The 10 most important KPIs for every online store
Discover the 10 key KPIs every online store must track to boost growth, improve retention, and optimize performance.
Running an online store without KPIs is like driving without a dashboard. You need clear indicators to see where you’re going and how fast you’re getting there. E-commerce analytics helps managers and store owners translate data into growth strategies. Here are 10 KPIs you should track in 2025 and beyond.
1. Conversion rate
This measures what % of visitors become buyers. If 1,000 visitors and 30 sales, CR = 3%.
Takeaway: Track desktop vs. mobile separately to find weak spots.
2. Average order value (AOV)
AOV = total revenue ÷ number of orders. Higher AOV means more revenue per customer.
Takeaway: Use upsells, bundles, or free shipping thresholds to raise AOV.
3. Customer lifetime value (CLV)
CLV = how much revenue one customer brings over time. It reflects retention power.
Takeaway: Loyalty programs and personalized email flows can boost CLV.
4. Customer acquisition cost (CAC)
CAC = total marketing spend ÷ new customers. It shows efficiency of your ad budget.
Takeaway: Always compare CAC against CLV to ensure profitability.
5. Cart abandonment rate
% of shoppers who add items but don’t checkout. High rates signal checkout issues.
Takeaway: Recovery emails and smoother checkout flow reduce losses.
6. Bounce rate
% of visitors leaving after one page. High bounce may mean irrelevant traffic.
Takeaway: Optimize landing pages for speed, clarity, and relevance.
7. Return on ad spend (ROAS)
ROAS = revenue ÷ ad spend. If you spend $1,000 and earn $4,000, ROAS = 4.
Takeaway: Allocate budget to channels with highest ROAS.
8. Repeat purchase rate
% of customers who buy again. A strong indicator of loyalty and satisfaction.
Takeaway: Subscription models and follow-up campaigns can lift repeat rates.
9. Gross merchandise value (GMV)
Total value of goods sold before refunds, discounts, or fees.
Takeaway: Use GMV for top-line growth trends but pair with net revenue.
10. Net profit margin
Shows real profitability after costs. High sales don’t always mean profit.
Takeaway: Track costs alongside revenue for a full picture.
Conclusion: By watching these 10 KPIs, you’ll understand both short-term performance and long-term sustainability. They help align marketing, sales, and product strategies into one data-driven vision.
👉 Want KPIs simplified? Try Peasy for easy analytics dashboards built for e-commerce teams.
