How to Track the B2B Ecommerce Metrics That Matter


Table Of Content

  • What are B2B eCommerce KPIs and Why Do They Matter?
  • The Top 5 B2B eCommerce Metrics
  • B2B Ecommerce Metrics Key Takeaway

The number of eCommerce metrics and KPIs you may track and optimize for if you operate a B2B eCommerce site is infinite.

Metrics that have little to no effect on your online store’s long-term success are useless to track. You must be aware of the metrics that are most important and assist you in achieving your business objectives

Spending effort and money on the incorrect B2B eCommerce KPIs is a waste. The profitability of your company could be harmed by a misdirected emphasis, which is the most crucial metric of all.

Which B2B eCommerce metrics should you prioritize and optimize for?

The answer is based on the characteristics of your company and what it is aiming to accomplish at the time. Distinct industries and startups and established businesses face different challenges. No matter what your objectives may be, there are several B2B eCommerce KPIs that are worthwhile monitoring.

In this article, we will see why it is important to track e- Commerce Metrics


What are B2B eCommerce KPIs and Why Do They Matter?

Measuring a quantifiable part of the performance of your eCommerce store using metrics is what it means to measure something.

A metric would be, for instance, the number of customers who come into your store each month. Because it influences something you care about, namely how many consumers your store draws, it delivers information that you are interested in.

PROS is a top-rated technology & internet marketing services company with 15 years of experience for manufacturers, distributors, retailers, wholesalers, B2B (Business-to-Business), and B2C (Business-to-Customers). We deliver maximum exposure in the (shortest) time with the highest ROI.

When B2B eCommerce metrics change over time, it becomes clear if your business is heading on the right path. You particularly want to know if a modification you made at the end of January resulted in more clients visiting in February.


A metric and a key performance indicator (KPI) are they the same thing?

Although they are similar and frequently used interchangeably, a B2B eCommerce KPI is more precise. As we previously stated, there are thousands of potential indicators you might track, but only a portion of these are important for your company and its present ambitions. These are the key performance indicators or KPIs.

The number of visitors is a KPI if you’re spending a lot of money on marketing to drive more customers to your store. In comparison, if you’re more concerned with increasing the size of each sale, that is a KPI, and the precise number of visitors may not be as important.

The Top 5 B2B eCommerce Metrics

The crucial B2B eCommerce indicators fluctuate based on the goals of the company, and this needs to be emphasized. However, a select few KPIs and measures can be used to accurately monitor the performance of any B2B eCommerce project.

Acquisition Costs for New Clients

The cost per customer acquired divided by the total number of customers acquired during a specified period is known as the Acquisition Costs for New Clients (ACNC).

You may determine how much of your marketing and sales budget is allocated to each new customer by using this average. It’s frequently used in conjunction with a client lifetime value statistic to determine whether you’re investing more in customer acquisition than you’re ultimately earning from them.

Client Retention Rate

The percentage of customers that purchased within a certain timeframe is measured by the client retention rate (CRR). Or, to put it another way, it shows the percentage of previous customers who have continued to do business with you. CRR is the inverse of the churn rate, which quantifies the number of customers you lost during a specific period.

Several factors make client retention crucial.  Keeping your current clients is preferable to acquiring new ones because maintaining existing ones is less expensive. Low client retention rates may be more serious because they show that clients are not happy with some area of your operation, store, or goods.

Average Order Value

Simple to understand, average order value (AOV) is simply the sum of all orders divided by the total number of orders. AOV is directly tied to revenue, thus you should generally anticipate growth in this metric. Customer satisfaction with your product selection and store has decreased over time, according to declining AOV.

Online Order Volume

How frequently do customers make purchases directly from the eCommerce site as opposed to using another digital channel, such as an eProcurement platform with a PunchOut catalog, is the question that the online order frequency (OOV) tries to answer?

If your company has just started using eCommerce, measuring online order frequency is crucial. Low or declining online order volumes may be a sign that customers prefer traditional, more expensive sales channels, or that they would prefer an online shopping experience that is connected with their procurement/spend management systems and strategies.

Percent of Repeat Visitors

When B2B companies first create an eCommerce website, they could have a hard time converting customers who are more accustomed to conventional in-person or phone sales. The frequency of repeat visits reveals how “sticky” the eCommerce experience is. There are a few reasons why customers might give it a shot and then go back to their old habits.

They might simply prefer the standard routine, in which case you should make a stronger effort to inform them of the advantages of internet shopping. The functionality or user experience of your store may also be inadequate in their opinion. To enable automation capabilities like PunchOut catalogs and purchase order automation, many B2B customers choose eCommerce stores that are integrated with their eProcurement system, as was previously mentioned.

B2B Ecommerce Metrics Key Takeaway


If you are serious about enhancing your sales technique, you must track the correct KPIs. It is not possible. You may improve your overall sales technique by tracking the data listed above. There are various more metrics that may be measured, calculated, compared, and altered to assist enhance your business, depending on your needs.


The key B2B e-commerce KPIs that you should pay attention to are covered in this article. PROS is a result driven and professional Web Development and Digital Marketing Agency. We have over 15 years of experience in PPC management , Shopify Development Services, Internet Marketing Service, Word Press Development and Social Media Marketing. 

Please Contact us for any Shopify ,Drupal, Magento, Word Press projects

Scroll to Top