Given the increasing number of online shoppers, as an ecommerce store owner, you need to understand some key ecommerce issues. This includes asking questions like: “What is a good conversion rate for ecommerce?” and “What is a good ecommerce conversion rate benchmark to aspire to?” 

The answers to these questions will give you the insight you need on how to improve your average ecommerce conversion rate on your website. 

According to the latest data, as of February 2022, average conversion rates across ecommerce businesses were at 1.53 percent, falling 0.17 percentage points from the previous month and 0.32 percentage points from a year ago.

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Average Ecommerce Conversion Rate by Products

If you’re looking for an ecommerce conversion rate benchmark for your store, you’ll need to look deeper as rates differ greatly from product to product and market to market.

Currently, products related to arts and crafts have the highest ecommerce conversion rates of 4.17 percent. This category is followed by kitchen and home appliances at 2.64 percent and health and wellbeing at 2.11 percent.

After these three categories, the next five converting product types are as follows:

  1. Toys, games, and collectibles: 1.98 percent
  2. Food and drink: 1.51 percent
  3. Electrical and commercial equipment: 1.47 percent
  4. Fashion clothing, and accessories: 1.37 percent
  5. Sports and recreation: 1.36 percent

In terms of ecommerce conversion growth rates, products related to arts and crafts are seeing the fastest year-over-year increase, followed by pet care, and kitchen and home appliances. Here’s a breakdown of the product categories and their annual growth rates in February 2022:

  1. Arts and crafts: 38.25 percent
  2. Pet care: 15.62 percent
  3. Kitchen and home appliances: 4.83 percent

Average Ecommerce Conversion Rate by Market and Device

What you eventually set as an ecommerce conversion rate benchmark also depends on your products’ market and your target audience’s preferred device.

For instance, data from Q4 2021 shows that in the US, the average conversion rate for ecommerce shoppers on their mobile phones is 2.3 percent, while that for desktops is higher at 3.8 percent.

In comparison, consumers in Great Britain using mobile phones to shop online generate a conversion rate of 3.5 percent, and those on desktops are at 5.6 percent.

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