Given the increasing number of online shoppers, as an ecommerce store owner, it’s important for you 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 April 2021, average conversion rates across ecommerce businesses was at 2.12 percent, falling slightly from the previous month. It was also a 0.19 percentage point fall from the previous year. 

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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 arts and crafts have the highest ecommerce conversion rates of 3.21 percent. This category is followed by pet care at 3.01 percent and health and wellbeing at 2.92 percent.

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

  1. Kitchen and home appliances: 2.82 percent
  2. Fashion clothing and accessories: 2.19 percent
  3. Electrical and commercial equipment: 1.82 percent
  4. Food and drink: 1.76 percent
  5. Sports and recreation: 1.76 percent

In terms of ecommerce conversion growth rates, pet care products are seeing the fastest increase, followed by kitchen and home appliances and cars and motorcycling. Here’s a breakdown of the product categories and their year-over-year growth from April 2020 to April 2021:

  1. Pet care: 27.94 percent
  2. Kitchen and home appliances: 16.50 percent
  3. Cars and motorcycling: 15.25 percent
  4. Electrical and commercial equipment: 5.74 percent
  5. Sports and recreation: 3.78 percent

Average Ecommerce Conversion Rate by Market and Device

What you eventually set as an ecommerce conversion rate benchmark also depends on your products’ market and your target audience’s preferred device.

For instance, Q4 2020 data shows that in the US, the average conversion rate for ecommerce shoppers on their mobile phones is 1.57 percent, slightly lower than the global average of 1.80 percent. 

In comparison, consumers in Great Britain using mobile phones to shop online have a conversion rate of 2.87 percent.

0 data shows that in the US, the average conversion rate for ecommerce shoppers on their mobile phones is 1.57 percent, slightly lower than the global average of 1.80 percent. 

In comparison, consumers in Great Britain using mobile phones to shop online have a conversion rate of 2.87 percent.

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