{"id":51446,"date":"2020-04-16T12:52:39","date_gmt":"2020-04-16T07:22:39","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=51446"},"modified":"2026-04-09T20:59:04","modified_gmt":"2026-04-09T15:29:04","slug":"ecommerce-conversion-rate","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/","title":{"rendered":"eCommerce Conversion Rate Benchmarks \u2013 Are You Doing Better Than Industry Standards?"},"content":{"rendered":"\n<p>eCommerce has become an integral part of our lives, both personally and professionally. This is pushing businesses operating in this space to become more digital in their offerings and activities. To <a href=\"https:\/\/vwo.com\/grow-website-traffic\/\">grow website traffic<\/a> and engage more customers, marketing and sales strategies have to be backed by accurate and authentic data.<\/p>\n\n\n\n<p>As an eCommerce player, your growth is dependent on conversion rates. Read on to develop an understanding of some crucial <a href=\"https:\/\/vwo.com\/ecommerce-ab-testing\/\">factors that drive the eCommerce conversion rates<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"What is eCommerce conversion rate?\" id=\"what-is-ecommerce-conversion-rate\" data-menu-id=\"what-is-ecommerce-conversion-rate\" style=\"text-align:left\"><strong>What is eCommerce conversion rate?<\/strong><\/h2>\n\n\n<p>The eCommerce conversion rate is the ratio of transactions to sessions, expressed in the form of a percentage. For instance, a ratio of one transaction against <a href=\"https:\/\/support.google.com\/analytics\/answer\/6014873?hl=en\">every ten sessions would make for an eCommerce<\/a> conversion rate of 10%.\u201d<\/p>\n\n\n\n<p>Used in conjunction with other critical metrics, conversion rate serves as an excellent barometer to measure the health, performance, and competitiveness of your online store. The higher the conversion rate, the better the customer value proposition and the lower the customer acquisition cost. To make any meaningful improvement in your eCommerce conversion rates, it is important to <a href=\"https:\/\/vwo.com\/blog\/conversion-rate-audit-the-first-step-of-the-cro-process\/\">take an audit of your current conversion rate<\/a>.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"\" id=\"\" data-menu-id=\"\" style=\"text-align:left\"><strong>Analyze your eCommerce website for free<\/strong><\/h3>\n\n\n<div class=\"Bgc(--color-light-grey-1) Bdrs(4px) P(20px) Mb(20px)\">\n    <form class=\"js-vwo-form-validate-and-submit D(f) Fld(c) Fld(r)--md Gp(10px) Pos(r)\" method=\"post\" action=\"\/wp-json\/action\/deep-ux-analysis-step1\" novalidate>\n        <label class=\"Fxg(1)\">\n            <input type=\"url\" class=\"input-text W(100%) H(100%) input-text--white\" name=\"url\" placeholder=\"Enter your website URL...\">\n        <\/label>\n        <div class=\"Pos(a)--md Start(0) B(-20px) C(--color-red) Fz(11px) Trsp(--Op) Trsdu(0.15s) Op(0) invalid-input+Op(1) invalid-reason\">A value for this field is required.<\/div>\n        <button type=\"submit\" class=\"button btn-modal-form-submit\">\n            <svg  width= \"18\"  height= \"18\"  class= \"Mend(8px) Va(m)\" ><use xlink:href=\"#icon-bulb\"><\/use><\/svg>            Analyze My Website        <\/button>\n    <\/form>\n    <div class=\"D(f) Ai(c) Gp(5px) Mt(20px) Pos(r)\">\n        <div class=\"D(f) Ai(c) W(100%)\">\n            <p class=\"Fz(--font-size-14) M(0) Fw(500) Mb(0) deep-ux-widget\">\n                <span>Why analyze?<\/span>\n            <\/p>\n            <div class=\"tooltip Mstart(5px)\">\n                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-purple) Cur(p) tooltip-icon\" ><use xlink:href=\"#icon-question-mark-2\"><\/use><\/svg>                <div class=\"tooltip:h_D(b) tooltip-icon:h+D(b) D(b):h D(n) M(0)\">\n                    <div class=\"Bxsh(--box-shadow-grey-3) Pos(a) Z(1) Start(0) Start(-58px)--md T(25px) Bd Bdc(#d5d7da) Bgc(--color-white) C(--color-black-light-3) Maw(285px) W(90%) P(16px) Bdrs(4px) Cnt(noq)::b Bdw(10px)::b Bds(s)::b Bdc(t)::b Bdbc(#d5d7da)::b Pos(a)::b T(-20px)::b Start(50%)::b--md Start(30%)::b TranslateX(-50%)::b--md Cnt(noq)::a Bdw(10px)::a Bds(s)::a Bdc(t)::a Bdbc(--color-white)::a Pos(a)::a T(-19px)::a Start(50%)::a--md Start(30%)::a TranslateX(-50%)::a--md\">\n                        <h3 class=\"M(0) Mb(10px) Fz(--font-size-12) Fw(400) Lh(--line-height-headings) deep-ux-widget\">Get a free UX audit powered by VWO Copilot<\/h3>\n                        <ul class=\"P(0) M(0) List(n) Fz(--font-size-12) deep-ux-widget\">\n                            <li class=\"Mb(5px) deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Spot Gaps:<\/strong> Reveal hidden conversion leaks.                            <\/li>\n                            <li class=\"Mb(5px) deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Data-Backed:<\/strong> Get a prioritized list of fixes.                            <\/li>\n                            <li class=\"deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Test Smarter:<\/strong> No more guessing what works.                            <\/li>\n                        <\/ul>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <p class=\"M(0) Flxs(0) deep-ux-widget\"><span class=\"Fz(--font-size-12) Px(12px) Py(1px) Bdrs(30px) Bgc(#ffba00) D(ib) Fw(600)\">Beta<\/span><\/p>\n    <\/div>\n<\/div>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"What is the average conversion rate for eCommerce websites?\" id=\"what-is-the-average-conversion-rate-for-ecommerce-websites\" data-menu-id=\"what-is-the-average-conversion-rate-for-ecommerce-websites\" style=\"text-align:left\"><strong>What is the average conversion rate for eCommerce websites?<\/strong><\/h2>\n\n\n<p><a href=\"https:\/\/monetate.com\/ecommerce-benchmarks-kpis\/\">As per Monetate<\/a>, the global average eCommerce conversion rate is 2.2% for Q1 of 2023. But a significant conversion rate disparity exists across industries, devices, sources, regions, and the like.\u00a0\u00a0<\/p>\n\n\n\n<p>For instance, the average <a href=\"https:\/\/vwo.com\/glossary\/conversion-rate\/\">conversion rate<\/a> for the health and wellbeing market was 2.8% in March 2023, as compared to 0.8% for the luxury kitchen and home appliances market. As per the report, Great Britain&#8217;s eCommerce sector has an average conversion rate of 3.4%, while the corresponding number for the EMEA is 1.1%.<\/p>\n\n\n\n<p>Therefore, it\u2019s important to develop <a href=\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\">your key eCommerce performance indicators (KPIs)<\/a> as well as to take into account market-specific nuances while analyzing the average eCommerce conversion rate of your industry.<\/p>\n\n\n\n<p>Similarly, if you\u2019re comparing your eCommerce website\u2019s conversion rate with competitors, be mindful that no two businesses can have the same conversion rate. Several factors come into play \u2013 your target audience, geographic areas of business, products or services sold, penetration in the market, and more. As per Recurly, <a href=\"https:\/\/recurly.com\/blog\/how-to-match-amazons-conversion-rates\/\">Amazon boasts of a 13% conversion rate<\/a>, which is nearly 7x the average industry standard.&nbsp;<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"eCommerce conversion rate by industry\" id=\"ecommerce-conversion-rate-by-industry\" data-menu-id=\"ecommerce-conversion-rate-by-industry\" style=\"text-align:left\"><strong>eCommerce conversion rate by industry<\/strong><\/h2>\n\n\n<p>When drafting in-house goals and benchmarks, referring to market-specific conversion rate standards can prove to be highly valuable, especially to gauge the general and overall performance of eCommerce stores.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.irpcommerce.com\/\">IRP Commerce<\/a> is one of the best sites to study market data. The graph below shows the average eCommerce conversion rates of various industries as of March 2023 and the growth in conversion rate with respect to March 2022.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Untitled-design-2-1024x576.png\" alt=\"ecommerce conversion rate variance by industry for March 2023\" class=\"wp-image-79581\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Untitled-design-2-1024x576.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Untitled-design-2-1024x576.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Untitled-design-2-1024x576.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Untitled-design-2-1024x576.png?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Image source: IRP Commerce<\/figcaption><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"eCommerce conversion rate by country\" id=\"ecommerce-conversion-rate-by-country\" data-menu-id=\"ecommerce-conversion-rate-by-country\" style=\"text-align:left\"><strong>eCommerce conversion rate by country<\/strong><\/h2>\n\n\n<p>When formulating your KPIs, it\u2019s essential to consider benchmark conversion rates of leading commerce countries. The conversion rate you\u2019d expect from Brazil, for instance, will be quite different from that of the US. This difference in average conversion rates is driven by many factors.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"a. Mature markets \" id=\"a-mature-markets\" data-menu-id=\"a-mature-markets\" style=\"text-align:left\">a. <strong>Mature markets<\/strong> <\/h3>\n\n\n<p>Mature markets with well-established online brands generally have higher conversion rates, while those where eCommerce is still trying to penetrate and facing stiff competition from brick-and-mortar stores will naturally churn a lower conversion rate.