360 E-commerce Report
An eCommerce report basically contains the overall information of the most vital analytics, business KPIs, and metrics that provide you with data-driven insights for quick decision making or setting realistic targets for your business.
You can customize your online store’s report over a certain period of time such as weekly, bi-weekly, monthly, quarterly, yearly, or situational when you join a campaign. A comprehensive and understandable report is a vital piece of the key to success for your online stores.
How do we prepare the report?
It’s crucial to clearly set the objectives of your report at the beginning, so you can avoid bias when determining the metrics and KPIs. And before you build reports, make sure you have two things:
- Data (quality and/or quantity) to analyze
- A core attribution model that takes into account the peculiarities of your business
You can configure data collection from social networks, google tracking and analytics tools, CRM, payment systems, inventory management software, email marketing platform, warehouse software, Google sheets, and BI or ERP.
So, what metrics and analysis should be included in the e-commerce report?
In this article, I try to definite the metrics so we could get the same sense. I divide the reports into 6 segments, with details below:
Let’s go to the details!
Overall Performance
Overall performance contains key data that allows you to quickly monitor and evaluate the performance and sales of your online shop. I set metrics for overall performance consisting of GMV, NMV, Product Views, Average Cart Size (ABS), Net Order Achievement, and Conversion Rate.
- Gross Merchandise Value (GMV)
GMV refers to the total revenue that a company generates through sale over a certain period of time. GMV can be used to determine your eCommerce business’s overall health and growth. This is because it measures the volume and value of merchandise sold or the number of transactions handled.
- Net Merchandise Value (NMV)
NMV is when you deduct all the costs from your GMV over a period of time, so you can clearly calculate how actually your business generates profit.
- Average Basket Size (ABS)
ABS refers to a metric that tracks the average number of items sold per transaction or the average number of items in one checkout. This is calculated by dividing the total value of all transactions by the number of transactions or sales.
- Net Order Achievement
This calculated key figure shows the total sales order value, minus returns orders, for a particular period of time.
- Conversion Rate
An eCommerce conversion rate refers to the number of visitors to your shop’s homepage who make a purchase from your online store (customers) in a specified time period.
Conversion rate is a barometer by which you can measure your online shop’s overall performance and competitiveness. The higher the conversion value means the more effective your shop’s performance.
Product Merchandising and Performance
This segment is where you want to get depth knowledge based on the different ways your online shop organizes products on your homepage (name, category, brand, stock keeping unit or SKU, etc), so you can gauge your product-market fit.
Just so we’re in the same sense, let’s start with a quick overview of what the default summary metrics in the report mean:
It will take more time and attention to observe the performance of your products one by one, so to be more efficient we can categorize it based on its performance. I will group the products into 3 categories with the following classifications:
What to do next?
- Product A: Accelerate sales momentum with continued investment by continuing to invest in generating traffic and keep your prices competitive.
- Product B: Improve products to drive higher conversion by adjusting the prices more competitively and making your listings more attractive (title, images, description).
- Product C: Maximize potential by boosting the traffic by investing in paid ads & campaigns, also improving your product’s title with top search keywords.
The next wondering is where can we get the data?
You can get the required data on the seller’s dashboard or using google analytics.
Price Competitiveness
% Price Competitive SKU
It shows the percentage of parity price, which refers to a price level that sets two products equal in value to one another. Basak Saricayir said in E-commerce, that price competitiveness refers to the metric that illustrates how your products, categories, or brands are positioned in the market. So you can set your strategies to make your product reach the best selling.
Let’s jump to the calculation!
Traffic, Marketing Tools & Program Participation
Generally, you can get your statistic and performance report of your campaign and marketing program from the seller’s dashboard.
Let’s find out the metrics for Traffic, Marketing Tools & Program Participation!
- Traffic and number of orders from ads
- Buyer composition
- Program participation
- Touchpoints to purchase
- Marketing costs per conversion
- Visitors with direct entry
- Visitors from blogs
- Visitors through organic search queries
- Number of affiliate partners
- Revenue from affiliate partners
- Commission payouts to affiliate partners
Operational Performance
Each e-commerce has different operational performance metrics, and here are the commonly used :
You can generate the required data from the seller's dashboard and analyze it by comparing the performance of your online store with the standard values on e-commerce, also you have to analyze it month over month and YoY.
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Source :
https://www.ringcentral.co.uk/gb/en/blog/definitions/conversion-rate/ ; https://www.yieldify.com/blog/gross-merchandise-value-gmv/#:~:text=Net%20Merchandise%20Value%20(NMV)%20is,over%20a%20period%20of%20time.
