35 min

Top 12 eCommerce Analytics Tools in 2024

Given the significant advancements in eCommerce analytics software, you’ll find the software that suits your needs. To help narrow your search, we’ve compiled the top 12 eCommerce analytics tools that successful eCommerce store owners rely on.

Top 12 eCommerce Analytics Tools in 2024

Are you looking for an eCommerce analytics tool that can help you:

  • Uncover crucial business insights so you can quadruple your online sales
  • Create beautiful data visualizations in just a few clicks
  • Create dashboards in seconds without writing a single piece of code
  • Automate your data analysis
  • Etc.

Given the significant advancements in eCommerce analytics software, you’ll find the software that suits your needs.

To help narrow your search, we’ve compiled the top 12 eCommerce analytics tools that successful eCommerce store owners rely on.

Importance of eCommerce Analytics Tools

Below are the biggest reasons to use eCommerce analytics tools:

  • Improve customer experience. Track customer behavior and satisfaction to fine-tune your marketing, store interface, customer service, and checkout process based on audience preferences. 
  • Take advantage of visual reporting. Rather than tracking spreadsheets, analytics platforms let you make informed decisions using data visualization tools like charts, pivot tables, scatter plots, and heatmaps.
  • Close more checkouts. Use eCommerce analytics to obtain insights like why customers leave during checkout, which products sell the most, how to improve the shopping experience, and what an ideal customer looks like. 
  • Maximize your ROI. Use analytics data to optimize inventory management, leverage trends, reduce costs, and increase margins. 
  • Optimize your website. Track areas for improvement on your website, be it loading speed, bounce rate, scroll depth, and other on-page factors to attract and retain more visitors.
  • Make the most out of your marketing. Identify and double down on your top-performing keywords, ad campaigns, content type, traffic channels, and more.

TL;DR: eCommerce analytics tools help businesses make data-driven decisions. But with hundreds of analytics software on the web, it's tricky to choose a platform that best suits your products, customers, and eCommerce business goals.  

What to look for when choosing eCommerce Analytics Tools

To choose an eCommerce analytics tool, start with your own goals. 

While most eCommerce analytics tools share similar features, others are designed for more specific purposes. 

Google Analytics, for example, helps eCommerce businesses track website performance data — including web traffic, session duration, bounce rate, and visitor demographics. Others focus on inventory management, customer service, and other eCommerce-specific data

Setting your goals narrows down your list of potential analytics platforms. But your selection criteria shouldn't end there.

1. Data integrations

Ensure your analytics platform supports the data types and integrations you need. This ensures seamless data management and reporting between multiple apps. 

You may still use third-party data integrations or automation software to consolidate your eCommerce analytics. But ideally, you should find an eCommerce analytics or centralized Business Intelligence (BI) solution to streamline your data management. 

2. Data visualization and reporting

A good eCommerce analytics tool offers multiple data visualization and reporting options. It lets you present rows of data into readable charts or tables — preferably with minimal setup. 

BI software, for example, can generate interactive visualizations from hundreds of rows of data with a few clicks. Some platforms also use AI to provide data visualization suggestions.

3. Data management or analysis

Your eCommerce analytics platform should help you manage or analyze your data (or both) through filters, interactive components, and other user-friendly visual tools. These tools help with issues like duplicate and incomplete data along with data standardization. 

4. Cost-effective pricing

Lastly, it's important to look for a cost-effective pricing plan. While a handful of analytics platforms are free, the majority require a monthly subscription or one-time payment.

Pay attention to the number of user accounts or "seats" you need when comparing pricing plans. Preferably, find an eCommerce analytics platform with a flexible pricing model so you don't pay for extra seats.

Top eCommerce Analytics Tools

Below are the best eCommerce analytics tools on the web:

1. Polymer

Polymer is a powerful and flexible BI solution that lets you create stunning eCommerce data dashboards.

In addition to advanced data management features, it has a user-friendly editor that lets you build dynamic, interactive data visualizations — absolutely no coding needed.

Polymer data integrations

Polymer integrates seamlessly with popular eCommerce, payment processing, web analytics, CRM, and other data management solutions, such as:

  • Shopify
  • Google Analytics
  • Jira
  • Zendesk
  • Salesforce
  • Linear
  • Stripe
  • Google Sheets

Try this Stripe dashboard template from Polymer.

Data visualization 

Despite its depth, Polymer manages the keep the user experience simple and intuitive. 

