One major aspect of running an online business is the monitoring of ecommerce key performance indicators (KPIs). In doing so, you’re able to track your performance and understand what areas of your business require more work and what’s doing well. 

Bounce rates and order values aside, one of the most important KPIs to track is the add-to-cart rate. Knowing what’s considered a realistic target to aim for requires answering the question: What is a good add-to-cart rate in ecommerce?

According to the latest data, the average add-to-cart rate of US ecommerce stores in the second quarter of 2022 was 11%. In other words, out of every 100 visits to an online store based in the US in Q2 2022, around 11 of them resulted in users adding items to their check-out carts. This was slightly lower than the global average, which was 12%. It was also a 5.02% fall year-over-year and a 4.75% decrease from the previous quarter.

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Add-to-cart rate by device

The add-to-cart rate in ecommerce can vary according to the devices online shoppers use. Across tablets, mobile phones, and desktops in Q2 2022, add-to-cart rates were equal for all devices, with a rate of 11%. A similar trend is seen globally, where 12% of all shoppers worldwide add products to their carts, regardless of which device they’re shopping on.

In comparison, add-to-cart rates in the United Kingdom are higher, with 16% for mobile phones and desktops and 15% for tablets. 

Add-to-cart rate by source

How and from where buyers land on your online store can also affect the odds of them adding items to their shopping carts.

For instance, in Q2 2022, 12% of online shoppers who arrived at an ecommerce website via an email marketing campaign ended up adding products to their carts. By comparison, those who landed directly by entering the store’s website in their browser only did so 11% of the time.

Search engine optimization is one area ecommerce businesses focus on when growing their business, and it’s not hard to see why—11% of visitors who landed on an online store via search added items to their cart.

The source with the lowest add-to-cart rate was social, with 8%. Nevertheless, it’s one channel that businesses should prioritize their marketing efforts on, especially considering the growing number of social media users year after year.

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