5 August 2026
KPIs: What Key Performance Indicators Should You Use to Measure the Performance of Your B2B e‑commerce Platform?
Just as your car’s dashboard is essential for driving, key performance indicators (or KPIs [ 1]) are indispensable for managing your B2B e-commerce site and monitoring its health. But it’s not always clear what should be measured and how often. Here’s an overview of the vital metrics for your B2B business and best practices for making the most of them.
Setting up a dashboard for a B2B e-commerce site isn’t just about producing nice-looking presentations for the monthly Executive Committee meeting… Above all, KPIs should enable you to monitor your platform on a daily basis, quickly detect any problems or incidents, diagnose them, and track their resolution. These metrics also help measure the performance of promotional campaigns and ensure that sales activity aligns with the objectives set out in the budget.
Before we go over the metrics and how they’re calculated, here are a few tips for creating effective dashboards while avoiding certain pitfalls…
➡️ Best Practices
✔️ Check the data quality
Having an e-commerce dashboard will quickly become a decision-making tool whose analytics will influence your company’s strategy. You must therefore ensure the reliability of the metrics on which you’ll base your decisions: to do this, cross-check results from several different sources, measure using different tools, run tests… and familiarize yourself with each tool’s margin of error. If you use automated systems to collect data, regularly verify that the connectors are up to date and properly configured.
✔️ Provide context
As we’ll see later, there are a number of “standard” KPIs in e-commerce, often derived from established practices in B2C. However, it is essential to adapt these metrics to the specific characteristics of your business in order to develop dashboards tailored to your industry, your customer base, the products you sell, the unique features of your ERP system, and your distribution model…
✔️ Follow the customer journey
To develop an effective dashboard, you must follow a logical structure and a clear reading order; otherwise, the metrics will be scattered, risking confusion about their meaning. The most effective and practical way to develop this system for tracking metrics is to follow a customer’s natural purchasing journey, from the initial prospecting phase all the way through to the final stages, including deliveries, after-sales service, and customer satisfaction.
✔️ Don’t forget to measure quality
E-commerce project managers frequently fall into the trap of reporting only sales performance metrics. A dashboard limited to this aspect of the business risks narrowing the view to the conversion funnel alone, overlooking a key aspect of B2B: service quality. It is indeed crucial to implement systems for measuring website speed, response times to customer inquiries, adherence to delivery deadlines, and customer satisfaction. These will help ensure that your company meets its long-term commitments to its customers.
✔️ Avoid information overload
Another common pitfall with dashboards is including too many metrics—more than is necessary… If you track too many KPIs, your teams won’t be able to keep track of them or interpret them, and your dashboards [ 2] will lose their relevance. It’s recommended to create several levels of dashboards, ranging from the most concise to the most detailed. The simplest dashboard is used for daily monitoring and reporting [ 3], while the highly detailed dashboard should only be used when necessary, for investigating a specific issue.
✔️ Share your metrics
If they aren't shared with the teams, dashboards are useless!
Metrics should enable all relevant departments to continuously improve by providing a clear overview of core business activities. While certain KPIs must obviously remain confidential, it is essential to share the metrics that are critical to their operations with your teams, franchisees, or resellers. This means creating your dashboards using tools or formats that facilitate distribution—whether on the intranet or the company’s social network, or via TV screens located throughout your facilities. While a spreadsheet or slide deck may suffice, it is still advisable to use dynamic visualization tools that are connected to various data sources. By retrieving source data, these tools will allow you to generate interactive reports and queries, eliminating the time-consuming task of manually re-entering information or importing/exporting data.
50 Key Metrics for Tracking B2B E-Commerce 📊
1. Prospecting & Acquisition
This section includes metrics that measure the effectiveness of sales prospecting efforts prior to account opening/registration or the first order.
Conversion Funnel: Linked to the CRM, this macro-indicator will display the sales “pipeline [4] ” —that is, the flow of leads currently being processed—in the form of a funnel, including, if possible, an estimate of their revenue potential. Over a given period, the four stages of this funnel are as follows:
- 1. Suspects: number of targets to engage or "raw" contacts
- 2. Leads: the number of engaged prospects—that is, contacts who have shown interest in your products and services
- 3. Prospects: the number of qualified leads. These are relevant contacts who are interested in your products and match your buyer personas.
- 4. New customers: the number of prospects converted into new customers during the period, either through account openings or first purchases
From this funnel, you can also calculate the following metrics:
- 5. Lead conversion rate (in %):
[number of new customers] / [number of leads during the period]
This KPI allows you to measure the quality of your lead generation campaigns, as well as the relevance of your sales offering—particularly in terms of pricing. A conversion rate that is too low may indicate poor targeting in a digital marketing campaign or a lack of competitive advantages.
