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If you’re running an e-commerce business, you’re likely always looking for ways to improve your return on investment (ROI). But what exactly is a good ROI for e-commerce? In this ultimate guide, we’ll explore what ROI is, why it’s important, and how to determine what a good ROI looks like for your business.

What is ROI?

ROI stands for return on investment. It’s a measure of how much profit you make relative to the amount of money you invest. ROI is typically expressed as a percentage. For example, if you invest $10,000 in a marketing campaign and make $12,000 in profits, your ROI would be 20%.

ROI is a critical metric for any business, as it helps you determine whether your investments are paying off. In e-commerce, ROI can be particularly important, as there are often significant costs associated with running an online store, such as website development, marketing, and inventory.

Why is ROI important for e-commerce?

There are several reasons why ROI is important for e-commerce businesses. First and foremost, e-commerce is a highly competitive space, and margins can be tight. To stay profitable, you need to ensure that every investment you make is generating a positive return.

Secondly, e-commerce businesses often face unique challenges when it comes to measuring ROI. Unlike traditional brick-and-mortar businesses, it can be more challenging to track exactly where your investments are paying off. For example, it can be difficult to determine which marketing channels are driving the most sales, or which products are generating the most revenue.

Finally, ROI is important for e-commerce businesses because it can help you make smarter decisions about where to invest your resources. By tracking your ROI over time, you can identify areas where you’re seeing positive returns, and areas where you may need to adjust your strategy.

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How to calculate ROI for e-commerce

Calculating ROI for e-commerce can be a bit more complex than for other types of businesses, as there are several factors to consider. Here’s a step-by-step guide to calculating ROI for your e-commerce store:

  1. Determine your total revenue: To calculate your ROI, you’ll need to know your total revenue for a given time period. This can be calculated by adding up all of the sales you’ve made during that time.
  2. Calculate your total costs: Next, you’ll need to determine all of the costs associated with running your e-commerce store during that same time period. This might include expenses like website hosting, marketing campaigns, inventory, and shipping.
  3. Subtract your costs from your revenue: Once you have your total revenue and costs, subtract your costs from your revenue to determine your profit.
  4. Calculate your ROI: Finally, divide your profit by your total costs and multiply by 100 to get your ROI percentage.

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What is a good ROI for e-commerce?

So, what exactly is a good ROI for e-commerce? The answer, of course, will vary depending on a number of factors, including your industry, your business model, and your stage of growth. However, as a general rule of thumb, a good ROI for e-commerce is typically around 10-15%.

Of course, there are exceptions to this rule. If you’re a new business that’s just starting out, you may need to invest more heavily in marketing and other initiatives to get your name out there. As a result, your ROI may be lower in the early stages.

On the other hand, if you’re an established e-commerce business with a loyal customer base, you may be able to achieve a higher ROI. In some cases, e-commerce businesses with a strong brand and a solid marketing strategy may see ROIs of 20% or higher

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Factors that can impact your e-commerce ROI

It’s important to remember that there are several factors that can impact your e-commerce ROI. Here are a few key factors to keep in mind:


The industry you operate in can have a significant impact on your e-commerce ROI.

For example, businesses in the fashion industry may need to invest more heavily in marketing and inventory to keep up with changing trends, which could impact their ROI.

Business model

Your business model can also impact your e-commerce ROI. For example, businesses that rely heavily on dropshipping may have lower overhead costs, which could result in a higher ROI.

Pricing strategy

Your pricing strategy can also impact your ROI. If you’re pricing your products too low, you may struggle to generate a positive ROI.

On the other hand, if you’re pricing your products too high, you may struggle to attract customers.

Marketing strategy

Your marketing strategy is another key factor that can impact your e-commerce ROI.

If you’re not effectively reaching your target audience, you may struggle to generate sales and see a positive ROI.

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Tips for improving your Ecommerce ROI

If you’re struggling to achieve a positive ROI for your e-commerce business, there are several steps you can take to improve your results. Here are a few tips to keep in mind:

Focus on high-margin products

One effective way to improve your e-commerce ROI is to focus on selling high-margin products. By selling products with a higher profit margin, you’ll be able to generate more revenue with each sale, which can help boost your overall ROI.

Optimize your pricing strategy

Another way to improve your e-commerce ROI is to optimize your pricing strategy. Experiment with different price points to see what resonates with your target audience, and consider offering promotions or discounts to encourage sales.

Invest in marketing

Investing in marketing can also help improve your e-commerce ROI. Consider experimenting with different marketing channels, such as social media advertising or influencer partnerships, to see what generates the best results.

Monitor your metrics

Finally, it’s important to closely monitor your e-commerce metrics to track your ROI over time. Use tools like Google Analytics to track your website traffic, sales, and other key metrics, and make adjustments to your strategy as needed.

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Personal Story: Achieving a Good ROI with Email Marketing

When I first started my e-commerce business, I struggled to find marketing strategies that would give me a good ROI. I tried social media advertising and Google Adwords, but the cost per acquisition was simply too high for me to see a healthy return on investment.

Then, I decided to give email marketing a try. I started building my email list and sending out regular newsletters with promotions and discounts. At first, the results were underwhelming, but I kept at it and eventually saw a significant increase in sales.

One particular campaign that stands out to me was a Valentine’s Day promotion. I sent out an email to my list with a special discount code for Valentine’s Day gifts. The email had a 35% open rate and a 10% click-through rate, resulting in $5,000 in sales. The best part was that the cost of the email campaign was only $500, giving me a whopping 900% ROI.

Since then, I’ve continued to use email marketing as one of my primary marketing channels and have consistently seen a good ROI. It just goes to show that sometimes, the most effective marketing strategies are the simplest ones.

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What is a good ROI for Ecommerce Conclusion

Determining what a good ROI looks like for your e-commerce business can be a complex process, but it’s a critical step in ensuring long-term success.

By understanding the factors that impact your ROI, tracking your metrics, and making strategic investments, you can improve your e-commerce ROI and achieve sustainable growth.

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What is a good ROI for ecommerce FAQ

What is a good ROI for ecommerce businesses?

A good ROI for ecommerce is 10-15% on average.

Who can benefit from measuring ecommerce ROI?

Any ecommerce business can benefit from measuring ROI.

How can ecommerce businesses improve their ROI?

By optimizing their website, reducing costs and increasing revenue.

What if my ecommerce ROI is below average?

Analyze your metrics to identify areas for improvement.

How long does it take to see an ROI for ecommerce?

It typically takes 6-12 months to see a positive ROI.

What are some common challenges to achieving a good ROI in ecommerce?

High competition, low profit margins and customer retention.