E-commerce Analytics Software 2022: Top 20

by Amir Levi 02.May.2022 31 min read Views

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Amir Levi

In general, e-commerce analytics is the process of collecting information from all of the sources that influence your business. It can encompass a wide range of customer lifecycle KPIs, including exploration, engagement, conversion, and retention.

Analytics is crucial because it can give you data-driven insights into how customers engage with your e-commerce website, both positively and negatively. These findings eliminate the guesswork and subjectivity associated with website optimization, revealing areas for development and creativity.

As a result, data analytics software keeps track of an e-commerce store’s success. This type of technology aids businesses in identifying their best- and worst-performing items, tracking buyer and consumer behavior, and determining any issues that are affecting the company.

How Can E-commerce Analytics Tools Help Your Business?

E-commerce data analytics tools help merchants show which products are favored and what consumers’ habits are on the whole. The data aids e-commerce businesses in maintaining a competitive advantage in their specific marketplaces. It assists merchants in analyzing user activity and determining how the site should be built depending on users’ preferences and the most likely product landing page to engage the client and turn them into a buyer. 

Moreover, through e-commerce customer behavior research, data analytics software allows e-commerce enterprises to gain more profound market knowledge. Logistics, supply chain management, and operational processes can all benefit from big data resources. This leads to improved performance and significant cost savings.

However, e-commerce analytics solutions may come with limitations. For example, the following are three major issues that a company may face while employing data analytics software: 

  • Employees find it tough to drill down and establish important insights due to the abundance of data from many sources. And they end up examining the data that is easily accessible rather than the data that brings true value to the company. 
  • Undefended collection methods can become an easy access point for cybercriminals. The safety of your company’s collected data is essential. 
  • The enormous variety of technologies available on the market is another barrier in data analytics. This article may assist you in making the best decision to choose valuable software.

Top 20 E-commerce Analytics Software

The top positions on the list are occupied by free-version software, then software with a free plan or trial, and lastly, solely paid software. The software’s features, benefits and challenges, as well as pricing will all be discussed to help you choose between the different alternatives available.

E-Commerce Analytics Platform № 1: Google Analytics

Google Analytics is an e-commerce analytics software that provides businesses with a wealth of information on their web pages, clients, and internet marketing. Google Analytics is a sophisticated, adaptable, and user-friendly tool that allows intelligent marketers to identify the messages and platforms that produce positive outcomes.  State-of-the-art conversion attribution and monitoring solutions assist businesses of all sizes in creating a better customer experience and maximizing their marketing presence.

Google Analytics allows for the tracking of online and offline traffic as well
as the analysis of user behavior. Implemented marketing analytics, search
engine optimization, and content marketing all help to improve online
advertising. Furthermore, it’s simple to use.

Google Analytics gets certain things right, such as data security, but it falls
short in other areas, primarily openness and giving users authority over
their data. Moreover, it provides only online documentation and community
forums as help.

Fortunately, for small and medium-sized business marketers, the normal, free edition of Google Analytics usually delivers plenty of information to effectively guide promotional efforts. Google Analytics 360, on the other hand, will set you back $150,000 per year for large businesses.

E-Commerce Analytics Platform № 2: Heap

Heap is an e-commerce data analytics software that enables individuals in charge of the online transformation to quickly identify blind spots in multi-step digital journeys where customers stumble or drop off, so that product and marketing groups can focus on the most significant enhancements to the digital product or website. 

PricingThere is a completely free plan available. The annual fee for the growth
plan is $3600. For pricing on the Pro and Premier versions, contact Heap.


Heap provides essential data for decision-making as well as the ability to
judge if these decisions were correct in the future. Moreover, it’s a
must-have service for anyone who wants or needs to manage data on a
website. It’s simple to construct naming systems and specify new events.
Furthermore, it demonstrates the differences in behavior between desktop
and mobile users.
There are no alternatives for recording sessions or screen recordings. It is
the process of determining the referrer for a specific user or session.

