Sales KPI: The Most Important Metrics for E-Commerce 2026

Sales KPIs are the most important metrics for measuring e-commerce performance. This guide explains which sales KPIs matter most, how to calculate them and how to get them automatically as a PDF report from Shopify and Stripe data.

The most important sales KPIs for e-commerce

• Revenue: Total order value in the period
• Net revenue: Revenue after Stripe fees and refunds
• AOV (Average Order Value): Total revenue ÷ number of orders
• Conversion rate: Buyers ÷ visitors × 100
• New customers: First-time buyers in the period
• Customer Acquisition Cost (CAC): Marketing spend ÷ new customers