Average ecommerce conversion rates indicate the share of website visitors who become online store consumers.
On average, just 2 to 3 out of 100 visitors turn into customers.
However, higher conversion rates than the industry’s average conversion rate indicate that a business is working great on its lead conversion tactics.
In this article, I have compiled all the latest figures regarding the average conversion rates across all industries, in different industries, regions, countries, on various devices, and more.
What Is A Good eCommerce Conversion Rate?
A good ecommerce conversion rate is between 2.5% and 3%.
Having a baseline conversion rate of 2.5% is a good start. However, businesses need to work on their conversion tactics to improve their conversion rates.
Average eCommerce Conversion Rates
According to the latest data, the average ecommerce conversion rate worldwide is 3.76%.
This rate is calculated based on the data recorded over the last 12 months.
In January 2024, the average ecommerce conversion rate fell to 3.32%. Meanwhile, November and December witnessed the highest conversion rates in the past 12 months.
The following table highlights further details about the average ecommerce conversion rate recorded in the past 12 months.
| Month/ Year | Average eCommerce Conversion Rates |
| February 2023 | 3.38% |
| March 2023 | 3.61% |
| April 2023 | 3.61% |
| May 2023 | 3.78% |
| June 2023 | 3.74% |
| July 2023 | 3.7% |
| August 2023 | 3.5% |
| September 2023 | 3.56% |
| October 2023 | 3.69% |
| November 2023 | 4.55% |
| December 2023 | 4.26% |
| January 2024 | 3.32% |
Source: Dynamic Yield.
eCommerce Conversion Rates by Industry
The ecommerce conversion rates vary according to the industry and niche of the business.
The major factors that affect the conversion rates of the industry are the affordability of the products and their needs in the daily lives of consumers.
In January 2024, the conversion rate of the Food and beverages industry was the highest at 6.49%. That was a 0.52% spike from December.
The food industry witnessed the highest conversion rate of 6.68% in the past 12 months, while the luxury and jewelry industry witnessed the lowest conversion rates.
The following table displays further details about the average conversion rates of different industries.
| Industry | Average Conversion Rates |
| Home & Furniture | 2.55% |
| Beauty & Personal Care | 4.92% |
| Consumer Goods | 4.5% |
| Fashion, Accessories, and Apparel | 3.56% |
| Pet Care & Veterinary Services | 3.4% |
| Food & Beverage | 6.68% |
| Luxury & Jewelry | 1.33% |
| Multi-Brand Retail | 4.72% |
Note: This data is based on the conversion rate of the industries recorded over the past 12 months.
Source: Dynamic Yield.
eCommerce Conversion Rate By Device
Desktops have the highest ecommerce conversion rate among all devices.
According to the data recorded over the last 12 months, the average conversion rate of desktop devices is 4.42%.
On the other hand, the average conversion rate recorded on mobile devices is lowest at 3.32%.
Meanwhile, tablets have an average conversion rate of 4.13%.
The following table displays the average ecommerce conversion rates recorded on different devices in the past 12 months.
| Month/Year | Desktop eCommerce Conversion Rates | Mobile eCommerce Conversion Rates | Tablet eCommerce Conversion Rates |
| January 2024 | 4.34% | 2.95% | 3.97% |
| December 2023 | 5.94% | 3.7% | 4.56% |
| November 2023 | 6.11% | 3.99% | 5.55% |
| October 2023 | 4.77% | 3.28% | 4.09% |
| September 2023 | 4.4% | 3.22% | 4.43% |
| August 2023 | 4.4% | 3.15% | 3.75% |
| July 2023 | 4.67% | 3.33% | 3.98% |
| June 2023 | 4.66% | 3.38% | 4.07% |
| May 2023 | 4.89% | 3.33% | 3.93% |
| April 2023 | 4.67% | 3.19% | 3.78% |
| March 2023 | 4.51% | 3.23% | 3.88% |
| February 2023 | 4.02% | 3.14% | 3.64% |
Source: Dynamic Yield.
eCommerce Conversion Rate by Region
According to the average ecommerce conversion rates recorded in the past 12 months in the Americas, EMEA, and APAC regions, the EMEA region has the highest conversion rate of 4.11%.
