The Forrester Wave™ for B2B Commerce Solutions Q2 2024

ROI (Return on investment)

ROI (Return on investment)

Return on investment, or ROI, is a key metric for ecommerce businesses, as it helps you to measure the effectiveness of your marketing and sales efforts. You can use ROI to determine which channels and tactics drive the most revenue and make informed decisions about where to allocate resources in the future of your ecommerce business.

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Calculating the ROI

One way to calculate ROI for ecommerce is to divide the net profit by the total investment. Net profit is determined by subtracting all expenses, such as advertising and product costs, from revenue. The Total investment includes monetary assets, such as advertising spend and product development costs, and nonmonetary investments, such as time spent on marketing and product development. Another way to calculate ROI is to use a customer lifetime value (CLV) model. This includes not only the revenue generated by a customer's initial purchase but also the revenue your customer is expected to generate throughout their lifetime. Using this method can be more accurate as it considers the long-term value of acquiring a new customer.

5 proven strategies to maximize ROI for your ecommerce business

Several strategies can be effective when it comes to maximizing ROI for your ecommerce business. One methode is to focus on customer acquisition through paid advertising, as acquiring a new customer is often more expensive than retaining an existing one. You can use various platforms such as, Google Ads, Facebook Ads, and Instagram Ads, to target potential customers and drive sales.

Another strategy to maximize ROI is to optimize your ecommerce website for conversions, which enables you to increase the percentage of visitors who purchase from your online store. This can include tactics such as A/B testing, using high-quality images and videos, and providing detailed product information.

In addition, investing in customer retention and loyalty program will also boost your ROI. This can include offering your customers perks like free shipping, personalized recommendations, and exclusive deals. A study by Business Insider Intelligence found that loyalty program members tend to spend more and shop more frequently than non-members.

Social proof, including reviews and ratings, can also improve your ROI by encouraging potential customers to trust your brand and make a purchase. Tools like Trustpilot, Google Reviews, or other review platforms can help to increase potential customers' trust in your ecommerce store.

Lastly, data analytics and tracking tools can help your ecommerce company identify which channels and tactics drive the most revenue and make data-driven decisions about where to allocate resources in the future. Tools like Google Analytics, Mixpanel, and Omniconvert offer valuable insights into customer behavior and conversion rates, helping you to maximize your marketing efforts.


By implementing these strategies, ecommerce businesses can not only increase revenue but also improve customer satisfaction and loyalty. The key is to continuously analyze and optimize your efforts based on data-driven insights to achieve the best possible ROI for your ecommerce business. Sources:

  • Business Insider Intelligence, “The Business of Loyalty”, Business Insider Intelligence, 2019.

  • "How to Calculate ROI for Ecommerce" by Olga Mykhoparkina, Chief Marketing Officer, Chanty, 9 May, 2019