What's a Good Conversion Rate for Ecommerce? Benchmarks by Industry
A good conversion rate for ecommerce sits between 2% and 3% of visitors who complete a purchase, for most online stores. That is the commonly cited average across Western markets, but it moves a lot with your industry, your traffic source, and whether shoppers are on a phone or a desktop screen.
What counts as a good conversion rate for ecommerce
Conversion rate is the share of visits that end in a purchase: orders divided by sessions, times 100. For most online stores, somewhere between 2% and 3% is a solid, average result. But "good" is relative: a rate that is excellent for a jewelry brand would be a warning sign for a snack subscription box. Treat any published benchmark as a snapshot, too.
The average online store converts at 2.23% of visits, up from 1.85% a year earlier. IRP Commerce, which benchmarks live sales data from thousands of UK and Irish ecommerce sites, recorded an all-industry average conversion rate of 2.23% in August 2026, roughly a 20% year-over-year increase.
Source: IRP Commerce, Ecommerce Market Data, August 2026
That figure averages every kind of store and shopper, so it is a starting point, not a target. Even two stores in the same industry can post very different rates depending on their traffic.
Why the number moves by industry and device
Two factors explain most of the spread between one report and the next: what a store sells, and whether the visit was on a phone or a computer. Search visitors who know what they want convert well above average, while paid social traffic tends to convert below it.
Food and beverage stores convert nearly four times higher than home and furniture stores. Dynamic Yield's benchmark data, tracked across the trailing twelve months, puts food and beverage conversion at 4.8% and beauty and personal care at 5.39%, while home and furniture converts at 1.22% and luxury and jewelry sits at just 0.72%.
Source: Dynamic Yield, Ecommerce Conversion Rate Benchmarks, 2026
Desktop shoppers convert at roughly 1.9%, well above the mobile rate of 1.2%. Littledata's benchmark study of more than 2,800 Shopify stores also found that the top 10% of stores converted above 4.7% overall, with top desktop performers clearing 6.5%.
Source: Littledata, Average Ecommerce Conversion Rate report (2023 Shopify benchmark)
Low-cost, low-consideration products, a snack, a candle, a phone case, get bought on impulse, so those categories post high rates. Expensive, highly considered purchases like furniture or jewelry sit much lower even on a well-run store. Comparing your furniture shop to the food and beverage average makes a healthy store look like it is failing. For a fuller picture, see our interactive comparison of ecommerce conversion rate by industry, with 19 industries and six sources side by side.
How to use benchmarks without chasing a number
A benchmark is only worth comparing against when you look at the right industry, the right device, and your own rate over time. These three steps keep it honest.
Calculate your own rate the same way every time. Use completed orders divided by sessions, not unique visitors, over a fixed period, so month-to-month changes reflect reality.
Compare within your own industry and device split. Look up benchmarks for your category and check desktop and mobile separately. A blended number will almost always mislead you.
Track the trend, not the label. Whether your rate is 1.5% or 4%, what matters most is whether it is rising or falling over the past few months. To lift it without spending more on ads, start by fixing friction in the buying experience you already have.
What counts as good also depends on what you sell. Furniture stores convert far less often than beauty stores, for example. See our furniture ecommerce guide and beauty ecommerce guide for segment ranges.
A conversion rate on its own tells you almost nothing. It only becomes useful once you know your industry's normal range, your device split, and where your own trend line has been heading over the past few months.
About Patrik Vavrovič
Conversion rate is only one of the numbers worth watching. Our complete guide to ecommerce analytics covers the rest, from order value to repeat purchases.
Key takeaways
A good ecommerce conversion rate is commonly cited as roughly 2% to 3%, though it moves with your industry and device mix.
Food and beverage stores often convert above 4%, while furniture and luxury goods often sit under 1.5%.
Desktop still converts meaningfully higher than mobile, so a single blended number hides what is actually happening.
Chasing one external benchmark matters less than tracking whether your own rate is improving over time.
FAQ
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