Average Ecommerce Conversion Rate [Jan 2024 Update]

Given the increasing number of online shoppers, as an ecommerce store owner, you need 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.

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Average conversion rate for ecommerce

According to the latest data, as of November 2023, average conversion rates across ecommerce businesses were at 2.27%. This represents a 0.22 percentage point increase from the previous month and a rise of 0.15 percentage points from a year ago. Unlike conversion rates, average order values fell year over year by 0.87%, from £99.82, or $126,71, to £98.95, or $125,61.

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Average ecommerce conversion rate by product category

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.

As of November 2023, products related to arts and crafts have the highest ecommerce conversion rates of 5.01%. This category is followed by health and well-being at 4% and home accessories and giftware at 3.41%.

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

Kitchen and home appliances: 3.14%
Pet care: 2.5%
Toys, games, and collectibles: 2.43%
Fashion clothing and accessories: 2.14%
Food and drink: 1.7%

Average ecommerce conversion rate by market

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

For instance, the latest data on ecommerce conversion rates by industry shows that the multi-brand retail industry currently has the highest conversion rates, with 4.97%. This is followed by consumer goods with 4.21%. Pet care and veterinary services and beauty and personal care follow with 4.17% and 3.46%, respectively. The food and beverage sector rounds out the five industries with the highest conversion rates, with 3.27%.