All its data visualization tools are neatly sorted in the block menu. Create column charts, dependency wheels, heatmaps, pivot tables, scorecards, and more using the drag-and-drop interface. 

Every visualization comes with easy-to-use customization and configuration options. You can also use AI to get data visualization recommendations, which get generated in seconds. 

Some examples of AI-recommended insights for eCommerce are: 

  • Monthly gross sales and orders 
  • Orders per customer type
  • Net sales per country
  • Average profit margin for each product type
  • Net sales per product type

Individual visualizations can be downloaded as images — perfect if you're putting together a presentation, white paper, or any data-intensive content. You can also share your entire data dashboard directly with colleagues through a sharing link or embed code. 

Managing your data with Polymer

Polymer lets you consolidate all your data from multiple sources — thanks to its lineup of data integrations. Data can then be compiled and organized into individual dashboards, simplifying data analysis.

To manage your data, simply click the data source from the main dashboard and go to the 'Data' tab. Sift through your data using filters, sorting orders, or data categories to find the data you need.

Polymer lets you download your data using CSV, XLS, and JSON file formats. You may also assign a custom header for your database as needed.

Polymer pricing

  • Starter — $10 per user per month
  • Pro — $20 per user per month
  • Enterprise — $500 per month

2. Google Analytics

Image Source: Analytics.Google.com

Google Analytics is the internet's go-to website analytics platform. It has everything you'll ever need to monitor your eCommerce website, along with your traffic channels, audience, conversion goals, and individual content performance. 

Google Analytics data integrations 

Thanks to its popularity and diverse data collection capabilities, Google Analytics supports a sizeable range of third-party integrations. 

Some of the best examples are:  

  • Semrush 
  • Hotjar
  • WooCommerce
  • Salesforce
  • Looker Studio (formerly Google Data Studio)
  • Zapier (for even more integrations)

Data visualizations 

While Google Analytics doesn't have the most colorful or fanciest charts, its data visualization and reporting features are incredibly efficient. 

The main dashboard starts off with top-level metrics that matter in every eCommerce website. This includes your website's unique visitors, total sessions, bounce rate, and average session duration.

Image Source: Analytics.Google.com

Right below these metrics, you'll find a bunch of valuable website performance data. eCommerce businesses, in particular, will find the following metrics extremely useful:

  • Traffic channels
  • Countries with the most traffic
  • Visitors' most active times
  • Top pages in terms of traffic
  • Conversion goal completion (along with goal value)

Image Source: Analytics.Google.com

You'll find more insights on your eCommerce website in other areas of Google Analytics. 

For example, behavior reports reveal important insights about your customers. This includes their average time on your pages, bounce rate, most viewed pages, and specific user interactions or "events." 

Image Source: Analytics.Google.com

For reporting, you can export your data as a CSV, Excel, Google Sheets, or PDF file. Google Analytics also lets you share reports directly via email.

Analyzing your data with Google Analytics

Google Analytics gives you modular control over your account's structure, goals, and reports. Some reports also let you organize data through advanced filters, measurement dimensions, and user segments. 

Image Source: Analytics.Google.com

Google Analytics also features interactive charts on top of the full, in-depth reports. To better view your data, switch between the available visualization modes and consider defining two metrics for comparison. 

Image Source: Analytics.Google.com

Google Analytics pricing

Google Analytics and all core versions are free to use. However, a paid version called "Google Analytics 360" costs $150,000 per year for enterprise features such as data sampling, dedicated support and training, and integrated campaign management. 

3. Heap

Image Source: Heap.io

Heap is a modern analytics platform that lets you analyze user interactions with your online properties. For eCommerce businesses, it unveils how customers navigate your online storefront — providing a complete view of the buyer's journey. 

Heap data integrations

To enhance Heap's tracking capabilities, it leverages data integrations with a handful of software categories. Seamlessly integrate data from your CRM, data warehouse, customer feedback solution, marketing automation tool, and eCommerce platform. 

Here are some of the apps and services that integrate with Heap:

  • BigQuery
  • Mailchimp
  • Shopify
  • Marketo 
  • Salesforce
  • HubSpot
  • Stripe

Data visualizations 

One of Heap's best features is the Session Replay tool. This allows you to capture, visualize, and analyze customer interactions with your website through heatmaps.

