eCommerce Conversion Rate by Industry (2025 Update)
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Conversion rate is one of the most well-known and essential metrics to measure eCommerce store success.
But what is a “good” eCommerce conversion rate?
How do you compare to your competition?
And how can you increase your conversion rate?
Let’s take a look at the eCommerce benchmarks by industry.
In this article, we'll explore:
Average eCommerce conversion rates by industry
-> Retail
-> Electronics and home appliances
-> Home decor
-> Pet care
Average conversion rate by channel in 2025
Frequently Asked Questions (FAQ)
We have designed an infographic, to sum up, all the major eCommerce benchmarks metrics for various industries.
Pay close attention to the cart abandonment rates and average conversion rate by the device.
Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise.
The CRO process involves understanding how users move through your site, what actions they take, and what's stopping them from completing your goals.
CRO is essential for eCommerce businesses because it directly impacts revenue.
A higher conversion rate means more sales and leads, which can significantly increase revenue.
It's also important because it can help you acquire customers at a lower cost.
The average conversion rate across sectors within eCommerce in 2025 is 2% to 4% average e-commerce conversion rates depending on the industry.
Retail including fashion, jewelry, shoes, and more command a major part of eCommerce stores.
This industry sees a good average conversion rate (1.9%) and also sees a high average cart abandonment rate (70.19%).
Furthermore, the fashion industry is set to hit a valuation of $1,626.97 billion by 2030.
The fashion eCommerce industry has benefited from improved access to brands and a more personalized approach to shopping.
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The average eCommerce conversion rate by industry is quite low, however, electronics and home appliances take in a good chunk of it, with a 3.6% average conversion rate.
Unlike other eCommerce industries, electronics, and home appliances also benchmark a high average revenue per user with 111.60$.
However, the industry struggles to retain shoppers and handle returns.
Shoppers also find it difficult to resolve problems and often have negative reviews about customer service.
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iv. Double Your Online Electronics/Tech/Gadget Store's Conversion Rate
Earlier, home decor rarely saw a good conversion rate in online stores.
Shoppers were always hesitant to purchase furniture and relevant products online as they are expensive and aren’t sure about the product quality.
However, ever since the pandemic, when shoppers were stuck at home and couldn’t go to the shop to buy furniture, home decor brands saw a rise in sales.
But now, the industry has stabilized, and home decor stores still see a good average conversion rate (1.9%).
However, they also see a high cart abandonment rate (88.64%).
i. 20 reasons why your online furniture store has low conversions (+ ways to fix)
ii) 27 Founders/Store Owners Share eCommerce CRO Best Practices
While the average eCommerce conversion rate by industry is quite low for most industries, personal care products boast a 6.8% average conversion rate.
Some eCommerce benchmark metrics to know:
Valued at $483 billion in 2020, the beauty industry is expected to cross $716 billion by 2025.
The health & beauty category will also see a compound annual growth rate (CAGR) of 12.1% between 2021 and 2026.
The online share of sales for brands in the health & beauty segment showed a rise of 16.5% post-covid - it will further rise to 23.3% by 2025.
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Like some of the high-ticket products, the cars, and auto parts industry saw a rise in sales during the pandemic.
Some eCommerce benchmark metrics to know:
61% of consumers are open to buying cars online after the pandemic.
The search interest for the term auto parts store grew over 197% in the last decade.
67% of customers read the returns and warranty pages before making a purchase.
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You must read: 33 Ways To Grow F&B eCommerce Sales (+ Real-World Examples)
While the average eCommerce conversion rate by industry is mostly stable for most industries, food, and beverages see a 2.6% average conversion rate.
Shoppers see purchasing food and beverages online as both a convenience and a risk.
They can’t always guarantee product quality and if they find a favorite store, they are reluctant to try new brands.
Also, they love to get discounts and believe certain benefits such as free shipping and easy returns as default options.
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With the pandemic and constant lockdowns, pet owners turned to eCommerce stores for their pet supplies.
eCommerce pet supply stores give pet owners:
While pet care experiences a good enough average conversion rate (2.32%), surprisingly a majority of their sales are generated through mobile devices (72.5%)
Despite these eCommerce benchmark metrics, pet care owners still struggle to get substantial conversions.
Shoppers often find a favorite store and are reluctant to change their preferences.
A study by IRP eCommerce Benchmark study reveals, email marketing has an average conversion rate of 10.3% thanks to its highly segmented and personalized nature.
This explains its high ROI—36 to 40$ for every dollar spent.
Among email campaign types, back-in-stock emails come out right at the top with a conversion rate of 7.28%.
Read further:
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iii. How To Improve Email Marketing "Click-to-Open" Rate in eCommerce
The conversion rate for organic search is around 2-4%.
With Google rolling its core updates, here’s what you need to prioritize:
Don't forget to read: eCommerce Conversion Rate Audit Checklist (+ Ideas For Improving Conversion Rate)
The average conversion rate for paid search is around 2 to 3%.
Here’s what will be relevant in 2025 trends:
An eCommerce conversion is when shoppers/visitors do a particular action on an online store.
Here are some eCommerce benchmark metrics or conversion goals that brands set:
An average conversion rate of 2%+ is considered an average eCommerce conversion rate, although it varies depending on the industry.
You might be interested in reading: 24 Scientific Strategies to Increase your eCommerce Conversion Rate
eCommerce benchmark metrics can help to set goals.
Consequently, here are some CRO strategies to help you grow your online store:
eCommerce conversion rates by industry data will help you assess your online store’s performance.
You can see how to improve your store’s performance and get more conversions.
It will also help you understand your competitors.