- 6. Breakdown of leads by source (in %), acquisition channel, or marketing campaign, to determine which acquisition channels generate the most leads.
- 7. Cost per lead or per prospect (in €): depending on the prospect’s source, the ratio of the campaign budget to the number of leads generated
[campaign budget in €] / [number of leads or prospects generated by the campaign]
In B2B, the cost per lead can range from €30 to over €200, depending on the industry and the target audience.
Marketing Acquisition Campaigns / Web Marketing: If you’re running advertising campaigns to promote your B2B e-commerce site (Google AdWords, LinkedIn campaigns, advertising in trade publications, email campaigns, etc.), it’s a good idea to supplement your conversion funnel with performance metrics for these initiatives in order to optimize your marketing investments.
- 8. Click-through rate (%):
[number of visits attributed to the marketing campaign] / [number of views, impressions, or displays of the campaign]
A low click-through rate may indicate a problem with audience targeting, a poorly worded ad, or a lack of interest among your target audience in certain media.
- 9. Cost per click (in €):
[campaign budget in euros] / [number of visits attributed to the marketing campaign]
The cost per click varies widely depending on the media channel and must be considered in relation to the average order value. It is especially important to monitor how it changes over time, channel by channel.
- 10. Ad conversion rate (in %):
[number of transactions attributed to the marketing campaign] / [number of visits attributed to the marketing campaign]
This complements the click-through rate. If a campaign has a high click-through rate but a low conversion rate, it indicates a problem with the message on the landing page.
- 11. ROAS [5] for marketing campaigns:
[advertising budget for the marketing campaign] / [revenue generated by the marketing campaign]
The higher it is, the better your campaign is performing. In B2B, a good ROAS ranges from 4 to 10. Be careful—it should never be lower than 2.
2. Audience of Your B2B E-Commerce Site
For your online store, you’ll need to track the activity of the people who visit your store, whether they’re new or returning users. It’s therefore important to know the number of visitors, the percentage of new visitors, and the type of device they’re using. To do this, it’s advisable to track the following metrics:
- 12. Number of unique visitors—or “unique individuals,” to use the technical term—who visited your store
- 13. Number of sessions: Each time a user logs in and begins browsing, it is counted as a session. A single user may have had multiple sessions in a week if they visited the platform several times.
- 14. Percentage of new visitors:
[number of new visitors] / [total number of visitors].
Unlike in B2C, this rate should remain relatively low (<40%) in B2B, given the recurring nature of purchases.
- 15. Mobile-to-desktop ratio (in %):
[number of mobile and tablet browsing sessions] / [total number of sessions].
This metric is useful for understanding how your customers use and access your online store, so you can optimize its user experience based on their preferred device.
3. Browsing Behavior
In addition to visitor volume, it is important to measure the quality of the user experience over time. This involves measuring:
- 16. Number of sessions per visitor, to determine how often visitors return:
[number of sessions or visits] / [number of unique visitors]
- 17. Session duration in seconds. At a given point in time (T), this metric has no meaning on its own, but tracking how it changes over time will provide valuable insights into your customers’ purchasing behavior. A decrease in session duration isn’t necessarily a bad sign if, at the same time, your website is becoming faster and faster.
- 18. Number of page views per session:
[number of page views] / [number of sessions or visits].
As with session duration, this metric is most useful over time.
- 19. Bounce rate (in %): This metric measures the percentage of visits that do not result in a conversion, where the user leaves the site almost immediately. In B2B, this rate should be less than 30%.
- 20. Most-searched keywords: More than just a metric, this involves listing the top 10 phrases most frequently searched by your visitors, as this will provide you with valuable insights into their interests.
- 21. Top exit pages: List the top 10 pages in your store from which customers leave the site, in order to identify issues with content or the structure of product listings, as well as usability or pricing issues.
4. Transactions
Sales are at the heart of e-commerce. Your dashboard should therefore devote a significant portion to transactional metrics, including:
- Revenue for the period
- 22. Total Revenue
- 23. Revenue by Product Category
- 24. Revenue by Top 10 Customers
- 25. Revenue by Acquisition Channel
- 26. Margin: amount in €
- 27. Margin Rate ( % )
- 28. Number of quote requests submitted by customers
- 29. Quote-to-order conversion rate:
[number of quotes converted to orders] / [number of quotes issued]
- 30. Number of online transactions ( orders processed on the web platform)
- 31. Conversion rate (in %):
[number of orders] / [number of sessions or visits].
