Online Marketplace KPI Dashboard

As a matter of fact, the model of the marketplace requires a seller (supply) and buyer (demand) side and acts as an intermediary to bring them together.

Here is a great example of a Marketplace KPI dashboard helping founders manage their business. Below are some screenshots of the template which you can also access via the Google doc here (make a copy of it and then you can edit away).

Marketplace KPI

The dashboard is separated into three dimensions to measure the efficacy of your business:  1)  overall marketplace metrics; 2) seller/supplier metrics; and 3) buyer metrics.

Overall Marketplace Metrics

Gross merchandize volume (GMV) is the total sales dollar value for goods sold or services purchased through the marketplace over a certain time.  Given that GMV is one of the most important marketplace KPIs, founders should track its growth rate on a monthly and yearly basis, and understand its makeup by customer acquisition channel.  With GMV and the total number of transactions, we can compute the average order value (AOV) since:

          GMV = # of Transactions * AOV

Revenue is the income that the company receives from facilitating connections in the marketplace. It comes in the form of transaction fees, listing fees, and/or the offering of premium seller/supplier services.  With revenue and GMV, we can calculate take rate via:

          Revenue = GMV * Take Rate

In addition to take rate, we can evaluate business efficacy by calculating the total customer acquisition cost (CAC) of buyers and sellers/suppliers as a percentage of revenue.

Seller/Supplier Metrics

Start with general seller/supplier and growth KPIs, for example:

  • Number of sellers/suppliers
  • Sellers/suppliers growth rate
  • Number of listings (n.b. in a services marketplace, this is not applicable so perhaps consider the number of active suppliers at a specific time instead).
  • Listings growth rate
  • Average listing price
  • CAC

Engagement KPIs are most important to the seller/supplier side so make sure you track these at the very least – examples:

  • Cohort analysis: percentage of sellers/suppliers still active 1 month and/or 1 year after signing up
  • GMV retention: average percentage of Month 1 GMV generated by sellers/suppliers in Month 12
  • Concentration: percentage of revenue generated by the top 20% sellers/suppliers
  • Net promoter score (NPS)

Buyer Metrics

Similar to seller/supplier metrics, we can categorize these into general and engagement.

General KPIs – examples:

  • Number of buyers
  • Buyer growth rate
  • Average dollar amount purchased per buyer
  • Average number of orders per buyer
  • Average order growth per buyer
  • CAC

Engagement KPIs on the buyer side – examples:

  • Repeat buyer contribution: percentage of buyers who have purchased more than once; and percentage of GMV generated from buyers in previous months
  • GMV retention: average percentage of Month 1 GMV generated by buyers in Month 12
  • Concentration: percentage of revenue generated by top 20% buyers
  • Cross pollination (if applicable): percentage of buyers whose second purchase is in a different category
  • NPS

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