What KPIs should we track for a B2B ecommerce channel?

The purpose of a B2B channel is usually to serve existing accounts more cheaply and more reliably, not to acquire new traffic. Measure that.

Metrics worth a dashboard

1. Self-service adoption — percentage of orders placed online rather than by phone or email.
2. Reorder rate — how often accounts come back without prompting.
3. AOV by account segment — whether the channel grows baskets or just moves them.
4. Quote-to-order conversion and the time between the two.
5. Cost to serve — support contacts per order, which is where the business case usually lives.

Metrics to stop reporting

Bounce rate, time on site and raw sessions. In a channel where a buyer logs in, reorders in ninety seconds and leaves, a low time on site is a success.