Conversion Design

Ecommerce Conversion Rate by Industry: Benchmarks for 23 Verticals

5 min read · September 24, 2026

Ecommerce conversion rate by industry ranges from under 1% for luxury goods and baby products to around 5% or more for beauty, food and arts and crafts, while the all-industry average lands between roughly 1.3% and 2.9%, depending on the benchmark. The chart below puts 23 industries from ten sources side by side, so you see the spread instead of one misleading average.

Ecommerce conversion rate by industry: compare the sources

Pick a source, sort the bars, or compare all sources at once. Every number carries its source and period, and none is blended with another.

Interactive benchmark

Conversion rate by industry

Select any industry to see what every source says about it, or enter your own rate to see where you stand.

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Select an industry bar to see every source's figure for it.

Desktop versus mobile, by source

Device splits are published as global averages, not by industry (except the Littledata view above).

Littledata, 2023 (Shopify)

1.2%mobile

1.9%desktop

Adobe, 2021 (US)

1.9%mobile

4.1%desktop

Dynamic Yield, 2026

2.88%mobile

2.37%desktop

Contentsquare, 2026

Desktop converts 74% higher than mobile

Mobile is 69.9% of traffic, 99 billion sessions

View all figures as a table

Conversion rate by industry and source. n/a means the source does not publish that industry. Triple Whale figures are indicative (paid-ad traffic, taken from published excerpts). Growth Suite publishes ranges, Centra covers fashion brands only, and Shogun and Polar Analytics report Shopify medians.
Industry	Dynamic Yield	IRP Commerce	Triple Whale	ATTN Agency	Statista	Littledata (Shopify)	Shogun	Polar Analytics	Growth Suite	Centra (fashion)
Food & beverage	4.80%	1.58%	2.60%	4.1%	2.3%	1.5% (mobile 1.2%, desktop 2.2%)	2.99%	3.0%	2.0 to 3.0% (range)	n/a
Beauty & personal care	5.39%	n/a	2.38%	3.2%	2.4%	n/a	3.16%	2.74%	4.5 to 4.9% (range)	n/a
Pet care	4.71%	2.56%	2.39%	n/a	n/a	n/a	n/a	2.7%	2.5 to 3.0% (range)	n/a
Arts & crafts	n/a	5.81%	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Health & wellness	n/a	3.31%	n/a	2.8%	n/a	n/a	3.31%	2.74%	3.0 to 3.5% (range)	n/a
Kitchen & home appliances	n/a	2.98%	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Multi-brand retail	3.01%	n/a	n/a	n/a	n/a	n/a	n/a	2.61%	n/a	n/a
Fashion & apparel	2.77%	1.86%	n/a	2.15%	n/a	1.9% (mobile 1.2%, desktop 1.9%)	1.69%	2.02%	2.5 to 3.1% (range)	n/a
Consumer goods	2.47%	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Sports & outdoors	n/a	2.11%	n/a	2.6%	n/a	n/a	1.24%	2.25%	2.0 to 2.5% (range)	n/a
Home & furniture	1.22%	n/a	2.42%	2.4%	n/a	n/a	1.62%	1.82%	2.0 to 2.5% (range)	n/a
Toys & games	n/a	1.64%	n/a	n/a	n/a	n/a	2.09% (n=17, small sample)	1.49%	n/a	n/a
Electronics	n/a	n/a	1.49%	2.1%	n/a	n/a	1.39%	1.74%	1.4 to 2.3% (range)	n/a
Auto parts & vehicles	n/a	1.86%	n/a	1.4%	n/a	n/a	1.26%	1.43%	n/a	n/a
B2B ecommerce	n/a	n/a	n/a	1.8%	n/a	n/a	n/a	n/a	n/a	n/a
Luxury & jewelry	0.72%	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Baby & child	n/a	0.57%	n/a	3.4%	n/a	n/a	n/a	n/a	n/a	n/a
Travel (Shopify stores)	n/a	n/a	n/a	n/a	n/a	0.2% (mobile 0.1%, desktop 0.5%)	n/a	n/a	n/a	n/a
Finance (Shopify stores)	n/a	n/a	n/a	n/a	n/a	0.2% (mobile 0.1%, desktop 0.5%)	n/a	n/a	n/a	n/a
Footwear	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a	2.2%
Business & industrial	n/a	n/a	n/a	n/a	n/a	n/a	1.84%	1.66%	n/a	n/a
Gifts & occasions	n/a	n/a	n/a	n/a	n/a	n/a	n/a	2.28%	4.5 to 5.0% (range)	n/a
Arts & entertainment	n/a	n/a	n/a	n/a	n/a	n/a	n/a	2.75%	n/a	n/a
Jewelry & accessories (Growth Suite only)	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a	1.5 to 2.5% (range)	n/a
Luxury & premium (Growth Suite only)	n/a	n/a	n/a	n/a	n/a	n/a	n/a	n/a	1.0 to 1.5% (range)	n/a
All-industry average	2.72%	2.23%	1.69%	2.86%	1.3%	1.4%	1.74%	n/a	2.2%	n/a

Device sources: Littledata (2023), Adobe Digital Economy Index (first eight months of 2021), Dynamic Yield (2026), Contentsquare Digital Experience Benchmark (2026). Data compiled September 24, 2026. Definitions of industries, sessions and visitors differ by provider, so read cross-source gaps as ranges.

