eCommerce KPIs (key performance indicators) are the few numbers that tell you whether your store is healthy. When you sell on several channels, the most useful KPIs are the ones you measure per channel, because a channel can bring plenty of revenue and still make little profit after fees.
This guide lists the KPIs that matter most for multi-channel sellers, with the formula for each, explains why each one matters, works through an example comparing two channels' real profitability, and gives you a simple weekly routine.
The KPI table
Healthy ranges depend on your category, prices and business model, so this table only gives a target where a marketplace publishes one.
| KPI | Formula | Why it matters | Published target |
|---|---|---|---|
| Channel revenue share | Channel revenue / Total revenue x 100 | Shows how dependent you are on each channel | None |
| Contribution margin per channel | Channel revenue - Product cost - Channel fees (incl. VAT on fees) - Fulfilment and delivery - Channel ad spend | Shows which channels actually make money | None |
| Average order value (AOV) | Revenue / Number of orders | Helps judge whether per-order fees and delivery costs are covered | None |
| Sell-through rate | Units sold / (Units sold + Units left at the end of the period) x 100 | Shows how quickly stock you received is selling | None |
| Inventory turnover | Cost of goods sold / Average inventory value | How many times you sell through your average stock in a period | None |
| Days of inventory | (Average inventory value / Cost of goods sold) x Days in the period | How long your current stock lasts at your current sales rate | None |
| Stockout rate | Products out of stock / Total active products x 100 | Lost sales and weaker marketplace rankings | None |
| Cancellation rate | Seller-cancelled orders / Total orders x 100 | Usually caused by overselling, and tracked by marketplaces | Amazon: under 2.5% over 7 days. noon DirectShip: under 2.5% over 7 days |
| Order defect rate (Amazon) | Orders with a defect (such as negative feedback, A-to-z claims or chargebacks) / Total orders x 100 | Amazon's main measure of customer experience | Amazon: under 1% over 60 days |
| Late shipment rate | Orders shipped late / Total orders x 100 | Affects marketplace standing and reviews | Amazon: under 4%. noon DirectShip: below 3% |
| Fulfilment time | Average time from order to shipment | Delivery speed affects customer satisfaction and the Buy Box | None |
| Return rate | Units returned / Units sold x 100 | Returns cost delivery, handling and sometimes the product | None |
| Customer acquisition cost (CAC) | Marketing spend / New customers acquired | Shows what each new customer costs you | None |
Marketplace targets are taken from Amazon's Order Performance policies and noon's DirectShip Seller Performance Management article. Check Seller Central or Seller Lab for the current rules on your account.
Worked example: which channel really makes money?
Two channels each bring in 10,000 SAR in a month. On revenue alone they look equal. These numbers are hypothetical.
| Channel A (own store) | Channel B (marketplace) | |
|---|---|---|
| Revenue | 10,000 SAR | 10,000 SAR |
| Orders | 100 | 200 |
| AOV | 100 SAR | 50 SAR |
| Product cost | 5,000 SAR | 5,000 SAR |
| Channel fees incl. VAT on fees | 400 SAR (payment fees and plan) | 1,725 SAR (15% referral fee + 15% VAT on it) |
| Fulfilment and delivery | 1,500 SAR (100 orders x 15 SAR) | 2,000 SAR (200 orders x 10 SAR) |
| Ad spend | 1,500 SAR | 300 SAR |
| Contribution margin | 1,600 SAR (16%) | 975 SAR (9.75%) |
In this example, Channel A earns more per sale even though it spends more on ads, because Channel B's referral fee and the cost of delivering twice as many smaller orders take a larger share. The lesson isn't that marketplaces are worse. It's that you need to measure margin per channel, not only revenue, before you decide where to invest.
A simple weekly dashboard routine
You don't need a complex tool to start. Spend 30 minutes once a week on these steps:
Once a month, add inventory turnover, days of inventory and sell-through rate to spot slow stock, and review CAC against AOV for your paid channels.
Getting reliable numbers
KPIs are only as good as the data behind them. If each channel keeps its own stock and order records, your numbers won't add up. Keeping inventory and orders in sync across channels, for example with SyncMe, which syncs inventory, orders and listings across Salla, Zid, Shopify, noon, Amazon and other channels, gives you one consistent picture to measure from.
Related guides
FAQ
What are the most important eCommerce KPIs?
For multi-channel sellers: revenue share and contribution margin per channel, average order value, sell-through rate, inventory turnover, stockout rate, cancellation and late shipment rates, return rate and customer acquisition cost.
How do I calculate contribution margin per channel?
Take the channel's revenue and subtract product cost, the channel's fees including VAT on those fees, fulfilment and delivery costs, and any ad spend for that channel.
What is a good cancellation rate on Amazon?
Amazon asks sellers to keep their cancellation rate under 2.5% over a 7-day period.
What is the difference between inventory turnover and sell-through rate?
Inventory turnover compares cost of goods sold with your average inventory over a period. Sell-through rate is the share of units you received or held that actually sold in a period.
How often should I review my KPIs?
Check the main ones weekly, such as revenue, margin, cancellations and stockouts, and the inventory KPIs such as turnover and days of inventory monthly.
Why does my marketplace revenue look good but my profit doesn't?
Marketplace fees, VAT on fees and delivery costs on smaller orders can take a large share of revenue. Measure contribution margin per channel to see the real picture.
