Ecommerce conversion rate
Last updated . Figures are approximate and change with the market, so check current prices before you decide.
Conversion rate is the share of visits that end in an order. It is the number that tells you whether traffic is turning into sales, so everyone asks what a good one looks like. The honest answer is a range, and it depends on what you sell and who visits. This guide gives dated, named benchmarks, shows how to calculate yours and lists ten A/B test ideas to try.
Benchmarks, with sources
Every figure below is quoted as reported in Shopify's ecommerce conversion rate guide, which names the original study. We have not checked the underlying studies ourselves, and Shopify itself calls these a rough baseline rather than a target.
Global averages
| Figure | Source and year |
|---|---|
| 1.4% of global ecommerce visits converted to a purchase | Statista, Q1 2026 |
| 2.66% global average | Dynamic Yield, June 2026, 400+ brands |
By industry (Dynamic Yield, June 2026)
| Industry | Conversion rate |
|---|---|
| Pet care and vet services | 5.70% |
| Beauty and personal care | 5.32% |
| Food and beverage | 4.58% |
| Fashion, accessories and apparel | 2.77% |
| Consumer goods | 1.76% |
| Home and furniture | 1.29% |
| Luxury and jewelry | 0.63% |
By device (Contentsquare, 2026 retail data)
| Device | Conversion rate |
|---|---|
| Desktop | 3.7% |
| Mobile | 2% |
The same source reports that mobile made up 69.9% of website visits in 2026. That gap is why many shops get most traffic on a device that converts at roughly half the desktop rate.
Two cautions. First, benchmarks vary by industry, device, country, price point and traffic source, and different studies measure different things, which is why 1.4% and 2.66% can both be "the average". Shopify's own page gives slightly different food and beverage and luxury figures in its FAQ than in its table, which shows how loosely these numbers should be held. Second, a high-ticket store converting at 0.6% can be healthier than a low-ticket one at 3%. Compare against your own history and your own category.
How to calculate your conversion rate
Use this formula, as given in the same Shopify guide:
Conversion rate = orders ÷ sessions × 100
For example, 50 orders from 1,000 sessions is 5%. Three habits keep the number honest:
- Count sessions, not unique users. Counting users inflates the rate.
- Use the same period for orders and visits.
- Look at it by device and by traffic source, not just overall. A blended 2% can hide a 3.5% desktop rate and a 1% mobile rate.
Your store platform and analytics both report this. If the two disagree, find out why before you trust either, because broken tracking is a common reason a rate looks strange.
What moves your conversion rate
Most improvements come from a short list of causes. None of these come with a promised percentage, because results depend on your shop.
- Who visits. Traffic from people ready to buy converts better than broad traffic. A rate can fall after a campaign simply because the audience changed.
- Mobile experience. If most visits are on phones, a slow or awkward mobile checkout is the first place to look.
- Page speed. Slow pages lose visitors before they see the product.
- Product pages. Clear photos, honest descriptions, size or fit help, and visible delivery and returns information.
- Trust. Real reviews, clear contact details and recognisable payment options.
- Checkout. Fewer steps, no surprise costs late in the process, guest checkout.
- Price and offer. Shipping cost and delivery time often matter as much as the product price.
Fix the obvious problems first. A broken form or a slow page does not need a test.
10 A/B test examples to try
These are ideas to test, not results. Whether any of them wins on your store depends on your customers. Change one thing per test and read the results with the care described in our guide to landing page A/B testing.
- Delivery information beside the add-to-cart button instead of below the fold.
- Free shipping threshold shown in the header versus only at checkout.
- Guest checkout as the default versus asking for an account first.
- Product page headline. A benefit ("Keeps drinks cold for 24 hours", if true) against the plain product name.
- Review placement. Rating near the title versus reviews lower on the page.
- Number of photos or a short video against the current gallery.
- Button label. "Add to cart" against "Buy now", or a more specific action.
- Returns message. A clear returns promise near the price versus in the footer only.
- Mobile sticky add-to-cart bar versus a standard button that scrolls away.
- Payment options shown early. Payment icons on the product page versus only at checkout.
Pick the idea tied to where you lose the most visitors. Your analytics funnel shows whether that is product pages, the cart or checkout.
How much traffic do you need to test?
Tests need volume, because a small improvement takes a lot of visitors to separate from chance. Our own testing service asks for roughly 5,000 sessions a month on the pages being tested. Below that, you will usually learn more from fixing the clear problems and asking customers why they left. Our conversion testing page explains the method.
FAQ
What is a good ecommerce conversion rate?
Published averages run from about 1.4% (Statista, Q1 2026) to 2.66% (Dynamic Yield, June 2026). By industry, Dynamic Yield's June 2026 figures range from 0.63% for luxury and jewelry to 5.70% for pet care. Use them as context, not targets.
What is a good conversion rate on mobile?
Contentsquare's 2026 retail data, as reported by Shopify, shows 2% on mobile against 3.7% on desktop. Mobile is lower almost everywhere, so compare your mobile rate with your own history.
How do I calculate conversion rate?
Divide orders by sessions and multiply by 100. Fifty orders from 1,000 sessions is 5%. Use the same period for both numbers.
How can I improve my conversion rate?
Find where visitors drop off, fix clear problems such as slow pages and unclear delivery information, then test bigger changes one at a time.
Do I need a lot of traffic to run A/B tests?
Yes. Small changes need many visitors to detect. With low traffic, fix obvious issues first.
How OnePDA can help
Our CRO services start with a conversion audit at €390. We review your analytics, key pages and the path from first visit to order, then rank what to fix. A/B tests are €490 a month, billed monthly in advance, and need roughly 5,000 sessions a month on the tested pages. Both together are €390 plus €490 a month. Prices exclude VAT where it applies.
We do not promise a specific increase in conversion or sales. Most tests are inconclusive or lose, and we report those too. If testing is not worth it for you yet, we say so and recommend the audit alone. See conversion testing for how it works, or the full price list.