Ecommerce Insights: Key Metrics, Analytics and Trends (2024)

What are ecommerce insights?

Ecommerce insights are valuable pieces of information that can be gathered from analyzing data related to online shopping behavior, trends, and patterns. These insights can help ecommerce businesses make informed decisions, improve their marketing strategies, and optimize their operations.

Why are ecommerce insights important to track?

Tracking ecommerce insights is crucial for staying competitive in the rapidly evolving ecommerce landscape. By understanding customer behavior, market trends, and industry developments, businesses can adapt their strategies to meet the changing demands of consumers and stay ahead of the competition.

7 ecommerce insights shaping the industry in 2024

1. New social commerce platforms emerge

In 2024, we are seeing the rise of new social commerce platforms that are blurring the lines between social media and online shopping. Businesses need to pay attention to these platforms and consider them as part of their overall ecommerce strategy.

2. Artificial intelligence supports purchase decisions

The use of artificial intelligence in ecommerce is becoming more prevalent, with AI-powered recommendation engines and chatbots playing a key role in guiding purchase decisions for online shoppers.

3. Inflation is a concern for shoppers

As inflation impacts consumer purchasing power, ecommerce businesses need to be mindful of pricing strategies and consider offering flexible payment options to accommodate budget-conscious shoppers.

4. Buy now, pay later becomes the new norm

Buy now, pay later (BNPL) services are gaining popularity among consumers, presenting an opportunity for ecommerce businesses to offer flexible payment options and attract more customers.

5. Customers want a variety of fulfillment options

With the growth of ecommerce, consumers are expecting a wider range of fulfillment options, including same-day delivery, curbside pickup, and environmentally friendly shipping choices.

6. Eco-conscious consumerism is on the rise

As sustainability becomes an increasing concern for consumers, ecommerce businesses can differentiate themselves by offering eco-friendly products, packaging, and shipping options.

7. Live commerce grows in popularity

Live commerce, where products are demonstrated and sold in real time through livestreams, is gaining traction as a new way to engage and convert online shoppers.

How to analyze ecommerce insights

Form a hypothesis

Start by forming a hypothesis about the trends or patterns you expect to find in your ecommerce data. This will guide your analysis and help you draw meaningful insights.

Gather the data

Collect relevant data from your ecommerce platform, web analytics, and other sources to support or refute your hypothesis. Look at metrics such as conversion rates, average order value, and customer demographics.

Form your ecommerce insight

Based on your analysis, draw conclusions and form actionable insights that can inform your business decisions and strategies.

How to turn ecommerce insights into action

Use purchase data to optimize your social media strategy

By analyzing purchase data, you can identify which social media channels are driving the most sales and tailor your content and advertising to maximize their impact.

Use conversion rates to prioritize popup offers

Understanding which products and offers have the highest conversion rates can help you prioritize and optimize your popup offers for maximum effectiveness.

Use AOV to replenish best selling products

By tracking the average order value (AOV) of your best selling products, you can ensure you have sufficient inventory to meet demand and capitalize on popular items.

What questions will you ask your analytics?

When analyzing ecommerce insights, it’s important to ask the right questions to uncover valuable information. Some questions to consider include:

  • What are the key drivers of conversion on our website?
  • Which marketing channels are most effective in driving traffic and sales?
  • What are the trends in customer behavior and preferences?

Ecommerce insights FAQ

What is an actionable insight in ecommerce analytics?

An actionable insight is a specific, data-driven observation that can be used to make informed decisions and drive tangible improvements in an ecommerce business.

How does ecommerce analytics differ from ecommerce insights?

Ecommerce analytics involves the collection and analysis of data related to online sales and customer behavior, while ecommerce insights are the valuable conclusions and implications drawn from that data.

What is the future of ecommerce?

The future of ecommerce is likely to be shaped by continued innovation in technology, evolving consumer preferences, and the ongoing integration of online and offline shopping experiences.

Is the ecommerce industry growing?

Yes, the ecommerce industry continues to experience significant growth, driven by factors such as increased digital adoption, changing consumer habits, and the expansion of online marketplaces.


As the ecommerce landscape continues to evolve, staying informed about key metrics, analytics, and trends is essential for success. By tracking and analyzing ecommerce insights, businesses can gain valuable knowledge that can be used to drive growth, optimize marketing strategies, and meet the changing needs of online shoppers.