E-commerce

E-commerce KPIs for online shops: conversion rate, average order value, cart abandonment, repeat purchase rate, return rate and customer lifetime value.

Track Chart

Starter dashboardThe 5 KPIs most teams in E-commerce track, each in its best chart

Conversion rate2.4%Line chart AOV$86Line chart Cart abandonment69%Funnel Repeat rate28%Cohort table CLV$310Bar chart

Daily

E-commerce Conversion Rate

The share of shop visits that end in an order.

Percent

Daily

Average Order Value

The average amount spent per order.

Money

Weekly

Cart Abandonment Rate

The share of shopping carts that were created but never turned into an order.

Percent

Daily

Checkout Conversion Rate

The share of people who start checkout and finish the order.

Percent

Weekly

Add-to-Cart Rate

The share of sessions (or product views) in which something was added to the cart.

Percent

Monthly

Repeat Purchase Rate

The share of customers who have ordered more than once.

Percent

Yearly

Purchase Frequency

How many orders a customer places on average in a period, usually a year.

Number

Quarterly

Customer Lifetime Value

The gross profit a customer brings over the whole time they buy from you.

Money

Monthly

Return Rate

The share of items sold that customers sent back.

Percent

Weekly

Units per Transaction

The average number of items in an order.

Number

Daily

Revenue per Visitor

The revenue the shop earns for every visit.

Money

Monthly

Gross Merchandise Value

The total value of goods sold through the shop or marketplace, before returns, fees and discounts.

Money

Monthly

Marketplace Take Rate

The share of GMV the marketplace keeps as revenue, from commissions and fees.

Percent

Monthly

Shipping Cost per Order

The average cost to ship one order to the customer.

Money

Weekly

Product View to Purchase Rate

The share of product page views that ended in that product being bought.

Percent

E-commerce

Customer Lifetime Value

Also called CLV, LTV, Lifetime value

The gross profit a customer brings over the whole time they buy from you.

Why it matters. Tells you how much you can spend to win a customer and still make money.

UnitMoney

Good isHigher

TrackQuarterly

Example$310

Formula

Average order value × Purchase frequency per year × Gross margin × Average customer lifespan in years

Best charts

★ BestBar chartCLV by acquisition channel shows which channels bring valuable customers.Power BI: Clustered bar chart, sorted

2Line chartCumulative revenue per customer by months since first order, one line per cohort.Power BI: Line chart

3KPI cardAverage CLV against CAC.Power BI: Card (new) with a reference label

Drawn with sample numbers shaped like this KPI.

Ready to copy

CLV = [AOV] * [Purchase Frequency] * [Gross Margin %] * [Avg Customer Lifespan Years]

SELECT AVG(order_value) * AVG(orders_per_year) * 0.45 * 3 AS clv  -- 0.45 margin, 3-year lifespan: use yours
FROM customer_stats;

=AOV * Frequency * GrossMargin * LifespanYears

Table and column names are examples: rename them to yours.

Benchmark

No benchmark holds across businesses here: compare it with your own last periods and set a target from that.

Data you need

Orders by customerGross marginCustomer first and last order

Common mistakes

Using revenue instead of gross profit.
Guessing lifespan from too little history.

Read it together with

Customer Acquisition CostMarketing LTV to CAC RatioSaaS and subscriptions Repeat Purchase RateE-commerce Average Order ValueE-commerce