E-commerce conversion rate benchmarks – 2025 update

E -commerce conversion rate and lead Generation Landing Page stats for an average of average in various industries for desktop and mobile devices

As you know, the conversion rate is often used to assess the effectiveness of e -commerce sites as KPI. Naturally, all managers and owners of the site want to know the standards. “How is our conversion rates compare?” Since consumers and business confidence decrease, the audit and improvement of your marketing success is more important than ever.

In this post, I have compiled various free industry sources, focusing on the conversion of retail e -commerce. At the end of this article, we also offer analysis of the conversion rates of landing page generation through the industry sector. We update this compilation as a new conversion data is published in 2024.

E -commerce conversions

This is a useful point of converting the theory about the conversion process, because even in the average basket and sales conversion rates, it also reflects the conversion rate in the product page views that are not published so frequently:

As can be expected, the number of sessions with product pages is much higher than other micro changes that reach 50 %. It provides a useful benchmark and indicates retailers that it is useful to evaluate the change in product pages visits when improving site design.

Note: This visual was originally created by the sales IQ many years ago, but we have maintained it as it gives a clear concept of challenges for conversion rate reform. Read the B2C e -commerce and the latest conversion rate for conversion rates in various sectors.

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Retail e -commerce conversion rate through the device and industry sector

In 2025, two best sources to compare your retail conversion rates are two e -commerce and personalized platforms, dynamic production and IRP. Which is most useful will depend on your field and size.

Dynamic output

The dynamic production is owned by a master card and provides conversion rate for large brands from medium, with 200 meters of month+ unique consumers collected from 400+ brands, which accumulates more than 300 meters+ total sessions. Their biggest users include multi -channel retailers such as Bertha, Dikothlon, Okado, McDonalds and Cephara, so the conversion rate is high because they are reliable brands, however, buyers are browsing so they can buy offline.

View e -commerce figures and KPI Benchmark

The summary of the engagement rates is

2024 conversion rate statistics (dynamic output) analysis

1. Mobile use is dominated (about 70 % to 30 %) is not used with no pill (2 %), so it is not shown.
2. The conversion rate on the desktop (1.7 X) is significantly higher than the smartphone. The reason for this is that people with selection prefer to buy on the desktop of use and people on mobile can browses during traditional purchases. When we started these compilations 10+ years ago, the proportion was high (> 2x).
3. The conversion rate is the highest in November due to Black Friday promotions, so you have to compare similar months to allow the seasonal or best average throughout the year.
4. Given these samples, the conversion rates -based modeling should consider desktop and mobile conversion based on the proportion of visitors in the business.
5. Since then review these criteria The definition of conversion rates may vary Since sales can be based on any number of people, transactions or sessions. The conversion of this figure is calculated on the basis of complete people. That is, the number of sales completed by consumers during a fixed period (ie one month) is divided by the number of consumers on the same period. Multiply this number by 100 to calculate the conversion rate.

Use of Device – Desktop vs Mobile

Retail conversion rate – mobile

Note the conversion rates from November to December when predicting e -commerce sales, showing the importance of modeling various conversion rates in these periods.

Retail conversion rate – desktop

Additional Cart conversion rate-Mobile

Conversion rates in the cart-DESC

The industry sector conversion

If you work in a particular field, you can filter it in a benchmark. This is needed because in the last twelve months, there is considerable change in terms of the sector, Food and drinks Have seen Most Conversion rate, at 4.9 %And Home and furniture Have seen The leastAt 1.4 %.

• Multi -brand retail
• Pet care
• Consumer goods
• Beauty
• Fashion, accessories and costumes (shown)
• Food and drink
• Homeware
• Luxury and jewelry

irp

IRP is a smaller business than dynamic output in Northern Ireland with this country and Ireland clients, recommended as they are representative of conversion rate for small e -commerce businesses and includes Sector conversion rate history and other e -commerce PI, including the average order.

See e -commerce market data and e -commerce benchmark

Their data today shows the online retail challenge with some basic personalities that you can use to be benchmarking different parts of the conversion.

