eCommerce Reports: 20 Reports Every Online Store Needs

eCommerce reports are structured summaries of store data that show how your online business performs. They help you monitor key performance indicators (KPIs), understand customer behavior and decide what to change. Set up properly, they show every important part of your shop: money, traffic, products, stock and customers.

Every eCommerce platform has its own reports. Shopify, Adobe Commerce (Magento) and WooCommerce offer everything from a standard overview dashboard to detailed reports, depending on your subscription. This list covers 20 reports that most stores need, grouped by the job they do. We use Shopify's reports as examples for store performance, and show where a customer intelligence tool such as Omniconvert Commander (formerly Nexus) adds the customer value reports that platforms usually lack. This list is part of our guide to eCommerce analytics.

What are eCommerce reports?

Reports and dashboards work together. A dashboard shows the top metrics from many reports in one view, so you notice when something changes. A report goes deeper into one question, so you find out why it changed. If you want the one-view summary first, read our guide to eCommerce dashboard KPIs and examples.

Which KPIs should your eCommerce reports track?

• Sales metrics: total sales, average order value (AOV) and sales growth over time.
• Customer acquisition cost (CAC): what it costs to win a new customer, per channel.
• Conversion rate: the percentage of visitors who complete a purchase.
• Customer lifetime value (CLV): the total value a customer brings over the whole relationship.
• Cart abandonment rate: the percentage of shoppers who add items to the cart but do not buy.
• Customer retention rate: the percentage of customers who buy again over a period.
• Website traffic and sessions: how many visitors arrive, where from and what they do.
• Bounce rate: the percentage of visitors who leave after one page.
• Product performance: sales, returns and reviews per product.
• Refund and return rates: the percentage of orders returned or refunded.
• Revenue: the total money collected from customers in a period.
• Customer satisfaction scores: feedback that shows what to improve.

Which eCommerce reports track store performance and finance?

1. Overview dashboard

The overview dashboard compares your main numbers in one place, so you spot trends fast. Compare any period with the previous one or with the same dates last year. If you sell in physical stores too, you can also see sales per location and per staff member. Shopify explains its version in its guide to the merchant overview dashboard.

Key metrics: total sales, online store visitors, total orders, conversion rate, AOV, traffic source and visits by device. If conversion is low, look at site design, navigation and checkout. If AOV is low, test bundles, upsells and spend thresholds. If one device type dominates, make sure the store works best on it.

2. Finance report

The finance report shows sales, payments, liabilities and gross profit. It organizes sales, returns and the taxes you owe, which makes bookkeeping easier. Select a month or quarter and export the data as a spreadsheet for your accountant. If an order has more than one product, each product shows as a separate sale or return, with shipping charges included.

Key metrics: sales, payments received and pending, liabilities such as taxes, gross profit (revenue minus the cost of goods sold), sales and returns, and taxes collected and owed. Rising returns point to unclear product descriptions or quality issues.

3. Live view

Live view shows what happens on your store in real time: visitors on the site, where they are, and how they move through cart, checkout and purchase. In Shopify, Live View refreshes its view of the checkout journey every 10 minutes, which makes it useful on Black Friday and other peak days (see how Shopify Live View works).

Key metrics: visitors right now, today's sessions, orders and sales, active carts, visitors at checkout, completed purchases and page views per minute. A crowd of active carts with few purchases during a campaign is a signal to check checkout and payment errors at once.

Which eCommerce reports show traffic, behavior and marketing results?

4. Acquisition report

The acquisition report tracks how visitors find your store: sessions over time, sessions by referrer and sessions by location. Unlike a sales-by-traffic-source report, which shows only converted sales, it shows visitor behavior before anyone buys.

Key metrics: sessions over time, sessions by referrer (direct, search, social, referral) and sessions by location. Put more budget into the referrers that bring engaged visitors, and use location data to target regions or test new markets.

5. Behavior report

The behavior report shows what customers do on your website. It is where you find the funnel leaks. Most carts never turn into orders: the average documented cart abandonment rate is 70.22% across 50 studies [Baymard Institute, 2025].