Meanwhile, the APAC region has the lowest ecommerce conversion rate among all regions at 2.76%.
Here are further details about the average ecommerce conversion rates recorded in different regions worldwide.
| Region | Average eCommerce Conversion Rates |
| Americas (North and South America) | 3.56% |
| EMEA (Europe, the Middle East and Africa) | 4.11% |
| APAC (Asia–Pacific) | 2.76% |
Source: Dynamic Yield.
eCommerce Conversion Rate by Country
In 2022, the United Kingdom had a significant ecommerce conversion rate worldwide of 4.1%.
Comparatively, Italy had an ecommerce conversion rate of just 0.99%.
This variation in the ecommerce rates results from different consumer behavior in different countries worldwide.
Major factors that affect the conversion rate of countries are product features, price sensitivity, technology usage, ecommerce penetration, and localization.
Here are further details about the ecommerce conversion rates recorded in different countries worldwide as of 2022.
| Country | Ecommerce Conversion Rates |
| United States | 2.3% |
| Germany | 2.22% |
| Denmark | 1.80% |
| Netherlands | 1.78% |
| Italy | 0.99% |
| United Kingdom | 4.1% |
Source: Adobe.
B2B eCommerce Conversion Rates
B2B ecommerce has an average conversion rate of 2.1%.
B2B businesses have lower conversion rates than B2C businesses. The major factor that influences the conversion rate here is that the customers are more careful with their purchases.
B2B products are usually expensive, which plays a significant role in reducing the conversion rates of the business.
Source: Rural Analytics.
How to Calculate eCommerce Conversion Rates?
An e-commerce conversion rate (CVR) is the percentage of site visitors who purchase on your site. It’s calculated by dividing the total number of purchases by the total number of site visitors.
Here is a formula for the e-commerce Conversion Rate,
The E-commerce Conversion Rate = Orders/Total number of visits to your website*100%.
For example, 40 out of 1,000 visitors purchased from your store.
To calculate the e-commerce conversion rate (CVR), you need to take the total number of people who purchased from your store (40) and divide it by the total number of visitors (1,000).
Then, the e-commerce conversion rate will be 40/1000*100% = 0.04*100% =4%.
Your e-commerce conversion rate will be 4%.
Why Is The E-commerce Conversion Rate Important?
A high e-commerce conversion rate is essential for the success of any online shop.
For instance, if you generate 50,000 monthly views to your website through ads, and the website’s user experience is inadequate, or your product descriptions fail to convey value effectively. In that case, you may end up with only a small percentage of that traffic translating into customers.
The e-commerce CVR is a valuable metric for tracking the impact of changes made to your online store on profitability over time.
Average E-commerce Conversion Rates Benchmark
Based on HubSpot’s research, the agriculture industry’s conversion rate benchmark ranges from 0.62% to 1.41%.
Comparatively, the health and well-being industry’s conversion rate benchmark ranges between 1.87% to 4.20%
Here is a table showing the average conversation benchmark across some industries as recorded in December 2022.
| Industry | The Average Conversion Rate Benchmark |
| Agriculture | Between 0.62% to 1.41% |
| Arts and Crafts | Between 3.84% to 4.07% |
| Baby and Child | Between 0.87% to 1.43% |
| Cars and Motorcycling | Between 1.35% to 0.65% |
| Electrical and Commercial Equipment | Between 2.49% to 1.31% |
| Fashion, Clothing, and Accessories | Between 1.01% to 2.20% |
| Food and Drink | Between 1% to 2.01% |
| Health and well-being | Between 1.87% to 4.20% |
| Home Accessories and Giftware | Between 1.55% to 2.34% |
| Kitchen and Home Appliances | Between 1.72% to 3% |
| Pet Care | Between 2.53% to 2.20% |
| Sports and Recreation | Between 1.18% to 1.62% |
Source: Hubspot
How To Improve Your E-commerce Conversion Rate?
Many helpful tips for improving your conversion rate fall under conversion rate optimization (CRO).
While CRO can be a complex topic, many practical strategies can be applied to improve your conversion rate significantly. Let’s get the details about some of the important CRO strategies.
1. Optimize A Mobile-Friendly Website:
Optimizing a mobile-friendly website can significantly increase your conversion rate. Improving the mobile commerce experience can lead to more instant purchases and higher conversion rates.
It is recommended to use a responsive design for e-commerce sites to ensure the interface is adjusted for different screens.
2. Provide Good User Experience:
Providing your users with a positive experience can help establish a loyal customer base.
To enhance this experience, consider optimizing your website’s speed, using high-quality images, simplifying navigation, and implementing a site search tool.
These improvements may result in higher conversion rates for your business.
3. Focus On Top Converting Traffic Channels:
As we’ve already discussed, the referral traffic channel has the highest conversion rate among the top converting channels. Comparatively, social traffic has a lower conversion rate.
You can refer to that section to focus on the top converting traffic channels while optimizing your strategy.
4. Use Clearer Images:
Have you ever tried zooming in on an image to get a clearer view of the details, only to find that it doesn’t quite work?
And as a result, did you decide not to make the purchase? You likely did.
The same issue can occur on your website. If users can’t zoom in to see smaller details or the image resolution is poor, it can deter them from purchasing.
The solution is to use images with higher resolution, 360-degree functionality, and zooming capability.
5. Use More Social Proof:
Customers cannot physically examine your products when shopping online. Therefore, providing additional reassurance that your products are legitimate is essential. This is where social proof comes in.
By including reviews, testimonials, before-and-after photos, and lifestyle images of your products, you can encourage more shoppers to purchase.
6. Promote Top-Converting Products Or Categories:
Conversion rates vary between products or categories. Check your analytics to identify which product or category has the highest conversion rates. These products and categories should be the focus of your marketing campaigns.
For instance, if your Kitchen & Home appliances have a higher conversion rate than your arts and crafts, prioritize promoting them on your site and in your marketing efforts.
7. Go Deeper With Your A/B Test:
A/B testing, also known as split testing, is an essential tool for optimizing your conversion rate.
Through A/B testing, you can determine which parts of your e-commerce site are more (or less) effective with shoppers.
Once you are aware of this information, you can enhance that aspect of your website and boost your conversion rate.
8. Improve Your Checkout Process:
Don’t make your checkout process so complex. Customers who face difficulties while checking out can leave the product in the cart.
You put a lot of effort into attracting that customer, so it’s important not to give them a reason to go. Consider revamping your checkout process to increase sales.
9. Put an Explainer Video of the Product on the page:
Videos tend to offer more detailed demonstrations. Consider adding videos that showcase your product from multiple angles and allow viewers to see it in action.
It’s also important to consider the growing number of people who prefer consuming video content over reading text.
So, putting an explainer video on the product page can increase your sales.
10. Add additional Payment Options:
According to the Merchant Payments Ecosystem, 50% of customers could not find their preferred payment method, resulting in abandoned transactions.
You can conduct a survey to understand your customers’ preferred payment methods better. By doing so, you can add the most convenient option for them.
Conclusion: Average eCommerce Conversion Rate Is Between 2.5% And 3%
The majority of ecommerce businesses have an average conversion rate between 2.5% and 3%. However, this average value may vary according to the industry, region, country, niche, and more.
Above all, it is a straightforward process to calculate the average conversion rate of a business with the help of the formula provided.
The calculated average can then be compared with the average value of conversion rates in the same industry and niche in the same region as the business.
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FAQs
There is no doubt that e-commerce is still profitable in 2024. E-commerce sales are expected to grow by 10.40% in 2024.
A reasonable conversion rate is considered to be between 2% to 5%. It can also be a big deal if your conversion rate jumps by 0.5%.
Most online calculations find the average conversion rate between 1% and 2%, with rates above that considered top-performing. Shopify reports that ecommerce stores with a conversion rate of over 3.3% are among the top 20% of highest-converting stores worldwide.
For B2B, an acceptable average conversion rate should be between 2%-5%. The ideal conversion rate for some industries could be around 10% or more.