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"b. Purchasing power parity (PPP)\" id=\"b-purchasing-power-parity-ppp\" data-menu-id=\"b-purchasing-power-parity-ppp\" style=\"text-align:left\">b. <strong>Purchasing power parity (PPP)<\/strong> <\/h3>\n\n\n<p>PPP is one of the primary differentiating factors. Besides a country\u2019s inflation rate, its economic growth rates, consumption pattern, and demographic changes also <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/conversion-rate-optimisation-tips\/\">significantly affect the conversion rate<\/a>.&nbsp;&nbsp;<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"c. Credit card penetration (CCP)\" id=\"c-credit-card-penetration-ccp\" data-menu-id=\"c-credit-card-penetration-ccp\" style=\"text-align:left\">c. <strong>Credit card penetration (CCP)<\/strong><\/h3>\n\n\n<p>The global dynamics behind credit card penetration (CCP) has been quite unpredictable. For instance, in Europe, <a href=\"https:\/\/www.statista.com\/statistics\/675371\/ownership-of-credit-cards-globally-by-country\/\">credit card penetration in the Netherlands is significantly lower<\/a> than in Nordics, Luxembourg, and the United Kingdom.&nbsp; Hence, the eCommerce conversion rate here ought to be correspondingly different.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"d. Logistics and distribution \" id=\"d-logistics-and-distribution\" data-menu-id=\"d-logistics-and-distribution\" style=\"text-align:left\">d. <strong>Logistics and distribution<\/strong> <\/h3>\n\n\n<p>Not all countries across the globe have the presence of a robust logistics and distribution network. That is why eCommerce businesses in many countries are unable to meet high-velocity demands. This again accounts for a low online store conversion rate in many countries as compared to some others.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"717\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-29-at-5.24.53-PM-1024x717.png\" alt=\"Conversion rate by countries and region for 2022\" class=\"wp-image-79584\" style=\"width:840px;height:588px\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-29-at-5.24.53-PM-1024x717.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-29-at-5.24.53-PM-1024x717.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-29-at-5.24.53-PM-1024x717.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-29-at-5.24.53-PM-1024x717.png?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Image source: Statista<\/figcaption><\/figure>\n\n\n\n<p>Knowing the country-wise conversion rate serves well, especially when you\u2019re planning to expand your market base. This kind of information helps make necessary amendments to your KPIs and prepare foolproof business strategies for sure wins. This is where developing an understanding of your <a href=\"https:\/\/vwo.com\/blog\/conversion-funnel-optimization\/\">conversion funnels<\/a> can come in handy.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"eCommerce conversion rate by channel\/source\" id=\"ecommerce-conversion-rate-by-channel-source\" data-menu-id=\"ecommerce-conversion-rate-by-channel-source\" style=\"text-align:left\"><strong>eCommerce conversion rate by channel\/source<\/strong><\/h2>\n\n\n<p>Besides the industry and country-specific conversion rates, segregating the eCommerce conversions based on traffic source is important. As per the latest stats gathered from industry-acclaimed statistical sources, except for social media, the conversion rate is between 2-3% for all traffic sources.<\/p>\n\n\n\n<p>Every company, <a href=\"https:\/\/vwo.com\/blog\/increase-ecommerce-conversion-sales\/\">including eCommerce stores, run a series of initiatives to highlight their offerings<\/a> \u2013 either through featured product roundups, guest posting on authoritative sites, social media campaigns, implementing SEO strategies, or running paid ads. The latest statistics show the need for data structuring and aggregation from most analytics tools on a customer data platform, as the highest conversion rate is coming from an unknown source.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"340\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Screenshot-2023-05-30-at-12.29.08-PM-1024x340.png\" alt=\"quarterly conversion rate by source for 2021 and 2022\" class=\"wp-image-79587\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Screenshot-2023-05-30-at-12.29.08-PM-1024x340.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Screenshot-2023-05-30-at-12.29.08-PM-1024x340.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Screenshot-2023-05-30-at-12.29.08-PM-1024x340.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2023\/06\/Screenshot-2023-05-30-at-12.29.08-PM-1024x340.png?