KPIs for OTTO sellers: the 10 metrics to check every week

Why your own metrics when OTTO names no thresholds

OTTO's seller FAQ contains no limits for cancellation rate or on-time delivery; it only says delivery profiles should enable "the highest delivery accuracy". What is binding are requirements such as: tracking must always be guaranteed, every order needs shipment numbers for outbound and return, and customer inquiries are answered within 48 hours on working days according to the partner presentation.

If you turn these requirements and your revenue drivers into numbers, you spot problems before OTTO or the shoppers do. The data sources already exist: the reports in OTTO Partner Connect, the OTTO Market API and a rank tracker.

Availability (KPI 1–2)

• 1. Share ONLINE: how many of your variations carry the value ONLINE in the marketplace status? Everything else (PENDING, RESTRICTED, REJECTED, INACTIVE) doesn't sell. Target: close to 100% of the variations you want to sell.
• 2. Out-of-stock rate: share of variations with quantity 0. Each of them loses position in search – see Stock and availability on OTTO. Target: top products never at 0.

Delivery (KPI 3–5)

• 3. Shipped within processing time: share of orders that left the warehouse within the processing time stored in the shipping profile (1–99 days or DEFAULT). Target: 100%.
• 4. Tracking rate: share of shipments with transmitted shipment numbers for outbound and return. OTTO requires 100% here.
• 5. Cancellation rate: share of orders you had to cancel yourself – usually because of missing stock. Every seller cancellation is a disappointed shopper; target: as close to 0 as possible.

Returns (KPI 6)

6. Return rate per product: returns divided by units sold, per item and over 30 days – the length of the return window. Compare not just the overall picture but the outliers: a product with twice the rate usually has a data or image problem. How to analyse reasons is in Returns on the OTTO marketplace.

Service (KPI 7)

7. Response time: median and maximum time to first reply to customer inquiries, measured in working-day hours. OTTO's requirement: within 48 hours on working days. Target: median under 24 hours, no case over 48. Add the number of open inquiries over the weekend – more in Customer inquiries on OTTO.

Visibility and revenue (KPI 8–10)

• 8. Ranking of top keywords: position of your most important products for their most important search terms, and how many of them are on page 1 (120 products per page). Weekly is enough for the trend, daily for causes – see How often to check rankings.
• 9. Ad share and ACoS: which part of revenue comes from Sponsored Product Ads, and what does it cost? The maths is in Budget, bids and ACoS.
• 10. Revenue per product: from the controlling report in Partner Connect (Reports and export). Sorted by revenue, you see which rankings really matter.

The weekly routine

1. Monday, 30 minutes: export marketplace status and stock (KPI 1–2), pull last week's shipping and cancellation figures (KPI 3–5).
2. Count returns of the last 30 days per product (KPI 6), check the inquiry inbox for cases over 48 hours (KPI 7).
3. Put rankings and revenue side by side (KPI 8–10): where is a high-revenue product slipping?
4. Derive one action per week and note the date, so you can see the effect later.

MarktRank takes care of KPI 8 and 10: it checks rankings daily, shows the history per product and orders the product list by the revenue uploaded from the OTTO controlling report.

Frequently asked questions