KPI library
E-commerce KPIs: formulas and examples
E-commerce KPIs cover visitors, orders, returns and margin per channel. The data comes from your web shop, marketplaces and payment provider, alongside purchasing and stock from your ERP.
20 e-commerce KPIs
- Average order valueAverage revenue per order: how much a customer spends each time they buy.Formula and example
- Ecommerce conversion rateThe percentage of web shop sessions that end in an order.Formula and example
- Cart abandonment rateThe percentage of filled shopping carts that never reach checkout completion.Formula and example
- Return rateThe share of orders (or revenue) that customers send back.Formula and example
- Repeat purchase rateThe share of customers who order twice or more within a period.Formula and example
- Customer lifetime value (CLV)The margin an average customer generates over the whole relationship.Formula and example
- Revenue per visitorHow much revenue each web shop visit generates on average.Formula and example
- Contribution margin per orderWhat an order leaves after product cost, shipping and other variable costs.Formula and example
- Refund rateThe share of payments received that you pay back to customers.Formula and example
- Payment failure rateThe share of payment attempts that fail or are declined.Formula and example
- Chargeback rateThe share of card transactions that customers reverse through their bank.Formula and example
- Items per orderThe average number of units a customer buys per order.Formula and example
- Sell-through rateThe share of stock received that has sold within a period.Formula and example
- Revenue share by sales channelThe share of total revenue each sales channel brings in.Formula and example
- Promotion revenue shareThe share of revenue that comes from orders with a discount or promotion.Formula and example
- Returning customer rateThe share of customers in a period who have bought from you before.Formula and example
- Time to second purchaseThe number of days between a customer's first and second order.Formula and example
- Payment method shareHow successful payments are split across the payment methods you offer.Formula and example
- Marketplace fee ratioThe share of your marketplace revenue that goes on commission and platform fees.Formula and example
- Product marginThe percentage of the selling price left per product after its cost price.Formula and example
Further reading
- ResourcesKPI library: 193 KPIs with formulas and examples193 KPIs explained for finance, sales, marketing, e-commerce, inventory, logistics, HR, projects, service and SaaS, with formulas, examples, SQL and DAX.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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