More compilations of e -commerce rates were provided here with details about calculating the conversion rates. These are no longer offering rates from their platform:

Lead Generation and Landing Page Rate Rate Rate Standards in terms of industry

Many marketers compiled their KPIS on the basis of industry benchmark. For example, if you are catering with a lower overall conversion rate in a market, a good rate of conversion can still be lower than average in all industries.

Inbunus conversion benchmark report compares the B2B and B2C landing page conversion rates in 16 industries – ‘The average conversion rate in catering and restaurants is up 18.2 %. Agencies and the other end of the real estate scale represent the average, which on average changes only 8.8 %.

Note that this benchmark was published in 2021 and has not been updated, but it is still available in the early 2024.

Compare the completion of the landing page formation conversion rate

B2C and B2B Benchmarking lead generation performance is another way to use for both the performance of the sector. Zuko Form Performance Benchmark (Last latest 2022).

Form types include purchase, inquiry and registration data. Most farm tracking has different types of transactions, but you can see the complete error below.

This shows that usually only one -third of people start entering the data in the form, which shows the price in AB testing to ensure that you can clarify the value of completing the form through the title, copy, imagery and follow -up. Overall, complete each form of only less than half.

Want to get more information? Be the latest with the latest e -commerce statistics and trends to reach and change more users on your digital platforms. We have tools tools and training to support your e -commerce conversion rates to improve the DATA data approach. Start now.

Omni channel conversion rate

Published conversion rates compilations often only consider sale online conversion. By research Google and Wolf Gang Digital The ‘Research Online Store in Purchase’ is highlighted.

“By uploading sales information to Google, retailers can now meet buyers at the store with online advertising clicks, and get more than the success of their campaigns.”

The results themselves speak: Digital marketers have seen 168 % additional in their sales in the store, in the upper part of the items done online.

What are the reasons for consumers being less likely to buy on smartphones?

Commerce Mobile Rating Report It has some useful insights, which retailers can use to improve their services or messaging to assure users.

Use our Digital Marketing Plan Template to smooth and prefer your marketing activities in a simple marketing finish of smooth, acting, changing and engaging. Get more information.

How is e -commerce conversion rates measure?

When the bench marking the conversion, it is important to consider the denominator. Are you distributing the number of sales through the number of unique visitors or visitors?

In Google Analytics, which can be considered a standard reference, sales transactions are divided by tours. E -commerce conversion rate is explained by Google As:

“The proportion of transactions in sessions, which is expressed as percentage. For example, in every ten sessions, the proportion of one transaction will be shown as a 10 % e -commerce conversion rate.”

Before we get to the statistics, a couple pairs at benchmarking conversion rates.

When the bench marking the conversion rate, we think marketing managers must explain that they should go beyond the redraising rate in the conversion of the class through a variety of ministers.

To see why, take a look at Dan Barker’s excellent post that tells why the conversion rate is a terrible move to focus …

Options to separate e -commerce conversion rates

As Dan Barker suggests in his advice that we have mentioned at the beginning of this post, the conversion rate is more useful as you break it through different types of visitors with different intentions and different relations with the retailer.

Then different conversion rates and average order values ​​can be divided to understand and work, for example, to understand and work the strength of the Traff traffic standards or suggestions, for example:

• For the first time, repeat the visit or register the customer entry
• Refer to channel conversion, for example payment or natural search, social media, affiliates, display advertising
• Search type, such as paid or natural, brand, ordinary or long tail
• Product category type – for example easy commodity products are very high – flower purchases (percentage of double digits) compared to higher cost products that are often purchased in store (for example bed or furniture that will often be less than one percent).
• Advertising type or seasonal sales – IMRG data and coronatics data below suggest that the conversion rate can increase dramatically at these times.

Stay latest with the latest digital marketing statistics and trends to reach and change more users on your e -commerce website. Identify new opportunities to develop your digital strategy and win more consumers with our dedicated guidance and support for retailers.