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Image source: Monetate<\/figcaption><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Average eCommerce conversion rate by device\" id=\"average-ecommerce-conversion-rate-by-device\" data-menu-id=\"average-ecommerce-conversion-rate-by-device\" style=\"text-align:left\"><strong>Average eCommerce conversion rate by device<\/strong><\/h2>\n\n\n<p>eCommerce conversion rates related to specific devices, typically desktops, smartphones, and tablets, need to be considered when formulating KPIs for generating high conversions. As can be interpreted from the data below, the online store conversion rate for the desktop is approximately 2x as compared to the ones from mobile devices.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"515\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-30-at-4.40.59-PM-1024x515.png\" alt=\"quarterly ecommerce conversion rate by device for 2021 and 2022\" class=\"wp-image-79590\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-30-at-4.40.59-PM-1024x515.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-30-at-4.40.59-PM-1024x515.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-30-at-4.40.59-PM-1024x515.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Screenshot-2023-05-30-at-4.40.59-PM-1024x515.png?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Image source: Monetate<\/figcaption><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"eCommerce conversion rate statistics in 2022-23\" id=\"ecommerce-conversion-rate-statistics-in-2022-23\" data-menu-id=\"ecommerce-conversion-rate-statistics-in-2022-23\" style=\"text-align:left\"><strong>eCommerce conversion rate statistics in 202<\/strong>2-23<\/h2>\n\n\n<ul class=\"wp-block-list\">\n<li>The fastest-growing e-commerce countries based on online sales are the Philippines and India. [Statista]<\/li>\n\n\n\n<li>Best-performing websites usually showcase the strongest conversion rates of 11.45% and more. [<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2014\/03\/17\/what-is-a-good-conversion-rate\">Wordstream<\/a>]<\/li>\n\n\n\n<li>In April 2023, the Ecommerce Market witnessed a notable rise in the average conversion rate, which surged by 6.89% from 1.70% to 1.82% when compared to the same period in April 2022. [IRP Commerce]<\/li>\n\n\n\n<li>85% of shoppers expressed the importance of product information and pictures when making decisions about which brand or retailer to purchase from. [<a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/product-information-preference-statistics\/\">Think with Google<\/a>]<\/li>\n\n\n\n<li>A website that is ranked #1 on Google usually has a <a href=\"https:\/\/vwo.com\/blog\/conversion-rate-and-click-through-rate-difference\/\">click-through rate (CTR)<\/a> of about 30%. This percentage drops to 20% if the website is ranked third and goes below 2% if it is positioned ninth or below on SERP. [<a href=\"https:\/\/www.advancedwebranking.com\/ctrstudy\/\">Advanced Web Ranking<\/a>]<\/li>\n\n\n\n<li>The baseline eCommerce conversion goal of an online store must be 2%+. [<a href=\"https:\/\/www.bigcommerce.com\/blog\/conversion-rate-optimization\/#how-do-you-calculate-conversion-rate-for-an-ecommerce-website\">Big Commerce<\/a>]<\/li>\n\n\n\n<li>Mobile devices are a much popular choice for in-store price comparisons among users. [Statista]<\/li>\n\n\n\n<li>One of the primary reasons why people <a href=\"https:\/\/vwo.com\/blog\/online-store-need-live-chat\/\">shop online<\/a> is the ability to shop 24\u00d77. [<a href=\"https:\/\/www.drip.com\/blog\/e-commerce-statistics#9\">Drip<\/a>]<\/li>\n\n\n\n<li>Industry experts predict that by 2040 nearly 95% of purchases will be eCommerce purchases. [<a href=\"https:\/\/99firms.com\/blog\/ecommerce-statistics\/#gref\">99firms<\/a>]<\/li>\n\n\n\n<li>As per a survey in 2022, 54% of respondents utilized search engines to get more information about a product. [Statista]<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"eCommerce conversion rate optimization\" id=\"ecommerce-conversion-rate-optimization\" data-menu-id=\"ecommerce-conversion-rate-optimization\" style=\"text-align:left\"><strong>eCommerce conversion rate optimization<\/strong><\/h2>\n\n\n<p>A good eCommerce conversion rate is not just an outcome of one-time work. You have to continuously<a href=\"https:\/\/vwo.com\/blog\/boost-your-websites-performance\/\"> optimize your website<\/a> to keep the conversion rate above your baseline conversion goal. Here are some ways to do it:<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"a. Increase the website's speed\" id=\"a-increase-the-websites-speed\" data-menu-id=\"a-increase-the-websites-speed\" style=\"text-align:left\"><strong>a. Increase the website&#8217;s speed<\/strong><\/h3>\n\n\n<p>It is to ensure that site visitors don&#8217;t drop off just because of the delay in loading the web content. Proven techniques include compressing product images using G-zip, switching to a dedicated server and CDN, utilizing caching plugins on the CMS for HTML and CSS minification, and eliminating render-blocking JavaScript.