Retail and e-commerce metrics: formulas and SQL
Metrics for orders, returns, inventory and repeat purchase. Returns, guest checkouts and product variants are the three things that most often distort them.
- Average Order Value (AOV)Average order value is the mean amount customers spend per order.
- E-commerce Conversion RateE-commerce conversion rate is the percentage of store sessions that end in a purchase.
- Cart Abandonment RateCart abandonment rate is the share of shopping carts created that never become completed orders.
- Repeat Purchase RateRepeat purchase rate is the percentage of customers who have bought more than once.
- Product Return RateReturn rate is the share of items or orders that customers send back.
- Sell-Through RateSell-through rate is the percentage of inventory received that has been sold in a period.
- Inventory TurnoverInventory turnover shows how many times a business sells and replaces its stock in a period.
- Days of Inventory (DIO)Days of inventory is the average number of days stock sits before it is sold.
- Gross Margin Return on Inventory (GMROI)GMROI shows how much gross margin you earn for each unit of money invested in inventory.
- Stockout RateStockout rate is the share of time or demand where a product was unavailable.
- Revenue per VisitorRevenue per visitor is the average revenue each store visitor generates, whether or not they buy.
- Customer Retention RateCustomer retention rate is the percentage of customers you keep over a period.
- Units per TransactionUnits per transaction is the average number of items in each order or basket.
- Discount Rate (Sales)Discount rate is the share of potential sales value given away through price reductions.