Analytics in e-commerce – using Shopware Analytics for key insights

E-commerce analytics can be complex. But it doesn’t have to be. 

To thrive, you need to understand what’s happening under the hood – what your customers are doing, what products are selling, and where there’s room for improvement. What’s more, analytics helps businesses understand their customers, improve marketing strategies, and boost sales.

There’s a platform offering advanced analytics features to gather and analyze crucial data. This platform is Shopware.

In this article, we will take a closer look at the analytics in general, and what makes Shopware Automation stand out.

Why analytics in e-commerce?

Understanding customer behavior and preferences is one of the most important things.

Every click, scroll, and purchase generates a wealth of data that is key to gaining deep insights. These insights form the foundation for the decision-making process (e.g. about needs, UX, or the whole offer).

Analytics is the backbone of that. Think of it as your store’s health monitor – it tells you what’s working, what’s not, and what needs attention.

Here’s why analytics is crucial.

A better understanding of customers

Analytics tracks customer behavior, preferences, and purchasing habits. It helps businesses learn what products are popular, when customers are shopping, and how they prefer to buy.
For instance, if a specific product is consistently performing well, you might consider promoting it more or increasing stock levels.

Improving sales

By understanding customer behavior – like which pages they visit most or which products they abandon in their cart – you can tweak your strategies to boost sales. 

Maybe it’s a pricing issue, or perhaps your checkout process is too complicated. Analytics will point you in the right direction.

Improving inventory management

Additionally, data helps merchants keep track of stock levels, reducing the risk of running out of popular items.

Real-time monitoring

Analytics enables tracking of key metrics like conversion rates, cart value, type of products bought, and average time spent on the site. 

This can help you e.g. suggest related products, offer discounts, or even optimize your website’s layout (and performance) based on user interaction.

Analytics without a plan is just numbers. That’s why it’s important to take a holistic approach to the customer journey, respond to the expectations of online shoppers, define their key performance indicators (KPIs), integrate data sources, and adjust data for seasonality and trends. 

Predictive analytics in e-commerce

Predictive analytics uses advanced algorithms and statistical models to forecast consumer behavior and market trends. It uses historical data to predict what customers might do next.

Key technologies include:

• Machine Learning: This technology analyzes large datasets to find patterns and trends.
• IoT Devices: These devices collect real-time data, providing insights into customer behavior as it happens.

Using predictive analytics helps businesses anticipate customer needs, allowing them to personalize experiences and improve sales.

What is Shopware Analytics?

Shopware Analytics is a powerful feature that provides in-depth insights into an online store’s performance directly within the Shopware 6 platform. 

It offers the ability to track essential metrics so merchants can transform performance and strategy in the intuitive Shopware environment.

Shopware Analytics features

Shopware Analytics offers valuable insights right within the Shopware platform. Here’s what you can do with Shopware Analytics:

Track key metrics

Keep an eye on sales, conversion rates, customer behavior, and more. Shopware Analytics offers detailed reports that make it easy to see how your store is performing at a glance.

• Total Sales: Understand your revenue trends and identify peak periods.
• Orders: Monitor the number of orders over time to spot growth patterns.
• Average Order Value: Gauge how much each customer is spending on average.
• Usage of Payment Methods: See which payment methods are most popular, helping you optimize the checkout process.
• Amount of Customers: Keep track of your total customer base.
• Number of New Customers: Measure your store’s growth by monitoring new customer acquisitions.

Dynamic updates

Shopware Analytics is continuously evolving. New KPIs are added regularly, independent of the main Shopware release schedule, ensuring that your analytics tools are always up-to-date with the latest features and insights.

Improved data visualization

While Shopware 5 users were already familiar with the analytics feature, Shopware 6 has taken it a step further. They enhanced data visualization and an improved user experience. This means you can quickly grasp complex data through intuitive graphs and charts, making it easier to spot trends and take action.

How to use Shopware Analytics

To get started with Shopware Analytics, follow these steps:

1. Installation:
   Shopware Analytics is available as an extension in the Shopware Store. Once installed, a new “Analytics” section will appear in the admin navigation.

Shopware Analytics access – source: Shopware

2. Data processing consent:
   Upon first use, you will need to provide consent for data processing. This step is crucial for ensuring compliance with data privacy regulations.
3. Accessing dashboards:
   The Analytics area features various dashboards for different KPIs. You can hover over data points to see detailed information, including specific numbers and dates.

4. Date range and filters:
   Adjust the date range for displayed KPIs and apply filters based on sales channels, countries, or customer groups. This customization allows for targeted analysis.

5. Exporting data:
   You can export data as CSV files for further analysis or reporting in tools like Excel. This feature is valuable for presenting performance data in meetings or integrating insights into other software.

6. User rights management:
   Shopware Analytics integrates with user rights management, allowing you to control access to specific KPIs and dashboards. As a result, it ensures sensitive data is only available to authorized personnel, enhancing security and efficiency.

Prerequisites for using Shopware Analytics

Before diving into the benefits of Shopware Analytics, it’s essential to know the prerequisites for getting started. Shopware Analytics is available to all merchants using Shopware 6, from the Community Edition upwards. 

However, at the moment, it is only accessible for self-hosted versions of Shopware, with plans to extend availability to Cloud customers in the near future.

Additionally, to utilize Shopware Analytics, your store needs to be running on Shopware version 6.5.7 or higher. 

Additional resources

To make the most of Shopware Analytics, you can explore additional resources that provide deeper insights and step-by-step guidance:

• Firstly, check user documentation:
  Detailed documentation is available to help you understand and utilize all the features of Shopware Analytics effectively. 
• Next, deep into the tutorial video:
  For a visual walkthrough, you can watch the tutorial video on Shopware Analytics, which guides you through the setup and use of the tool.

Summary

Data analysis is a crucial tool in e-commerce, providing valuable insights into customer behavior and business performance. 

In fact, Shopware Analytics is a powerful tool that enables e-commerce merchants to make informed, data-driven decisions. By tracking essential metrics and gaining valuable insights, businesses can enhance their performance and adapt to market changes. 

As the feature continues to evolve, merchants can look forward to even more capabilities that will help them succeed in the competitive e-commerce landscape. 

If you haven’t yet installed Shopware Analytics, consider doing so to unlock the full potential of your online store.