This glossary defines the core e-commerce metrics used across the E-commerce Statistics hub. Use it when you want consistent terminology, formulas,
and scope notes for citation and benchmarking.
Back to the hub:
E-commerce Statistics.
For rules on standardization and comparisons, open:
Methodology.
Core e-commerce metrics
The most frequently referenced metrics in e-commerce reporting and research.
Conversion rate (CR)
CR = Orders ÷ Sessions × 100
Some sources use Users instead of Sessions. Don’t mix denominators when benchmarking.
Average order value (AOV)
AOV = Total Revenue ÷ Number of Orders
Keep revenue scope consistent (include/exclude shipping and tax consistently).
Cart abandonment rate
Abandonment = (Carts − Orders) ÷ Carts × 100
“Cart” can mean carts created or add-to-cart events depending on the source/tool.
Checkout abandonment rate
Checkout abandonment = (Checkouts started − Orders) ÷ Checkouts started × 100
Different from cart abandonment; checkout is a narrower stage.
Return rate
Return rate = Returned value (or orders) ÷ Total value (or orders) × 100
Always specify whether it’s online-only or total retail and whether it’s value-based or order-based.
Market metrics
Market sizing and penetration terms used in global reporting.
Global e-commerce market size (retail)
Most commonly reported as worldwide retail e-commerce sales (a retail scope measure).
Ecommerce share of retail sales
Share of retail = Retail ecommerce sales ÷ Total retail sales × 100
YoY growth
YoY growth = (This year − Last year) ÷ Last year × 100
CAGR
CAGR = (Ending value ÷ Starting value)^(1/years) − 1
Forecast
A forward-looking estimate. Always label forecast years and cite the forecast source and publication date.
For standardization rules (what we do when sources differ), see:
Methodology.