Ecommerce support KPIs: what to track for Shopify & WooCommerce helpdesks
Six ecommerce support KPIs with plain definitions and a useful weekly review. Keep the measurement consistent across Shopify and WooCommerce, then inspect the cases behind a change.
Updated 3 October 2026 · CaseKit team
1. First response time
Measure the interval from the customer’s first message to the first meaningful human response. State whether you use elapsed time or staffed business hours, and whether automated acknowledgements are excluded. Report a median plus a slower percentile so a few very late replies are visible.
2. Resolution time
Measure from case creation to the agreed resolved state. Define how reopened tickets are treated. A ticket closed while a promised refund or warehouse check remains untracked is not necessarily a resolved customer problem. Break out complex disputes from simple tracking questions.
3. Backlog and age
Count unresolved cases at a fixed weekly time and group them by age. Distinguish cases waiting on your team from cases waiting on the customer or carrier. Inspect the oldest unowned case rather than relying on a total that hides long waits.
4. Repeat contact rate
Divide cases with another contact about the same issue within your defined window by the eligible case count. Record the window and whether reopened tickets count. Review whether unclear timelines, missing facts or genuinely unresolved fulfilment caused the follow-up.
5. Customer satisfaction
Report positive survey responses divided by valid survey responses, alongside the response count and response rate. A tiny or selectively invited sample is not representative of every customer. Read comments for recurring problems without distributing unnecessary personal details.
6. Return and refund cycle time
Track request to decision, physical return receipt to review, and approved refund to recorded provider action separately. Bank posting time is a different stage. These checkpoints reveal where cases wait and prevent an order’s Refunded label from being mistaken for proof that the customer received money.
Turn the report into one action
Choose one recurring cause and an owner: a stale shipping estimate, an unclear return instruction or an incorrectly chosen macro. Test the correction against accuracy and repeat contacts as well as speed. CaseKit helps draft replies; it is not a ticket queue, survey platform or KPI dashboard. Use your helpdesk or an appropriately protected reporting sheet.
Copy-paste starters
Replace every placeholder, check the condition above each reply and remove any action or estimate that is not verified. These templates do not send messages or perform order actions.
Weekly support review
Use when: definitions remain unchanged between reporting periods.
Weekly support review
Period: {dates}
Total cases and top categories: {counts}
First response time: median {value}; slower percentile {value}
Resolution time: {value}; reopened cases {count}
Backlog: {count}; oldest unowned case {age}
Repeat contacts: {count}/{eligible_cases}; window {days}
CSAT: {positive}/{responses}; invitation response rate {rate}
Return/refund stages waiting: {counts}
One improvement, owner and review date: {action}