The Average eCommerce Conversion Rate Is 2.58%

Average eCommerce Conversion RateThis is an in-depth study about the average eCommerce conversion rates.

In this study, you’re going to find:

  • What is the average eCommerce conversion rate worldwide?
  • What are eCommerce conversion rates by industry?
  • What are the average eCommerce conversion rates by country?
  • What are the average eCommerce Conversion rates by device?
  • What are the average eCommerce conversion rates by traffic source?
  • And much more…

Let’s get right into it.

What Is the Average eCommerce Conversion Rate Worldwide?

The global average eCommerce conversion rate is 2.25%.

Based on the data I collected, I’ve calculated that the average eCommerce conversion rate is 2.25%.

Home furniture has the lowest eCommerce conversion rate (0.5% on average), meanwhile, food and beverage have the highest – 4.4%.

The world of online shopping has seen significant changes over the last few decades.

The average conversion rates for eCommerce stores are on the rise, which means more revenue potential.

The conversion rate in Asia currently is at 3.81%, while America’s rate remains stagnant at 2.57%.

The US has an even more dismal rate of only 3%, which means that virtually all businesses online should be taking steps to improve their customer experience to keep up with the competition and stay afloat.

How the Average eCommerce Conversion Rate Has Been Calculated?

I collected 11 different sources and used them to calculate the average eCommerce conversion rate.

I regularly consult a number of excellent sources, which draw either on their own subscriber data or third-party data.

So to save you and ourselves that hassle I decided to gather all the statistics in a single place.

Here’s a full list of sources used in this study:

Conversion Rate Sources
1. 1.78% Ecommerce Market Data and Ecommerce Benchmarks. (n.d.). Retrieved June 28, 2022, from
2. 1.84% E-commerce KPI report 2020 – Must-Know metrics. Wolfgang Digital. (n.d.). Retrieved June 28, 2022, from
3. 3.66% ECommerce conversion rate benchmarks by industry. eCommerce conversion rate benchmarks by industry – XP². (n.d.). Retrieved June 28, 2022, from
4. 2.96% Ecommerce conversion rate: AVG Conversion Rate. Contentsquare. (2022, May 10). Retrieved June 28, 2022, from
5. 3.2% Colin Loughran and Garrett Hughes on April 15th, 2021 in C. O. | B. the first to comment. (2021, September 13). Introducing the UNBOUNCE Conversion Benchmark Report 2021. Unbounce. Retrieved June 28, 2022, from
6. 2.2% Ecommerce report. Oribi. (n.d.). Retrieved June 28, 2022, from
7. 1.91% Ecommerce quarterly benchmarks report: Q2 2020. Kibo Commerce. (2021, May 2). Retrieved June 28, 2022, from
8. 1.85% E-commerce KPI report 2019 – Must-Know metrics: Wolfgang Digital. E-Commerce KPI Report 2019 – Must-Know Metrics | Wolfgang Digital. (n.d.). Retrieved June 28, 2022, from
9. 1.56% E-commerce KPI benchmarks 2017. Wolfgang Digital. (n.d.). Retrieved June 28, 2022, from
10. 1.93% Adobe Follow. (n.d.). Adobe 2016 mobile retail report. SlideShare – a Scribd company. Retrieved June 28, 2022, from
11. 1.91% 2016. AddShoppers. (n.d.). Retrieved June 28, 2022, from
AVG: 2.25%  

eCommerce Conversion Rates by Industry

eCommerce Conversion Rate by Industry

In the graphs below, you’ll see that “Food and beverage” leads with 4.4% while “Home furniture” lags at 0.5%.

Globally, online shopping sites for skincare products could reach 3% of conversion rate, on average.

We’ve found market-specific conversion rate standards to be a valuable source of data for gauging the general performance of an eCommerce store.

This graph, shows recent conversion rates across a range of markets. Average conversion by industry: Handbags and luggage: 1%; Home appliances: 1%; Electronics and accessories: 1.5%; Sporting goods: 1.7%; Toys and learning: 1.9%; Active apparel: 2.1%; beauty and makeup: 2.2%; General footwear: 2.4%; Home dinning, art & decor: 2.6%; Haircare: 2.8%; Health and beauty: 3.3%; Food and beverage: 4.4%.

eCommerce Conversion Rates by Country

A country’s conversion rate is an indicator of how well its eCommerce industry operates. In general, higher rates indicate more successful enterprises in that particular region.

eCommerce Conversion Rate by Country

For example, Italy has the lowest average of all countries surveyed, with a measly 0.99%. On the other hand, Germany leads with 2.22% and Denmark follows closely behind at 1.80%.

These numbers are just one indication among many as to why some regions seem so prosperous while others linger below-average year after year without any signs of improvement.

Looking at the conversion rate for European Countries, Germany still leads with a dominant conversion rate of 2.22%, while Italy and France have the lowest rates at 1.10% and 0.99%, respectively.

It might also be necessary to amend KPIs if they are not aligning with industry benchmarks-based off on lower overall conversions seen within other similar industries or companies.

But, again, the goal is to use these stats as guidance rather than defining goals around numbers themselves.

Statistics for each nation’s typical e-commerce sales conversion rates: Germany: 2.22%; United States: 1.96%; United Kingdom: 1.88%; Denmark: 1.80%; Netherlands: 1.78%; Greece: 1.44%; France: 1.10%; India: 1.10%; Italy: 0.99%.

eCommerce Conversion Rates by Device

Benchmarks for specific devices such as desktops, tablets, and smartphones are also worth considering when forming KPIs.

Device 2019 2020
Desktop 3.48% 2.38%
Mobile Phone 1.79% 2.12%
Other 0.21% 0.14%
Tablet 3.56% 3.48%

For example, as it is clear from the data above, conversion rates for large-screen devices like tablets at 3.48% and computers at 2.38% are significantly higher than mobile conversion rates, which have a conversion rate of 2.12%.

This information can help you form an accurate picture of how well your website performs on different screens.

For example, a low desktop conversion might point to issues with design, or an extremely high ratio may indicate that visitors aren’t finding what they’re looking for easily enough (in which case it’s time to rethink the layout).

While smartphones and tablets have a lower success rate in converting their customers than desktop or laptop computers.

Many people are on their phones all day, which makes it a great way to shop. But if you’re not doing what they want, then you’ll still have low sales.

The desktop and tablet are the big winners in conversion rates for 2020, with 2.38% and 3.48%, respectively. However, the average mobile device comes in at a close second place, with an impressive rate of 2.12%.

eCommerce Conversion Rates by Traffic Source

eCommerce Conversion Rates by Traffic Source

Referral traffic is the best-performing acquisition channel highlighting a need among eCommerce retailers with a conversion rate of 3.0%.

Referrals, in particular, can be very successful because they come from people that have some sort of personal connection to your product or service.

People appreciate referrals from friends and family when they come across something interesting.

Display ads has the lowest conversion rate at 0.3%, while paid search and social media have a rate of 2.6% and 1.1%, respectively.

Median conversion rates by traffic sources: Direct 2.1%; Email 2.5%, Organic 2.6% Paid Search 2.6%, Referral 3.0%, Social 1.1%, Display 0.3%.


Ecommerce conversion rate statistics change every year. This is not something constant. But it doesn’t change by a big margin.

If your conversion rate is increasing by a fractional number, you should be happy with that.

So, don’t be frustrated if your eCommerce conversion rate isn’t going up from 1% to 2% in one year.

Even an increase in the average conversion rate by 0.01% is a good achievement.

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