Conversion Optimization

eCommerce Bounce Rate By Industry (+Tips To Improve)

March 27, 2025
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eCommerce Bounce Rate By Industry (+Tips To Improve)

As an eCommerce business owner, bounce rate is a metric that matters.

The average bounce rate for any eCommerce store is between 30% to 55%.

But the average bounce rate varies with the industry you are in and the channel that brings in the traffic.

Hence, factoring in a generic bounce rate benchmark will give you a wrong idea about how your store is doing.

So, let’s take a look at eCommerce bounce rates by industry.

Average bounce rate for eCommerce stores by industry

1. Beauty

2. Fashion

3. Home Decor

4. Pet care

5. Electronics

6. Groceries

7. Luxury goods

8. Food and drinks

9. Jewelry

10. Books and media

11. Camping and hiking

12. Sports

1. How to lower online beauty stores’ bounce rate

Bounce rate: 38.7%

If your average bounce rate exceeds industry standards, consider the following to lower it:

  • The beauty industry is saturated with alternatives–if a site doesn't stand out in terms of product variety, price, or brand loyalty programs, users will easily bounce to competitors
  • Consumers need tools or detailed descriptions to match products to their skin type and shade–consider adding a virtual try-on feature
product descriptions for ecommerce optimization
  • Detailed information about ingredients and benefits is crucial to lower bounce rate for beauty stores. Incomplete or vague descriptions can cause users to leave the site in search of better information
  • Beauty shoppers often look for promotions, samples, or deals. If a site doesn't offer these incentives or makes them hard to find, users might leave quickly

Recommended articles:

33 Brilliant Ways To Improve Online Beauty Store Sales

40 High-Converting Health/Beauty "Product Page" Examples

Beauty Brand Email Marketing: 30 Great Examples (+ Templates)

2. How to reduce online fashion stores’ bounce rate

Bounce rate: 38.3%

A few areas that you can look at to improve the bounce rate are:

  • Fashion shoppers are often concerned about the fit and sizing of clothing–if your site lacks detailed sizing guides, virtual fitting tools, or clear measurements, users may leave to find better information elsewhere
  • Fashion is highly trend-driven–if your offerings are not aligned with current trends or the latest styles, shoppers may bounce to find more fashionable options
  • Fashion shoppers look for products displayed on models that reflect their body type, gender, and ethnicity. A lack of diversity in product presentation can make your store less appealing to a broader audience
diverse product display models eCommerce
  • Increasingly, fashion shoppers are looking for sustainable and ethically produced clothing–you may consider providing information on this as well

Recommended articles:

23 Marketing Ideas For Online Fashion Stores (With Examples & Case Studies)

How to Boost Fashion eCommerce Conversion Rate

How To Grow Online Clothing Store Sales: 7 Proven Strategies

3. How to lower online home decor stores’ bounce rate

Bounce rate: 41.6%

Let’s see how you can get your bounce rate well within the industry standards.

  • Home decor shoppers often seek inspiration–make sure your site has high-quality images, styled room scenes, or design ideas
  • Detailed information about dimensions, materials, and care instructions is crucial for home decor items. If these details are missing or hard to find, shoppers may bounce
Detailed product descriptions in eCommerce home decor stores
  • Tools that allow users to visualize how a product will look in their own space are important–enable AR to reduce your eCommerce store’s bounce rate
  • For larger home decor items like furniture, clear information on assembly requirements and tools needed is important–uncertainty in this area can lead to higher bounce rates

Recommended articles:

20 Reasons Why Your Online Furniture Store Has Low Conversions (+ ways to fix)

42 Ways To Grow Online Furniture Store Sales

4. How to reduce pet eCommerce stores’ bounce rate

Bounce rate: 57.93%

A few measures you can take are:

  • Pet owners are highly concerned about the safety and quality of products for their pets–ensure detailed information on ingredients, materials, or safety certifications on your store’s product pages
  • Pet care shoppers often look for products tailored to specific needs (e.g., age, breed, health conditions)–provide filtering options for these
  • Pet care often involves regular purchases (e.g., food, treats)–consider offering subscriptions for shoppers’ convenience
  • Pet owners may need products quickly, especially for food or medication–if shipping costs are high or delivery times are unclear, users might abandon the site

Recommended articles:

