5 August 2026

19 KPIs to Measure the Success of Your B2B e‑commerce Business

KPIs, or key performance indicators, allow youto assess the impact of your marketing strategies on your overall business goals.

When launching a B2B e-commerce site, B2B e-commerce KPIs will help you measure the progress and success of your online business. This quantitative data will enable you to highlight the impact of B2B e-commerce on your company.

By defining and measuring key performance indicators, you can clearly assess where your strengths lie and where there is room for improvement, allowing you to update your business strategies.

Most KPIs are typically based on B2C e-commerce. In this article, we’ll focus on the specific characteristics of performance metrics in B2B.

Companies that sell online to business customers can benefit from targeted B2B-specific measures focused on objectives such as increasing revenue, building customer loyalty, improving efficiency, and more.

So, what are the KPIs for a B2B e-commerce solution? What performance metrics are needed to evaluate the return on investment (ROI) of launching a B2B e-commerce site?

Here is a list of 19 KPIs that will help you manage your online e-commerce solution.

1. Visitor Acquisition

People who visit your website are potential leads. The goal is to convert these leads into customers, based on the quality of your content marketing and your product offering.

Measuring traffic on your e-commerce site gives you insight into who your visitors are, where they come from, how they find your site, and, ultimately, what they expect from you.

[B2B E-commerce KPI 1] The number of visitors to the homepage (with a potential view of the open or closed catalog, depending on your own B2B strategy)

The difference between B2C and B2B sales is that in a B2B e-commerce platform with a closed catalog, a visitor is always a customer—not just a casual visitor comparing X different e-commerce sites.

[B2B E-commerce KPI 2] The number of requests to create a business account (visitors identified by email)

This analytics tool allows potential new customers to request account creation using the B2B-specific feature.

2. Visitor-to-Lead Conversion Rate

Prospects drive sales. The more qualified prospects there are in the pipeline, the more opportunities there are to make a sale.

A visitor becomes a qualified lead once you have obtained their email address and company name, and they fall within your target audience.

[B2B E-commerce KPI 3] The number of identified visitors, based on logins
[B2B E-commerce KPI 4] The number of identified visitors who viewed a specific catalog (product offerings and prices)
[B2B E-commerce KPI 5] Conversion Rate for Identified Visitors
[KPI 6: B2B E-commerce] Session Duration

3. Conversion to a sale

Here, the key metric is revenue; it is worthwhile to analyze the steps leading up to the purchase in order to identify potential areas for improvement in converting leads into sales.

[B2B E-commerce KPI 7] Number of quotes generated
[B2B E-commerce KPI 8] The conversion rate from quotes to purchase orders

If this rate is low, it is strongly recommended that you optimize the quote request page (quote request landing page) in terms of its design, user experience (UX), and usability.

[B2B E-commerce KPI 9] The conversion rate from login to order placement
[B2B E-commerce KPI 10] The number of orders submitted for approval via a third-party approval workflow
[B2B E-commerce KPI 11] The number of orders placed outside of store or office hours
[B2B E-commerce KPI 12] The percentage of orders requiring validation via a validation workflow
[B2B E-commerce KPI 13] Order Frequency: The average interval between purchases over a given period of time

This B2B online sales metric helps you identify ways to improve the shopping experience for your B2B customers and boost sales.

B2B e-commerce solutions are alternatives to other sales channels. It is important to compare how customers move between different channels on an individual basis.

For example, if individual customers are placing online orders more frequently than before, this may indicate that your B2B e-commerce site is effectively meeting their needs. If customers revert to placing orders offline after their first use of your B2B e-commerce solution, this suggests that the e-commerce site could be improved.

[B2B E-commerce KPI 14] Total average order value, by customer account

It’s worth examining the average order value of customers who search online before placing their orders offline. By comparing the average order value of these orders with the average order value of offline customers who do not search online, you can determine whether your B2B e-commerce site provides the right information about your offerings or specific products.

[B2B E-commerce KPI 15] Maximum order value per customer account
[B2B E-commerce KPI 16] Overall shopping cart abandonment rate, by customer account
[B2B E-commerce KPI 17] The number of orders by payment method (credit card, account, purchase card, etc.)
[B2B E-commerce KPI 18] Revenue generated outside of store or office hours

This metric confirms a customer need and serves as a reason to continue investing in your online store.

4. Operations and Customer Service

[B2B E-commerce KPI 19] Which delivery method is used most often? (in-store pickup, standard delivery, etc.)

This key metric will give you a comprehensive understanding of your customers from start to finish and help you identify their delivery expectations.

By defining e-commerce KPIs with your team members, you ensure alignment and a focus on online sales within your sales and marketing teams.

The KPIs you choose should align with your business objectives. Today, our understanding of the B2B market and the B2B purchasing process tells us that B2B companies—such as small and medium-sized businesses (SMEs) and mid-market companies—prioritize cost savings, efficiency, and customer satisfaction. Therefore, KPIs must align with these priorities.

Is your goal to increase customer satisfaction? KPIs such as retention rates and repeat visits can help you evaluate your performance. Or perhaps your goal is to focus on increasing sales? In that case, choose KPIs such as the number of online orders and the average order value.

What about you—are you identifying any new B2B e-commerce KPIs?

We would love to expand on this article based on your feedback and needs! This list is not exhaustive and is intended to give you an idea of the possibilities offered by implementing a B2B e-commerce solution.

What KPIs would you define in your own context? For example, in a networked B2B e-commerce environment?

Our team of experts is here to help you interpret these B2B e-commerce KPIs— contact us!