Five Numbers Every Small Online Seller Should Check Each Week

By Carson City Seller Community Contributor · November 8, 2026

You do not need complicated software to understand a small online shop. Five simple numbers, checked once a week, will tell you most of what is going right – and what needs attention.

1. Conversion rate. Out of every 100 visitors, how many buy? If traffic grows but this number falls, your new visitors may be the wrong audience, or a product page may be confusing.

2. Average order value. The total revenue divided by the number of orders. Small increases here – a sensible bundle, or a free-shipping threshold – are often easier than finding more traffic.

3. Refund and return rate. A rising rate usually points to a product description, sizing detail, or photo that promises more than the item delivers. Fix the page before blaming the product.

4. Shipping cost share. What percentage of each order’s price goes to delivery? The U.S. Small Business Administration advises small firms to review their full cost structure regularly, and shipping is the cost online sellers most often underestimate.

5. Repeat customer share. Buyers who return cost less to reach than new ones. If almost nobody comes back, a simple thank-you note or a useful follow-up message is worth testing.

Try This Today: write the five numbers in a notebook or a notes app, once a week, on the same day. Trends matter more than any single week – after a month, the pattern will tell you exactly where to work next.