41 Marketing Ideas For Online Pet Stores (With Examples)

12 Reasons Your eCommerce Pet Store Has Low Conversions

5. How to lower online electronics stores’ bounce rate

Bounce rate: 46.6%

Electronics are typically high-ticket items, hence, garnering the trust of your shoppers is imperative. What you can do to make your shoppers comfortable with your store:

  • Shoppers expect comprehensive technical details, including specifications, features, and compatibility information–mention these details clearly
  • Electronics buyers often compare multiple products before making a decision. A lack of comparison tools or customer reviews can lead to higher bounce rates as users look for more informed resources
  • Electronics buyers often seek fast, reliable delivery. Inexpensive shipping costs, clear delivery times, and clear tracking information can help reduce bounce rates for your eCommerce electronics store:
Shipping information on product pages
  • Electronics often come with multiple configurations, models, and accessories. If a site doesn’t clearly present these options or provide guidance, users might become overwhelmed and leave

Recommended articles:

Double Your Online Electronics/Tech/Gadget Store's Conversion Rate

6. How to lower eCommerce grocery stores’ bounce rate

Bounce rate: 45%

To work on your groceries eCommerce store's average bounce rate, consider the following:

  • Shoppers expect grocery items, especially perishables, to be fresh and available. If the site frequently shows out-of-stock items or lacks information on product freshness, users may quickly leave
  • Consumers are cautious about the quality of groceries purchased online. A lack of detailed product descriptions, reviews, or certifications (e.g., organic, non-GMO) can lead to higher bounce rates
product information grocery ecommerce store
  • Shoppers prioritize convenient delivery times for groceries. If the site offers limited delivery slots or inconvenient times, users may abandon their shopping
  • Grocery shopping often involves repeat purchases–add an option to reorder

Remember: Personalization is a great way to reduce eCommerce bounce rates; however, for grocery shoppers, this is a must-do, or else they won’t sift through hundreds of products. So, if a shopper is coming in from a colder location, show winter essentials like soups, teas, or hot cocoa mixes.

Recommended articles:

22 Brilliant Ways to Boost Grocery eCommerce Store Conversion Rate

Grocery eCommerce Email Marketing: 28 Incredible Examples

7. How to reduce online luxury goods stores’ bounce rate

Bounce rate: 38.8%

Luxury shoppers usually know what they want. What stops them? Sticker shock. Weak visuals. Zero social proof. So, the only way to reduce the average bounce rate for your luxury store is: you'll have to guide them. Here’s how you do it:

  • Luxury shoppers value exclusivity and personalized experiences. If the site doesn’t offer personalized recommendations, exclusive offers, or VIP services, users might feel undervalued and leave
  • Given the high price of luxury items, shoppers are particularly concerned about payment security. If the site doesn’t clearly demonstrate secure payment methods, users may abandon their purchase
  • Luxury shoppers expect premium shipping options, such as white-glove delivery or secure packaging–make sure you have these
Shipping options luxury eCommerce store
  • Luxury shoppers often seek exclusive, limited-edition items. If a site frequently lists items as out of stock or fails to communicate the exclusivity of its offerings, users may lose interest and leave

Recommended articles:

Luxury eCommerce Product Page - 20 Best Examples

How to Sell Luxury Products: 18 Unique Strategies to Boost Conversions

Luxury eCommerce Email Marketing: 27 Stunning Examples (& What You Can Learn From Them)

8. How to lower online food and drinks stores’ bounce rate

Bounce rate: 65.5%

The average eCommerce bounce rate of food and drinks stores can be brought down by a few critical measures such as:

  • Frequent stock-outs or limited availability of popular items can frustrate shoppers–avoid these as much as possible
  • Detailed information on ingredients, nutritional content, and sourcing is crucial–be transparent and detailed here
Ingredient information on eCommerce product pages
  • Many shoppers look for products that meet specific dietary requirements (e.g., vegan, gluten-free). If the site doesn’t provide clear labeling or filtering options, users may bounce
  • Many shoppers browse food and drink products on mobile devices. A poor mobile experience, including slow load times or cumbersome navigation, can lead to higher bounce rates

Recommended articles:

30 Mobile Optimization Tips For eCommerce (+ Examples)

9. How to reduce online jewelry stores’ bounce rate

Bounce rate: 51%

In this industry, quality assurance is everything. “Does the product really look like what it looks in the pictures?” This doubt needs to go to reduce your bounce rate.

