Chart of Average Page Views per Visit in Ecommerce

Average Page Views per Visit in Ecommerce

Part of running an ecommerce business involves setting goals and making sure they are met. This doesn’t only cover sales-related KPIs but also website metrics. 

One key aspect of your ecommerce website all online store owners should monitor is the average number of page views per visit. This is key to understanding how your target audience navigates your website, what gets them to leave, what intrigues them to continue browsing, and more.

So, what’s the number of pages per session benchmark to aim for?

Average page views per visit on desktops

According to the latest data on the average page views per visit in ecommerce stores, in the fourth quarter of 2022, consumers browsed through an average of 4.9 pages every time they visited using a desktop.

This was a year-over-year decrease of 0.2 pages. In Q4 2021, the average page views per visit on desktops was 5.1, the highest number between Q4 2021 and Q4 2022. In 2022, this figure fluctuated, falling to 4.8 in the first quarter, before rising by 0.1 to 4.9 in Q2 2022. The following quarter, it fell to 4.7—the lowest number of page views on desktops recorded last year.

Average page views per visit on mobile devices


Mobile browsing and desktop browsing are two vastly different experiences. When setting a pages per session benchmark for your ecommerce store, you must also consider consumers’ mobile usage.

The data suggests consumers have different habits when they’re on mobile devices. In Q4 2022, the average page views per visit for users on mobiles was 4.4—0.5 lower than that of desktops. 

From Q4 2021 to Q4 2022, the average number of pages viewed per mobile session held relatively steady and saw fewer and smaller rises and falls than desktop sessions. Only 0.1 pages separate the highest and lowest number of average page views on mobiles. 

Average page views per visit by industry

When establishing a pages per session benchmark, the industry your business is in also plays a role. The sector with the highest page views on desktops is energy, utilities, and construction, with 6.8 pages, compared to 2 pages for software.

Meanwhile, businesses in the travel and hospitality industry have an average page view of 5 per session on mobiles—the highest of all sectors. The software industry has the lowest number of page views on mobile devices, at 1.9.

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