Session replays can track both mobile and desktop user experiences. They provide eCommerce businesses with an opportunity to monitor exactly how their customers explore their stores and complete (or abandon) their purchases.

Image Source: Heap.io

Heap also helps eCommerce businesses understand the page-level performance of their online store. It lets you create custom visualizations based on your eCommerce goals, measuring conversion rate, monitoring your sales funnel, tracking user engagement, mapping the customer journey, and more. 

Image Source: Heap.io

Data management and analysis

With Heap, data analysis begins as soon as you start creating your first chart. 

Remember, the data visualization process starts off by letting you choose the insights you want to gain. It could be related to the buyer's journey, user retention, user acquisition, and so on. 

To enhance your analysis, use filters, data groupings, date ranges, and user comparisons.

Image Source: Heap.io

Heap also includes chart templates you can use to bypass most of the visualization process and kickstart data analysis. Templates are built around specific questions, like:

  • Which countries are my visitors from?
  • How many refunded orders are we getting on a daily basis?
  • Which discount code is used more often?

Heap pricing

  • Heap Growth — $375 per month
  • Heap Pro and Premier — Quote-based pricing

4. Glew.io

Image Source: Glew.io

Glew is an analytics tool specifically built for monitoring, processing, and visualizing eCommerce data. 

Glew data integrations

Glew integrates with major eCommerce platforms for streamlined data processing. Some of the supported eCommerce platforms for direct integration are: 

  • Shopify 
  • PrestaShop
  • BigCommerce
  • Magento
  • WooCommerce
  • OsCommerce 
  • Salesforce Commerce Cloud

Glew also integrates with Google Analytics to give you a single source of truth for all your eCommerce store data. Other data connectors can be used for integrations with Amazon, Braintree, CJ Affiliate, eBay, and similar services. 

Data visualizations 

Glew offers different dashboards and report pages tailored to every area of eCommerce. The performance analytics dashboard, for example, provides insights on marketing and advertising channels.

Image Source: Glew.io

In terms of reporting, Glew lets you put together custom dashboards with handpicked data visualizations. Reports can be exported as CSV files or shared with other users. 

Image Source: Glew.io

Data management and analysis

Data analysis with Glew focuses on essential aspects of eCommerce, like inventory management, email marketing, customer relationships, and product management. 

There's no need to build an entire dashboard from scratch to extract actionable insights. As soon as you integrate your online store data, it's easy to identify your best-selling products, most efficient marketing channels, seasonal inventory trends, and more.

Image Source: Glew.io

Glew.io pricing

  • Starter — $20 per month
  • Pro — $200 per month
  • Plus — Quote-based pricing

5. Looker

Image Source: LookerStudio.Google.com

Looker (formerly "Google Data Studio") is a data dashboard and reporting tool. Similar to Polymer, it has a drag-and-drop dashboard builder and supports numerous integrations for data collection. 

Looker data integrations

Thanks to the popularity of Looker, it smoothly integrates with hundreds of third-party platforms — from advertising solutions to review management tools. 

Some examples of Looker data integrations are: 

  • Facebook Ads
  • Shopify
  • Google Search Console 
  • Mailchimp
  • Bing Webmaster Tools 
  • Microsoft SQL Server

Data visualizations 

There are only a few alternatives to Looker Studio that can match it in terms of data visualization, analysis, and reporting. 

While both Polymer and Looker are a league above the rest in terms of data processing, Looker has a steeper learning curve than most ecommerce analytics tools. 

Aside from a few pre-built templates, Looker is meant to help businesses create DIY data reports. You'll need some technical skills to get your data dashboard up and running. 

On the flip side, you can insert all kinds of data visualizations into your reports, such as pie charts, bubble maps, column charts, visual lists, and treemaps.

Image Source: LookerStudio.Google.com

Looker Studio also lets you insert interactive "control" elements to aid with data analysis. Elements like advanced filters, drop-down lists, sliders, and preset filters not only reduce clutter on report pages, but also give users the option to view the complete data whenever necessary. 

Image Source: LookerStudio.Google.com 

Data management and analysis

The report creation process in Looker Studio may not be the most intuitive or user-friendly, especially when compared against Polymer's reporting capabilities. But its versatility pays off in the end when it's time to read the numbers. 

Reports can also be shared in different ways with colleagues. Download report pages as PDFs, generate an embed code, share a link, or invite them to your Looker Studio workspace. 

Read Polymer vs Looker Studio for a more in-depth comparison between the two platforms.

