Implementing a B2B platform is a significant step many companies have already taken. However, one common oversight is failing to regularly review the KPIs (Key Performance Indicators) set at the beginning. These indicators, once established, are often left unchecked, missing valuable opportunities for optimization.
Tracking the right metrics allows businesses to identify weak points and make informed decisions based on reliable data. Regularly verifying which KPIs matter most ensures the company can respond effectively to changing market and customer needs. With the right IT tools, such as analytical systems or data management software, KPIs can be adjusted to reflect current business priorities.
1️⃣ Sales KPIs – How much are you selling, for how much, and can you sell more?
Gross Merchandise Value (GMV)
The total value of all orders placed on the platform within a given period. This metric helps assess sales dynamics and business scale.
Average Order Value (AOV)
The ratio of the total order value to the number of orders. A higher AOV means greater revenue per customer acquisition cost.
Number of Orders
Indicates the frequency of purchases, helping to spot trends and potential growth opportunities. A rising order count suggests an increase in customer interest, prompting the need for marketing efforts to enhance conversion.
2️⃣ Customer engagement & loyalty – are users coming back?
Active Users
The number of regular customers using the platform over a given time (e.g., monthly). Tracking this KPI helps evaluate engagement and measure marketing effectiveness.
Returning Customers
The percentage of repeat buyers. A higher percentage indicates stronger customer loyalty and stable revenue streams.
Time Spent on the Platform
A longer time spent on the platform suggests higher engagement. However, if users spend less time than before without clear reasons, it may indicate usability issues or a lack of relevant content.
3️⃣ Operational KPIs – How efficiently is your platform managed?
Average Order Fulfillment Time
The time between order placement and dispatch. The shorter the time, the higher the customer satisfaction and operational efficiency.
Product Availability
Monitoring stock levels prevents situations where customers can’t place orders due to inventory shortages.
Customer Support Tickets
A rising number of tickets may indicate platform usability issues, order processing errors, or low-quality customer service. In some cases, it might also reveal product quality issues before they escalate.
4️⃣ Marketing KPIs – How to attract more customers?
Conversion Rate
The percentage of visitors who make a purchase. A low conversion rate may signal issues with user experience (UX), product offerings, or pricing.
Traffic Sources
Understanding where customers come from (SEO, paid ads, social media) helps optimize marketing budgets and refine communication strategies.
Customer Acquisition Cost (CAC)
The ratio of marketing spend to new customers acquired. Lowering CAC increases profitability.
5️⃣ Financial KPIs – Is your platform profitable?
Gross Margin
The difference between revenue and cost of goods sold (COGS). A higher margin indicates better cost structure and profitability.
Return & Refund Rate
A high return rate may point to product quality issues, incorrect descriptions, or mismatched customer expectations.
Average Payment Term
Monitoring how quickly customers pay their invoices helps maintain cash flow stability and avoid liquidity issues.
🚦 No KPIs? That’s a warning sign!
Not tracking KPIs is like driving without a dashboard – you might be going the right way, but you won’t know until it’s too late. If your B2B platform lacks proper performance metrics, consider implementing Business Intelligence (BI) systems such as Tableau, Power BI, or Grafana. These tools allow for data visualization and real-time KPI tracking, ensuring better decision-making.