Do check out: 10 Sure-Shot Ways to Boost Your eCommerce ROI
While eCommerce conversion rates by industry statistics offer an overall idea, there is no universal benchmark for eCommerce conversion rates.
First, an eCommerce conversion rate benchmark helps you to understand if there’s room to improve.
For instance, if your industry sees a 2% conversion rate on mobile, and your eCommerce store converts only at 0.5%, then it’s time to make some changes.
However, here are some reasons why your eCommerce conversion rate benchmark might look different:
Some eCommerce stores drive a high volume of traffic through content marketing and emails. However, these stores might see a high conversion rate in the beginning and eventually plateau. On the other hand, eCommerce stores drive traffic through social media or ads.
This doesn’t mean you should focus only on social media and ads. It’s just a means to attract new shoppers. To retain loyal customers, you need a well-running content and email marketing system as well.
Online stores and luxury brands with more expensive products might typically see lower conversion rates than those with fairly inexpensive ones.
Since buying a big-ticket product requires more consideration, shoppers are likely to buy something cheaper on impulse.
Loyal customers might purchase subscriptions or the same products. This might result in a higher eCommerce conversion rate.
On the other hand, since new customers are making a purchase for the first time, they might buy only one product. This might result in a low conversion rate.
Here are some additional eCommerce benchmarks metrics that help measure the average conversion rate:
Bounce Rate is defined as the percentage of visitors that leave a webpage without taking action, such as making a purchase, clicking on a link, or filling out a form.
Why do people ‘bounce’?
Read more: 27 Practical Ways To Reduce eCommerce Bounce Rate
In eCommerce, the exit rate indicates how often visitors exit from a particular webpage after visiting any number of pages on the site.
For instance, a shopper lands on the homepage of an eCommerce store and navigates to a category page, then to a product page, and leaves.
That’s considered an exit on the product page.
The overall exit rate for the particular webpage is then calculated as:
The number of exits/number of pageviews the webpage received.
Click-through rate is used to calculate how frequently people click on an ad, link, or CTA. It is commonly used to measure the effectiveness of an email campaign or the success of an online advertising campaign on a website.
Here’s how to calculate the click-through rate:
CTR = (Total measured clicks/Total measured impressions) x 100
Here are some tips to improve your overall CTR:
- Optimize your headline and copy
- Include high-intent CTAs
- Use compelling and appealing images
- Try using brand/product/campaign-specific hashtags
- Use remarketing strategies through upsell/cross-sell
- Highlight pricing in ad copy
Average session duration on site is the average duration of time that shoppers/visitors spend while viewing your website.
A low average time on site indicates a higher bounce rate. This means shoppers are not staying long enough on your online store to perform the desired action which can act as a barrier to achieving your business goals.
RPV is a metric that measures the revenue every single visitor brings into the store. It’s a metric that gives a clear picture of the eCommerce store’s health.
It helps analyze how well the sales efforts are coming through and what needs to be done to bring it on track.
Here’s how RPV for each individual customer is calculated:
the total revenue for a period/ the number of customers for the corresponding period
Here’s how the average revenue per session (ARPS) is calculated:
the total revenue earned in a specific time frame/ the number of unique website visits
Here’s how the average revenue per conversion (ARPC) is calculated:
the average revenue generated by visitors who bought because of an experience/the number of conversions
While some industries enjoy a good market share (beauty, pet care), the average mobile eCommerce conversion rates are stuck at a mere 1.82%.
Many eCommerce stores are now looking to improve their mobile conversion rates and explore different mobile commerce strategies.
Also read: 33 Brilliant Ways To Improve Online Beauty Store Sales
Mobile commerce might be booming. Even the statistics and trends look great.
However, most eCommerce brands we work with have a common complaint. They struggle to get conversions that replicate their desktop success.
Here’s how to improve the average ecommerce conversion rate on mobile:
Recommended reading: What’s a Good Mobile eCommerce Conversion Rate in 2025
As more eCommerce brands compete for traffic and revenue, they turn to conversion rate optimizations to increase the efficiency of their marketing spend.
However, with too much information, CRO has become more of a buzzword than an effective strategy.
Here are some CRO mistakes to avoid and improve sales conversion rate :
Do check out: Luxury eCommerce Email Marketing: 27 Stunning Examples (& What You Can Learn From Them)
Cart abandonment is when customers add products to their cart and starts a checkout process but leave before completing the purchase.
Cart abandonment rate is calculated by dividing the total number of completed transactions by the total number of transactions initiated.
This rate will identify the percentage of users that leave before completing the checkout process.
A high cart abandonment rate indicates a poor customer experience which affects the overall revenue of the business.
Here’s a quick glimpse at some of the most common reasons why your online store conversion rate is low -
Do read : Luxury eCommerce Product Page - 20 Best Examples
The conversion rate for luxury eCommerce ranges between 0.9 to 1% according to a study by Statista. As for luxury handbags, the conversion rate stands much lower at 0.5%.
This can be tied to one factor—luxury eCommerce are high-consideration products where there’s significant investment in time, money, and effort. Customers are highly likely to buy only after feeling, touching, and experiencing the product.
Don’t forget to read Selling Luxury Products Online: 18 Unique Strategies to Boost Conversions
As per Shopify’s Ecommerce Conversion Rate report, the average conversion rate is 1.4%.
However, this might vary depending on the vertical. As mentioned above, your Shopify conversion rate is influenced by your traffic sources, pricing, and purchase type.
Find your answer to How do I boost my Shopify conversion rate? (45 effortless strategies)
The conversion rate for Amazon has typically been around 10-15%. As per Statista, the average conversion rate for Amazon in the US stood at 13.3%.
However, the average further varies based on the niche. Historically, Amazon Prime members convert at a whooping 74%.
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