The Ultimate List of eCommerce KPIs (and Which Ones to Prioritize)

Not all KPIs are created equal. Some help you grow. Others just take up space on a dashboard. In this post, we’re breaking down the essential eCommerce KPIs — and showing you which ones are worth your focus based on business goals.

Financial KPIs

These measure your revenue, profitability, and average customer value.

• Revenue: Total income generated from online sales.
• Gross Profit Margin: (Revenue - Cost of Goods Sold) ÷ Revenue.
• Average Order Value (AOV): Revenue ÷ Number of Orders.
• Gross Merchandise Volume (GMV): Total value of goods sold, regardless of returns or cancellations.
• Return Rate: Percentage of products returned by customers.

Customer KPIs

These metrics help you understand acquisition costs and long-term value.

• Customer Acquisition Cost (CAC): Total marketing and sales spend ÷ New customers acquired.


• Customer Lifetime Value (LTV): AOV × Purchase Frequency × Customer Lifespan.
• Repeat Customer Rate: % of customers who make more than one purchase.
• Number of Active Customers: Customers who purchased within a recent time window (e.g., 90 days).
• Customer Satisfaction Score (CSAT): Measured via post-purchase surveys.

Marketing & Conversion KPIs

Use these to evaluate your funnel, campaign effectiveness, and sales impact.

• Conversion Rate: Visitors who complete a purchase ÷ Total visitors.
• Bounce Rate: % of users who leave after viewing one page.
• Return on Ad Spend (ROAS): Revenue generated ÷ Ad spend.
• Lead-to-Customer Rate: Leads that convert to paying customers ÷ Total leads.
• Marketing ROI: (Revenue from marketing - Cost of marketing) ÷ Cost of marketing.

Traffic & Engagement KPIs

These give insight into user behavior and website performance.

• Website Traffic: Total number of sessions or users.
• Pages per Session: Average number of pages a visitor views.
• Time on Site: How long users spend on your website.
• Cart Abandonment Rate: % of users who add items to cart but don’t complete purchase.
• Cart Recovery Rate: % of abandoned carts converted through email or retargeting.

Email, Social & Mobile KPIs

Evaluate campaign performance across other digital channels.

• Email Open Rate: % of recipients who open your email.
• Click-Through Rate (CTR): % of recipients who click on a link.
• SMS Subscriber Growth: Monthly increase in SMS opt-ins.
• Social Media Engagement: Likes, shares, comments, and follower growth.
• Mobile Conversion Rate: Orders completed on mobile ÷ Mobile visitors.

B2B eCommerce KPIs to Watch

B2B teams face longer sales cycles and unique buying behavior. Track these KPIs to stay competitive:

• Average Deal Size: Total revenue ÷ Number of B2B transactions.
• Sales Cycle Length: Time from lead to closed deal.
• Quote-to-Close Rate: % of quotes that turn into orders.
• Number of Orders per Account: Average order frequency by business customer.
• Account Churn Rate: % of B2B clients who don’t reorder in a defined period.