Evaluating KPIs for 1P and 3P Sellers


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Discuss performance metrics and KPIs that first-party and third-party sellers track and evaluate on eCommerce platforms for measuring success and improvement.


In the dynamic landscape of eCommerce, success hinges on the ability of sellers to track and evaluate performance metrics effectively. Whether operating as first-party (1P) vendors or third-party (3P) sellers on eCommerce platforms, monitoring key performance indicators (KPIs) is essential for measuring success and identifying areas for improvement. In this comprehensive guide, we will delve into the performance metrics and KPIs that 1P and 3P sellers should track and evaluate to optimize their performance on eCommerce platforms, supported by facts and figures to illustrate their significance.

Performance Metrics and KPIs for First-Party (1P) Sellers

Here are some basic KPIs to track 1P performance:

  1. Sales Revenue:Tracking sales revenue is fundamental for 1P sellers to gauge overall performance and revenue generation. According to Statista, global eCommerce sales reached $4.28 trillion in 2020, representing a significant revenue opportunity for sellers. Analyzing revenue trends over time can provide insights into the effectiveness of marketing strategies, product promotions, and pricing strategies.
  2. Conversion Rate:The conversion rate measures the percentage of website visitors who make a purchase, reflecting the effectiveness of the seller’s product listings and website design. Monitoring conversion rates allows 1P sellers to identify conversion bottlenecks and optimize product pages to improve sales performance.
  3. Customer Acquisition Cost (CAC):Calculating the CAC helps 1P sellers understand the cost-effectiveness of their marketing efforts in acquiring new customers. Monitoring CAC enables sellers to allocate marketing budgets efficiently and optimize acquisition channels to drive profitable growth.
  4. Average Order Value (AOV):The AOV measures the average amount spent by customers per order, indicating the effectiveness of upselling and cross-selling strategies. Monitoring
    AOV allows 1P sellers to identify opportunities to increase basket size and maximize revenue per customer.
  5. Customer Lifetime Value (CLV):CLV estimates the total revenue generated by a customer over their entire relationship with the seller, providing insights into customer retention and loyalty. According to Forbes, increasing customer retention rates by just 5% can boost profits by 25% to 95%. Tracking CLV enables 1P sellers to prioritize customer retention efforts and deliver exceptional customer experiences.

Performance Metrics and KPIs for Third-Party (3P) Sellers

Here are some basic KPIs to track 3P Sellers:

  • Gross Merchandise Volume (GMV): GMV represents the total sales volume generated by a 3P seller on the eCommerce platform. According to Digital Commerce 360, Amazon’s third-party sellers accounted for 55% of its total GMV in 2020, highlighting the significant contribution of 3P sellers to platform revenue. Monitoring GMV allows 3P sellers to track sales performance and measure growth over time.
  • Seller Reviews and Ratings: Seller reviews and ratings reflect customer satisfaction and trust in the seller’s products and services. According to a survey by BrightLocal, 88% of consumers trust online reviews as much as personal recommendations. Maintaining positive feedback ratings is crucial for 3P sellers to build credibility and attract new customers to their listings.
  • Inventory Turnover Ratio: The inventory turnover ratio measures the efficiency of inventory management by calculating the number of times inventory is sold and replaced within a specific period. According to the National Retail Federation, the average inventory turnover ratio for retailers in 2020 was 5.6. A higher turnover ratio indicates efficient inventory management and faster cash flow for 3P sellers.
  • Return Rate: The return rate measures the percentage of orders that are returned by customers, indicating product quality, fit, and customer satisfaction. According to Shopify, the average return rate for eCommerce orders is 20%, with fashion and apparel having the highest return rates. Monitoring return rates enables 3P sellers to identify product issues and implement strategies to reduce returns and improve customer satisfaction.
  • Competitive Pricing Analysis: Conducting competitive pricing analysis allows 3P sellers to benchmark their prices against competitors and identify opportunities for price optimization. According to a study by McKinsey, dynamic pricing strategies can increase profits by 2% to 5%. Tracking competitor prices enables 3P sellers to adjust pricing strategies in real-time and remain competitive in the marketplace.


Evaluating performance metrics and KPIs is essential for both first-party (1P) and third-party (3P) sellers to measure success and identify areas for improvement on eCommerce platforms. From tracking sales revenue and conversion rates to monitoring customer acquisition cost and inventory turnover ratio, each metric provides valuable insights into different aspects of business performance.

By leveraging data-driven insights and benchmarking against industry standards, sellers can optimize their strategies, enhance customer experiences, and drive sustainable growth in the competitive eCommerce landscape. With a proactive approach to performance tracking and continuous optimization, both 1P and 3P sellers can unlock the full potential of eCommerce platforms as engines of innovation, profitability, and success.

author avatar
Alan Yong CEO / Founder
Alan Yong is a distinguished eCommerce expert with an impressive career spanning over 30 years, primarily focusing on the consumer goods sector across multiple global markets, including the two largest consumer markets, China and the United States. With a deep expertise in multi-channel eCommerce, big data & analytics, performance marketing, and consumer-based supply chain and logistics, Alan has held pivotal roles as CEO and Global General Manager for multinational consumer packaged goods companies, driving significant digital transformations and eCommerce success.