Ecommerce & Marketplace Metrics

Listing conversion rate measures the percentage of product listing views that result in a completed purchase. It is the core marketplace efficiency metric that reveals how effectively individual listings turn browsing interest into buying action.

New buyer growth rate measures the rate at which a marketplace acquires new buyers over a given period. It is the demand-side growth engine that determines whether the marketplace can sustain increasing transaction volume and attract more sellers.

New seller growth rate measures the rate at which a marketplace onboards new sellers over a given period. It is the supply-side growth engine that determines catalogue breadth, product selection, and the marketplace's ability to satisfy buyer demand.

Percentage of active listings measures the proportion of all listings on a marketplace that are currently live, in stock, and available for purchase. It is a catalogue health metric that directly affects buyer experience, search quality, and marketplace credibility.

Percentage of active sellers measures the proportion of registered sellers on a marketplace who currently have at least one live listing. It is the supply-side engagement metric that reveals whether the marketplace is retaining its sellers as active participants or accumulating dormant accounts.

Percentage of engaged buyers measures the proportion of registered buyers who regularly interact with the marketplace through actions such as searching, browsing, adding to wishlists, or purchasing. It reveals the depth of demand-side engagement beyond simple registration counts.

Percentage of satisfied transactions measures the proportion of completed marketplace transactions that receive a positive rating or no complaint from the buyer. It is the trust metric that determines whether buyers will return and whether sellers maintain their reputation.

Purchase frequency measures how often customers make a purchase within a given time period. It is a core loyalty metric that directly determines customer lifetime value and reveals how deeply a product or marketplace has been integrated into a customer's buying habits.

Repeat customer rate measures the percentage of customers who return to make more than one purchase. It is the clearest signal of whether a business is building genuine customer loyalty or relying entirely on one-time transactions to generate revenue.

Revenue by traffic source measures the total revenue attributed to each acquisition channel, such as organic search, paid advertising, email, direct, social media, and referrals. It answers the most fundamental marketing question: which channels are actually generating revenue, not just traffic?

Time to purchase measures the average duration between a customer's first interaction with a platform and their completed purchase. It quantifies the length of the buying decision cycle and reveals how much friction, hesitation, or consideration exists between initial interest and transaction.