There are many moving parts involved in running an ecommerce business. From trying to increase your average order value to making sure your email marketing strategy is working, each of these requires constant monitoring.

One of the most important ecommerce KPIs (key performance indicators) to track is the bounce rate. This refers to the percentage of visitors who leave your website after viewing only one page. In other words, low bounce rates are what you should aim for as they indicate better store performance and experience for visitors.

So then, what is the average bounce rate for ecommerce stores in the US?

According to the latest data, US ecommerce bounce rates in Q2 2022 are at 47 percent – a slight increase from the 43 percent recorded in the previous quarter.

The increase over the past quarter is in line with a global trend, which saw ecommerce bounce rates worldwide rise from 40 percent in the first quarter of this year to 42 percent in Q2 2022.

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Ecommerce Bounce Rate by Source

There are many factors influencing online shopping behavior, and this includes the source through which digital consumers are taken to an ecommerce website.

Of the most common sources (direct, social, email, and search), the highest ecommerce bounce rate comes from shoppers who land on the ecommerce store directly (by introducing the website URL directly into a browser or via saved bookmarks), with a bounce rate of 51 percent.

This is followed by traffic originating from social, which refers to social media. More specifically, as many as 46 percent of online shoppers arriving on an ecommerce website from social media platforms leave after browsing just one page. 

Visitors arriving via email marketing efforts and search engines generate ecommerce bounce rates of 35 percent and 30 percent, respectively – making search the lowest of these four main website traffic sources.

Ecommerce Bounce Rate by Device

The browsing experience also varies according to the device used. Between desktops, mobile phones, and tablets, the highest average bounce rate for ecommerce stores comes from both desktop and mobile phone shoppers at 47 percent each. It’s worth noting that bounce rates from mobile phones in Q2 2022 increased significantly, by 10.85 percent from the previous quarter.

The lowest ecommerce bounce rate across different device users comes from those shopping online on tablets, at 39 percent.

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