Ecommerce metrics and KPIs (key performance indicators) are the compass guiding your business, whether you’re a newbie or a seasoned seller, mastering these KPIs is non-negotiable. Below, we unpack the core metrics that measure every stage of the buyer journey—from first click to repeat purchase.
In the dynamic world of ecommerce, guesswork is the enemy of growth. Ecommerce metrics and KPIs (key performance indicators) are the compass guiding your business—they transform raw data into actionable insights, helping you identify bottlenecks, capitalize on opportunities, and drive strategic decisions. Whether you’re a newbie or a seasoned seller, mastering these KPIs is non-negotiable. Below, we unpack the core metrics that measure every stage of the buyer journey—from first click to repeat purchase.
9 Core KPIs to Monitor for Ecommerce Excellence
1. Shopping Cart & Coupon Conversion Rates
What It Measures: The percentage of visitors who add products to their cart (cart conversion) or redeem a coupon (coupon conversion). These metrics reflect how effectively your store persuades visitors to take tangible action.
Why It Matters: A low cart conversion rate signals issues with product pages (e.g., unclear descriptions or missing reviews), while a poor coupon rate may indicate promotions are misaligned with customer needs.
Actionable Insights: Use Boutir’s Discounts feature to create targeted coupons (e.g., "WELCOME10" for new customers).
2. Cart Abandonment Rate
What It Measures: The percentage of users who add items to their cart but leave without purchasing. The global average sits at 70.19% (Baymard Institute), but optimizing this metric can yield massive ROI.
Why It Matters: Cart abandonment is often the first major conversion leak. Common culprits include unexpected shipping costs, complex checkout process, or distractions during the buying process.
Strategies to Reduce It:
Display shipping costs upfront on product pages to eliminate surprises.
Test urgency tactics like "Only 3 left in stock" or limited time offer/ countdown timers on cart pages to trigger FOMO (fear of missing out).
3. Checkout Abandonment Rate
What It Measures: The percentage of users who start checkout but don’t complete the purchase. This is a narrower metric than cart abandonment and highlights issues specifically in the final purchase funnel.
Why It Matters: Even if users reach checkout, friction like mandatory account creation, limited payment options, or security concerns can drive them away.
Optimization Tactics:
Enable Guest Checkout in Boutir settings to skip the registration step.
Add trust signals (SSL certificates, payment security badges, and customer reviews) near the checkout button.
4. First Visit Orders
What It Measures: The percentage of first-time visitors who make a purchase. This KPI reflects the immediate persuasiveness of your store’s value proposition.
Why It Matters: A high first visit order rate suggests your landing pages, ad targeting, and product positioning are on point. A low rate may mean you’re attracting the wrong audience or your site lacks clarity.
Boosting Strategies: Use pop-ups offering a small discount (e.g., "10% off your first order") to incentivize immediate conversion.
5. New vs. Repeat Customer Revenue
What It Measures: The breakdown of revenue from first-time buyers (new customers) versus returning buyers (repeat customers). Repeat customers typically spend 67% more than new ones (BIA Advisory Services).
Why It Matters: While acquiring new customers is essential, repeat revenue is the foundation of sustainable growth. It’s cheaper to retain existing customers than to acquire new ones.
Retention Tactics:
Build a loyalty program, offering points for purchases and reward loyal customers with different member perks.
Send personalized "win-back" emails to inactive customers with exclusive offers (e.g., "We miss you—20% off your next order").
6. Product Views
What It Measures: The number of times a product page is viewed. This KPI helps identify popular items, underperforming products, and trends in customer interest.
Why It Matters: High product views with low conversions indicate pages that need optimization. Low views may mean poor visibility (e.g., weak SEO or hidden product categorization).
Optimization Tactics:
Use Boutir’s Collections feature to group related products and improve discoverability (e.g., "Best Sellers" or "New Arrivals").
Analyze which products have the highest views but lowest add-to-cart rates—these are prime candidates for A/B testing (e.g., updating product videos or adding more reviews).
7. Visits to Purchase
What It Measures: The average number of visits a user makes before completing a purchase. Shorter visit cycles indicate stronger immediate intent, while longer cycles may require more nurturing.
Why It Matters: Understanding visit frequency helps tailor your marketing cadence. For example, a high-end product might require multiple touchpoints (emails, social ads, retargeting) before a conversion.
Nurturing Strategies: Set up retargeting ads to users who’ve visited but not purchased through Boutir’s Smart Ad Platform
8. Average Order Value (AOV)
What It Measures: The average dollar amount spent per order. A higher AOV directly increases revenue without acquiring more customers.
Why It Matters: AOV is a lever for profitability. Strategies to boost it include upselling, cross-selling, and offering bulk discounts.
Proven Tactics:
Offer free shipping on orders over a certain amount (e.g., "Free shipping on orders $50+") to incentivize higher spends.
Extra Highlights
Mobile Optimization: Since 60% of ecommerce traffic is mobile (Statista), always check if KPIs like cart abandonment differ between desktop and mobile users—then optimize your responsive design.
Seasonal Trends: Use Boutir’s Reports feature to compare KPIs month-over-month or year-over-year, identifying seasonal spikes (e.g., holiday shopping) to plan promotions.
Turn KPIs into Action
Monitoring these KPIs isn’t a one-time task—it’s a continuous cycle of measurement, analysis, and optimization. Start by identifying your store’s weakest KPI, implement 1–2 strategies from above, and track the impact. Remember: the most successful ecommerce brands don’t just measure data—they let data guide their next move.
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