Top E-Commerce KPIs

Top E-Commerce KPIs

Thinking about data from a strategic business viewpoint has been at the top of my daily agenda as a digital entrepreneur and business consultant.
The objective is to convert data into insights to increase sales and revenues.
In e-commerce, data analysis from your website is necessary to comprehend your business from the perspective of your customers.

Making informed decisions while reacting to client questions, dynamic market requirements, and competitive competition amongst enterprises must be the standard in the digital business environment. Key Performance Indicators (KPIs) can help you gauge your success in attaining the company’s goals as you plan, carry out, and evolve your business strategy. Only tracking KPIs is insufficient from a business standpoint; metrics for tracking particular business processes are also required.We’ll concentrate on the top e-Commerce KPIs in this piece.

“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:

Monitoring and measuring the traffic to your website is crucial for internet businesses.
Spend some time understanding the demographic information about your visitors, the patterns of both new and recurring users, and the website’s navigation.
Ask your team and yourself which marketing initiatives are bringing in clients and when people are accessing your website.
To make strategic decisions, get down with your sales and marketing team and compare yearly and monthly data.

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.

There are no justifications in the digital business for not customizing your website and your service to your niche market.
Utilize audience behavior information to customize your content and advertising.The aforementioned examples show that there are many resources accessible to learn what your visitors are looking for and what kind of materials would appeal to them. You can map out future trends and quickly collect input from your audience by using Facebook and Instagram.

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, looking at digital data from your site is not the only option.
Once the customer has examined the item, the shopping process continues. Ask the following questions:
1. How are your logistics processes doing right now?
2. How quickly do you respond to emails and calls for support and how good are your customer service levels?

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:

Start by identifying your goals before choosing your KPIs. The entire organization should understand the goals, which should be SMART. Make the KPIs clear and visible for the entire organization by using digital tools to develop dashboards. Don’t establish distinct silos for data analytics because you are the company’s CEO and are accountable for its successes and failures. Let data drive every area of your company, and utilize KPIs judiciously to keep an eye on your goals. Lead your company by putting the needs of the client first, make choices based on facts, and get everyone on board with achieving the goals of the company


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

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