Average Ecommerce Conversion Rate (2014–2020)
Given the increasing number of online shoppers, as an ecommerce store owner, it’s important for you to understand some key issues regarding your business. 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?”
Having the answers to these questions will give you the insight you need on how to improve your average ecommerce conversion rate on your website.
So far, 2020 has seen rising conversion rates for ecommerce businesses, growing from 1.69 percent in October 2019 to 1.83 percent in October 2020—a year-over-year increase of 8.3 percent.
Incidentally, this is also the highest ecommerce conversion rate in seven years, beating even the 1.8 percent recorded in 2016.
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, art and craft supplies have the highest ecommerce conversion rates of 3.89 percent. That’s followed by health and wellbeing products at 3.54 percent and kitchen and home appliances at 2.62 percent.
After those two categories, the top converting product types are as follows:
- Electrical and commercial equipment: 2.21 percent
- Food and drink: 1.95 percent
- Sports and recreation: 1.40 percent
- Fashion clothing and accessories: 1.33 percent
- Pet care: 1.23 percent
In terms of ecommerce conversion growth rates, baby and child products are seeing the fastest increase, followed by food and drink and home accessories and giftware. Here’s a breakdown of the product categories and their year-over-year growth from October 2019 to October 2020:
- Food and drink: 82.35 percent
- Baby and child: 42.63 percent
- Health and wellbeing: 26.30 percent
- Sports and recreation: 24.97 percent
- Electrical and commercial equipment: 20.87 percent
- Arts and crafts: 10.28 percent
Average Ecommerce Conversion Rate by Markets
What you eventually set as an ecommerce conversion rate benchmark also depends on your products’ market.
For instance, European countries produce higher conversion rates (1.51 percent) than the United States, where the ecommerce conversion rate is 1.37 percent.
The divide within Europe is also notable. At 1.78 percent, the United Kingdom’s conversion rate is the highest, while Belgium and Italy are only managing 1.2 percent.