E-commerce conversion rate benchmarks
General, directional benchmarks for online stores — a starting point, not your number. Where you actually land depends on your price point, market and traffic mix.
How the funnel flows
Each stage is an independent industry median — a typical shape, not one store's exact path. Your real, connected funnel is what GA4 shows.
About 7 in 10 carts never reach purchase. Usual suspects: surprise shipping & fees · forced account creation · long or confusing checkout · payment declines · security doubts · unclear returns. Connect GA4 (read-only) and we'll show the checkout step your shoppers rage-quit — which narrows the likely reason to check first.
GA4 shows you WHERE shoppers drop — the step. The WHY is a hypothesis we help you narrow, not a number we invent (payment failures often happen at the processor and never reach analytics).
Revenue = orders × AOV — the second lever. If your conversion already looks average, basket size may be the faster win.
These ranges are compiled from global industry research spanning hundreds of thousands of online stores worldwide — Littledata, Shopify, IRP Commerce, Baymard & Klaviyo (2024) — and curated by a CRO specialist.
Typical conversion rate for this type runs 1.2%–3.4% (median 2.2%). Enter yours for a rough read — the precise number needs your data.
Why your real number differs
Price (AOV): higher-priced catalogs convert lower — a $300-AOV store and a $30-AOV store are not comparable.
Market (country): conversion, cart behaviour and AOV vary widely by geography.
Volume & traffic mix: paid, organic and returning traffic convert very differently — the blended average hides it.
Get the number that actually applies to you
These are broad industry ranges. Your real number depends on your price, your market and your volume — so connect GA4 (read-only) and we'll show where you actually land on each step — and the single funnel step leaking the most revenue.
Your conversion, add-to-cart, checkout & AOV vs these benchmarks · the single funnel step leaking the most revenue · the top suspected cause at that step · your numbers split by channel & device.
Read-only GA4 — no write access, no store/product data, no card. Revoke in one click; ~60 sec. We'll email your report; meanwhile you can connect Claude.
We're building a live leaderboard from actively-measured ConvRadar-connected stores. Connect your GA4 to join it — and see your own numbers against the network as it grows.
Frequently asked questions
What's a good e-commerce conversion rate?
Most stores land between ~1.2% and ~3.4%, with a median around 2.2%. But your realistic target depends on your price point, market and traffic mix — the median is not a goal.
Why is my add-to-cart rate below the benchmark?
Add-to-cart varies enormously by category and price (roughly 2% for luxury up to 10%+ for food & beverage). The only way to know whether yours is healthy is against your own traffic — connect GA4 to see your real numbers.
How is checkout completion calculated?
It's the share of carts that reach a completed purchase. Since average cart abandonment is ~70% (Baymard), typical completion sits near ~30%, and is markedly lower on mobile than desktop.