E-Commerce Analytics Platform № 3: FullStory

FullStory is a secure e-commerce analytics software that enables deep analytics, extensive session data, and collaborative capabilities to answer questions, identify difficulties, and uncover opportunities on web and mobile properties. FullStory session replays are more than just recordings; they’re a window into the customer’s experience. Users may analyze customer activity, identify rage clicks, develop funnels, and review page metrics from the Omnisearch dashboard, which provides an easy experience.

Your new account will come with a 14-day free trial of the business edition,
including up to 5,000 sessions. Additionally, you can receive a demo
version of both the enterprise and commercial plans.


Because of the outstanding documentation and customer assistance,
integrating FullStory into your workflow is simple. FullStory has certain
built-in analysis trends that are quite useful. Not only can it help solve
problems, but it can also help improve the user experience by reviewing
their behavior.

The platform can be a little slow at times. There aren’t enough methods to
frame data except looking up who did what. On slower connections, it can
be difficult to perceive user interfaces.

E-Commerce Analytics Platform № 4: Matomo

Matomo is a self-hosted open source e-commerce data analytics software project. Tracking is simple to set up, maintain, and execute. Many of the increased functionalities you’d expect in an analytics platform are included. The best thing is that you have complete control over the data and personal information.

The On-Premise package is completely free of charge.
The Cloud plan costs €19 per month and is based on monthly hits.
Matomo, formerly Piwik, features a dashboard that can be easily
redesigned. It also has a straightforward installation process.
ChallengesThe user interface, on the other hand, is far from perfect.

E-Commerce Analytics Platform № 5: Mixpanel

Mixpanel is an e-commerce data analytics software that uses data to help track and measure what counts, make quick choices, and build better products. Teams can simply evaluate how and why consumers engage, convert, and retain in real-time across platforms with the robust, self-serve product intelligence platform to optimize their user experience.

A free account is available. The growth plan starts at $25 per month,
and business plan pricing is negotiable. You can contact Mixpanel.

With each occurrence, you can save a variety of details that are essential
to you, such as the device, browser, country, campaign UTM, and so on.
You can quickly establish audience categorization and target them. With
the help of a funnel, you can automate campaigns and push notifications.
It provides a diverse set of tools and libraries to meet the needs of
administrators, marketers, programmers, and administrators.

There is no advanced email tracking feature, necessitating the use of other
technologies for more detailed marketing efforts. On iOS, the duration
monitoring can be a little off at times. User flows have a very limited time
frame. Furthermore, they are expensive, and data may be missing in some
analyses. The dashboard feature can’t handle all of the reports.

E-Commerce Analytics Platform № 6: Yotpo

Yotpo is an e-commerce analytics software that helps businesses generate a ton of product and site reviews, photographs, videos, Q&A, and other user-generated content, which they can then utilize to attract qualified traffic, raise conversion rates, and increase revenues.

A free account is available. There is a monthly growth plan that starts at
$19. A prime plan is available from $59 per month. You can get a demo
version for the Premium and Enterprise plans.


Buyers can leave evaluations directly within the body of review request
emails using Yotpo’s signature in-mail form. As a result, Yotpo users
generate far more product and site reviews than users of other review
platforms. Yotpo’s features have all been designed with mobile in mind.
Mobile users can leave evaluations without ever leaving their email app
when we send a review request. When its users use our customized
widgets on product pages, they often see a 30-120% increase in
conversion rate.

The procedure of setting up a generics site is not simple. It takes a number
of days for support to respond. There is no control over how reviews
appear on social media. Moreover, there are some limitations to the API.
People sometimes offer personal information in their queries, and if these
questions are unintentionally sent to other consumers, the corporation
may be sued.

