KPI category
Ecommerce KPI Formulas
Ecommerce KPI formulas for order value, checkout, conversion, retention, refunds, returns, and marketplace performance.
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Popular formulas
Common Ecommerce KPIs
Average Order ValueRevenue / Number of OrdersCart Abandonment RateAbandoned Carts / Created CartsRepeat Purchase RateCustomers with More Than One Purchase / Total CustomersRefund RateRefunded Orders / Total OrdersReturn RateReturned Orders / Total OrdersRevenue per VisitorRevenue / Website VisitorsCustomer Lifetime ValueAverage Order Value × Purchase Frequency × Customer LifespanPurchase FrequencyNumber of Orders / Number of CustomersGross Merchandise ValueTotal Value of Goods SoldProduct Return RateReturned Products / Products SoldCheckout Completion RateCompleted Checkouts / Started CheckoutsAdd-to-Cart RateAdd-to-Cart Events / Product Page Visits
All Ecommerce KPI formulas
| KPI | Formula | Excel | Tool |
|---|---|---|---|
| Average Order Value (AOV) | Revenue / Number of Orders | =IFERROR(B2/C2,0) | Calculator |
| Cart Abandonment Rate | Abandoned Carts / Created Carts | =IFERROR(B2/C2,0) | Calculator |
| Repeat Purchase Rate | Customers with More Than One Purchase / Total Customers | =IFERROR(B2/C2,0) | Calculator |
| Refund Rate | Refunded Orders / Total Orders | =IFERROR(B2/C2,0) | Calculator |
| Return Rate | Returned Orders / Total Orders | =IFERROR(B2/C2,0) | Calculator |
| Revenue per Visitor | Revenue / Website Visitors | =IFERROR(B2/C2,0) | Calculator |
| Customer Lifetime Value | Average Order Value × Purchase Frequency × Customer Lifespan | =B2*C2*D2 | Calculator |
| Purchase Frequency | Number of Orders / Number of Customers | =IFERROR(B2/C2,0) | Calculator |
| Gross Merchandise Value (GMV) | Total Value of Goods Sold | =B2 | Calculator |
| Product Return Rate | Returned Products / Products Sold | =IFERROR(B2/C2,0) | Calculator |
| Checkout Completion Rate | Completed Checkouts / Started Checkouts | =IFERROR(B2/C2,0) | Calculator |
| Add-to-Cart Rate | Add-to-Cart Events / Product Page Visits | =IFERROR(B2/C2,0) | Calculator |
How to use these KPIs
Start with a small set of metrics that connect to decisions. Define each KPI once, document the formula, and reuse the same calculation in Excel, dashboards, and business reports.
Build dashboards faster
Each KPI page includes a plain formula, Excel formula, Power BI DAX measure, calculator, related KPIs, and common mistakes to avoid.