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Top 5 Best Ecommerce Analytics Tools 2024

PUBLISHED

11 January, 2024

Tope Longe
Tope Longe

Growth Manager

Ecommerce analytics tools

E-commerce businesses generate thousands of data points across their website, mobile app, and social media channels every day. Making sense of this data can be overwhelming, but with the right tools, it can be a goldmine.

At UXCam, we’ve helped hundreds of e-commerce businesses (like PlaceMakers) achieve their goals through data-driven decisions. Whether you’re trying to drive revenue, boost retention, or optimize user experience, our mobile app analytics solution can provide invaluable insights to guide your strategy. In this guide, we’ll be introducing you to four e-commerce analytics tools that help you track and analyze user behavior, performance, and conversions.

Let’s get started.

Helpful Summary

  • Overview: The article introduces you to the top 5 e-commerce analytics tools.

  • Why trust us: UXCam is a leading mobile app analytics tool that’s trusted by the most productive mobile product teams at top global organizations.

  • Why this matters: E-commerce analytics tools help businesses make informed decisions by providing valuable insights into customer behavior and performance.

  • Our recommendation: The top ecommerce analytics tools reviewed below are UXCam, Shopify Analytics, Mouseflow, Mixpanel, Glassbox

  • Action points: Consider features, use cases, and pricing to land on a tool that suites your needs.

  • Further research: To complement this learning, businesses should explore more about each tool’s specific features, pricing, and how they align with their unique needs.

What is an e-commerce analytics tool?

An e-commerce analytics tool is software designed to collect, visualize, and analyze information about your store's performance. This includes data on website traffic, clicks, conversion rates, sales data, and customer feedback. 

These tools provide insights at every stage of the consumer journey, helping to uncover information about customer acquisition, user experience, cart abandonment, and more.

What are the benefits of e-commerce analytics tools?

Customer-centric development

If you want to develop websites and apps that customers love, you can’t rely on guesswork.

E-commerce analytics tools like UXCam allow you to validate every design decision you make with data collected from real users. This means you can reliably predict how your customers will respond to changes before they’re implemented.

Gain a deeper understanding of customer behavior

Customers don’t always behave in predictable or (seemingly) rational ways. But despite appearances, there are always reasons and root causes. E-commerce analytics tools are designed to guide you to these insights.

Optimize user experience

Finally, e-commerce analytics tools are essential for optimizing user experience. By making incremental improvements to your product design and user interface, you can make sure that your customers have the best possible experience on your website or app.

Top 5 e-commerce analytics tools

  1. UXCam

  2. Shopify Analytics

  3. Mouseflow

  4. Mixpanel

  5. Glassbox

1. UXCam

Best for e-commerce mobile apps

UXCam is a mobile app analytics platform that gives e-commerce product teams complete visibility into app performance, user experience, and more.

UXCam app analytics usability testing tool

Key features

  • Session replays: Watch customer sessions back in real-time to understand how they interact with your app

Session replay in UXCam
  • Heatmaps: See where users are clicking, tapping, and swiping the most on your app

Rage click heat maps example
  • Conversion funnels: Track customer journeys and identify drop-off points to optimize for conversions.

Funnel Session replay in UXCam
  • Retention analysis: Uncover trends in retention to see which features, events, and products are most likely to keep users coming back.

Cohort analysis in UXCam
  • Segmentation: Slice and dice your data using any user property or event to uncover deeper insights.

User segmentation in UXCam

Pricing

UXCam offers flexible pricing designed to work for any business.

UXCam Plans and Pricing

Our free plan supports up to 3,000 monthly sessions, along with limited access to key features like funnels and dashboards. Growth and Enterprise are both customizable plans that are tailored to your needs.

Want to try the platform out before committing? Get started with a 14-day free trial or book a demo.

Pros and cons

Pros

  • Offers insights into design

  • Supportive team

  • Great for monitoring in-app behavior

  • Designed specifically for mobile

Cons

  • Free plan is limited

What customer say about UXCam

UXcam nov 2023 review

UXCam G2 review 2023-1

2. Shopify Analytics

Best for e-commerce stores hosted on Shopify

Shopify Analytics is a comprehensive suite of ecommerce analytics tools that empowers store owners to gain valuable insights into their customers and their store's performance. Built into the Shopify platform, it seamlessly integrates with your existing store data, providing a centralized hub for understanding your customers' behavior, optimizing your store for conversions, and driving business growth.

Key features

  • Store Performance Overview: Get a bird's-eye view of your store's key metrics, including sales, traffic, customers, and revenue. Track trends over time and identify areas for improvement.

  • Sales Analytics: Dive into the details of your store's sales performance, including product performance, customer segmentation, and top-selling items. Understand what's driving your revenue and make data-driven decisions.

  • Customer Analytics: Gain insights into your customer base, including demographics, customer behavior, and purchase history. Segment your customers to personalize marketing campaigns and improve customer engagement.

  • Marketing Attribution: Understand which marketing channels are driving the most sales and conversions. Track the effectiveness of your campaigns and optimize your marketing efforts.

  • Store Traffic Analytics: Analyze your website traffic, including sources, demographics, and device usage. Identify your most effective marketing channels and improve your website's usability.

