Ecommerce KPIs every store owner should track
The key ecommerce KPIs are revenue, orders, conversion rate, average order value, customer acquisition cost, ROAS or MER, gross and contribution margin, repeat purchase rate and customer lifetime value. Review them weekly and compare trends over time.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- Conversion rate and average order value drive revenue.
- Track profit, not just revenue.
- Repeat rate and LTV show long-term health.
In this guide:
Sales KPIs
- Revenue and orders
- Conversion rate
- Average order value
Marketing KPIs
- Customer acquisition cost
- ROAS and MER
Profit KPIs
Retention KPIs
- Repeat purchase rate
- Customer lifetime value
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