E-Commerce Analytics Platform № 7: Glew.io

For e-commerce merchants, digital agencies, retailers, and B2B sellers of all sizes, Glew is an e-commerce data analytics software that provides multichannel business insight. Glew allows you to see all of your data in one place and gain important insights to build your business with attractive visualizations, scheduled and automatic reports, alarms, and more, thanks to its 150+ integrations.

A Glew Starter plan is available for free. You can trial the Premium edition
for free before paying $79 per month. Contact Glew.io for Glew Plus.

Glew.io assists in the provision of knowledge and data to help the company
expand. The daily summary is provided by Glew.io. It may be useful if you
don’t have time to switch between social media, email, Google, and Shopify.

Glew.io wants to report against the previous “30-day” period, but it won’t
fall back to comparing to the same period in the previous year. There are
several drawbacks that come with not being able to export previous sales
data. It is prone to data aggregation problems on occasion. Client service
is poor, and the platform includes a lot of data that isn’t all integrated.

E-Commerce Analytics Platform № 8: IXXO Multi-Vendor

IXXO Multi-Vendor is an e-commerce analytics software that allows independent sellers to offer their wares from a single location. It’s great for entrepreneurs that run small to medium-sized web enterprises. Because of its great out-of-the-box capabilities, IXXO Cart stands out from the competition. IXXO Multi-Vendor provides around 1000 e-commerce capabilities that allow you to customize your online store and grow your business.


It has 2 editions. You will have to fork out $1495 for the IXXO Multi-Vendor
Classic. Quite expensive, but the greatest variety of functions at your
disposal. The IXXO Multi-Vendor Business requires a one-time payment
of $2795. This plan offers an unlimited number of products and vendors
as well as SMS, Blog, User Messages, Booking Services, Live Chat,
FAQ Add-on, and Food Ordering.

Users can create their own rules and regulations for suppliers using the
platform. Set your commission fees and have your system calculate the
taxes for each vendor automatically. Users will not have to deal with
difficult scripts or establish their marketplace from the ground up.
ChallengesIt only validates add-ons that are compatible with cs-cart and make sense.
Their marketplace has a large number of third-party add-ons.

E-Commerce Analytics Platform № 9: Segment

Companies can use Segment – an e-commerce data analytics software – to get the data they need to place their consumers at the center of every choice. Companies can use Segment to gather, unify, and route their customer data into any system where it’s needed in real-time to better comprehend their consumers and create seamless, compelling experiences.

A free account is available. You can trial a team plan for free for the first
month and then pay $120 per month. Contact Segment to find out how
much a business plan costs.

Segment is an excellent intermediary tool because it has the best capacity
to centralize all data in one place. You can forget about using a variety of
monitoring tools and pixels in your website or app. It provides a wonderful
user experience, is simple to integrate, and saves a lot of time when
combining multiple analytics providers. Moreover, it also has the potential
for data quality with the protocols.

The documentation is normally comprehensive, but it is frequently
confusing, convoluted, out of date, inaccessible, or non-existent.
Sometimes it is difficult to make certain resolutions to faulty data. Custom
integration or customization is extremely difficult to achieve, and third-party
implementations frequently lack critical features that create a major
stumbling block during the integration process.

E-Commerce Analytics Platform № 10: Shopify

Shopify’s e-commerce analytics software and reports allow you to examine your store’s recent activities, gain insight into your visitors, assess your online store’s speed, and examine your transactions. The analytics page and essential financial information are available to everyone. 

PricingThe most basic package is $29 per month. The monthly fee for the Shopify
plan is $79 per month. The Advanced plan has a monthly cost of $299.


It enables you to upsell to your most loyal consumers and provides
customized, customer-focused marketing and support. Monitor shopper
behavior, determine the most profitable products or variation SKUs, and
create product bundles and limited-time offers.

Customers are currently directed to a Shopify domain through the Shopify
checkout. This causes visitor sessions to abruptly cease, even if they are in
the middle of making a purchase. Another key drawback with most Shopify
themes is their inability to create attractive auxiliary pages.

