Top 5 Product Analytics tools for E-commerce companies

Not all e-commerce analytics tools handle your data the same way. Some, like Amplitude and Mixpanel, require sending data to their own systems, which can lead to data silos and more manual integration work.

Others, called warehouse-native tools such as NetSpring (Optimizely Analytics) and Mitzu which connect directly to your cloud data warehouse, letting you analyze all your customer and sales data in one place without moving it around.

1. Mitzu.io

Overview

Mitzu is the leading warehouse-native product analytics tool designed for high-volume eCommerce datasets, enabling analysis directly in your cloud data warehouse for scalable, privacy-focused insights.

Key Features for E-commerce

• Self-service, no-code analytics: Build reports on attribution, retention, and cohort analysis.
• Subscription and revenue metrics: Track KPIs like average order value, customer lifetime value (LTV), and churn to optimize profitability.
• Warehouse-native analytics: Analyze customer, transaction, and marketing data without moving it.
• Behavior and journey analysis: Understand how customers move from product discovery to purchase, and identify friction points.
• Cohort, funnel, and journey analysis: Understand customer segments and optimize eCommerce funnels.‍
• Scalable for large e-commerce operations: Handle high data volumes and complex analytics needs, especially during peak shopping periods.‍
• ‍Secure, warehouse-native analytics: Keep sensitive customer data in your own infrastructure for compliance.‍
• Embeddable dashboards: Share insights with marketing, product, and leadership teams for collaborative action.

When its right for you

Ideal for e-commerce companies with large datasets and a modern data warehouse, seeking scalable analytics and strong data privacy.

Limitations

Requires an existing cloud data warehouse, which may be a hurdle for early-stage ecommerce companies, and usage-based pricing may not suit low-scale businesses.

2. Amplitude

Overview

Amplitude is a behavioral analytics platform that helps e-commerce businesses visualize customer journeys, segment shoppers by behavior, and connect product usage to outcomes like purchases and repeat visits.

Key Features for E-commerce

• Behavioral cohort analysis: Segment shoppers based on actions (e.g., viewed product, added to cart, purchased), helping target high-value segments and personalize marketing.
• Conversion funnel visualization: Map the steps from product discovery to checkout, revealing where customers drop off and how to optimize conversion rates.
• Retention and engagement tracking: Monitor repeat purchases and loyalty, identifying what drives long-term customer value.
• Real-time dashboards: Access up-to-date insights to quickly respond to trends like cart abandonment spikes or product interest surges.
• A/B testing integrations: Test changes to product pages, promotions, or checkout flows and measure direct impact on sales.
• Robust API/data export: Integrate analytics with marketing automation and CRM tools for unified customer data.

When its right for you

Ideal for e-commerce brands seeking behavioral analytics to boost conversion rates and retention.

Limitations

Requires sending data to its own systems, which can create data silos and extra integration work. It can become costly at scale with complex event tracking in high-volume e-commerce data.

3. Mixpanel

Overview

Mixpanel offers real-time event analytics and customizable dashboards, enabling e-commerce teams to track user interactions across web and mobile, and optimize every stage of the purchase journey.

Key Features for E-commerce

• Event tracking and funnel analysis: Track steps from product view to purchase.
• Cohort and retention reports: Analyze how different customer groups behave over time, informing targeted retention campaigns.
• Segmentation and targeting: Personalize offers and communications based on customer actions and preferences.
• A/B testing and messaging: Experiment with new features or promotions and send targeted messages to increase engagement and sales.
• Cross-platform analytics: Track customer activity seamlessly across devices and channels.
• Self-serve data exploration: Empower marketing and product teams to answer questions without technical support.

Best Use

Best for e-commerce teams that need fast, actionable insights to drive engagement and increase conversion rates.

Limitations

It gets pricey with large volumes of travel user data or events. Advanced teams might layer it with other data warehousing or in-house analytics to cover any gaps.

4. Pendo

Overview

Pendo combines product analytics with in-app messaging and feedback, helping e-commerce companies drive feature adoption and deliver seamless onboarding and shopping experiences.

Key Features for E-commerce

• Product usage analytics: Monitor how shoppers interact with site features (e.g., wishlists, filters, checkout).
• In-app messaging and walkthroughs: Guide users through complex checkout flows or new features, reducing friction and cart abandonment.
• User feedback and NPS surveys: Gather direct input on shopping experience and satisfaction to inform improvements.
• Feature adoption tracking: Measure the uptake of new payment options, loyalty programs, or shopping tools.
• Segmentation and cohort analysis: Target specific customer groups for personalized campaigns or support.
• CRM and support integrations: Connect analytics with customer service for proactive outreach and problem resolution.

Best Use

Perfect for e-commerce brands that want to combine analytics with in-app engagement to increase feature adoption and customer satisfaction.

Limitations

Mainly centered on product usage analytics, with limited ability to handle custom data models or complex ecommerce data analysis.

5. NetSpring (acq. Optimizely)

Overview

NetSpring (now Optimizely Analytics) is a warehouse-native analytics platform built for e-commerce, connecting experimentation and analytics directly to your cloud data warehouse for real-time, actionable insights.

Key Features for E-commerce

• Warehouse-native analytics: Analyze customer, transaction, and marketing data without moving it.
• Experimentation on business outcomes: Run A/B and multivariate tests on key metrics-conversion rate, cart abandonment, average order value-and directly measure impact on revenue and retention.
• Unified event modeling: Ingest and analyze detailed event streams (orders, returns, support tickets) for a complete view of the customer journey.‍
• Cross-channel campaign tracking: Measure marketing effectiveness alongside on-site behavior.‍
• Real-time cohort and funnel analysis: Instantly assess how new features or campaigns affect specific customer segments and business outcomes.‍
• Data privacy and governance: Keep all analytics in your secure warehouse.

Best Use

Best for e-commerce companies that want to unify experimentation and analytics, leverage their existing data warehouse, and maintain full control over customer data.

Limitations

Still maturing, recently acquired by Optimizely. Fewer integrations and a smaller feature set compared to competitors.

Conclusion

Amplitude: Best for deep behavioral analytics, improving conversion funnels and customer retention.

Mitzu: Ideal for large-scale eCommerce businesses with cloud data warehouses, offering scalable, warehouse-native analytics.

Mixpanel: Suited for mid-sized businesses seeking real-time analytics and self-serve dashboards for user engagement and conversion optimization.

Pendo: Best for improving in-app shopping experiences, onboarding, and feature adoption with integrated feedback tools.

NetSpring (Optimizely Analytics): Perfect for unifying experimentation and analytics, using warehouse-native insights for large eCommerce operations.

Choose based on your data infrastructure, team expertise, and whether your focus is on conversion, engagement, or scalability.

‍