Exploring E-commerce Conversion Rate Benchmarks and Best Improvement Tactics for Growth

E-commerce has seamlessly integrated into our lives, impacting personal and professional spheres. Consequently, companies within this domain are compelled to adopt a more digital approach to their services and operations. Marketing and sales tactics must be underpinned by precise and credible data to enhance website traffic and foster customer engagement.

For those involved in e-commerce, the growth trajectory hinges significantly on conversion rates. Continue reading to gain insights into the essential elements influencing e-commerce conversion rates.

Overview of what the e-commerce conversion rate is

The e-commerce conversion rate is represented as a percentage and is determined by the ratio of transactions to sessions. For example, if there is one transaction for every ten sessions, the e-commerce conversion rate would be 10%.

The name of this metric can vary based on the data source you’re using. Google Analytics uses the term “e-commerce conversion rate,” which has become widely adopted. On Shopify’s Analytics, it’s called the “online store conversion rate,” while other analytics tools might label it as the “transaction rate” or “order rate.” Despite the different names, they all convey the same concept.

Online store conversion rate

What is the average conversion rate for e-commerce websites?

The variation in this rate depends significantly on your business model, audience, and various other factors. However, recent studies indicate a typical e-commerce conversion rate of 3.65%. This implies that around four of every hundred website visitors perform desired actions on e-commerce sites.

Though this might seem modest, the trend for conversion rates is upward. For instance, the average rate for all websites, including e-c-ommerce, rose by 19.63% from 1.61% to 1.92% between July 2021 and July 2022. The heightened interest in online shopping post-COVID contributes to e-commerce’s notable resurgence.

What is a reasonable conversion rate?

The ideal conversion rate varies based on many factors, industry, business type, objectives, brand, customer demographics, conversion targets, timing, product launches, and marketing endeavors.

For instance, retail companies commonly experience conversion rate surges during holidays like Christmas or the back-to-school period. Furthermore, conversion rates often contrast between new and returning website visitors.

Favorable conversion rates generally span from around 2% to 5%. However, it’s feasible to enhance this rate via tactics such as A/B testing, personalization, content marketing, and optimizing landing pages.

Rather than drawing comparisons between your conversion rate and those of other companies or industries, a prudent approach involves tracking your conversion rates over time. This allows you to recognize trends, identify seasonal fluctuations, and discover anomalies.

If you aim to refine your conversion rate, it’s wise to commence with your existing baseline rate and then employ methods like testing to enhance it progressively.

What is a reasonable conversion rate?

E-commerce conversion rate benchmarks 

Average rates for e-commerce websites 

Ecommerce websites should typically expect a conversion rate from 1% to 4%.

The average global ecommerce website conversion rate is 2.58%. The average US ecommerce website conversion rate is 2.57%. These numbers are slightly below the overall average of 3.65%. This discrepancy arises due to significant variations in e-commerce website performance, influenced by factors like industry, business model, shoppers, pricing, marketing, and products.

For instance, in January 2022, ecommerce fashion websites had an average conversion rate of 1.72%, while arts and crafts websites achieved an average of 3.95%.

While it’s valuable to be aware of typical conversion rates within your industry, it’s essential to recognize that overall averages are not fixed standards, especially when comparing different industries.

eCommerce conversion rate by industry 

The average ecommerce conversion rate significantly varies based on your industry. As of Q4 2022, here are the average conversion rates for the leading six e-commerce sectors:

  • Fashion and apparel: 2.7%
  • Health and beauty: 3.3%
  • Entertainment: 2.5%
  • Household goods: 2.1%
  • Electronics: 1.9%
  • Food and beverage: 4.6%
eCommerce conversion rate by industry 

Food and beverage and health and beauty stood out as high-performing verticals in e-commerce during 2022. This could be because these products generally have lower costs than items like household goods or electronics, making purchasing more accessible for shoppers. 

eCommerce conversion rate by country

Different countries’ shoppers exhibit diverse shopping behaviors. For instance, in specific markets, users might prefer exploring products online and making in-store purchases, while others lean towards completing the entire process online. Ecommerce conversion rates can be influenced by price sensitivity, product features, localization, device usage, and more factors. 

