Currently, e-commerce has expanded considerably in recent years. Understanding and measuring the performance of your online store is a key factor in driving your business. In this blog, we will discuss the 7 main e-commerce KPIs that you should keep an eye on to boost the success of your business.
What is the importance of KPIs in e-commerce?
KPIs (Key Performance Indicators) are essential metrics that help evaluate performance, effectiveness, and strategies to facilitate informed decision-making that helps optimize sales and the customer experience.
Within the strategies to boost your e-commerce, these metrics allow you to assess the operation of your online store, detecting problems and opportunities that can help optimize your business’s internal processes.
On the other hand, KPIs are essential for measuring and optimizing marketing strategies, as they analyze the effectiveness of your advertising campaigns by providing key information about consumer behavior.
Having your key indicators readily available will greatly assist in measuring your quantifiable data linked to time periods and SMART goals, improving the strategies implemented to enhance your e-commerce business.
E-commerce KPIs to measure performance
Once we’ve outlined the importance of having your key metrics, here are the 7 most important KPIs to measure the performance of your e-commerce.
Number of visitors to your website
Measuring the number of visitors to your website is one of the primary metrics you should include in your e-commerce. This helps assess the performance of your customer strategies such as email marketing, social media ads, and any other campaigns.
It’s important to observe the main sources of conversion, such as: Where is the majority of traffic coming from? Which sources generate the most purchases? Pay attention to the devices through which visitors access your e-commerce. This data influences usability and design in the customer experience.
Number of sales
Another important point that sales managers should consider is the analysis of revenue indicators. The number of sales can be divided into quantity or monetary value.
It’s crucial to generate both data points to evaluate the quality of offers, aligned with the target market and the functioning of the website.
Conversion rate
Once you’ve measured the number of visits to the website, the conversion rate estimates how many users made a purchase or took a relevant action for your strategy.
It’s also important to remember that conversion in e-commerce encompasses both product sales when converting visitors into leads or opportunities.
Thus, this KPI is extremely essential for tracking the flow of your sales funnel, guiding your business’s commercial actions. The formula to measure your conversion rate is expressed as follows:
Conversion Rate (%) = (Number of sales or actions taken / Number of website visits) x 100
Acceptance rate
Conversely, it’s important to emphasize that not all e-commerce sales are completed, not to mention declined credit cards and expired bank tickets that can interrupt the finalization of transactions.
Monitoring this KPI can ensure that the e-commerce offers good payment conditions, with varied options, attractive terms, and benefits like free shipping. This way, you can deepen the analysis of the number of sales. The formula to measure your acceptance rate is expressed as follows:
Acceptance Rate (%) = (Completed sales / Number of orders) x 100
Return on Investment (ROI)
ROI is undoubtedly another of the most important metrics you should consider within your e-commerce. This calculation can evaluate the overall performance of the store as well as the performance of specific strategies and actions.
Marketing campaigns focused on conversion are essential for applying this indicator. The formula to calculate your return on investment is as follows:
ROI (%) = ([Revenue – Cost] / Cost) x 100
Customer Acquisition Cost (CAC)
The Customer Acquisition Cost (CAC) estimates an average of the investment needed to convert a visitor, lead, or opportunity into a customer. Calculating this indicator takes into account various investments throughout the sales funnel, such as employee compensation.
Ideally, your sales strategies should focus on reducing CAC, indicating the benefits your virtual business is achieving. The formula to calculate CAC is as follows:
CAC ($) = Total investments made in the strategy / Number of customers acquired
Average ticket
Finally, the average ticket helps you identify how much customers spend on average with each purchase. With this indicator, you can revitalize both the number of sales and visualize potential losses or problems facing your e-commerce.
To find your average ticket, you should use the following formula:
Average Ticket ($) = Total billed amount / Number of orders
You might be interested: 5 signs it’s time to change your CRM

How to Ensure the Success of an E-commerce?
Undoubtedly, the growth of e-commerce has significantly increased in recent years, especially after the health emergency caused by Covid-19, which revolutionized the way people shop.
A study conducted by the Mexican Association of Online Sales (AMVO) states that after the pandemic in 2020, online sales increased by up to 81% compared to the previous year (2019).
In light of this considerable increase, one of the best marketing strategies that companies can implement is the adoption of technological tools like SAP Emarsys. These tools not only create personalized and effective campaigns but also help centralize all customer information, regardless of the number of channels used, thanks to the omnichannel solution offered by the platform.
Conclusion
In conclusion, measuring e-commerce KPIs is the essential key to optimizing and improving the performance of any online business. Taking each of these aspects into account and applying solutions like Emarsys can help you elevate your performance to the next level.

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