26 Key Performance Indicators (KPIs) for E-Commerce

26 Key Performance Indicators (KPIs) for E-Commerce

Key performance indicators (KPIs) are key milestones for success in the online retail industry. E-Commerce entrepreneurs' review of these indicators helps sales, marketing and customer service progress towards their goals.


A performance indicator is a data point used to measure performance relative to a target. For example, online retailers may set a goal of increasing site traffic by 50% next year. A performance indicator based on this goal may be the daily visitors or traffic sources (Search Engine Optimization, Adwords, Advertising, YouTube Videos) that the website receives.

KPI targets may vary for targets of increasing sales and improving customer service.


Some KPI Examples of Business Goals

  • The KPI targets of an entrepreneur who wants to increase sales by 10% over the next three months are site traffic, conversion rate, and sales values.
  • The KPI targets of a company that wants to increase the conversion rate by 2% next year are shopping cart dropout, cargo rate, competitive price ratio, and current conversion rate.
  • The KPI goals of an e-commerce entrepreneur who want to increase site traffic by 20% next year include site traffic, traffic resources, promotional clickthrough rates, and social shares.

Below are the values that you can evaluate the performance of e-commerce;


26 Key Performance Indicators (KPIs) for E-Commerce

The following key performance indicators allow you to measure the performance of your e-commerce site.

Key Performance Indicators for Sales

  • Hourly, daily, weekly, monthly, quarterly and yearly sales.
  • Average order rate.
  • Average profit margin.
  • Conversion rate.
  • Shopping cart rate.
  • The ratio of current customer sales to new customer sales.
  • Cost of goods sold.
  • Retailer's market share.
  • The average number of products in the basket.
  • Stock level.
  • Competitive firms' price policy.


Key Performance Indicators for Marketing

  • Site traffic.
  • Returning visitors and new visitors.
  • The page views per visitor.
  • Traffic sources.
  • Newsletter subscribers.
  • Message subscribers.
  • Social media followers.
  • Pay-per-click traffic volume.
  • Blog traffic.
  • The number of products.
  • Brand or display clickthrough rates.
  • Affiliate performance rates.


Key Performance Indicators for Customer Service

  • Customer service phone number.
  • The number of customer service emails.
  • Average solution time.


Once the objective and KPI values have been set, you should make it a daily habit to monitor them.


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