E-Commerce Analytics Platform № 11: Hotjar

Hotjar is an e-commerce data analytics software that provides product experience insights that illustrate how users act and what they care about, allowing product teams to bring genuine value to users. It is usually used by the marketing team, but it can also be shared with a technological team when studying how a user interacts with a website problem or issue.

The most basic plan is completely free. The monthly fee for the Plus plan is
€31 (recommended for small teams). The monthly fee for the Business
plan is €79.


The website provides excellent user interaction, especially with multi-step
forms. It enables you to get real-time feedback from users while they are
on your website. Filtering through thousands of interactions has never been
easier or faster, and you can store your favorite filters to use again and again.
To enable angular forms, form tracking still has to be improved.
A single-page application supports a funnel.

E-Commerce Analytics Platform № 12: Woopra

Woopra is an e-commerce analytics software that changes the way businesses perceive, evaluate, engage, and keep their customers. Individual-level data is used to create aggregate analytics reports that provide full lifecycle insights and help departments bridge gaps. Woopra’s patented tracking technology keeps track of how much time people spend on your website, product, and mobile apps. 

There is a completely free plan available. The monthly fee for the Startup
plan is $349. The monthly fee for the Pro package is $999. Contact
Woopra for a Business proposal.


Woopra offers funnel analytic reports as well as tools to filter and
customize those findings. It has actions and information that are individual
to the user. Moreover, it uses Google Tag Manager triggers to track users
in specified groups.

There are problems in the new report UI for form components that make
filtering and other report-related activities more difficult. New tools are
difficult to comprehend in terms of what they do and how they work.
The reports take a long time to load.

E-Commerce Analytics Platform № 13: Crazy Egg

Crazy Egg is an e-commerce data analytics software for businesses, eCommerce enterprises, digital agencies, and educational institutions that helps them evaluate visitor behavior across email and media advertising. The tool enables teams to study consumers’ journeys, discover diverse audience segments existing across web pages, and detect issues like unclear navigation and form bugs. Administrators can use the A/B testing tool to set up specific goals for testing web pages.

You can register for a free trial of the basic plan before paying $24 per
month. You can create an account trial of the Standard plan before paying
$49 per month. You can sign up for a free trial of the Plus plan before
paying $99 per month. You can sign up for a free trial of the Pro plan
before paying $249 per month. Contact Crazy Egg for a business strategy
It displays user activity in a very graphic manner. It’s easy to see which
parts of your content are getting the most attention.

There may be a better approach to organizing historical snapshot data.
More customer support is needed to draw on for test ideas and how to
make the tool work at its best.

E-Commerce Analytics Platform № 14: Metrilo

Metrilo is a sophisticated consumer brand growth marketing tool. The analytics track your company’s progress and provide you with information to help you make strategic decisions. The engagement tools are based on large amounts of data and allow you to form long-term relationships with your clients. 

You can pick between a free trial and a demo version. The monthly cost of
the Essential plan is $119. The monthly fee for the Pro package is $199.
The monthly cost of the Premium Package starts from $299.

It is a simple tool that gives extensive and strong e-commerce insights.
Customer service is excellent, and using the chat feature is simple and
quick. The layout is lovely and simple.

The dashboard cannot be customized. You also can’t use additional
custom fields to construct automation or email automation. It’s challenging
to create precise emailing for a website with a lot of customization.

E-Commerce Analytics Platform № 15: Kissmetrics

Kissmetrics is an e-commerce data analytics software that is hosted in the cloud. It uses behavior-based data to help businesses better understand their website users. It’s a centralized platform for analyzing, engaging, and categorizing audiences that are designed for small businesses. Data management, events, reporting, campaigns, customer profiles, accounts, and payment are all aspects of Kissmetrics. It assists users in increasing conversion rates by offering product sales metrics and allowing them to understand what is and is not working. Moreover, it also provides insights into customer behavior, allowing businesses to get real-time knowledge about industry trends.

