Conversion Rate
Percentage of visitors who make a purchase
Conversion Rate = (Number of Purchases ÷ Number of Visitors) × 100%
Conversion Rate measures the effectiveness of the marketplace in turning visitors into buyers. It is critical for evaluating the user experience and sales funnel efficiency.
Improving conversion rates can lead to increased sales without additional marketing spend. This metric guides optimization of the website/app and marketing strategies.
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Gross Merchandise Volume (GMV)
Total value of all goods sold on the marketplace over a specific time period
Number of Active Sellers
Total number of sellers who have listed or sold items in a specific period
Number of Active Buyers
Total number of buyers who have made purchases in a specific period
Average Order Value (AOV)
The average monetary value of each order placed on the marketplace
Take Rate
Percentage of the transaction value that the marketplace retains as revenue