring overall business success

Nothing is more important than the key performance indicators that allow you to keep track of your company's success. That's why we start with the KPIs that allow you to see at a glance how well your company is performing.

1. Average order value (AOV)

The average order value shows you how much money a customer spends on average in your online shop.

2. Gross profit

Gross profit is your company's raw profit without deducting costs.

3. Conversion rate (CR)

The conversion rate indicates the percentage of visitors to a website who have performed a specific action.

4. Shopping cart conversion rate (CCR)

Percentage of shopping carts that were not only created by customers but also ordered.

5. Cost of goods sold (COGS)

Cost of Goods Sold indicates the direct costs incurred for products or services sold within a defined period.

6. Customer lifetime value (CLV)

Customer lifetime value shows you the total amount of all profits from a customer's purchases during the duration of the customer relationship.

7. Attrition rate

The churn rate indicates how many customers, in relation to the total number of customers, no longer use a service.

8. Customer acquisition costs (CAC)

Customer acquisition costs tell you how much your company spends on average to acquire a customer.

9. Repeat purchase rate (RPR)

The percentage of customers who buy from you more than once.

10. Average profit margin

The average profit margin shows what percentage of a company's revenue is profit.

11. Revenue per click (RPC)

Revenue per click tells you how much average revenue is generated by a click on your website.

12. Purchase frequency

This e-commerce metric indicates how often a customer has purchased from you within a specific period of time.

13. Time between purchases

This KPI tells you how much time passes before a buyer places a second order with you.

14. Handling of supplies

This key figure indicates how often your inventory is sold during a specific period.

15. Inventory ratio

The inventory ratio tells you how much it costs to store goods before they are sold.

16. Revenue per visitor

This KPI shows you how much revenue an average visitor to your online presence generates.

17. Net profit margin

The net profit margin tells you how high the share of profit is after all costs have been deducted.

E-commerce KPIs for measuring marketing

Sales boost or investment drain: Marketing is an important building block for your success. But only if you know exactly which measures are worthwhile will the investment pay off. With these KPIs, you can assess how successful your marketing measures are.

18. Website traffic

Traffic tells you how many visitors your shop had within a certain period of time.

19. Average session duration

That's how long users stay on your website on average.

20. Page views per session

This is the average number of subpages your customers visit while browsing your online store.

21. Bounce rate

The bounce rate indicates the percentage of visitors who leave your website without visiting another page.

22. Email list growth rate

This metric indicates how many subscribers you have gained within a defined period of time, measured against the previous number of subscribers.

23. Email bounce rate

If emails are returned by the recipient's server, this is considered a bounce. The bounce rate is the percentage of the mailing list for which an email cannot be delivered.

24. Email open rate

The open rate indicates the percentage of recipients who opened the email.

25. Email click-through rate

The click-through rate for emails indicates what percentage of customers who opened your message clicked on a link in that email.

26. Email conversion rate

This metric helps you assess the effectiveness of your email marketing. It indicates how many of your email recipients made a purchase after clicking on a link in one of your messages.

27. Average CTR

The click-through rate describes how many users clicked on one of your ads after it was displayed to them.

28. Engagement rate

This KPI indicates how many followers interact with posts on social media, i.e., like, share, or comment on them.

29. Subscriber growth rate

This metric indicates how many followers a social media channel has gained, measured against the previous number of subscribers.

30. Cost per click (CPC)

Cost per click indicates the amount you have to pay for a user to reach your shop via an advertisement.

31. Top sources of recommendations

This e-commerce metric tells you where your traffic comes from.

32. Customer retention rate (CRR)

The customer retention rate tells you how well your company is doing in building long-term customer loyalty. It indicates the percentage of customers who have purchased from you again.

33. Conversion by device type

This metric tells you which type of device (smartphone, tablet, laptop) will generate the most sales.

34. Ratio of traffic to leads

This metric tells you how many of your website visitors are converted into leads.

35. Ratio of leads to customers

This KPI helps you estimate the percentage of leads that become customers.

E-commerce metrics for measuring customer service

Customer satisfaction is more important than ever thanks to online reviews. These KPIs can help you determine how your customers feel about you.

36. Customer satisfaction (CSAT)

The Customer Satisfaction Score quantifies how satisfied your customers are.

37. Net Promoter Score (NPS)

The Net Promoter Score indicates whether customers would recommend your products or services to others.

38. Processing time for complaints

This is the average time it takes customer service to process a complaint.

39. Refund/return rate (RR)

The value of returned goods in relation to total sales.

E-commerce KPIs in production

If you manufacture products yourself, it is important that your production is efficient. These KPIs will help you identify hidden potential and determine the optimal sales price.

40. Cycle time

The time between receiving an order and the complete manufacture or immediate sale of a product.

41. Overall Equipment Effectiveness (OEE)

Overall Equipment Effectiveness measures the availability and performance of technical equipment and machines.

42. Overall Labor Effectiveness (OLE)

Overall labor effectiveness measures the performance and utilization of the workforce and its productivity.

43. Yield

Measurement value for evaluating the production process.

44. First-time yield (FTY)

The initial yield is the proportion of goods that are fault-free after the first production run.

45. Number of non-compliance events or incidents

This indicator shows how often company policy was violated.

E-commerce metrics for measuring investments

When you invest capital, it should make your business more successful. These KPIs help you determine which expenses are profitable and which are not.

46. Hours worked

Working hours that your workforce has spent on implementing a specific project.

47. Budget

The budget indicates the amount of money you have allocated for a specific project.

48. Return on investment (ROI)

The return on investment indicates whether an investment is profitable for you and puts this in relation to the capital invested.

49. Cost variance

The difference between target, actual, and planned costs.

50. Cost Performance Index (CPI)

The Cost Performance Index indicates the value of a project in relation to its costs.