Canceled orders rate

Canceled orders rate as a percentage of all orders is an ecommerce metric to keep track of. A small percentage is normal, of course. But too many cancelations can mean your products have a bad reputation that shows up when people dig deeper online; or that a competitor offers a better price; or maybe the shipping costs and delivery times make people regret the purchase. 

It’s good to tag people who cancel orders in your ecommerce CRM and see if they do it repeatedly - this might be a fraudulent activity.