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"b. Analyze visitor behavior\" id=\"b-analyze-visitor-behavior\" data-menu-id=\"b-analyze-visitor-behavior\" style=\"text-align:left\"><strong>b. Analyze visitor behavior<\/strong><\/h3>\n\n\n<p>Understand how many visitors are dropping at each stage of the purchase cycle. You can analyze each stage with behavior analytics tools like heatmaps, session recordings, and form analytics to pinpoint the areas of improvement.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"c. Experiment with pages with huge visitor drop-offs\" id=\"c-experiment-with-pages-with-huge-visitor-drop-offs\" data-menu-id=\"c-experiment-with-pages-with-huge-visitor-drop-offs\" style=\"text-align:left\"><strong>c. <a href=\"https:\/\/vwo.com\/testing\/?utm_source=page&amp;utm_medium=website&amp;utm_campaign=interlinking\">Experiment with pages<\/a> with huge visitor drop-offs<\/strong><\/h3>\n\n\n<p>Behavior analysis can reveal many insights about weak-performing pages; you can then conduct A\/B tests to validate the solution that is based on the analysis.<\/p>\n\n\n\n<p>For example, <a href=\"https:\/\/vwo.com\/success-stories\/perfect-plants\/\">Perfect Plants<\/a>, a small business based in North Florida sells plants through its eCommerce store. The team there conducted an A\/B test with the hypothesis of repositioning the plant image on the product section for visitors coming via mobile devices. The test ended with a 19.26% increase in the number of clicks on the add-to-cart button. The winning variation had no image on the product page.<\/p>\n\n\n\n<p>Thus, A\/B testing creates a website experience that is convenient for visitors, which in turn improves the conversion rate.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"d. Personalize the website experience\" id=\"d-personalize-the-website-experience\" data-menu-id=\"d-personalize-the-website-experience\" style=\"text-align:left\"><strong>d. Personalize the website experience<\/strong><\/h3>\n\n\n<p>In a highly competitive environment where companies are vying to attract more customers, personalization is a powerful strategy to keep existing customers engaged. By analyzing data on their past behavior, you can customize various aspects such as product recommendations, headings on landing pages, and additional product options.<\/p>\n\n\n\n<p>Let&#8217;s say you have a group of customers who enjoy purchasing discounted items. The next time they visit your website, you can provide them with a special offer code or discount, but with a requirement to spend a certain amount on products. This approach ensures that you cater to their preferences and interests, leading to a higher likelihood of converting their visit into a purchase.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conclusion\" id=\"conclusion\" data-menu-id=\"conclusion\" style=\"text-align:left\">Conclusion<\/h2>\n\n\n<p>Tracking conversion rates can be quite challenging. For eCommerce, <a href=\"https:\/\/vwo.com\/tools\/cart-abandonment-calculator\/\">tracking the cart abandonment ratio<\/a> is critical. Only then one can identify and take corrective actions.&nbsp;<\/p>\n\n\n\n<p>At VWO, we believe it\u2019s best to <a href=\"https:\/\/vwo.com\/blog\/ecommerce-conversion-optimization-ideas\/\">adopt a focused approach to eCommerce conversion optimization<\/a>. Rely on well-researched studies and sources, including Statista and <a href=\"https:\/\/vwo.com\/blog\/christian-holst-about-checkout-optimization\/\">Baymard<\/a>, or conduct your primary research to define your website conversion rate benchmarks and KPIs.&nbsp;<\/p>\n\n\n\n<p>Remember, the role of benchmarks is to help you understand the current performance of your online store. They\u2019re not gold standards that can be replicated. A more systematic approach is to run <a href=\"https:\/\/vwo.com\/testing\/ab-testing\/\">conversion optimization A\/B tests<\/a> and learn what works best for your online store. Such a well-informed approach has the potential to increase your conversion rates by as much as 90%.&nbsp;<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Frequently asked questions (FAQs)\" id=\"frequently-asked-questions-faqs\" data-menu-id=\"frequently-asked-questions-faqs\" style=\"text-align:left\"><strong>Frequently asked questions (FAQs)<\/strong><\/h2>\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1685603257179\"><strong class=\"schema-faq-question\">Q1. What is a good conversion rate for eCommerce?