Top 10 E-commerce Analytics Tools in 2024 & Selection Guide

In today’s digital world, e-commerce is one of the fastest-growing industries (Figure 1). With millions of online businesses competing for customers, it is crucial to have a deep understanding of your customer’s behavior and preferences. To achieve this intelligence, e-commerce companies need to gather and use a large amount of data; however, this is easier said than done. Sophisticated e-commerce analytics tools can help an organization steer its ship toward competitive advantage.

E-commerce analytics tools provide businesses with valuable insights into their online sales, customer behavior, and marketing performance. They can help businesses make informed decisions about their marketing strategies, website optimization, and product offerings. However, with an abundance of options on the market, it can be helpful to have a guide that can help find the right fit.

Therefore, in this article, we present a guide to help businesses find the right e-commerce analytics tool for them. Our research covers:

• What e-commerce analytics tools are?
• How do they work?
• 5 factors to consider before choosing an e-commerce analytics tool?
• And a comparison of the 10 best e-commerce analytics tools on the market

Figure 1. Number of e-commerce startups in Europe 2021 to 2022

10 best e-commerce analytics tools to choose from

Table 1. Comparison of vendors

Notes

• All the companies were chosen with more than 100 employees
• The information gathered for this comparison was gathered from vendor websites and sources like G2.
• This comparison was created with public and verifiable data.

5 factors to consider before choosing an e-commerce analytics tool

This section highlights some factors to consider while choosing the best e-commerce analytics solution for your business.

1. Features and capabilities

The first factor to consider when choosing an e-commerce analytics tool is its features and capabilities. Different tools offer different features, and it is essential to choose one that meets your business needs. Some of the most common features of e-commerce analytics tools include:

• Website traffic tracking
• Sales tracking and reporting
• Customer behavior tracking
• Marketing campaign tracking
• Product performance analysis

For example, if your business relies heavily on social media marketing, you may want to choose a tool that offers robust social media tracking capabilities.

2. Ease of use

Another essential factor to consider while choosing an e-commerce analytics tool is its ease of use. The tool should be easy to navigate and use, even for those who are not technically inclined. It should also offer clear and concise reports that are easy to understand.

For example, if you have a small e-commerce business with limited technical resources, you may want to choose a tool that is simple to set up and use.

You can see if the vendor offers a free trial or demo; this way, you can test the solution before committing to it. 

3. Integration with other tools

Many e-commerce businesses use multiple tools for different purposes, such as email marketing, social media management, and website optimization. When choosing an e-commerce analytics tool, it is important to consider how well it integrates with your other tools.

4. Price

Price is a critical factor to consider when choosing any business solution, and e-commerce analytics tools are no exception. Some tools are free, while others can be quite expensive. It is important to choose a tool that fits within your budget while still offering the features and capabilities you need.

For example, if you have a small e-commerce business with limited resources, you may want to choose a free or low-cost option. On the other hand, if you have a larger business with more complex needs, you may be willing to pay more.

5. Customer support

Finally, it is important to consider the level of customer support offered by the solution provider. You may encounter technical issues or have questions about how to use the software, and it is important to have reliable and responsive support to help you resolve these issues.

Suppose you have a larger business with a dedicated IT team; you may be comfortable using software that offers self-service support. On the other hand, a smaller business with limited technical resources may choose a tool that offers more hands-on support.

For this, you can also check the size of the company or its age (Year founded). A company with a larger number of employees or more experience in the industry is likely to provide better customer support. 

What are e-commerce analytics tools?

E-commerce analytics tools are software programs that help businesses track and analyze their website traffic, online sales, customer behavior, and competitors’ activities. These tools provide e-commerce businesses with a wealth of data and insights that can be used to optimize their marketing strategies, website design, and product offerings and stay ahead of their competitors.

How do e-commerce analytics tools work?

E-commerce analytics tools work by collecting data from various sources, including:

This data is then processed and analyzed to provide businesses with insights into theirs and their competitors’ online performance.

For example, an e-commerce analytics tool may track the number of visitors to a website, their location, the pages they visit, the products they view, and the products they purchase. This information can be used to identify trends, such as which products are most popular, which pages have the highest bounce rate, and which marketing campaigns are driving the most traffic.

Transparency statement:

Numerous emerging tech companies, including Bright Data, are sponsors of AIMultiple.

In this guide, AIMultiple analyzed various market intelligence software using relevant, public, and verifiable data and criteria.

For more data-driven comparison lists of e-commerce solutions, check out our e-commerce hub.

Further reading

• Guide to Competitive Intelligence in E-Commerce
• Unlocking Business Success with Market Intelligence

If you need help finding a vendor or have any questions, feel free to contact us: