EMARKETER has accumulated a rich collection of metrics benchmarking the performance of ecommerce web sites. The Industry KPIs portal contains six subcategories of ecommerce KPIs for benchmarking:

1. Comparative growth metrics look at year-over-year changes in site traffic, order volume, and sales volume.
2. Conversion funnel metrics look at conversion rates with data from several sources and also include metrics that contribute to conversion rates, such as shopping cart abandonment and sessions before conversion.
3. Order dynamics look at the factors that drive order sizes up and down, including average order size, add to cart rate, discount rate, and items per order.
4. Session engagement metrics look at a variety of measures that evaluate how actively shoppers are engaged in shopping on a site, rather than quickly passing through. Metrics such as time per session and pageviews per session are strong indicators of engagement on the site. Metrics such as bounce rate—the percentage of people who see only one page—are good indicators of home page performance and search engine optimization.
5. Customer acquisition metrics are those that provide broad context as to how retailers bring traffic to their site, while customer retention metrics look beyond metrics from a single session, to benchmark retailers’ success driving repeat, loyal customers.
6. Device platform benchmarks provide context for the devices (desktop, mobile, tablet) that shoppers use to buy from retailers.