There are three plans available and all have demo versions. The Silver
package will set you back $299 per month, and the monthly cost of the
Gold plan is $499. To find out how much the Platinum plan costs and
negotiate functions you really need, contact Kissmetrics.

It is simple to set up, as most individuals install and run the tracking code in
a matter of minutes. Moreover, Kissmetrics provides good viewing and
setting choices, as well as the ability to provide customers with a high
level of security and consistent tool management based on user requirements.
This tool gives a wealth of statistics and information. This data and information
can be better managed. Session tracking is available on both the desktop
and mobile platforms.
ChallengesRecently, the rate of tool upgrades has dropped significantly.

E-Commerce Analytics Platform № 16: Visual Website Optimizer

VWO Testing is an e-commerce analytics software that allows users to quickly build and perform A/B, multivariate, and split tests. VWO Testing is driven by Smartstats, a Bayesian statistical engine that provides accurate reports and strong segmentation options to help you make informed business decisions. VWO Testing is a feature of the VWO Experience Optimization Platform that allows you to find conversion leaks, analyze visitor behavior, perform polls, execute tests, log your findings, and communicate with visitors.

PricingContact Visual Website Optimizer directly for more information on their
growth, Pro, and Enterprise plans.

A 360-degree view of your tests can help you frame your conclusions.
When you’re using multiple testing tools, putting together reports is always
a challenge. There is a library of hypotheses and issues to solve, and you
can reuse them instead of starting from scratch for additional experiments.
The nicest part is that it is easy to use. The features are laid out in a
straightforward and easy-to-understand manner.
ChallengesYou’ll need some time to figure out what the best conversion rate is.
It would be better if low-volume traffic could be accommodated in running tests.

E-Commerce Analytics Platform № 17: Optimizely

Optimizely is a software that includes AI-powered customization and testing, which includes A/B testing, multivariate testing, and server-side testing, as well as a complete set of digital experience improvement capabilities.

There are three plans available for different fields: Content Cloud (CMS),
Commerce Cloud (E-commerce) and Intelligence Cloud (Optimization).
If you’re interested in learning more about the cost, contact Optimizely.

You don’t have to be a developer to update testing using the user interface.
There is the possibility of executing multiple tests at once. It’s quite easy to

When groups are recognized in the same way, the audience targeting does
not match the internal source data on groups. When several tests are
underway, it’s difficult to know which ones have the biggest impact.

E-Commerce Analytics Platform № 18: Supermetrics

Supermetrics is an e-commerce analytics software that makes it easier for marketers to get data from 80+ sales and marketing platforms into the analytics and reporting tools they need to make smarter decisions. Businesses can use Supermetrics to combine siloed data from sales and marketing systems into their preferred reporting, analytical, and storage system, whether it’s a business intelligence tool, a spreadsheet, a data visualization tool, a data mart, or a data warehouse. Marketers, as well as the analysts and engineers who support them, can spend more time using data and less time transferring data with Supermetrics.

PricingYou must first choose a location before learning about Supermetrics pricing.

Supermetrics does an excellent job at reporting metrics accurately. It
performs admirably in terms of reporting across platforms. Moreover, it
works well with tools like Excel and Google Sheets to customize reports to
your specifications.

The cost of Supermetrics is higher than that of other instruments. It can be
a little difficult to figure out at times, and learning takes time. Initially,
figuring out how to integrate Supermetrics across platforms may be tricky.

E-Commerce Analytics Platform № 19: Looker

Looker is an e-commerce data analytics software that is redefining business intelligence for today’s business. Looker works in the same way as the web does: it’s browser-based, and its proprietary modeling language allows any worker to benefit from the work of your top data analysts. It is a 100% in-database analytics platform that takes advantage of the newest, quickest analytic databases to deliver real-time findings.

