When starting an online store project, it’s essential to define objectives. But how do we know if we’re on track to achieve them? Exactly—by measuring. Establishing eCommerce KPIs is one of the most important decisions for the success of such a project. Let’s see how to approach this task…

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Key eCommerce Metrics to Consider

Most companies running an online store follow a set of global metrics—KPIs that could apply to any eCommerce business, providing relevant information and obtainable in any operation.

These indicators have a positive aspect: they are widely known, making them relatively easy to obtain and understand. They provide useful insights for the store, the business, or even the company as a whole. On the downside, they are generic and may not always be useful; worse, they can sometimes be counterproductive.

Still, it’s important to know and evaluate them when setting the eCommerce KPIs that the company will monitor. Some valuable metrics include:

• Customer Acquisition Cost (CAC): the relationship between investment and sales.
• Customer Lifetime Value (CLV): the relationship between revenue and the duration of customer engagement.
• Return on Investment (ROI): the relationship between revenue and costs.
• Conversion Rate: the relationship between sales and customers per channel.
• Return Rate: the relationship between new and returning visitors.
• Average Order Value (AOV): the relationship between sales and transactions per user.

Beyond these, other data is important to track, such as new sign-ups (leads) and customer satisfaction based on feedback collected by Customer Service. Additional data can help guide decisions about content, strategy, and campaigns—demographics, search history, etc.

Even though these examples are general, it’s crucial to consider the relevance of each KPI. Avoid “vanity metrics”—metrics that are easy to show and appeal to the ego but do not improve business performance, customer satisfaction, or sales. Examples include total visits, users, newsletter subscribers, or page views. Note: collecting and studying these metrics isn’t wrong; just evaluate each KPI in terms of business objectives.

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How to Set eCommerce KPIs

With experience, many metrics included in an initial KPI draft tend to remain too long. In other words, there are no universal “main” KPIs for an online store.

The reason is simple: before defining KPIs for your online store, you must first answer at least two fundamental questions:

1. What do we need to know?
2. What do we want to achieve?

If the company can answer these, it establishes a clear objective—a crucial first step. However, these answers should not be taken lightly. Consider fundamental aspects: organizational objectives, business model, and other unique company considerations.

For some businesses, tracking reach metrics (Instagram likes, post reach) may be essential; for others, behavior metrics (average visit time, cart abandonment) may be more relevant.

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Evolution of eCommerce KPIs

Objectives can change over time, and KPIs must adapt accordingly. Running an eCommerce project in phases is often recommended.

• Phase 1: The system is new for both the company and customers, requiring modest objectives and simple metrics. For instance, the cart might not yet be activated, focusing instead on user visits, daily visits, or return rate.
• Phase 2: When the cart is active and sales start, it’s useful to track user retention, average ticket value, purchases per customer, and other metrics that reveal customer behavior. KPIs from the first phase may no longer be relevant, and resources may shift toward content creation, crucial for online sales growth.

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Choosing an eCommerce Platform to Meet KPIs

Selecting the right eCommerce platform is key to achieving business goals. The choice can be complex given the many options available. Consider these factors when evaluating platforms:

• Cost-benefit ratio.
• Professional relationship with the platform’s project team.
• Growth potential without replacing the platform.
• Understanding of the project and business needs by the platform team.
• Integration with other critical systems (e.g., ERP).
• Platform team’s business knowledge.
• Support and maintenance services.

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Expectations When Selecting an eCommerce Platform

Sometimes KPIs are clear even before the project begins. Other times, the platform, implementation team, or internal experience shapes them over time. Once the system is live, it’s normal—and even recommended—for KPIs to evolve.

Expectations during platform selection influence initial KPI choices, such as:

• Customers perceive store information in real time.
• Team quickly adapts to the eCommerce workflow.
• Platform integrates smoothly with marketing and sales processes.
• Platform supports company data integration (inventory, pricing, customers).
• eCommerce doesn’t increase company costs.
• Platform suits B2B, B2C, or both.

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Every business is different, so its KPIs may differ from others. KPIs should evolve with changing objectives at each phase. Aim for a long-term vision while setting short-term goals. And the most important rule: measure and measure consistently.