An effective e-commerce sales dashboard provides a 360° view of business performance, blending sales, customer behaviour, and operational insights. It helps decision-makers monitor growth, profitability, and marketing impact in real time.

1. Revenue Performance

Track total revenue, growth trends, and seasonal variations to understand how your business is performing across time periods and campaigns.

2. Gross Merchandise Value (GMV)

Represents the total value of all products sold through your platform, offering a clear picture of overall business volume.

3. Average Order Value

Monitors how much customers spend per transaction, helping identify opportunities for upselling and bundling.

4. Conversion Rate

Shows how effectively your website turns visitors into paying customers — a direct reflection of marketing and user experience quality.

5. Customer Retention Rate

Highlights customer loyalty by showing how many shoppers return for repeat purchases.

6. Revenue by Channel

Breaks down sales performance across marketing sources such as organic search, paid ads, social media, and email campaigns.

7. Product & Category Performance

Identifies top-selling products and categories driving the highest revenue, allowing better inventory and promotion planning.

8. Refund & Return Insights

Monitors returns and refunds to reveal product quality issues, fulfillment challenges, or mismatched customer expectations.

9. Shipping and Fulfillment Metrics

Tracks delivery speed, shipping cost, and fulfillment efficiency — critical factors influencing satisfaction and repeat business.

10. Customer Engagement Metrics

Measures user interaction across touchpoints such as cart additions, wishlist saves, and session duration, offering clues to improve conversion paths.