In 2022, the following were the average ecommerce conversion rates per country: 

  • US: 2.3% 
  • Germany: 2.22% 
  • Denmark: 1.80% 
  • Netherlands: 1.78% 
  • Italy: 0.99% 
  • United Kingdom: 4.1%
eCommerce conversion rate by country

Average rates by channel/source 

In addition to industry and country-specific conversion rates, it’s crucial to categorize e-commerce conversions based on their traffic sources. According to recent data from reputable statistical sources, excluding social media, the conversion rate falls within 2-3% range for all traffic origins.

Every company, including eCommerce stores, implements various strategies to showcase their offerings. These tactics encompass featured product collections, contributing articles to authoritative websites, executing social media campaigns, applying SEO techniques, and conducting paid advertising efforts. 

Recent statistics emphasize the importance of structured data collection and aggregation through customer data platforms, given that the highest conversion rate stems from an unidentified source.

Average eCommerce conversion rate by device 

When establishing key performance indicators (KPIs) to enhance conversions, it’s essential to account for eCommerce conversion rates associated with specific devices, namely desktops, smartphones, and tablets. The provided data indicates that the conversion rate on desktops is roughly twice as high as that on mobile devices.

During April 2023, the E-commerce Market experienced a noteworthy uptick in the average conversion rate, surging by 6.89% from 1.70% to 1.82% compared to the same timeframe in April 2022. (Source: IRP Commerce)

E-commerce statistics in the years 2022-2023

  • A substantial 85% of shoppers emphasize the significance of comprehensive product information and images in shaping their decisions regarding brands or retailers to purchase from. (Source: Think with Google)
  • Websites that secure the top spot on Google’s ranking commonly achieve a click-through rate (CTR) of around 30%. This figure diminishes to 20% for third-ranked websites and drops below 2% for those positioned ninth or lower on the Search Engine Results Page (SERP). (Source: Advanced Web Ranking)
  • The foundational e-commerce conversion goal for an online store should surpass 2%. (Source: Big Commerce)
  • Mobile devices are the preferred choice for in-store price comparisons among users. (Source: Statista)
  • The round-the-clock shopping convenience of online platforms remains a primary incentive for people to engage in online shopping. (Source: Drip)
  • Anticipations from industry experts indicate that by 2040, nearly 95% of transactions will transpire through e-commerce channels. (Source: 99 Firms)
  • According to a 2022 survey, 54% of respondents turned to search engines to gain more product insights. (Source: Statista)

How to improve your e-commerce conversion rate 

  • Craft a Compelling Value Proposition

Your value proposition, your unique offering, is the crux of conversion. A standout product and preciser messaging addressing customer needs can overshadow other site shortcomings. Ensure your product’s essence and its relevance are unmistakable.

  • Minimize Friction

Streamline user experience by eradicating unnecessary hurdles or confusion. Any friction point can significantly impact conversion rates from checkout glitches to unclear fees.

  • Ease Buyer Apprehensions

For new brands, assuaging buyer concerns is pivotal. Since customers can’t touch products online, provide strong assurances through transparent return policies, reviews, or immersive AR shopping.

  • Tackle Cart Abandonment

Combat high cart abandonment by simplifying checkouts, transparently displaying costs, and allowing guest checkouts. Employ tactics like automated emails or retargeting ads to prompt purchase completion.

  • Optimize for Mobile

Prioritize mobile-friendliness with smooth navigation, swift loading, and clear Call-to-Action buttons. Incorporate mobile payment options for seamless experiences, fostering conversions.

  • Monitor Appropriate KPIs

Track relevant Key Performance Indicators (KPIs) aligning with your goals. Metrics like conversion rate, average order value, cart abandonment rate, and customer lifetime value provide insights for strategic decisions.

  • Harness Customer Testimonials

Leverage social proof through genuine customer reviews. These endorsements establish trust and highlight your product’s value to potential buyers.

  • Employ Heatmap Tools

Utilize heatmap tools to visualize user interactions on your site. These tools reveal where visitors engage the most, helping fine-tune site design for enhanced user experience and conversions.


The process of gauging your e-commerce conversion rate is as simple as tallying the volume of orders during a specific time frame compared to the sessions. Merchants who accomplish these aspects gain access to a potent array of resources that can elevate their online stores to higher levels of success.

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.