Important KPIs in Ecommerce 

Ecommerce & RetailMay 29, 2024
Important KPIs in Ecommerce 

The global e-commerce market is expected to hit $8.03 trillion by 2027, underlining the increasing necessity for accurate performance metrics (Statista, 2024). Here are the key KPIs to monitor to excel in the e-commerce industry. 


Basic KPIs in Ecommerce  

  • Page Views: This metric indicates the total number of page loads over a specific period. It helps in understanding content popularity and user engagement levels. 
  • Sessions: Sessions measure the total number of visits to an ecommerce site, providing insights into user engagement and the site's ability to attract repeat visits. 
  • Revenue: This fundamental financial metric represents the total earnings from ecommerce transactions. In 2022, U.S. retail e-commerce revenue was approximately $1.03 trillion, demonstrating the sector's financial significance (Statista). 
  • Gross Margin: Calculated as sales revenue minus the cost of goods sold (COGS), gross margin reflects the profitability of products sold, guiding pricing strategies and inventory management. 


Advanced KPIs in Ecommerce 

  • Customer Lifetime Value (CLV): CLV predicts the total value a business can expect from a single customer account. It helps businesses tailor marketing strategies to retain high-value customers and optimize acquisition costs. According to Harvard Business Review, increasing customer retention rates by 5% increases profits by 25% to 95%. 
  • Bounce Rate: This metric measures the percentage of visitors who leave the site after viewing only one page. A high bounce rate often indicates that the site content or UX is not meeting user expectations. 
  • Conversion Rates: Conversion rates assess the effectiveness of an ecommerce site in converting visitors into paying customers. This KPI is crucial for evaluating the success of marketing and site design. A study by WordStream revealed that the average e-commerce conversion rate is around 2.86%. 



KPIs are indispensable tools in the arsenal of ecommerce analytics. While basic KPIs provide an overview of business performance, advanced KPIs delve deeper into efficiency and customer engagement. Effective segmentation and analytical derivation from these KPIs can significantly enhance strategic decisions, leading to sustained business growth and improved customer satisfaction. Understanding and leveraging these metrics is essential for any ecommerce business aiming to thrive in today's digital marketplace. 



  • Harvard Business Review. (n.d.). The Value of Keeping the Right Customers
  • Phillips, J. (n.d.). Ecommerce Analytics: Analyze and improve the impact of your digital strategy. 
  • Statista. (2024). Retail e-commerce sales worldwide from 2014 to 2027. 
  • WordStream. (n.d.). Average conversion rate for e-commerce websites.