— One-time customer is someone who only buys once from a particular ecommerce site. For most brands, this is problematic behavior because it means they haven’t managed to retain the customer. If you sell to one-timers only, you have to constantly acqui

— Orders per customer is a basic ecommerce metric, showing how many orders each customer places on average over their customer lifecycle. It is important for ecommerce brands because it correlates with customer retention and satisfaction. Clearly, the more

— Organic acquisition is when you acquire a new customer through organic or free marketing channels such as Google Search, organic social media, forums, word of mouth, email, etc. Organic acquisition typically relies on SEO, content marketing, and good soci

— Overhead costs are all the costs for running a business apart from the strictly product-related ones, e.g. cost of goods sold. Overhead costs are utilities, office and storage rent, marketing, non-manufacturing labor, etc. In ecommerce, the most important