The verdict in three sentences
A store is steered with six key metrics: conversion, CAC, LTV, average basket, retention and margin. The 2026 benchmarks to remember: a healthy conversion of 2 to 4 %, an LTV/CAC ratio above 3 and retention that fuels growth without ad budget. A real-time dashboard, reviewed weekly, turns these figures into concrete decisions.
The six KPIs that truly matter
Many e-merchants track revenue and nothing else. But revenue hides real profitability. Here are the metrics to watch and their 2026 benchmarks.
| KPI | Definition | Healthy 2026 benchmark |
|---|---|---|
| Conversion rate | Orders / visitors | 2 - 4 % |
| CAC | Customer acquisition cost | 2,000 - 6,000 FCFA |
| LTV | Lifetime value | > 3x the CAC |
| Average basket | Revenue / number of orders | By niche |
| Retention rate | Customers who reorder | 25 - 40 % |
| Net margin | Profit / revenue | 15 - 40 % |
The LTV/CAC ratio is the ultimate judge: below 3, you spend too much to acquire; above it, your growth is profitable and can be accelerated.
Average basket and retention by niche
Benchmarks vary strongly by sector. Comparing your store to its niche average avoids wrong conclusions.
| Niche | Average basket 2026 | Return rate | 12-month retention |
|---|---|---|---|
| Fashion & accessories | 18,000 FCFA | 8 - 12 % | 30 % |
| Food | 12,000 FCFA | 2 - 4 % | 45 % |
| Electronics | 55,000 FCFA | 5 - 8 % | 20 % |
| Cosmetics | 15,000 FCFA | 3 - 5 % | 40 % |
| Crafts | 25,000 FCFA | 4 - 6 % | 25 % |
Cohort analysis — tracking each group of customers acquired in the same month — reveals whether your retention is improving. A real-time dashboard should show these KPIs and be reviewed weekly, with a deeper monthly cohort review.
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Mini case study
Aminata runs a cosmetics store in Dakar. Her 1,500,000 FCFA monthly revenue reassures her, but her dashboard reveals a 5,000 FCFA CAC for a 12,000 FCFA LTV, an LTV/CAC ratio of 2.4 — below the threshold of 3. She launches an SMS repeat-purchase program that lifts retention from 30 % to 42 % and LTV to 18,000 FCFA. The ratio climbs to 3.6. At constant CAC, she can now triple her acquisition budget while staying profitable, and targets 2,500,000 FCFA in revenue within three months.
FAQ
What is the most important KPI? The LTV/CAC ratio, because it alone sums up the profitability of your acquisition. A ratio above 3 in 2026 means you can invest more in marketing without destroying your margin.
How often should I review my dashboard? Weekly for operational KPIs (conversion, basket, revenue), and monthly for cohort and LTV analysis. Reviewing too rarely lets problems take root.
Is a 1.5 % conversion rate bad? It is below the healthy 2-4 % range and deserves attention. Common 2026 causes are a slow site on 3G, an overly long checkout, or the absence of Wave and Orange Money at checkout.
How do I improve retention quickly? Re-engage customers via SMS or WhatsApp with a repeat-purchase offer, and create a simple loyalty program. Moving from 30 % to 40 % retention can raise LTV by 30 % with zero extra acquisition spend.
Do I need an expensive tool for these KPIs? No. A dashboard built into your store is enough to track conversion, basket, CAC and retention in real time, without a costly analytics subscription.
Let's talk about your project. We integrate a real-time growth dashboard into your store to steer your KPIs. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.