<\/strong> <p class=\"schema-faq-answer\">It depends on the industry, target audience, geography, product type, etc. Thus, there is no single number that can be a benchmark for a good conversion rate.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1685603298012\"><strong class=\"schema-faq-question\">Q2. What is the average conversion rate for eCommerce in 2023?<\/strong> <p class=\"schema-faq-answer\">As of April 2023, the average conversion rate is 1.82% for the eCommerce market as per data from IRP Commerce website.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1685603321281\"><strong class=\"schema-faq-question\">Q3. What is the average B2B eCommerce conversion rate?<\/strong> <p class=\"schema-faq-answer\"><a href=\"https:\/\/www.ruleranalytics.com\/blog\/insight\/conversion-rate-by-industry\/\">As per a study<\/a> that involved 100 million data points for 14 different industries. the average B2B eCommerce conversion rate is 1.8%.\u00a0<\/p> <\/div> <\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1256\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png\" alt=\"Ecommerce Conversion Rate Benchmarks \u2013 Quick Glance At How They Stack Up Bottom Banner\" class=\"wp-image-58878\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/eCommerce-Conversion-Rate-Benchmarks-\u2013-Quick-Glance-At-How-They-Stack-Up_bottom-banner.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>eCommerce has become an integral part of our lives, both personally and professionally. This is pushing businesses operating in this space to become more digital in their offerings and activities. To grow website traffic and engage more customers, marketing and sales strategies have to be backed by accurate and authentic data. As an eCommerce player,&#8230;<\/p>\n","protected":false},"author":245,"featured_media":58885,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":8,"footnotes":""},"categories":[1850],"tags":[],"feature":[],"industry-type":[10567],"product":[10626],"role":[10632,10641,10638,10636,10637,10633,10634],"region":[],"class_list":["post-51446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-rate-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>eCommerce Conversion Rate - Compare to Benchmarks - VWO<\/title>\n<meta name=\"description\" content=\"Check the latest eCommerce conversion rate benchmarks by Industry, Country, Device, Channel\/Source and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"eCommerce Conversion Rate - Compare to Benchmarks - VWO\" \/>\n<meta property=\"og:description\" content=\"Check the latest eCommerce conversion rate benchmarks by Industry, Country, Device, Channel\/Source and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vwoofficial\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-16T07:22:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-09T15:29:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Og-image-eCommerce-Conversion-Rate-Benchmarks-\u2013-Are-You-Doing-Better-Than-Industry-Standards_.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2400\" \/>\n\t<meta property=\"og:image:height\" content=\"1260\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Astha Khandelwal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Asthakhandelwal\" \/>\n<meta name=\"twitter:site\" content=\"@VWO\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Astha Khandelwal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/\"},\"author\":{\"name\":\"Astha Khandelwal\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/513f1a6daca2ef9c9f06430e472391fc\"},\"headline\":\"eCommerce Conversion Rate Benchmarks \u2013 Are You Doing Better Than Industry Standards?\",\"datePublished\":\"2020-04-16T07:22:39+00:00\",\"dateModified\":\"2026-04-09T15:29:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/\"},\"wordCount\":1739,\"publisher\":{\"@id\":\"https:\/\/vwo.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/Feature-image-eCommerce-Conversion-Rate-Benchmarks-\u2013-Are-You-Doing-Better-Than-Industry-Standards_-1.png\",\"articleSection\":[\"Conversion Rate Optimization\"],\"inLanguage\":\"en-US\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/\",\"url\":\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/\",\"name\":\"eCommerce Conversion Rate - 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What is a good conversion rate for eCommerce?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"It depends on the industry, target audience, geography, product type, etc. Thus, there is no single number that can be a benchmark for a good conversion rate.\u00a0","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/#faq-question-1685603298012","position":2,"url":"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/#faq-question-1685603298012","name":"Q2. 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