eCommerce Sales KPIs


Sales KPIs are measuring instruments that can tell you how your company is doing when it comes to conversion and sales. To determine the course of your company you can focus on the KPI of a specific sales channel, time period, employee etc.

18 Examples of KPIs for sale:

1- Sales:

As an eCommerce site owner you can look at your sales per hour, day, week, month, quarter or year.

2- Average order amount:

Also called 'average shopping basket'. This KPI tells you how much the average customer spends per order.

3- Gross profit:

Calculate this KPI by subtracting the total costs of the products sold from the total turnover.

4- Average margin:

Also called average profit margin. Your profit margin compared to a time period, shown as a percentage.

5- Number of transactions:

The total number of transactions. Use this KPI together with average order size or total number of site visitors to gain more in-depth insights into your business.

6- Conversion ratio:

The conversion ratio is a percentage that expresses which visitors to your eCommerce website actually buy something. You calculate this ratio by dividing the total amount of visitors (of a site, page, category or specific group of pages) by the total amount of conversions.

7- Abandoned shopping carts:

This ratio tells you how many visitors place products in their shopping cart, but don't pay. The following applies to this number: the lower the better. If it's very high, it may be that your payment process is experienced as too difficult or complicated.

8- Orders from new customers vs. of repeat customers:

This measurement compares new customers with repeat customers. Many companies only focus on customer acquisition, but customer retention also has many advantages: loyalty, word of mouth and larger amounts per order.

9- Cost of goods sold (COGS - Cost per product sold):

COGS tells you how much it costs to sell a product: production, salaries and overhead costs.

10- Available market vs. market share:

This KPI lets you know how fast your company is growing compared to other companies in the same industry.

11- Product affinity:

With this KPI you can see which products are purchased together. This information is useful when determining a cross-marketing strategy.

12- Product relationship:

Here you can see which products are viewed one after the other. This KPI can also inform you about the best cross-marketing tactics.

13- Stock:

How much stock you have, how long products stay in the department store, how quickly a product is sold out, etc.

14- Competitive prices:

Compare the growth and success of your company, both between years and between you and the competition. Keep an eye on the pricing strategy of the competition and compare it with your strategy.

15- Customer lifetime value (CLV):

The net revenue that a customer generates during the entire period that this customer is with you. The intention is to increase this number as a result of investing in customer relationships and customer loyalty.

16- Revenue per visitor (RPV - revenue per visitor):

RVP shows how much a customer spends on average during a visit to your website. If this KPI is low, it's time to consult your web analytics to see how you can boost your online sales.

17- Dissatisfaction ratio:

The dissatisfaction ratio lets an online retailer know how quickly customers drop a brand, or how quickly they cancel a subscription or not renew it.

18- Customer acquisition cost (CAC - CAC):

CAC makes clear how much a company spends on recruiting one new customer. You measure this KPI by looking at your total marketing expenses and how they break down to individual customers.

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