54 KPIs that cross-border e-commerce sellers must pay attention to

KPI is an e-commerce seller’s best friend, allowing you to understand store traffic, sales, customer service and marketing performance. KPI can be qualitative or quantitative, and can understand future development directions as well as reveal past performance.

Generally speaking, e-commerce KPIs can be divided into the following categories:

• Marketing KPIs

• Sales KPI

• Supply Chain KPIs

• Customer Service KPIs

Marketing KPIs

Marketing KPIs refer to the performance indicators of advertising marketing, and they include:

1. Affiliate Performance Rates

To understand the effectiveness of affiliate marketing, you must track this KPI. Indicators include sales or traffic brought by affiliate marketing.

2. Average Position

Through this indicator, you can know whether the paid search and SEO are effective.

3. Blog Traffic

In Google Analytics, you can see the traffic to a specific blog, which is a useful metric for e-commerce content marketing.

4. Bounce Rate

It refers to the percentage of users who exit after visiting a store or blog page.

5. Clicks

The number of clicks on a specific web page, such as advertising pages, e-marketing pages, backlinks, etc.

6. CTR Averages

The average click-through rate of your advertising campaigns can help you understand which ones need to be optimized.

7. Day Part Monitoring

This indicator can help you understand the website's traffic peaks or sales peaks.

8. Email Open Rate

A metric to measure the effectiveness of email marketing

9. Email Subscribers

It is recommended not only to count the number but also to segment the users.

10. Initiated Chat Sessions

Track how many people are using chat tools, which can build buyer trust and handle product issues in real time, thereby reducing shopping cart abandonment and increasing conversions.

11. New vs. Returning Visitors

By comparing the number of first-time visitors and the number of returning visitors, it can measure the effectiveness of remarketing. A high number of returning visitors indicates a good remarketing effect.

12. Mobile Traffic

As mobile shopping takes off, you’ll want to keep a close eye on this metric and adjust your marketing strategy and website optimization as needed.

13. Page views

The average number of pages viewed per user. The higher the number, the higher the traffic.

14. PPC Traffic Volume

Monitor the performance of your ads by looking at the indicators.

15. Product Review Quality and Quantity

This is an indicator of improving evaluation strategies and building trust.

16. Session Duration Average

The longer the average visit time of each user, the more attractive your store is.

17. Site Traffic

The total number of visits the store received.

18. Social Follows and Likes

If you want to increase customer loyalty and brand awareness, this is the metric to track.

19. Social Media Engagement

Social media followers or engagement with paid content.

20. Text Subscribers

Many sellers are testing SMS marketing. This indicator can help you understand the number of users who have subscribed to SMS.

21. Time on Site

If you want to understand the engagement of your blog and promotional landing pages, then track this metric.

22. Traffic Source

This is a metric for evaluating which channels are bringing you traffic and user behavior.

23. Unsubscribes

Not only should you assess the percentage of unsubscribes, but you should also understand the total number.

Sales KPI

24. Average Order Size

The average amount spent per order.

25. Churn Rate

The percentage of customers that churn during a specific period of time. If the acquisition rate is higher than the churn rate, it means that the business is doing well.

26. Competitor Pricing

Don’t forget to monitor your competitors’ pricing.

27. Conversion Rate

The proportion of visiting users who have completed transactions.

28. CAC (Customer Acquisition Cost)

Divide your marketing costs by the number of customers acquired over a period of time. If you want to reduce costs and increase sales, then monitor this metric.

29. Cart Abandonment Rate

The goal of sellers is to minimize car purchase abandonment rates.

30. CLV (Customer Lifetime Value)

To calculate this indicator, you can use the following method:

31. COGS (Cost of Goods Sold)

A measure of manufacturing and other indirect costs of a product.

32. Gross Profit

Sales minus total product costs equals gross profit.

33. Inventory Levels

A measure of inventory volume, inventory duration, and sales rate.

34. Margin Average

The gross profit margin of a store or product over a period of time.

35. New vs. Returning Customer Orders

Compare the order amounts of new and returning customers.

36. Number of Transactions

It can be used together with other indicators such as average order amount to improve business.

37. Product Affinity

This metric refers to products that are often purchased together. Use it to optimize your cross-selling strategy.

38. Product Relationship

This metric mainly shows the products that are viewed continuously. To obtain this KPI, you can use Google’s Behavior Flow report.

39. RPV (Revenue Per Visit)

This measures the average spend per visitor per visit.

40. Sales

The most commonly used KPI calculates the total sales within a specific period of time, such as daily, monthly, etc.

41. Total Market Available

This refers to the market share you have.

Supply Chain KPIs

These KPIs can help you monitor manufacturing and production efficiency.

42. Cycle Time

This refers to the time required to complete a product in the production line process.

43. First Time Yield

The formula for calculating this KPI is total finished product divided by input.

44. Number of Non-Compliance Events

This is an indicator that counts the number of accidents that cause safety, quality or work environment problems.

45. Overall Equipment Effectiveness

It is a key indicator for monitoring the performance of manufacturing equipment.

46. ​​Overall Labor Effectiveness

This is a metric to monitor employee efficiency.

47. Yield

Find out how many products were produced over a period of time.

Customer Service KPIs

48. Average Resolution Time

The average time it takes for the customer service team to resolve a customer's issue.

49. Customer Satisfaction Score

This is the most important customer service KPI, which is usually derived from a customer survey within a certain range.

50. Customer Service Count

Usually refers to the average number of customer service requests per channel.

51. First Response Time

The average time it takes to respond to a customer for the first time.

52. Hit Rate

The sales volume of a product divided by the number of customers who inquired about the product is the hit rate.

53. Net Promoter Score

This is a way to understand how likely a customer is to recommend a product.

54. Service Escalation Rate

It refers to the number of times users request to speak to a more senior person. Generally, the lower the better, and a high ratio indicates that the customer service team cannot handle the problem effectively.

As you can see from the above list, there are countless KPIs for e-commerce. All KPIs have their own importance, but you can start by focusing on the following indicators first, and then optimize your store with other indicators as your business grows further:

• Customer Lifetime Value

• Conversion rate

• Average order amount

• Shopping cart abandonment rate