Image Source: LookerStudio.Google.com 

Looker pricing

Looker's base version is free to use with some limitations. But if you need to process data from third-party integrations, you're required to avail a paid subscription.

  • Standard edition — $5,000 per month 
  • Enterprise edition — Quote-based
  • Embed platform — Quote-based

6. CAKE

Image Source: GetCAKE.com

CAKE is a marketing analytics platform that also provides an eCommerce data management solution. This lets you design visualized reports for product management, voucher attribution, inventory management, and so on.

CAKE data integrations

CAKE is backed by a number of technology and third-party integrations to optimize data collection.

  • Anura
  • CallTrackingMetrics
  • Authorize.net
  • Payoneer
  • Marketo
  • OpenMail
  • UnsubCentral

Data visualizations 

In terms of data visualizations, CAKE prioritizes providing complete, in-depth data visibility. It's not the easiest eCommerce analytics software to use, but it's more than capable of providing the exact information you need to empower your decision-making.

Image Source: GetCAKE.com

CAKE generates visual reports for your eCommerce marketing channels, customer demographics, and special promotion campaigns. It can also track affiliate marketing performance data, sales attribution, and commission payouts — perfect for eCommerce brands that work with affiliates. 

Data management and analysis

To help with data analysis, CAKE lets you filter data based on date range, product brands, devices, and affiliate marketers. Data is categorized on a higher level for multiple storefronts.

Image Source: GetCAKE.com

CAKE lets you create custom report views to highlight crucial eCommerce data. Custom reports can be shared with other team members or downloaded as CSV documents. 

CAKE pricing

For information on CAKE's pricing, contact their sales team directly and request a demo.

7. Optimizely

Image Source: Optimizely.com

Optimizely helps eCommerce businesses make data-driven decisions through A/B testing and data visualization tools. The platform focuses on specific areas of your eCommerce business, be it product information management, content marketing, multivariate testing, and everything in between.

Optimizely data integrations

Optimizely can be used to test and analyze data with third-party platforms. All you need is to install the appropriate integration within the app dashboard.

  • Sprout Social
  • Marketo
  • Heap
  • Adobe Creative Cloud
  • 6Sense
  • Salesforce 
  • Demandbase

Data visualizations and reporting

Optimizely is a modern analytics platform that creates clear, clutter-free, and data-rich reports. While it doesn't rely heavily on colorful visualizations, it organizes and simplifies data analysis with clear scorecards, pivot tables, and interactive lists.  

Image Source: Optimizely.com

Reports can be shared with stakeholders through CSV exports, shareable spreadsheets, or email. Of course, team members with the appropriate user accounts can access data through your virtual Optimizely workspace.

Optimizely pricing

Small teams with up to five members can use Optimizely's basic content marketing features free of charge. Experimentation and eCommerce pricing plans, however, are available upon request. 

8. Hotjar

Image Source: Hotjar.com

Hotjar is a user experience optimization tool that will help you improve the shopping experience on your online store. Its main features include heatmaps, session recordings, customer interviews, and survey tools.

Hotjar integrations

Although Hotjar doesn't rely on external data sources to provide meaningful eCommerce insights, integrations let you do more in terms of reporting, team collaboration, and data analysis.

  • Slack
  • Google Analytics
  • Jira
  • Optimizely
  • Asana
  • HubSpot
  • Trello

Data visualizations and analysis

Hotjar's primary data visualization tools reveal how customers interact with your online store. Heatmaps, for instance, visualize page sections that get the most attention and those that get ignored.

Image Source: Hotjar.com

To get qualitative data, Hotjar lets you run feedback and survey forms. You may also conduct 1:1 interviews, compile the results, and analyze the data in one place.

Hotjar pricing

Hotjar has a free version that can track up to 35 sessions per day. To raise the limit and unlock more features, you need to pay for a monthly subscription.

  • Plus — $39 per month
  • Business — $99 per month
  • Scale — $213 per month

9. Bluecore

Image Source: Bluecore.com

Bluecore is a unique eCommerce analytics platform that provides AI predictive models and customer intelligence tools to improve your decision-making. It also includes personalized marketing tools for your email, paid media, mobile, and on-page channels. 

Bluecore data integrations

Bluecore integrates with eCommerce platforms, customer acquisition tools, financing services, and other third-party solutions. Some examples are:

  • Magento 2
  • Shopify
  • Cartful
  • PowerReviews
  • Yotpo

Data visualizations and analysis with Bluecore

Everything in Bluecore is designed for developing successful retail marketing plans. Its visualizations are clean, detailed, and scannable.

