Starting an ecommerce business requires preparing everything from online marketing strategies and website design to payment gateways. But simply getting them up and running isn’t enough. To ensure they’re carrying out the functions they’re supposed to and hitting the business targets you’re setting, you need to be able to track their performance.

One of the most critical ecommerce key performance indicators every online store needs to keep a close eye on is the add-to-cart conversion rate. While the idea is to get it as high as possible, realistic rates vary from industry to industry.

Here’s a look at the add-to-cart conversion rates of the top industries. 

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Add-to-cart conversion rate by industry in 2023

According to the latest data, as of November 2023, the industry with the highest rate is food and beverage. At 17.31%, it’s significantly higher than the average rate across all industries, which is 9.36%, and the only industry with an add-to-cart conversion rate of over 15%. Its conversion rate in November 2023 also marks an increase of 0.14 percentage points from the previous month and is its best-performing month over the past year. In contrast, its worst-performing month came just two months prior in September 2023, when its add-to-cart conversion rate hit 7.66%.

The industry with the second-highest add-to-cart conversion rate in November 2023 is multi-brand retail, with 12.47%. This marks a 2.76 percentage point rise from the previous month and is the highest rate in 12 months. Over the past year, the industry’s rate was at its lowest in February 2023, registering at 7.9%.

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The beauty and personal care industry has the third-highest add-to-cart conversion rate in November 2023. At 12.18%, it’s a 1.19 percentage point increase from the previous month, and like the food and beverage and multi-brand retail sectors, its best-performing month in a year. 

This is followed by the fashion, accessories, and apparel industry, with a conversion rate of 8.51%. It is the industry’s highest add-to-cart conversion rate in a year and comes after falling by three consecutive months. The consumer goods sector ranks next, with 8.08%. Pet care and veterinary services and home and furniture have lower conversion rates of 6.95% and 6.47%, respectively. Of all the sectors, the luxury and jewelry industry has the lowest add-to-cart rates of 3.5%.

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