Often, resellers start their businesses based on a love of thrifting and flipping rather than using a formal business plan and analytical data. Ecommerce analytics are the key to working smarter and achieving higher profits. Understanding key performance metrics will help you optimize your strategy, improve sales, and grow your reselling business.
This guide is designed for resellers who want to take control of their online stores by using data-driven insights to maximize efficiency and profitability. 🚀
Main Takeaways:
- Know Your Numbers – Tracking revenue, profit, sell-through rate, and top-selling items is essential for making data-driven decisions.
- Work Smarter, Not Harder – Understanding time and money investment helps resellers maximize efficiency and profitability.
- Use Marketplace Data – Analyzing platform analytics reveals top-performing items and helps refine sourcing and pricing strategies.
- Optimize Pricing – Regularly adjusting prices based on market trends and competitor data ensures maximum profitability.
- Leverage Analytics Tools – Vendoo’s Reseller Analytics simplifies tracking sales, profits, and marketplace performance to help resellers grow.
- Turn Insights into Action – Using analytics to set SMART goals and refine strategies leads to sustainable business growth.
What Are Ecommerce Analytics?
Ecommerce analytics is the process of collecting, analyzing, and interpreting data from your reselling business.
By understanding customer behavior, work output, marketplace performers, profit and revenue balance, and sales data, resellers can optimize their business and make data-backed decisions that drive business growth.
Many resellers have no idea if they are profitable, or how profitable they are. Without tracking time and money invested, expenses and revenue, and sales data, there is truly no way to optimize performance and scale profitability. Knowing how to track and analyze ecommerce analytics is crucial to growing a successful and lucrative reselling business. 🔑
The Benefits of Marketplace Analytics for Resellers
Ecommerce analytics provides valuable insights that help resellers optimize their strategies, increase efficiency, and maximize profitability.
Rather than sourcing things that you like or that you think sell well, tracking your data and knowing your numbers will help you to work smarter and scale sales!
Understand Marketplace Data
Having access to marketplace data and sales performance allows resellers to track the performance of their listings, identify the most profitable items and marketplaces, and track their input (time and money) versus output. The goal is to refine your strategies to increase profitability.
Most marketplaces provide some sort of analytics, but knowing how to track and analyze data across all marketplaces and sales channels is crucial.
Scroll down to learn about the data you should track as a reseller! 👇🏽
Discover Trends in Your Niche
Analyzing ecommerce trends enables resellers to identify buying patterns, preferences, and seasonal trends. This information is crucial for stocking the right inventory at the right time.
For example, if you sell clothing, knowing what is trending and studying what buyers are searching for will help you to source strategically and enhance your listing keywords to appear in more relevant searches.
Optimize Pricing Strategies
By tracking sales trends and competitor pricing, resellers can adjust their pricing strategies to stay competitive while maximizing profit margins.
Knowing the market value of your items is important, and knowing that market value is ever-changing, to routinely research and update your pricing will help you to stay more competitive and make more sales.
Reseller Metrics and Marketplace Analytics to Monitor
Resellers must know their numbers. Here is a list of the data you should track and analyze to help you as a reseller:
Time Investment- How many hours do you work?
This is best to measure by week or month. Some sellers work well over 40 hours a week and learn that their “profit” is far below minimum wage.
Money Investment- How much do you spend on your business?
Knowing how much you spend on inventory, supplies, subscriptions, gas, resources, and other expenses is crucial to determining your profitability.
Revenue- How much do you sell in dollar amount?
Revenue refers to the total amount of money a reseller earns from sales before deducting any costs or expenses. It represents the gross income generated from selling items.
You should know this amount overall and also by the marketplaces where you sell.
Profit- How much do you earn?
Profit is what remains after deducting all expenses, including inventory costs, platform fees, shipping, and other business expenses.
Tracking profit overall and also by each marketplace helps you understand where you're making the most money.
💡Tip: Use this formula: Profit = Revenue - (Cost of Goods Sold + Fees + Expenses)
ASP (Average Sale Price)- What is your average sale price?
Your ASP is the average amount each item sells for.
Tracking this generally helps you to understand the average amount of profit you make per item sold. Tracking this across different marketplaces helps identify which marketplaces yield higher-value sales.
💡Tip: Use this formula: Profit = Total Revenue ÷ Total Items Sold
APU (Average Profit Per Unit)- What is the average amount of profit you make on a sold unit?
APU helps you understand how much you’re actually earning per item after all expenses.
APU is more important than ASP. Your ASP can be phenomenal if you sell things for a lot, but you want to also be sure that you're profiting a lot.
Tracking this generally helps you to understand the average amount of profit you make per item sold. Tracking this across different marketplaces helps identify which marketplaces yield higher-value sales.
💡Tip: Use this formula: Profit = Total Profit ÷ Total Items Sold
STR (Sell-Through Rate)- How fast are your items selling?
STR refers to measuring how much of your listed inventory is actually selling; that is, what percent of your inventory actually sells in a given period.
For example, if in a month you have 1,000 items and only 200 sell, your STR is 20% 😭
You should strive for a sell-through rate of at least 40% in the reselling industry, but in general business, 70% and higher is considered healthy.
💡Tip: Use this formula: STR = (Total Items Sold ÷ Total Items Listed) × 100
Top Sellers- What are your top-selling brands, categories, and styles?
