Average Ecommerce Conversion Rate (2021–2022)
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 November 2022, average conversion rates across ecommerce businesses were at 2.1%, rising 0.8 percentage points from the previous month but falling 0.28 percentage points from a year ago.
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 health and well-being have the highest ecommerce conversion rates of 4.2%. This category is followed by arts and crafts at 4.07% and kitchen and home appliances at 3%.
After these three categories, the next five converting product types are as follows:
- Home accessories and giftware: 2.34%
- Fashion clothing, and accessories: 2.2%
- Pet care: 2.2%
- Food and drink: 2.01%
- Toys, games, and collectibles: 1.72%
In terms of ecommerce conversion growth rates, only products in the pet care and baby and child categories have registered rising conversion rates. Here’s a breakdown of their annual growth rates in November 2022:
- Pet care: 0.77 percentage points
- Baby and child: 0.38 percentage points
All other categories saw conversion rates dip, with items related to health and well-being falling by the largest margin of 1.1 percentage points.
Average ecommerce conversion rate by market and device
What you eventually set as an ecommerce conversion rate benchmark also depends on your industry, market, and your target audience’s preferred device.
For instance, Q2 2022 data shows that in the US, the average conversion rate for ecommerce shoppers on their mobile phones is 2%, while the conversion rates for desktops and tablets are higher at 3%.
In comparison, consumers in Great Britain using mobile phones and tablets to shop online generate a conversion rate of 4%, and those on desktops are at 5%.