  • Inventory Analytics: Manage your inventory effectively and avoid stockouts or overstocking. Track inventory levels, sales forecasts, and demand patterns.

Pricing

Shopify Analytics is included with all Shopify plans, offering a wide range of features and functionality regardless of your pricing tier. For businesses that require more advanced analytics capabilities, Shopify Analytics Plus offers additional features such as custom reports, audience segments, and A/B testing.

Pros and Cons

Pros

  • Seamless integration with Shopify: Seamlessly integrated with your Shopify store, providing a centralized platform for viewing and analyzing your data.

  • Comprehensive range of features: Covers all aspects of ecommerce analytics, including sales, customers, marketing, and traffic.

  • Easy-to-use interface: Intuitive interface with drag-and-drop functionality for creating custom reports and dashboards.

Cons

  • Limited customization options on the free plan, with more advanced features requiring a paid plan.

  • Limited in its use to Shopify-hosted stores only.

  • Funnel analysis capabilities are not as robust as some dedicated analytics platforms.

3. Mouseflow

Best for in-depth user behavior analysis on websites

Mouseflow is a behavior analytics platform for websites that offers insights into how and why users interact with your shop.

mouseflow_homepage

Key features

  • Friction score: Use a proprietary metric to highlight frustration across session replays, funnels, heatmaps, and more.

  • Session replay: Watch recordings of individual sessions to see exactly how users interact with your site.

  • Heatmaps: Visualize click, move, scroll, and attention data on a webpage to identify areas of interest or issues.

  • Form analytics: See which fields cause the most trouble and abandonment to improve conversion rates.

Pricing

Mouseflow offers six plans ranging from free to Pro ($399/month). Higher tier plans offer more session recordings, longer data retention, and support for additional websites.

There’s also a customizable enterprise plan for large organizations.

Pros and cons

Pros

  • Easy integration with platforms like Magento

  • User-friendly interface and secure data handling​​

Cons

  • Limited features in the free version

  • Mobile device optimization needs improvement

4. Mixpanel

Best for advanced user interaction tracking across platforms

Mixpanel is a real-time web and mobile data analytics platform designed to guide product teams to insights using clean, intuitive visualizations and reports.

mixpanel mobile analytics

Key features

  • Advanced data analysis: Validate your assumptions with automatic correlations and attributions.

  • Segmentation & cohorts: Break data down into meaningful groupings using filters and comparisons.

  • Funnel analysis: Understand user behavior and identify areas for improvement in your product flow.

  • A/B testing: Test and optimize different versions of your product to improve conversions.

Pricing

Mixpanel offers three pricing plans—Starter, Growth, and Enterprise.

Starter is free and provides access to basic features like 20M events per month and core report types. Growth and Enterprise offer more advanced features and customization options, with prices starting at $20/month and $833/month, respectively.

Pros and cons

Pros

  • Detailed analysis capabilities

  • Powerful visuals for decision-making

  • Customization options

Cons

  • Limited features in the free plan

  • Potentially expensive enterprise features

  • Setup and configuration demand technical expertise

5. Glassbox

Best for comprehensive e-commerce digital experience insights

Glassbox is a CX analytics platform that offers capable session replay, data analysis and insights, as well as voice of customer (VoC) analytics.

Glassbox

Key Features

  • GIA: Use an AI assistant to speed up analysis—ask for insights rather than search for them.

  • Voice of customer analytics: Link customer feedback to UX data like session recordings and click maps.

  • Full session replay: Watch users interact with your website in real-time.

  • Customer journey mapping: Visualize and analyze the customer journey.

Pricing

Contact sales for a quote.

Pros and cons

Pros

  • Flexibility

  • Custom reporting

  • Session replay feature

Cons

  • Some features perceived as less intuitive

  • Desire for faster support response

  • Wish for more frequent feature releases

Criteria to consider when choosing e-commerce analytics tools

Features and capabilities

First, list the features that you need the tool to have. This is a simple way to weed out tools that don’t fit the bill.

If you’re not sure, look for features like:

  • Retention analytics

  • Session replays

  • Heatmaps

  • Funnel analysis

  • Customer journey analytics

Ease of use

Next, think about the tool in terms of how easy it is to set up, use, and maintain. The easier, the better—especially if you’re a small business owner or solo entrepreneur with limited time and resources.

Pricing

Finally, consider the cost of the tool and whether it fits within your budget. Some tools offer free versions or trials, while others require a monthly subscription fee. Make sure to weigh the cost against the features and capabilities offered by each tool.

Conclusion

The tools listed above are excellent options for e-commerce businesses trying to understand and optimize their customer journey.

For a mobile-first analytics solution designed to capture and understand user behavior, UXCam is a top choice. With features like smart events, tagless autocapture, session replay, customer journey mapping, and more, we help you make data-backed decisions that get results.

Sign up for a free account to get started.

You might also be interested in these;

7 Astonishing mobile e-commerce UX statistics (Infographic)

The only 10 slides you need to present session replay findings

8 Best UX analytics tools and software

6 Best User Engagement Tools for Product Teams

5 KPIs to measure your new feature adoption

AUTHOR

Tope Longe
Tope Longe

Growth Manager

Ardent technophile exploring the world of mobile app product management at UXCam.

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