Beauty and pet care beat the all-industry average in every source that publishes both that industry and an overall figure. Luxury and home furnishings sit at the bottom of Dynamic Yield's list. Some industries swing wildly, though: food and drink comes in at 4.80% in Dynamic Yield and 1.58% in IRP Commerce, while Shopify medians land near 3%. Same label, very different shoppers and stores.

Average ecommerce conversion rate: why the benchmarks disagree

No single number captures the average ecommerce conversion rate. Depending on the source, it runs from 1.3% to 2.9%.

The all-industry average is 2.72% in one benchmark and 2.23% in another. Dynamic Yield reports 2.72% on a rolling twelve-month basis. IRP Commerce measured 2.23% in August 2026, up from 1.85% a year earlier.

Source: Dynamic Yield, Ecommerce Conversion Rate Benchmarks, 2026; IRP Commerce, Ecommerce Market Data, August 2026

Statista puts the worldwide rate at 1.3% for the second quarter of 2026. Littledata's study of 2,800 Shopify stores found 1.4% on average, with the top 10% converting above 4.7%.

Source: Statista, Online Shopping Conversion Rate, Q2 2026; Littledata, Average Ecommerce Conversion Rate report (2023 Shopify benchmark)

Four things explain most of the gap. Samples differ: small Shopify merchants, global brands, a UK-leaning retailer panel, or Triple Whale's paid-ad traffic only. Shopify medians from Shogun and Polar Analytics run well below enterprise data, with beauty at 3.16% and 2.74% against 5.39% in Dynamic Yield. Periods differ: a rolling year smooths out seasonality, a single month does not. Definitions differ, from sessions versus visitors to what counts as "food" or "home". And devices differ, as the next figure shows.

Desktop converts about 74% better than mobile, yet mobile brings roughly 70% of visits. That gap comes from Contentsquare's 2026 benchmark of 99 billion sessions across more than 6,000 sites. Dynamic Yield reports the reverse, so check how each provider counts.

Source: Contentsquare, Digital Experience Benchmark, 2026

Ecommerce conversion rate benchmarks: three steps to use them

A benchmark is a reference point, not a target. Low-price, repeat-purchase categories convert fast, while expensive items take several visits.

Pick the two sources closest to your store and use their range. A small Shopify store looks more like the Shopify samples from Shogun, Polar Analytics and Littledata than like enterprise data. The gap between two sources is your realistic range. For a shorter answer, see what counts as a good conversion rate for ecommerce.

Compare like with like. Match the metric (sessions or visitors), the period and the device. If you sell furniture, ignore the food and beverage bar entirely.

Track your own trend, then fix the biggest leak. To lift it without buying more traffic, start with friction in the experience you already have, especially checkout. To see what a small lift is worth in revenue, try the conversion value calculator.

“

A benchmark tells you what is normal for a category. It does not tell you what is possible for your store, and the gap between those two is where the useful work starts.

Patrik VavrovičFounder, KonvertiQ

About Patrik Vavrovič

Patrik Vavrovič is a marketing and business consultant and co-founder of the marketing agency ContentFruiter. With 15 years in marketing and hundreds of audits behind him, for brands ranging from local retailers to names like Garmin, Viessmann and HiPP, he founded KonvertiQ to bring that same depth to ecommerce checkout and conversion.

Key takeaways

The average ecommerce conversion rate sits between roughly 1.3% and 2.9%, depending on the benchmark.

Beauty, pet care, and arts and crafts top the lists, above 4% in Dynamic Yield or IRP Commerce data, while luxury, baby products and home furnishings fall below 1.5% in at least one major benchmark.

Sources disagree because of sample, period, definition and traffic type, so use a range, not a single figure.

Compare your store to your own industry and device, then watch your trend over time.

FAQ

What is the average ecommerce conversion rate?

The average ecommerce conversion rate is roughly 1.3% to 2.9%, depending on the benchmark. Statista reports 1.3% worldwide for Q2 2026, IRP Commerce 2.23% for August 2026, and Dynamic Yield 2.72% on a rolling twelve-month basis.

Which industries have the highest and lowest ecommerce conversion rates?

Beauty and personal care (5.39%), food and beverage (4.80%) and pet care (4.71%) rank highest in Dynamic Yield's data, and arts and crafts reaches 5.81% in IRP Commerce's August 2026 figures. Among Shopify medians, health and wellness leads Shogun's list at 3.31% and food and beverage leads Polar Analytics at 3.0%. Luxury and jewelry (0.72%) and home and furniture (1.22%) rank lowest in Dynamic Yield, while baby and child sits at 0.57% in IRP Commerce.

Why do conversion rate benchmarks by industry disagree?

Providers use different samples, time periods and definitions, and some measure only paid-ad traffic. A single month and a rolling year give different numbers, and so do sessions and visitors, so treat the gap between sources as a realistic range.