E-commerce template
The metrics an online shop runs on, from sales and profit to stock and delivery. Each one is a draft for you to change.
38 metrics in 7 categories. Sign in and the book becomes yours to edit: change any metric, add your own, and export it.
Sales
How much the shop sells, and what the orders look like.
- Net sales
The money customers paid for their orders, without VAT.
- Gross sales
The price of every item sold, before any discount, times the number sold.
- Orders
The count of orders placed in the period.
- Average order value
The average Net sales of one order.
- Items per order
The average number of items in one order.
- Discount rate
How much of Gross sales the shop gives away in discounts.
Profit
What the shop keeps from its sales, after the goods and every other cost of an order.
- Cost of goods
The price the shop paid for each item sold, plus freight and duty to bring it in.
- Gross profit
What is left of Net sales after paying for the goods.
- Gross margin
Gross profit as a share of Net sales.
- Expected returns
The value of the items sold that we expect customers to send back.
- Shipping and fees per order
The cost of shipping out and back, payment and platform fees, and packaging, per order.
- Expected contribution profit
What an order will earn after expected returns, costs and ads.
- Expected contribution margin
Expected contribution profit as a share of Net sales.
- Expected contribution profit per order
The average Expected contribution profit of one order.
Returns
What customers send back, and the money paid back to them.
- Return rate (items)
Items returned as a share of items sold.
- Return rate (value)
The value of items returned as a share of the value of items sold.
- Refunds
All money paid back to customers in the period, without VAT.
- Cancellation rate
Orders cancelled before they ship, as a share of all orders placed.
Customers
Who buys, who comes back, and what they are worth.
- New customers
The count of customers whose first ever order falls in the period.
- Returning customer rate
Of all customers who ordered in the period, the share who had ordered before.
- Repeat purchase rate
Of the New customers from one period, the share who place a second order within a set number of days.
- Customer lifetime value
The average Gross profit from a group of New customers over a set number of months after their first order.
- Active customers
The count of customers with at least one order in a set number of past days.
Marketing
What marketing costs, and what it brings in.
- Marketing spend
All money paid for marketing in the period, without VAT.
- Cost per new customer
The Marketing spend for a period, divided by the New customers won in it.
- Return on ad spend
The Net sales the ads brought in, for each unit of money spent on them.
- Marketing efficiency ratio
The Net sales of the whole shop for each unit of Marketing spend.
- Profit on ad spend
The profit the ads brought in, for each unit spent on them.
- Sessions
The count of visits to the shop's website.
- Conversion rate
Orders as a share of Sessions.
Inventory
What sits on the shelves, and how fast it moves.
- Stock value
The cost of all items on hand, at the price the shop paid.
- Sell-through rate
Units sold as a share of the units the shop had to sell.
- Weeks of cover
The units on hand divided by the units sold in an average recent week.
- Dead stock value
The Stock value of products with no sale in a set number of days.
- Out-of-stock rate
Variants with no stock, as a share of all variants the shop means to sell.
Service and delivery
How fast and how well orders reach customers.
- Time to ship
The time from when an order is placed to when the carrier takes the parcel.
- On-time delivery rate
Orders delivered on or before the promised date, as a share of all orders delivered.
- Complaint rate
Complaints as a share of Orders.