Knowing what sells best for you (generally and by each marketplace) is crucial for scaling profits.
Tracking your best-performing brands, categories, and styles helps guide future sourcing decisions.
Worst Performers Which brands, categories, and styles are not selling well?
Knowing what does not sell best for you (generally and by each marketplace) is also important for guiding sourcing decisions and working more efficiently to scale profits.
Knowing what doesn’t help you is just as important as knowing what helps you. 🔑
Want to learn more about reseller analytics? Watch our webinar Reseller Business Management with The Global Collective Co.
Ecommerce Analytics Tools to Grow Your Reselling Business
Leveraging the right analytics tools can provide deeper insights and streamline business operations.
Unfortunately, trying to manage your own spreadsheet isn’t practical; even if you have the skills to do that, it takes up too much of your time. Many tools can help deliver accurate and powerful data to help you grow your resale business.
Marketplace Analytics
Most of the marketplaces themselves provide analytics that will help you review your items’ performance.
The marketplaces also publish sales reports and trend reports to help you understand what is selling.
Google Analytics
Google Analytics is a powerful tool that provides detailed data on website traffic, customer demographics, and user behavior.
Ubersuggest
Ubersuggest is a tool that analyzes the volume of search results for a particular inquiry during a period. Knowing how consumers search Google will help you to source efficiently and optimize your titles and descriptions for optimal exposure.
Vendoo Analytics
Vendoo’s powerful analytics feature helps resellers track sales, manage inventory, identify top-sellers, and track listing performance across multiple marketplaces. Key features include:
- Sales tracking to monitor revenue and profits.
- Inventory management tools to identify stale inventory and improve stock turnover.
- Performance metrics to evaluate the success of listings and pricing strategies.
- Marketplace breakdowns to compare marketplaces by profit, revenue, and average sales price.
💡Tip: Learn about Vendoo’s Reseller Analytics feature in the Vendoo Help Center.
How to Use Analytics to Grow a Reselling Ecommerce Business
Data-driven insights help resellers refine strategies and optimize business growth. It’s not about tracking numbers just to track numbers, but knowing how to use that information to help you scale your business.
Turn Insights Into Actions
Resellers can use analytics to:
- Identify best-selling products, brands, and styles and invest more in them.
- Eliminate slow-moving inventory to free up capital.
- Identify the best marketplaces to focus on.
- Ascertain profitability based on time and money investments
- Refine marketing strategies based on customer behavior and sales data.
Set Realistic Goals
Using analytics, resellers can set SMART GOALS.
Smart goals are a goal-setting framework designed to help businesses create clear, actionable, and achievable goals. The acronym SMART refers to Specific, Measurable, Achievable, Relevant, and Time-bound goals:
This means that goals should be well-defined and focused (specific), include criteria for tracking progress (measurable), be realistic given available resources (achievable), align with broader objectives (relevant), and have a clear deadline (time-bound).
🧠Think about it: For example, instead of setting a vague goal like "increase sales," a SMART goal would be "increase monthly revenue by 15% within the next three months by listing 20 new items per week."
This method ensures that goals are structured in a way that enhances motivation, accountability, and the likelihood of success.
Want to learn more about SMART goals? Listen to our podcast Goal Setting for Resellers with TrashPandaThrift
Monitor and Optimize
Regularly reviewing analytics reports allows resellers to adjust strategies, optimize marketing spend, and continuously improve business performance.
Take Control of Your Ecommerce Business’s Growth with Vendoo
Tracking and analyzing analytics is essential for resellers who want to scale their businesses efficiently and maximize profitability. 🔑
Understanding key metrics such as revenue, profit margins, sell-through rates, and top-performing brands allows resellers to make data-driven decisions about pricing, sourcing, and inventory management. Without these insights, sellers may struggle to identify trends, optimize their strategies, or pinpoint areas for improvement.
Vendoo provide resellers with the critical data they need to grow profitably by offering real-time insights into sales performance across multiple marketplaces. With features that track profit per platform, average sale price, and top brands and categories, resellers can easily assess which marketplaces and strategies yield the best returns. By leveraging these analytics, sellers can refine their business operations, increase efficiency, and ultimately scale their reselling businesses with confidence.
Take your business to the next level with Vendoo!
Reseller Marketplace Analytics FAQs
What Is the Best Analytics Tool for Resellers in Ecommerce?
Vendoo’s Analytics tool is ideal for resellers. It tracks sales, profit, and marketplace performance, helping you optimize strategies across multiple marketplaces and platforms. Learn more here.
How Do You Analyze Ecommerce Data?
Start by tracking key metrics like revenue, profit, Average Sale Price (ASP), Average Profit Per Unit (APU), and Sell-Through Rate (STR). Use these insights to refine your sourcing, pricing, and listing strategies.
What Metrics Should I Track as a Reseller?
Focus on revenue, profit, time investment, money investment, Average Sale Price, Average Profit Per Unit, and Sell-Through Rate. These metrics reveal your profitability and efficiency. Scroll up to learn more!
How Can Marketplace Analytics Help My Reselling Business?
Marketplace analytics show top-performing brands, categories, and styles, helping you source strategically, adjust pricing, and identify which marketplaces yield the highest profits.
