E-commerce
September 17, 2026
Are you wondering how to set annual e-commerce goals that make sense for your store? The answer lies in one sentence: base them on your past performance, choose about fifteen key indicators, and transform them into actionable targets. This is the most reliable method to align your team and prioritize your efforts.
But be careful, setting goals is not limited to choosing a turnover figure. You also need to understand your channels, your devices, your shipping times, and your customer satisfaction. Without this global vision, you risk steering blindly and missing essential growth levers.
So, how do you set annual e-commerce goals? On the agenda:
Why set up a performance dashboard?
What key indicators should you track for your revenue?
How to measure average order value?
What goals to set for your acquisition channels?
How to integrate customer experience into your goals?
Let's get started.
Summary
Why establish an e-commerce performance dashboard?
Before setting goals, you need to know where you stand. A performance dashboard, or scorecard, gives you a clear view of your past activity. It allows you to compare your results from one year to the next and identify trends.
Create a simple document with the key indicators from the previous year, and even those from the year before if possible. This helps you spot developments and set realistic targets. Limit yourself to a maximum of 15 indicators to stay focused on the essentials.
A clean dashboard is easier to use on a daily basis. You can always add secondary metrics later, but keep the main tool simple and readable for the whole team.
Also, consider including qualitative comments: for example, the reasons for a sudden rise or fall. These annotations help contextualize the numbers and avoid hasty conclusions. Finally, schedule a monthly review of this dashboard with your team to discuss discrepancies and adjust your actions accordingly.
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Which key indicators should you track for your revenue?
Revenue is the most important metric. Track it monthly, and if your business justifies it, break it down by category: online, offline, spare parts, etc. This gives you a precise vision of what generates income.
If your customers fill a cart and then request a quote, measure the amount submitted through this request and the quote closing rate. This data helps you understand your sales funnel and identify bottlenecks.
Finally, don't forget to track revenue by channel: paid search, organic, email, direct. This shows you which channels perform best and where to invest your marketing efforts.
To go further, compare these figures with your annual objectives and analyze the gaps. For example, if the organic channel is growing faster than expected, you could reallocate part of the advertising budget to SEO. Conversely, a declining channel deserves special attention to understand the cause and decide on an action plan.
How to measure average order value?
The average order value (average basket) is a crucial indicator. It is calculated by dividing total sales by the number of orders over a given period. If you increase your traffic and conversion rate, but the average basket decreases, your revenue may stagnate.
A lower average basket on certain channels, such as Google Shopping, is not a failure in itself. The important thing is to be aware of it and adapt your strategy. For example, you can offer cross-selling or bundled offers to increase the value of each order.
Monitor this indicator regularly to detect trends and adjust your marketing actions accordingly.
To improve the average basket, test free shipping thresholds, progressive discounts, or personalized recommendations. Also analyze products frequently purchased together and create attractive bundles. Finally, train your team to suggest add-ons during the purchasing process, whether online or in-store.
What goals should you set for your acquisition channels?
Each acquisition channel has its own performance. Track the revenue generated by channel: paid search, organic, email, direct, etc. This allows you to know where to focus your efforts and budget.
In Google Analytics, you can see this data in the Acquisition > All Traffic > Channels section. Analyze trends over several months to identify growing and declining channels.
Set revenue targets by channel, but also profitability targets. For example, you can aim for a minimum return on ad spend (ROAS) for your paid campaigns.
Don't forget to take seasonality into account: some channels may perform better at specific times. Use this data to plan your campaigns and adjust your budgets accordingly. Finally, regularly test new channels to diversify your acquisition sources and reduce your dependence on a single channel.
How to integrate the conversion rate by device into your goals?
Buyers use multiple devices: computer, mobile, tablet. Track the conversion rate for each device type to understand where your customers are most active and where they encounter difficulties.
In Google Analytics, the Audience > Mobile > Overview report gives you this data. If the mobile conversion rate is low, it may indicate a usability or loading speed issue.
Set improvement goals for each device. For example, increase the mobile conversion rate by 10% by optimizing your site for smartphones. This helps you deliver a consistent experience across all devices.
To identify friction points, use tools like heatmaps or session recordings. This will allow you to see where users drop off and make targeted corrections. Also consider testing different layouts and simplifying the mobile checkout process to reduce abandonment.
Why track shipping time as an objective?
Shipping time is a key factor in customer satisfaction. The faster you ship, the happier your customers are. Monitor the average time between order placement and shipping, and aim to reduce it.
Some shops use this as a competitive advantage. For example, FireFold, which sells electronic equipment, offers same-day shipping for orders placed before 5:00 p.m. They highlight this across their entire website.
To measure this delay, use your order management system or track it manually with your logistics team. Set a reduction goal, such as going from 48 hours to 24 hours, and communicate this commitment.