What you can do is:

  • Jewelry buyers expect high-resolution images and videos that clearly show the product’s details, including gemstones, metal quality, and craftsmanship–add high-quality visuals and zoom feature
  • Buyers often worry about the fit, especially for rings and bracelets–provide clear sizing guides, virtual try-on tools, or flexible return policies
Size chart jewelry eCommerce store
  • Jewelry is often a significant investment, and shoppers expect secure shipping and insurance options. If the site doesn’t clearly communicate these services or charges high fees without justification, users may abandon their purchase
  • Jewelry is often trend-driven. If the site’s offerings are outdated or don’t align with current trends, users may quickly leave to find more fashionable options

Recommended articles:

15 Ways Online Jewelry Stores Can Boost Conversions

Jewelry Product Page: 24 High-Converting Examples

40 Amazing Email Examples From Online Jewelry Brands

10. How to lower online books and media stores’ bounce rates

Bounce rate: 55.86%

Find ways to fix your bounce rate:

  • Shoppers expect detailed descriptions, summaries, and reviews of books and media. If this information is lacking, users may leave to find more informative sites
  • Reviews and ratings are crucial for books and media, helping shoppers decide what to purchase–make sure to have ample UGC
Reviews on eCommerce stores
  • With vast catalogs, effective search functionality is crucial. If users have trouble finding specific titles or categories, they may become frustrated and leave the site
  • Shoppers often have a preference between digital and physical formats. If your site doesn’t clearly differentiate between the two or provide easy access to both options, it can cause confusion

11. How to reduce bounce rate for online camping and hiking gear stores

Bounce rate: 50%

Here are some measures that you can use to reduce your eCommerce store’s bounce rate:

  • Shoppers need detailed information on product specifications, such as durability, material, and size–include these in the product description clearly
Technical specifications for camping and outdoor gear store
  • High-quality images and videos showcasing the products in use (e.g., tents set up in the wilderness) are important
  • Camping and hiking gear can be a significant investment. If the site doesn’t clearly justify the pricing with features and benefits or offer competitive pricing, users might bounce to other options
  • Clear information on shipping costs, delivery times, and any potential delays is important for outdoor enthusiasts who may need gear quickly

12. How to reduce eCommerce sports stores’ bounce rate

Bounce rate: 37.2%

Here’s how to reduce bounce rate in an eCommerce sporting goods store:

  • Sports shoppers often seek expert advice and buying guides to make informed decisions–you can consider adding these resources
  • Effective search and filtering options are crucial for users looking for specific sports equipment or apparel
  • Reviews and testimonials from other users are crucial for sports gear, helping buyers assess the product’s effectiveness
eCommerce testimonials

Recommended articles:

34 Ways Online Sports Stores Can Boost Conversions

Average bounce rate for eCommerce stores by channel

Bounce rate of eCommerce stores by channel

1. Average Bounce Rate for Display Advertising

Bounce rate: 56.5%

First, display advertising has the highest average bounce rate among all forms of advertising.

A few reasons: Banner ads and other third-party advertisements are viewed as “clutter” and intrusive over internal promotion, hence, banner ads are the least trusted form of advertising, and the placement of your ads may introduce your page to a group of uninterested users.

2. Average Bounce Rate for Social Traffic

Bounce rate: 54%

Social induces high bounce rates because people want to see your content and then return to their browsing.

Since most people access social media on their phones, this problem becomes even more apparent. Mobile phone users experience your page while still in the social media app of their choice and have only one end goal in mind: read content, and return to the main app page.

3. Average Bounce Rate for Direct Traffic

Bounce rate: 49.9%

High bounce rates for direct traffic can result from users arriving without a clear intention or specific expectation, having typed in the URL out of habit or curiosity. If the landing page doesn’t align with their needs or interests, they may leave quickly. This is why landing page bounce rates are generally high for organic and direct traffic.

Additionally, direct traffic often includes users who might not be fully engaged or focused, leading them to exit if they don't immediately find what they’re looking for or if the content doesn’t meet their expectations.