Key metrics: conversion over time (sessions that add to cart, reach checkout and buy), site speed, product recommendation conversions, top searches, sessions by landing page, sessions by device and bounce rate. Use top searches to rename products the way customers search for them, and fix slow pages before you spend more on traffic.

6. Marketing report

The marketing report measures how well your campaigns bring visits and sales. It counts sessions and sales from UTM campaigns, social ads and Google Shopping ads. On Shopify, how many marketing reports you get depends on your plan.

Key metrics: sessions attributed to marketing, conversion by first interaction, conversion by last interaction, sales attributed to marketing, campaign impressions and campaign performance. Compare first and last interaction: a channel that starts many journeys but closes few still earns its budget.

Which eCommerce reports track products and inventory?

7. Product analytics report

The product analytics report shows how each product has performed, often over the last 90 days. It shows who buys what, which sources drive sales for each product, and how performance changed over time.

Key metrics: net sales (after discounts and returns), the sales breakdown behind net sales, net sales by channel, net units sold by traffic source (negative values mean more returns than sales), and first-time versus returning customers per product. If a product sells mostly to first-time buyers who never return, look at its quality and its follow-up emails.

8. Inventory report

The inventory report tracks stock levels and how fast stock sells. It is most useful at month-end, to see what you hold and how quickly each variant moves. Pair it with inventory velocity to plan reorders.

Key metrics: month-end inventory snapshot, average inventory sold per day, percent of inventory sold and ABC analysis by product. In Shopify's ABC analysis, A-grade products are the top sellers that make up 80% of revenue, B-grade products the next 15% and C-grade products the last 5% [Shopify Help Center].

That ABC grade is where many teams go wrong. The grade ranks products by revenue only, and Shopify states that item cost does not factor in. A store sees a product at the top of the A-grade list, increases its ad budget and reorders deep. The product had a thin margin and a high return rate, so the store sold more of its least profitable item. Before you act on an ABC grade, check margin and return rate for the same products.

9. Brand performance report

If you sell several brands, the brand report shows which ones bring the highest margin, revenue, customers and orders. Sort by order count, revenue or margin. Add return rate per brand and track it over time: a brand with strong sales and rising returns costs more than it looks.

Key metrics: revenue, margin, customers and orders per brand, return split by brand, and satisfaction score per brand where you collect survey data.

10. Catalog and category report

The catalog report ranks products and categories by revenue, margin, customers and orders. It answers which categories to expand and which to cut.

Key metrics: top products and categories, satisfaction score per category, and order returns by category over time. A category with high revenue and a low satisfaction score is a retention risk.

11. Buying habits report

The buying habits report links products to customers. For each product it shows revenue, margin, customers and orders, and how much each customer segment buys of it. Filter it and export it to plan cross-sells: the products your best customers buy first are good candidates for acquisition campaigns.

Key metrics: revenue, margin, customers and orders per product, split by customer segment.

Which eCommerce reports measure customer value and retention?

Store platforms cover the first two groups well. Customer value reports usually need a dedicated tool. This is where Omniconvert works: Omniconvert Commander's customer intelligence produces the retention, churn, RFM, CLV and True Profit reports below. For the rest, any customer data or survey tool can do the job.

12. Customer base overview

The customer base overview is a quick snapshot of your customers, not only your sales. It shows whether growth comes from more customers or from customers who buy more.

Key metrics: revenue, margin, all-time customers, all-time orders, average orders per customer, AOV, and the average number of days between a customer's first and last order. A short gap between first and last order means customers do not stay; see our customer retention tactics on Instagram for one way to bring them back.

13. Retention rate and new versus repeat customer value

The retention rate report calculates the percentage of customers with more than one order out of your total customer base, for the period you select. View it month to month over a year, or switch to daily or yearly views. A second view splits revenue and profit margin between first-time and repeat customers, so you see which group keeps the business profitable. Read how these cards are calculated in the Omniconvert help center.

Key metrics: retention rate over time, revenue and margin from first-time customers, revenue and margin from repeat customers.

14. Retention curve and likelihood to buy again

The retention curve shows how many customers came back for a second, third, fourth order and so on. The steepest drop is usually between the first and second order, which is where retention work pays off most. A second view estimates how likely each customer is to order again. Omniconvert Commander turns this into churn prediction, so you can act before a customer is gone (see the help center documentation on retention curves).

