Master E-commerce Fundamentals & Metrics: 86 Flashcards from B2B to LTV:CAC
Learn e-commerce with 86 flashcards: B2B/B2C/D2C models, dropshipping, FTC and PSD rules, plus KPI formulas for conversion rate, AOV, CAC, LTV, ROAS and churn.
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Most e-commerce courses drown you in dashboards before you can define the numbers on them. The E-commerce Fundamentals & Metrics deck (code TD7862, 86 cards) fixes that order: 35 cards on how online commerce works and who regulates it, then 51 cards of KPIs with the exact formula on the back. Here is how to turn it into working knowledge.
Study this deck: E-commerce Fundamentals & Metrics
1 / 10E-commerce
Tap the card for the answer · swipe right if you knew it, left if not
What the 86 cards actually cover
Models and channels: B2B, B2C, C2C, D2C, m-commerce, T-commerce, conversational commerce, pretail, online marketplaces, dropshipping, print on demand, EDI, digital wallets, shopping cart software.
History and regulation: the first B2C online purchase (Gateshead SIS/Tesco, 1984), the UNCITRAL Model Law (1996), ICPEN and Econsumer.gov, the EU Payment Services Directive, the California Privacy Rights Act (2020), the FTC's truthful-advertising rule, Taobao villages, the Hangzhou Internet Court, the retail apocalypse.
Operations and security: order fulfillment, the three supply-chain flows, phishing, brushing, firewalls and digital certificates, automated online assistants.
Metrics: conversion rate, AOV, CAC, LTV, LTV:CAC, cart and checkout abandonment, bounce rate, RPV, ROAS, CPC, CPM, CTR, CPA, retention, churn, repeat purchase rate, gross and net margin, inventory turnover, sell-through, return rate, email open/click/conversion rates, NPS, CSAT, cohort analysis, CAC payback period.
Sample cards
| Front | Back |
|---|---|
| D2C | Direct-to-Consumer: brands selling to end customers without retail intermediaries |
| Dropshipping | Goods ship from the manufacturer or wholesaler straight to the customer; the vendor holds no stock |
| Conversion rate | (Conversions / Total Visitors) × 100 |
| LTV:CAC ratio | Lifetime value over acquisition cost; healthy is 3:1 or higher |
| Average cart abandonment rate | Approximately 70% across all e-commerce industries |
| Good ROAS for e-commerce | Typically 4:1 or higher, $4 in revenue per $1 of ads |
| Inventory turnover rate | COGS / Average Inventory Value |
| Brushing | Sending unsolicited packages to fake sales and reviews |
| Payback period for customer acquisition | CAC / (AOV × purchase frequency) |
| First B2C online shopping system | Gateshead SIS/Tesco, 1984, Mrs Snowball, 72, first home shopper |
A study plan built around formulas
The metric cards share a pattern: a name, a one-line definition, then a formula. Learn them in families, not in deck order:
- Traffic (bounce rate, session duration, pages per session, organic/direct/referral share).
- Funnel (add-to-cart rate → product page conversion → checkout abandonment → shopping cart conversion).
- Money per unit (AOV, RPV, average session value, revenue per email).
- Acquisition (CPC, CPM, CTR, CPA, CAC, ROAS).
- Retention (retention, churn, repeat purchase, LTV, NPS, CSAT).
- Inventory and margin (turnover, sell-through, return rate, gross vs net margin).
Do the 35 concept cards in one sitting first; they are mostly recognition. Then add one metric family per day.
Two tips specific to this deck
Say the formula as a sentence. "Revenue divided by orders" is easier to retrieve than "AOV = Total Revenue / Number of Orders". When you flip a formula card, read the denominator out loud: the denominators (visitors, sessions, orders, emails, impressions) are what distinguish look-alike metrics such as RPV, average session value and AOV.
Anchor the benchmarks to each other. The deck gives four numbers: conversion 2-3%, abandonment ~70%, LTV:CAC 3:1, ROAS 4:1. Memorize them as one chain ("3 of 100 buy, 7 of 10 carts die, earn 3× what you pay, get 4× on ads") rather than four isolated cards.
Where to find it
Sign in at flip-it.app, open the library and search for deck code TD7862, "E-commerce Fundamentals & Metrics". If you also want the finance side of running a store, the Accounting Essentials flashcards and the MBA Essentials deck pair well with this one.
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