What are the best eCommerce Analytics Tools?

The importance of analysis of key performance metrics and data, especially revolving around traffic, conversions, sales and revenue, are more crucial to eCommerce websites than their content-based counterparts.

Such analytics can empower the growth and performance of eCommerce stores through data-driven insights that not just provide measurable insights but also actionable goals. 

With the world of online retail already poised to touch the skies in the years to come, there is no dearth of competitors in every niche fighting neck-to-neck for the topmost spot.

A powerful eCommerce website powered by impactful web design and development London is the one that can flourish in the strongest heat. 

If you are looking for a similar scope and resource to boost your eCommerce website to an all-new level, these are the best Analytics Tools you should refer to. 

Google Analytics

It goes without saying that Google Analytics is the most commonly used free tool that is perfect for beginners as well as advanced professionals in the field of eCommerce.

The comprehensive platform provides in-depth insights on almost every aspect of your eCommerce store, unlike others on this list which are targeted towards specific parameters at times.

These powerful chunks of information can help strategize and plan every step of the funnel by identifying strong and weak points alike.

Google Analytics lets you access and handles key information metrics on sales and revenue, website traffic, target audiences and their shopping behaviour, cart abandonment rates and reasons, marketing campaigns, and much more.

The exhaustive platform highlights all these facts through detailed reports, covering various aspects from Conversions to Interests and Goals. 

Google Analytics is the perfect platform for those websites that want to track their performance on an everyday basis as well as for those who want to grasp only their pain points and work towards it in cohesion.

The free to use the platform can also help uncover additional eCommerce insights that can shape future campaigns and interaction for websites. 


One of the only eCommerce analytics platforms on this list that offers a great degree of personalised and authentic experience to both visitors and stores has to be Optimizely.

The platform comes with a specific set of features that revolve around the concepts of experimentation and flexibility.

The idea is to help these two factors drive more conversions for your eCommerce store.

Using Optimizely, websites can garner key information on customer-centric data that has a pronounced impact on on-site optimisation.

Take for instance checkout systems, that often have a “make or break” impact on customer purchases.

Using Optimizely, you can simplify the experimenting process to design the best checkout systems with performance metrics that help reduce instances of cart abandonment. 

At the same time, Optimizely provides an interactive chatbot to guide every step of the process.

If you are into trying experimentative new techniques to adjudge new ways of optimising the shopping experience of buyers, Optimizely is the perfect fit for you. 


Earlier called Piwik, Matomo is a close competitor of Google Analytics when it comes to features and resources, and yet boasts of several in-built conventional features that the other platforms tend to give a miss.

Using Matomo, eCommerce websites can access in-depth sales reports with fragmented insights on geolocation, performances of products, step-by-step components of marketing channels, and a plethora of insights on all of the above. 

At the same time, it is possible to create automated reports in no time that shed light on the most relevant metrics based on the kind of store you run.

From average order value to conversion rates to cart abandonment and more, you can create reports on all these metrics and more with Matomo in a few clicks. 

Matomo can be easily integrated with websites such as Shopify and WooCommerce, which are two of the most commonly used platforms to create and manage eCommerce websites and functionalities.

With impeccable security and 100% control, Matomo offers one of the most flexible yet controllable platforms on this list. 


Supermetrics is one of the more generic options on this list, for it is not targeted specifically at eCommerce platforms alone.

The marketing analytics tool derives its data from myriad sources, giving you a complete picture of exactly which campaign or channel is performing how. 

The focus of Supermetrics is nearly always revolving around your marketing initiatives.

Data is extracted from sources such as Facebook Ads, Google AdWords, Shopify, and so on.

This data is then collated and presented to make more sense in the form of a spreadsheet or data visualisation options such as charts, graphs, and more. Data is automatically refreshed and updated from time to time, and so are the visuals and reports.

Basically, Supermetrics helps you save tons of valuable time that would have otherwise been spent on collecting data and analysing it.

Instead, now you can devote all your time to extract key learnings, optimise current and future initiatives and dwell on more effective campaigns for the coming times. 


With a wide array of analytics on almost every subject matter of concern, Woopra comes across as a resourceful eCommerce analytics platform most suited for analyzing sales funnel success and reducing cart abandonment.

The targeted tool takes care of very specific information and metrics for eCommerce websites, such as the average time taken by customers to purchase a product, the different points across the sales funnel when interested shoppers drop off their plan of purchasing the product, or the abandonment rate in different situations. 

With such interesting insights, it is possible to understand in great depth the reasons behind cart abandonment and ways to prevent it from happening.

While Woopra offers a free plan with limited features, business owners who want a strong understanding of why their store has not been performing to its full potential must access the pro version.