Ecommerce Conversion Rate by Industry: Benchmarks for 23 Verticals
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.
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. For a result adjusted to your mobile traffic and your revenue gap, try the conversion rate benchmark calculator.
Desktop versus mobile, by source
Device splits are published as global averages, not by industry (except the Littledata view above).
View all figures as a table
| 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.
Want to go deeper on your own segment? We have full guides for fashion stores, furniture and home goods, beauty and skincare, supplements, sporting goods, electronics, jewelry and pet supplies, each with its own benchmark comparator.
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.
About Patrik Vavrovič
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
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