Image Source: Keen.io 

But when it comes to making data-driven decisions, Bluecore's strength lies in built-in workflow recommendations to bolster your online store traffic. Bluecore relies on predictive analytics to create personalized product recommendations, content, and special offers to maximize conversions.  

Bluecore pricing

For pricing information, request a demo and contact Bluecore's sales team.

10. Kissmetrics

Image Source: Kissmetrics.io

Kissmetrics is a popular, event-based analytics platform designed for optimizing web properties. As an eCommerce business, you can use it to track and visualize online store metrics like user actions, conversion rate, time between events, and total on-site actions.

Kissmetrics data integrations

Kissmetrics uses integrations with website builders, A/B testing tools, eCommerce platforms, and other services for data collection purposes. For eCommerce brands and online retailers, the integrations that matter include:

  • WordPress
  • Shopify 
  • Optimizely
  • WooCommerce
  • UltraCart
  • Magento Go

Try this free Wordpress dashboard template from Polymer.

Data visualizations and reporting

Similar to Google Analytics, Kissmetrics lets you compile reports into one dashboard and streamline data analysis. Pin reports for data such as page views, campaign sources, and user countries to visualize them.

Reports may contain a combination of interactive charts, scorecards, pivot tables, and lists depending on the data type. Once compiled, Kissmetrics lets you export your data as a CSV file, JSON file, or email (to a Mailchimp list). 

Image Source: Kissmetrics.io

Kissmetrics pricing

  • Pay As You Go — $0.0025 per event
  • Silver — $199 per month
  • Gold — $499 per month

11. Conjura

Image Source: Conjura.com

Conjura is an analytics solution that automates data analysis and uses industry benchmarks to provide actionable recommendations. The process starts with an "eAssessment" that evaluates your eCommerce business data and generates readable reports.

Conjura data integrations

Conjura requires an eCommerce platform integration. You may also integrate your analytics and marketing management platforms to consolidate your data management into one workspace.

The supported Conjura data integrations include:

  • Shopify
  • BigCommerce
  • Google Analytics
  • HubSpot
  • Mailchimp

Data visualizations and analysis 

Conjura features to-the-point data visualizations that compare your online store's performance with industry benchmarks. You can start analyzing your sales, revenue growth, site traffic, marketing channels, and more with little setup. 

Image Source: Conjura.com

For more specific data analysis goals, Conjura lets you use DIY analytics tools. Track KPIs like ad spend, conversion rate, sessions, customer acquisition cost, and more.

Conjura pricing

Conjura's industry benchmark data is available for free — perfect if you can import your own eCommerce data. For self-service analytics, the "Prime Analytics" package starts at $199 per month. 

12. Woopra

Image Source: Woopra.com

Woopra lets you take a close and detailed look at the buyer's journey. It's also equipped with tools to help you turn customer data into automated, personalized user experiences. 

Woopra data integrations

For a comprehensive look at the buyer's journey, Woopra supports over 50 integrations with third-party tools and services.

  • Google Ads
  • BigQuery
  • HubSpot
  • Redshift
  • ActiveCampaign
  • Mailchimp

Data visualizations and reporting

Woopra's data visualizations are built to help eCommerce businesses gain a deeper understanding of the buyer's journey. This will help you identify bottlenecks in your sales funnel and make adjustments to maximize conversions.

Image Source: Woopra.com

Woopra pricing

In terms of pricing, Woopra offers a free version to help new eCommerce businesses explore and understand the value of analytics. Once their website processes over 500,000 user actions, they'll need to shell out $999 per month for the "Pro" plan.

Skyrocket your eCommerce Sales with Polymer

Make data-driven decisions more effectively with an all-in-one BI dashboard platform. 

Polymer checks all the boxes when it comes to the qualities you need from an eCommerce analytics solution.

The software is cost-effective, easy to use, and generates interactive data visualizations that turn your eCommerce data into valuable, actionable insights. 

Start your Polymer free trial today.

Posted on
November 16, 2023
under Blog
November 16, 2023
Written by
Rand Owens
Founding team member at Motive (Formerly KeepTruckin) and passionate about all things Marketing, RevOps, and Go-To-Market. VP of Marketing @ Polymer Search.

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