To achieve this, optimize your preparation process: organize your warehouse, automate labeling, and choose reliable carriers. You can also offer express shipping options for an additional fee. Finally, clearly inform your customers of the estimated delivery times to avoid unrealistic expectations and complaints.
How to integrate customer satisfaction into your goals?
Customer satisfaction is essential for retaining and growing your business. A good indicator is the Net Promoter Score (NPS), which measures the likelihood that your customers will recommend your shop. Tools like Retently, Promoter.io, or Wootric can help you.
Customer service responsiveness is also an important indicator. Measure response times for emails and live chats. A customer who gets a quick response is more satisfied and more likely to return.
Integrate these metrics into your dashboard and set improvement goals, such as reducing the average response time to less than 2 hours.
To improve satisfaction, regularly collect customer feedback via post-purchase surveys and analyze comments to identify areas for improvement. Train your team to handle complaints with empathy and to offer proactive solutions. Finally, celebrate successes and share positive testimonials with the entire company to motivate your teams.
What is the role of return on ad spend (ROAS)?
Return on ad spend (ROAS) measures the revenue generated compared to the cost of your advertising campaigns. It is a key metric for evaluating the effectiveness of your marketing investments.
Calculate the overall ROAS for your dashboard, then track it by campaign to identify which ones perform the best. A high ROAS means your ads are profitable, while a low ROAS indicates you need to adjust your campaigns.
Set a minimum ROAS target, for example 4:1, and work to improve it by optimizing your ads, audiences, and landing pages.
To improve ROAS, test different ad creatives, refine your targeting, and use remarketing lists. Also analyze which keywords generate the most conversions and allocate more budget to them. Finally, ensure your landing pages are relevant and fast to maximize the conversion rate.
How to use purchase frequency for your goals?
Purchase frequency is the number of orders placed by a customer over a given period. It is calculated by dividing the total number of orders by the number of unique customers. This metric gives you an idea of your customers' loyalty.
A high purchase frequency is often a sign of satisfied and loyal customers. To improve it, you can implement loyalty programs, personalized offers, or re-engagement emails.
Track this metric in your dashboard and set an increase goal, for example, going from 2 to 3 purchases per year per customer.
To achieve this, segment your customers based on their purchase history and send them personalized recommendations. Offer exclusive discounts for loyal customers and create reactivation campaigns for those who haven't purchased in a long time. Finally, analyze abandonment reasons to improve your offer and service.
Why measure the percentage of online customers?
For B2B companies, online sales often represent only a portion of total revenue. It is important to know the percentage of customers who buy online, as this influences your digital strategy.
The more your customers order online, the more you can automate processes and improve efficiency. This also helps you better respond to online competition.
Track this metric and set a target for growth, for example, increasing from 30% to 50% online customers within a year. This can justify investments in your e-commerce platform.
To encourage your customers to go online, simplify the ordering process, offer exclusive online benefits, and train your sales team to promote these channels. Also, analyze the barriers hindering adoption, such as complexity or lack of trust, and work to remove them.
How does Qstomy help achieve your e-commerce goals?
Qstomy, the AI agent for Shopify, helps you convert more visitors into buyers and improve the customer experience. By guiding customers to the right products, offering cross-sales, and managing the cart, it increases your average cart value and conversion rate.
Qstomy also tracks packages and manages after-sales service, which reduces repetitive inquiries and improves satisfaction. It can even recover abandoned carts by suggesting alternatives, boosting your sales.
With over 100 merchant users, Qstomy integrates easily into your store and helps you achieve your revenue and loyalty goals.
By automating repetitive tasks, Qstomy frees up time for your team, allowing them to focus on higher-value activities. Furthermore, its personalized recommendations improve the shopping experience, resulting in better satisfaction and an increase in repeat sales.
What is the checklist before setting your e-commerce goals?
Before setting your goals, make sure you have:
A dashboard with your key indicators from previous years.
A SWOT analysis to identify your strengths, weaknesses, opportunities, and threats.
SMART goals: specific, measurable, achievable, relevant, and time-bound.
An action plan for each goal, with assigned owners and deadlines.
In brief
Setting annual e-commerce goals relies on a solid understanding of your past performance and a selection of relevant indicators. Use a simple dashboard, track key metrics, and adjust your actions accordingly.
FAQ
How many indicators should be tracked? Maximum 15 to stay focused.
Which one is the most important? Revenue, but the average order value and customer satisfaction are essential.
How does Qstomy help? By increasing conversion and improving the customer experience.
To go further: How to increase traffic and conversion in e-commerce? - Qstomy, How to increase sales for an e-commerce store? - Qstomy, Brand tone and AI chatbot: keeping a consistent voice in customer responses - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy, How to improve customer experience in e-commerce? - Qstomy, How to increase e-commerce conversion rate? Case studies - Qstomy, How to optimize a product page to convert? - Qstomy.
Enzo
September 17, 2026
