Guide
The e-commerce numbers every store owner should track
Most store owners watch sales and little else. Five more numbers explain why sales rise or fall, and each one points to a specific action.
Sales and orders
Track both, compared with the previous period. Rising orders with flat sales usually means smaller baskets. Flat orders with rising sales means higher prices or larger baskets.
Average order value
Sales divided by orders. Bundles, free-delivery thresholds and add-ons raise it without needing more customers.
Repeat purchase rate
The share of buyers who order more than once. If it is low, a thank-you email with a reason to return is usually the cheapest growth available.
Refund rate
A high refund rate points to product photos, sizing or descriptions that set the wrong expectation.
Stock health
Running out of a best seller loses sales and pushes shoppers to competitors. Set a low-stock level for each product and reorder before you reach it.
Questions
Where can I see these numbers together?
Grotivo Store dashboards show them together and turn them into a Store Health Score with the three best next steps.
Put this into practice with Grotivo.
See your store health score