E-commerce Shop KPIs: The Metrics Every Online Store Should Track

Running an e-commerce store means navigating sales, traffic, ads, logistics, customer experience, and constant competition — all at once.
The good news? With the right KPIs, you get a clear picture of what’s performing well, what needs fixing, and how profit is really created.

Instead of drowning in dashboards, focus on a few core KPIs that show the true health of your online shop.

Here are the metrics every serious e-commerce owner should track.

1. Sales & Revenue KPIs

These numbers tell you what’s selling, how fast, and how profitably.

• Total Sales – the base revenue you generate

• Average Order Value (AOV) – the average amount spent per order

• Revenue per Visitor (RPV) – how much each visitor is worth

• Conversion Rate – % of visitors who place an order

• Sales Growth Rate – how fast revenue is increasing

If you want to scale, start by tracking these KPIs daily or weekly.

2. Marketing & Traffic KPIs

E-commerce performance is heavily influenced by digital marketing.
These KPIs show whether your marketing is effective or burning money.

• Customer Acquisition Cost (CAC) – what you pay to acquire one customer

• Return on Ad Spend (ROAS) – revenue generated per $1 spent on ads

• Email Conversion Rate – how well your emails sell

• Organic vs Paid Traffic Ratio – your dependency on ads

• Traffic-to-Cart Rate – % of visitors who add something to the cart

If CAC is rising and ROAS is falling — it’s a warning sign.

3. Cart & Checkout KPIs

This is where most stores lose money without realizing it.

• Add-to-Cart Rate

• Checkout Initiation Rate

• Cart Abandonment Rate

• Checkout Abandonment Rate

• Payment Failure Rate

Sometimes a tiny checkout fix is worth more than a new marketing campaign.

4. Customer Retention KPIs

One repeat customer is worth more than three new ones.
These KPIs tell you how strong your customer relationships really are.

• Customer Lifetime Value (CLV)

• Repeat Purchase Rate

• Subscription Retention Rate (if applicable)

• Refund Rate

• Customer Satisfaction Score (CSAT)

A store with strong retention grows much faster — and spends far less on ads.

5. Product & Inventory KPIs

E-commerce profitability lives and dies on inventory management.

• Inventory Turnover – how quickly products sell

• Sell-Through Rate – % of stock sold in a period

• Stockout Rate – how often items run out

• Backorder Rate – demand for out-of-stock items

• Return Rate – how many sold items come back

Good inventory KPIs = more cash flow + fewer losses.

6. Profitability KPIs

The real truth behind every e-commerce business.

• Gross Profit Margin

• Net Profit Margin

• Shipping Cost per Order

• Fulfillment Cost %

• Operating Cost Ratio

Revenue is nice — profit is survival.

Final Thoughts

E-commerce moves fast — but your KPIs keep you grounded.
With the right system in place, you always know what’s working, what’s wasting money, and what steps to take next.
A simple KPI dashboard can transform the way you run your online store.

To help you start today, here are two ready-to-use Excel templates:

📥 Download Excel Files

✅ FREE E-commerce KPI Template (12 Core KPIs)

Simple, clean, and perfect for Shopify, WooCommerce, Etsy, and Amazon sellers.
👉 [Download Free Excel Template]

⭐ PREMIUM E-commerce Dashboard (35+ KPIs + Automated Charts)

Advanced version with ROAS calculators, CLV engine, product analysis, and forecasting tools.

The advanced Excel dashboard with automated charts, calculators, and 35+ KPIs is currently in development.
If you’d like early access when it launches, join the waitlist below.