4. Average Bounce Rate for Organic

Bounce rate: 43%

This can occur because users arriving from search engines might not always find exactly what they expected based on their search query. If the content on the landing page doesn’t align well with their search intent or fails to immediately engage them, they may leave quickly – so, the best way to bring down your organic bounce rate is to match intent.

5. Average Bounce Rate for Referral Traffic

Bounce rate: 37.5%

Here the users are arriving from relevant or industry-specific sites that match their interests, leading to more engaged visitors. Since referral sources often provide context about your site, users are more likely to find content that aligns with their expectations, reducing the likelihood of them leaving immediately.

6. Average Bounce Rate for Email (eCommerce)

Bounce rate: 35.2%

People who receive your email/newsletter/transactional emails likely opted-in to your promotions because they’re interested in what you offer and want to hear more about it–making the bounce rate the lowest of all.

Frequently asked questions

1. What is meant by bounce rate in eCommerce?

In eCommerce, bounce rate refers to the percentage of visitors who leave a website after viewing only one page, without interacting further. It indicates how well a site captures and retains visitors' interest on their initial landing page, with a high bounce rate often suggesting that the page content or user experience may not be engaging or relevant enough.

2. What are the factors that affect bounce rate?

Factors affecting average eCommerce bounce rates are:

  • Page Load Speed: Slow-loading pages can drive users away quickly.
  • Content Relevance: Irrelevant or unengaging content can lead to high bounce rates.
  • User Experience: Poor navigation and design can make users leave prematurely.
  • Mobile Optimization: Sites not optimized for mobile devices can result in higher bounce rates.
  • Targeting Accuracy: Misaligned marketing and ad targeting can attract uninterested visitors.
  • Call-to-Action Effectiveness: Ineffective or missing calls-to-action can cause users to exit without further interaction.
  • Technical Errors: Broken links or errors can prompt users to leave the site.

3. Does a high bounce rate affect SEO rankings?

Yes, a high bounce rate can impact SEO rankings because it may signal to search engines that users are not finding what they expected or engaging with your content. Search engines use bounce rate as one of many factors to assess the quality and relevance of a page, so a high bounce rate can suggest to them that the content or user experience is lacking, potentially leading to lower rankings in search results.

4. What tools can I use to measure my bounce rate?

To measure your bounce rate, you can use tools like Google Analytics, which provides detailed insights into how visitors interact with your site. Other options include Adobe Analytics for comprehensive data analysis, and Matomo for a privacy-focused alternative. These tools help track visitor behavior and provide metrics on bounce rates to assess and improve your website's performance.

5. What is a good bounce rate for an eCommerce site?

The typical bounce rate for eCommerce sites ranges between 30% and 55%, but it heavily depends on your industry and traffic source. For example: the average beauty eCommerce bounce rate is 38.7%, but for jewelry, it’s 51%. Meanwhile, the average bounce rates from display ads often skew higher, while organic search or email traffic sees lower rates. Always compare your bounce rate to industry-specific benchmarks instead of generic averages. This helps identify whether your store is truly underperforming or in line with expectations.

6. What’s the difference between: exit rate vs. drop-off rate vs. bounce rate for eCommerce stores?

  • Bounce rate: The percentage of visitors who leave after viewing just one page without taking any further action
  • Exit rate: The percentage of visitors who leave from a specific page, regardless of how many pages they visited before it
  • Drop-off rate: Refers to specific steps in a funnel where visitors abandon the process (e.g., during checkout)

Key takeaway: Bounce rate highlights single-page sessions, exit rate identifies pages where people lose interest, and drop-off rate pinpoints steps in a process where users drop off.

7. What are the best ways to reduce bounce rates for eCommerce sites?

To lower bounce rates:

  1. Enhance page load speed: Slow sites cause impatient visitors to leave
  2. Deliver personalized experiences: Show relevant products based on browsing history or location
  3. Optimize for mobile: Ensure smooth navigation, fast loading, and responsive design
  4. Use visuals smartly: High-quality images, videos, and AR tools (e.g., virtual try-ons) keep visitors engaged
  5. Provide clear product details: Include dimensions, ingredients, and customer reviews to build trust
  6. Streamline navigation: Intuitive filters and search functionality reduce frustration
  7. Run targeted offers: Limited-time discounts or free shipping can encourage users to explore further

Also read: 16 Proven Ways To Reduce Shopify Bounce Rate

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