Key metrics: customers by number of orders, second-order rate, likelihood to buy again and churn rate.

15. RFM segmentation report

The RFM segmentation report groups customers by behavior. RFM segmentation is defined as scoring each customer on three behaviors and grouping customers with similar scores. Each customer gets a score for recency (how recently they bought), frequency (how often) and monetary value (how much). Customers with similar scores form segments, so you can prioritize them and tailor their experience (see how customers are grouped by RFM). Omniconvert Commander pushes these segments directly to Meta Ads, Google Ads and Klaviyo.

Key metrics: customers per segment, segment movement over time, and orders, revenue and margin per segment.

16. Revenue and profit by RFM segment

This report shows how much revenue and profit each RFM segment brings. It tells you who to reward and who to win back, without a spreadsheet. Omniconvert Commander goes one step further and calculates True Profit per order and per customer, so you see what each segment earns after its costs. Use it to plan seasonal campaigns by RFM segment, such as the holiday season.

Key metrics: revenue, margin and True Profit per segment, and each segment's share of the total.

17. Customer voice (NPS) report

The customer voice report tracks Net Promoter Score (NPS): how likely customers are to recommend you. Measure it at two moments, before and after delivery, to see whether the experience matches the promise. Break it down by brand, category, customer segment and order attributes to find where satisfaction drops. Read our Net Promoter Score guide to set it up.

Key metrics: NPS before and after delivery, NPS by category, brand and segment, and the share of promoters, passives and detractors.

18. Customer lifetime value report

The customer lifetime value report shows the total value a customer brings over the whole relationship. It moves your focus from single sales to customer value and loyalty, which pays off more over time. Use it to set how much you can spend to acquire a customer, and to design loyalty, referral and word-of-mouth programs. Omniconvert Commander calculates CLV from your store data.

Key metrics: CLV overall, by segment and by acquisition channel, and the CLV to CAC ratio.

19. Cohort analysis report

Cohort analysis groups customers by the month of their first purchase and tracks how many keep buying in the months after. It shows how good your acquisition really is. Look for the cohorts with the highest second-month stickiness, then repeat the channels, offers and products that brought them in.

Key metrics: order count, customer count, revenue and margin per cohort per month, and second-month stickiness rate.

20. Customer (CRM) report

The customer report lists your customers with their segment, number of orders, revenue and margin. Filter it by segment and export it for campaigns or deeper analysis. Open a customer profile to see transaction history, shipping, order status and a timeline of orders. Two useful views sit next to it: customer distribution by number of orders, and satisfaction by customer attribute.

Key metrics: segment, orders, revenue and margin per customer, and customer distribution by order count.

The 20 eCommerce reports compared

eCommerce reporting best practices

1. Define clear objectives

   Set measurable goals first, such as a higher conversion rate, a higher AOV or leaner inventory. Clear goals tell you which reports to run.
2. Choose relevant metrics

   Keep the metrics that match your goals: sales performance, customer metrics such as CAC and retention, and operational metrics such as inventory turnover. Our view on vanity metrics versus CLV reporting explains what to drop.
3. Segment customers and use cohorts

   Store totals hide differences between customer groups. Segment by behavior and track cohorts from their first order to see retention and lifetime value.
4. Visualize and review on a schedule

   Show the data as clear charts and dashboards, and review each report at a fixed rhythm so you can respond to change fast.
5. Compare and turn insight into action

   Compare results with previous periods and industry benchmarks, then write down the decision each report leads to. Our guide to actionable dashboards shows how.

Reports also show what to test next. AliveCor used Omniconvert to run a structured A/B testing program and achieved a 21 percent lift in conversion rate, a 5 percent lift in revenue per visitor, and 94 percent statistical relevance across their experiments [Omniconvert, AliveCor case study].

Different platforms offer different reports, but all of them depend on clean data. What sets them apart is how easy they make it to act. Platforms such as Shopify cover store performance, traffic and products well. Omniconvert Commander integrates with Shopify and adds the customer value reports on top, so you see both what you sold and who you sold it to.

eCommerce reports FAQs