Must-Know Ecommerce Business Metrics

Highlights: The Most Important Ecommerce Business Metrics

  • 1. Conversion rate
  • 2. Average order value (AOV)
  • 3. Customer acquisition cost (CAC)
  • 4. Customer lifetime value (CLV)
  • 5. Churn rate
  • 6. Gross margin
  • 7. Revenue growth rate
  • 8. Returning customer rate
  • 9. Shopping cart abandonment rate
  • 10. Website traffic
  • 11. Bounce rate
  • 12. Email opt-in rate
  • 13. Time on site
  • 14. Referral traffic
  • 15. Net promoter score (NPS)
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In the highly competitive world of eCommerce, staying ahead requires more than just an innovative product or exceptional customer service. An essential component of success in this digital landscape is having a strategic understanding and command over the vital business metrics that drive growth and profitability. In this insightful blog post, we will delve into the key performance indicators (KPIs) that every eCommerce business must be familiar with in order to monitor their progress, make informed decisions, and ultimately, achieve unparalleled success.

From customer acquisition costs to conversion rates, lifetime value, and beyond, we’ll provide you with a comprehensive guide to understanding and optimizing your eCommerce business metrics. So, whether you’re a novice entrepreneur just starting out or a seasoned eCommerce professional seeking to refine your analytical skills, this post will equip you with the knowledge you need to propel your online business to new heights.

Ecommerce Business Metrics You Should Know

1. Conversion rate

The percentage of website visitors who complete a desired action, such as making a purchase. It is calculated as the number of successful transactions divided by the total number of website visitors.

2. Average order value (AOV)

The average amount spent by customers per transaction. It is calculated as the total revenue divided by the total number of orders.

3. Customer acquisition cost (CAC)

The total cost of acquiring a new customer, including marketing and sales expenses. It is calculated as the total acquisition cost divided by the number of new customers acquired.

4. Customer lifetime value (CLV)

The predicted net profit attributed to the entire future relationship with a customer. It is calculated based on factors such as the average order value, purchase frequency, and customer lifespan.

5. Churn rate

The percentage of customers who stop doing business with a company during a specific period. It is calculated as the number of lost customers divided by the total number of customers at the beginning of the period.

6. Gross margin

The difference between the revenue generated from sales and the cost of goods sold, expressed as a percentage. It indicates the profitability of a company’s products.

7. Revenue growth rate

The increase in a company’s revenue over a specific period, often measured on a monthly or annual basis.

8. Returning customer rate

The percentage of customers who make repeat purchases from the store. High returning customer rates indicate customer satisfaction and brand loyalty.

9. Shopping cart abandonment rate

The percentage of customers who add items to their shopping carts but do not complete the checkout process. This metric helps identify issues in the checkout process or potential areas of improvement for the user experience.

10. Website traffic

The number of visits and unique visitors to the ecommerce site, providing insight into the site’s overall popularity and reach.

11. Bounce rate

The percentage of visitors who leave the site after viewing only one page. A high bounce rate may indicate that the content or user experience is not meeting the visitor’s expectations or needs.

12. Email opt-in rate

The percentage of website visitors who sign up to receive emails or newsletters, indicating their interest and engagement with the brand.

13. Time on site

The average amount of time visitors spend on the ecommerce site, which can provide insights into user engagement and the effectiveness of site content.

14. Referral traffic

The traffic to the ecommerce site that comes from external sources, such as social media or other websites, providing insight into the effectiveness of off-site marketing efforts.

15. Net promoter score (NPS)

A measure of customer loyalty and satisfaction with the ecommerce site, calculated by asking customers how likely they are to recommend the site to others.

Ecommerce Business Metrics Explained

Ecommerce Business Metrics play a crucial role in determining the success and growth of an online business. Conversion rate is a key metric, as it illustrates the efficiency of a website in turning visitors into customers, generating sales and revenue. The average order value (AOV) provides insights into customers’ spending habits, which can be used to optimize marketing strategies. Customer acquisition cost (CAC) highlights the effectiveness and sustainability of marketing and sales efforts, while customer lifetime value (CLV) estimates the long-term profit potential of each customer.

Churn rate indicates customer retention and satisfaction, impacting overall revenue generation. Gross margin depicts the profitability of a company’s products, whereas revenue growth rate reflects the financial health and scalability of the business. Returning customer rate is an important indicator of customer loyalty and satisfaction, while shopping cart abandonment rate exposes potential weaknesses in the user experience.

Website traffic and bounce rate signify the overall reach and engagement of the site, while email opt-in rate and time on site measure the interest and responsiveness of the visitors. Referral traffic sheds light on the success of off-site marketing and promotional efforts, and the net promoter score (NPS) provides an overall assessment of customer satisfaction and loyalty, playing a vital role in maintaining a competitive edge in the ecommerce market.


In conclusion, mastering the various ecommerce business metrics is essential for any online store’s growth and success. By keeping a close eye on key performance indicators (KPIs) such as conversion rate, average order value (AOV), customer lifetime value (CLV), and others, business owners can make informed decisions and strategize effectively to optimize their store’s performance. Regularly tracking and evaluating these metrics allows ecommerce retailers to identify potential pitfalls and areas for improvement, resulting in a better shopping experience for customers and, ultimately, an increase in sales, profits, and long-term sustainability for the business.


What are ecommerce business metrics?

Ecommerce business metrics are key performance indicators (KPIs) that help online business owners track the health and growth of their business. These metrics measure various aspects such as customer engagement, conversions, revenue, and website performance, allowing businesses to make better-informed decisions.

Why are ecommerce business metrics important?

Ecommerce business metrics are crucial for understanding the growth and performance of your online business. They help identify areas of improvement, set goals, measure success, and constantly optimize the strategies in place. Monitoring and analyzing business metrics aid in making critical decisions about marketing, customer experience, inventory, and overall site optimization.

Which ecommerce business metrics should be prioritized?

The most important metrics depend on your specific goals and business model. However, some of the critical metrics to consider include conversion rate, average order value, customer lifetime value, cart abandonment rate, and revenue. These key performance indicators provide insights into your sales, customers, and overall business health.

How can I improve my ecommerce conversion rate?

To improve your ecommerce conversion rate, focus on optimizing your website and marketing efforts to encourage more users to complete a purchase. This can include refining website design, targeting the right audience, improving product descriptions and imagery, streamlining the checkout process, offering competitive pricing, and utilizing personalized recommendations and retargeting campaigns.

How can I calculate customer lifetime value (CLV) for my ecommerce business?

To calculate your customer lifetime value, use the following formula CLV = (Average Order Value x Purchase Frequency) x Average Customer Lifespan. This metric represents the total revenue generated by a customer throughout their entire relationship with your ecommerce store, making it essential for forecasting and optimizing your marketing and customer retention efforts.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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