Top e-Commerce KPIs

Top e-Commerce KPIs

As a digital entrepreneur and business consultant, thinking about data from a strategic business perspective has been top of my daily agenda. The goal is to turning information into insights to boost sales and revenues. In e-commerce, analyzing data from your website is needed in order to understanding your business from a customer perspective.

In the digital business environment, informed decisions needs to be the norm when responding to customer inquiries, volatile market requirements and competitive rivalry between businesses. As you plan, implement and develop your business strategy, Key Performance Indicators (KPIs) can help you to measure how effective you are at achieving the business objectives.  Only measuring KPIs is not enough, from a business perspective you also need metrics to track specific business processes. In this post, we will focus on top e-Commerce KPIs.

“In God we trust. All others must bring data.” – W. Edwards Deming, statistician, professor, author, lecturer, and consultant.

Top 3 e-Commerce KPIs to boost Sales & Revenues and increase customer satisfaction.

1. Site Traffic:

In the online business, it is central to monitor and measure your site traffic. Take time to understand your demographic data of visitors, behaviors of new and returning visitors and map the flow into the website. Ask yourself and your team what marketing campaigns are attracting customers and what time your visitors access your site. Sit together with your sales and marketing team to compare yearly and monthly data to make informed decision on strategic levels.

Consider the following:

  • Conversion Rate – Is the rate at which users on your e-Commerce site are converting(buying). Calculated by diving the total number of visitors(to a site) by the total number of conversion
  • Shopping cart abandonment:  One of my favorite KPIs as this tells you how many users adding products to the shopping cart but is not checking out. This means that there a potential bottlenecks in the checkout process or that the visitor is hesitating on checking out the product. Everything in your site should be designed from a customer perspective: smooth, fast and reliable shopping from a mobile device.

2.Behavior data:

Think about the following statistics:

  • In 2018, there were 5 billion searches per day on Google.
  • 52 million number of photos are posted daily on Instagram.
  • Every 60 seconds on Facebook around 510000 posts are posted.

In the digital business, there are no excuses for not tailoring your site and your offer to your specific customer segment. Tailor your content and advertising by understanding your audience behavior data. The examples above means that are plenty of resources available to understand what your visitors are searching for and what contents are attractive to them. With the use of Facebook and Instagram, it is possible to get rapid feedback from your audience and map future trends.

Consider the following:

  • What behaviors does your unique visitors show (age, gender, location, language or browser)?
  • Which of these visitors are staying the longest on the site?
  • Which of these visitors are buying?
    These can be translated into following KPIs:

    • Unique vs. returning visitors
    • Number of session per user
    • Average session length


In e-Commerce it is not only viable to look at digital data from your site. The shopping journey is continuing after the customer has checked out the product.  How is the status of your logistics processes?  How is your customer service levels and the first response time to e-mails and telephone support?

For the Operations KPIs consider the following:

  • Warehouse: Stock levels and safety Stock, Deliver Quality (from picking to delivery)
  • Logistics: Order Fulfillment Lead time
  • Supply Chain: Cash-to-Cycle Time and Return Rates

Final words:

Select your KPIs wisely and start by understanding what your goals are.  Goals should be SMART and understood by the whole organization. Use digital tools to create dashboards and make the KPIs transparent and visible for the whole organization. As a CEO you are responsible for the failures and success of the business, don’t create separate silos for data analytics. Let data empower every aspect of the business and use KPIs wisely to monitor your business objectives. Lead your business by focusing on customers, base decisions on facts and let everybody be committed for reaching your business objectives.


Google Analytics – Analytics tool to better understand your customers.
Moz – Search Engine Optimization software and tool
SimilarWeb – Website Traffic Statistics & Market Intelligence

For more information, don’t hesitate to contact Danar – Contact Danar here

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