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 August 2022, average conversion rates across ecommerce businesses were at 1.62 percent, falling 0.3 percentage points from the previous month and 0.06 percentage points from a year ago.

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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 wellbeing have the highest ecommerce conversion rates of 3.72 percent. This category is followed by arts and crafts at 2.85 percent and kitchen and home appliances at 2.35 percent.

After these three categories, the next five converting product types are as follows:

  1. Toys, games, and collectibles: 1.57 percent
  2. Fashion clothing, and accessories: 1.53 percent
  3. Pet care: 1.42 percent
  4. Sports and recreation: 1.29 percent
  5. Food and drink: 1.18 percent

In terms of ecommerce conversion growth rates, products related to pet care are seeing the fastest year-over-year increase, followed by home accessories and giftware, and health and wellbeing. Here’s a breakdown of the product categories and their annual growth rates in August 2022:

  1. Pet care: 16.21 percent
  2. Home accessories and giftware: 7.98 percent
  3. Health and wellbeing: 5.43 percent

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 two percent, while the conversion rates for desktops and tablets are higher at three percent.

In comparison, consumers in Great Britain using mobile phones and tablets to shop online generate a conversion rate of four percent, and those on desktops are at five percent.

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