PricingContact Looker to learn more about the cost.
BenefitsDashboards are being constructed. It offers a terrific, user-friendly UI.
You can work together with your teammates.
ChallengesIt can be a little sluggish at times. It is more convenient to use with mobile devices.

E-Commerce Analytics Platform № 20: Brightpearl

Sales orders, fulfillment, inventory control, bookkeeping, analytics and scheduling, warehouse management, replenishment, and more are all connected with Brightpearl. Brightpearl is an e-commerce analytics software and is built to safely handle peak trading. It integrates with the whole retail tech ecosystem, is omnichannel-native, is the system of record for critical trade data, delivers real-time trading insights, and is autonomous so you can remain in charge and govern by exception.

PricingContact Brightpearl to learn more about the pricing.

Multiple sales channels are possible with channel management.
Warehouse management has a lot of useful features for warehouses.
Finance BOH’s financial controls and reporting are excellent.
ChallengesThe reporting is completely uncustomizable. In Brightpearl, outside expertise is scarce.

How To Integrate Your E-Commerce Analytics Tool With Your Dashboard

AdScale uses consumer data and AI-powered marketing to help you grow your ecommerce business. On a single platform, you can effortlessly run data-driven campaigns across all media. It’s designed for ad agencies and in-house digital marketing teams, private advertisers, and PPC managers.

  • Analyze your business and categorize your customers based on information such as customer lifetime value, repeat customer rate, repurchase frequency, and more. 
  • Run data-driven Facebook, Instagram, Shopping, Search, and Display campaigns. Campaign creation is quick, and budget and bid optimization are automated. 
  • Customized SMS messages might help you get more value from your clients. Earn the highest return on investment (ROI) from all marketing channels while driving sales on autopilot. 

AdScale is a plugin that visualizes key performance indicators and analyzes personal accounts to provide insights into ad performance. It allows customers to automate budget management and distribution across campaigns, as well as provide informative suggestions on topics such as landing page performance, ad optimization, and keyword optimization. configurable reporting, and ongoing account structure optimization are among the other capabilities.

With AdScale’s BI Store Analytics Report, you can get a comprehensive overview of your store’s performance. Your order history and shop statistics are a gold mine of information. AdScale assists you in identifying missed opportunities, marketing flaws, and new revenue-generating prospects. The BI Store Analytics Report from AdScale examines your order history and stores data to produce business insights, consumer segments, and major product groups.


We went through some of the greatest eCommerce analytics tools currently on the market in this article. Nevertheless, what will work for your online store right now will be determined by the results you want from your eCommerce analysis tools.


What role does data analytics play in e-commerce?

E-commerce analytics is the process of gathering information from all of the sources that affect your store. The data should then be used to understand changes in customer behavior and online shopping trends.

What is marketing analytics software for e-commerce?

The success of internet stores is tracked by e-commerce analytics software. This type of software aids businesses in identifying their best- and worst-performing items, tracking buyer and consumer behavior, and determining which issues have an impact on the company.

What kind of information is used in e-commerce?

Databases are commonly used on e-commerce sites for transaction monitoring, product catalogs, and non-product material like blog entries and “About us” webpages.

What other sorts of consumer analytics are there?

Customer analytics are divided into six categories: customer journey, customer experience, customer engagement, customer lifetime, customer loyalty, and customer voice.

What are the most important aspects of the customer’s analytical file?

A customer analytics record can reveal what demographic a company’s customers belong to, what products they’re interested in, what price range they prefer, and how long they spend looking at the product on the website or app.

What is a consumer analytics model, and how does it work?

Analysts extract the customer and environment attributes that can impact an outcome when it comes to Customer Analytics. They create models using regression analysis to test and project outcomes depending on a set of assumptions.

Is marketing an element of customer analytics?

Customer analytics, which serves as the foundation for all marketing efforts, includes approaches such as predictive modeling, data visualization, information management, and segmentation.

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