This is one of the most strategic metrics, as it determines your store’s sales performance. Even the slightest change in this metric has a significant impact on revenue and profit margin.
- 32. Shopping cart abandonment rate:
[ (total number of shopping carts created) – (number of shopping carts converted to orders)] / [total number of shopping carts created].
This metric helps identify invisible shopping cart abandonment, enabling companies to implement corrective actions and follow-up strategies. In B2B, this rate should be less than 30%.
- 33. Average basket size: [revenue] / [number of transactions]
-
- Minimum Cart Total
- Maximum Cart Size
- Median basket
-
- 34. Number of active customers during the period
- 35. Average number of orders per active customer:
[number of transactions] / [number of active customers]
- 36. Order Frequency: It’s helpful to determine the hours and days when customers are most active; this allows you to tailor customer service to better align with purchasing behavior.
- 37. Breakdown of orders by payment method, to determine which methods your customers prefer.
5. Quality of Service
Beyond customer volume and transactions, service quality is essential for building long-term customer loyalty. Your dashboard should reflect this priority by allowing you to regularly track service quality KPIs, also known as SLAs [ 6].
- 38. Average site speed: This metric shows the average page load time in seconds. A slow site automatically leads to a lower conversion rate, which is why it’s important to regularly monitor changes in site speed.
- 39. Net Promoter Score (NPS): In B2C, it is common to ask customers to rate their satisfaction through a survey sent after each order. In B2B, given the frequency of purchases, this methodology is not applicable. To measure customer satisfaction, we recommend sending a survey once a month—either by email or through the customer portal on your e-commerce platform—and tracking its results in your dashboard.
Telephony: The telephone channel remains essential in B2B. If your telephone system supports it, we recommend tracking the following three metrics:
- 40. Wait time on the phone: the number of seconds before a customer service representative answers the call
- 41. Dropout rate (in %):
[number of calls answered by customer service] / [total number of calls received during business hours]
- 42. SLA compliance rate (as a percentage):
[number of calls answered within the limits specified in the SLA] / [total number of calls].
This metric helps you determine whether your customer service team is meeting your quality goals (for example, an SLA requiring a response in less than 40 seconds).
Helpdesk [7]: The ideal complement to CRM, a helpdesk platform allows you to centralize conversations between your customers and your sales team. Whether requests come in via email, web forms, social media, or text message, they are converted into tickets that are then assigned to agents based on their expertise or availability. Tracking helpdesk statistics allows you to gradually improve the quality of your customer service:
- 43. Ticket rate per order (in %):
[number of tickets] / [number of orders].
This ratio helps measure the quality of the information provided on the website or identify temporary issues with shipping or customer service. It is expected to decrease over time…
- 44. Time toFirst Response (in hours or minutes): the time interval between when the customer creates a ticket and when a support agent provides the first response. This metric is used to measure the responsiveness of your customer service.
- 45. Resolution time (in hours): the average time between when a customer creates a ticket and when it is closed or resolved by customer service. The shorter this time is—combined with a high NPS—the more satisfied your customers will be.
- 46. SLA compliance rate (in %):
[number of tickets resolved within the SLA-specified time frames] / [total number of tickets].
This metric helps you determine whether your customer service team is meeting your quality goals (for example, an average resolution time of less than 48 hours).
After-Sales Service & Deliveries: The final category of metrics to measure—those related to transportation and after-sales service—are two strategic aspects for long-term customer satisfaction, and they have the potential to lead to disputes and hidden costs.
- 47. After-sales service dispute rate (in %):
[number of service cases created] / [number of orders].
This indicator helps detect defects in certain product categories or potential delivery issues.
- 48. Percentage of orders delivered late:
[number of orders for which the estimated delivery time was exceeded] / [total number of orders].
This measure is used to verify whether your logistics department and your carriers are meeting your commitments.
- 49. Breakdown of sales by carrier, to see which carriers are most popular with your customers.
- 50. Incident rate by carrier (in %):
[number of disputes per carrier] / [number of orders delivered by that carrier].
This rate is essential for comparing the reliability of the various carriers you work with.
The 20 Essential Daily KPIs
Not all of these 50 KPIs are essential for day-to-day management. As explained in the introduction, it’s difficult to grasp and remember them all. In addition to the comprehensive dashboard, we recommend creating a summary dashboard to monitor your B2B e-commerce site daily and to facilitate your weekly team meetings. This summary dashboard should be limited to the following 20 metrics:
If your teams aren't familiar with the numbers, we recommend presenting them in the form of a weather report, using icons instead of numerical values: a declining conversion rate would be represented by a cloud with a lightning bolt, a rising customer satisfaction rate by a sun…
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