Kustom launches analytics dashboards – turn checkout data into business insights
Most e-commerce merchants know what sells, but have limited insight into who their customers actually are. Kustom is now launching a new analytics tool that gives merchants deeper insights into customer behaviour and business performance directly in the merchant portal.
E-commerce merchants have access to more data than ever before, but the information is often scattered across analytics tools, payment solutions, CRM systems and logistics platforms. As a result, key insights into which customer groups drive sales and how purchasing behaviour differs between segments often require separate tools and dedicated resources. At the same time, the most important data passes through a single point: the checkout.
Traditionally, the checkout layer has functioned purely as infrastructure, a technical step between cart and payment. But with more than 24,000 connected merchants across 170 markets and more than 20 million converted shoppers, Kustom today handles one of the largest checkout data flows in the Nordics. This data is now packaged into clear analytics dashboards that turn checkout data into actionable insights for merchants directly in the portal.
“Many merchants see orders coming in but lack a clear picture of who their customers actually are and how they behave. We want to make that information accessible so that every merchant can easily understand which customer groups, payment methods and features are driving growth in their business,” says Jesper Eriksson, Chief Commercial Officer at Kustom.
“For us, Kustom’s new analytics tool is very valuable. We already work in a data-driven way, but previously it required a lot of manual work to compile these kinds of customer insights from different systems. Now we get a clear picture directly in the checkout,” says Emma Holmberg, CCO and co-owner at Jordklok.
The analytics dashboard brings together business data in three views:
The Overview provides a consolidated view of order volume, average order value, refund rate and payment methods, with comparisons over time. Merchants get a clear overview of business performance without exporting data or building their own reports.
The Demographics view shows what the customer base actually looks like, with insights into age, gender, geography and urbanisation level, as well as purchase frequency and customer loyalty. This makes it easier to adapt marketing and product assortments based on real customer patterns rather than assumptions.
There is also an overview of disputes and complaints, making it easier for merchants to follow developments and identify recurring patterns. Later this spring, Kustom plans to expand the analytics tool with additional features and insights.
Insight Dashboards is available in the Kustom Merchant Portal and will be rolled out to all connected merchants during March 2026.
About Kustom
Kustom is the Nordic market leader in checkout solutions, helping merchants across Europe grow through a high-conversion, low-complexity, and highly customizable setup. By making the checkout process seamless, transparent, and adaptable to local markets and shopper preferences, Kustom supports stronger, long-term customer relationships.Today, Kustom serves more than 24,000 merchants across 170 markets and has converted more than 20 million shoppers. Founded in Sweden, Kustom became an independent company in 2024 following its divestment from Klarna.