Ecommerce Conversion Rate by Industry (2026 Benchmarks)

The average ecommerce conversion rate by industry runs from about 1% to 2.5% for most store types. In Littledata's latest Shopify sample, beauty and skincare stores converted at a median of 2.5%, supplements at 2.4%, and food and beverage at 2.3%, while fashion and home and furniture sat at 1.0%. If your store lands near the median for your industry, you are normal. If it reaches the top 20% figure, you are doing well.

Below is the full table, why the numbers differ so much, where each figure comes from, and real A/B tests from our database for each industry.

Ecommerce conversion rate by industry: the table

We use two sources that publish first-party data and give a clear date: Littledata, which tracks Shopify stores, and IRP Commerce, which reports on UK and Irish online retailers. Both define conversion rate the same way: orders divided by sessions.

The Littledata figures cover 436 Shopify stores over 90 days, from July 27 to October 24, 2026. The top 10% of those stores converted at 3.7% or better. The IRP Commerce figures are for September 2026.

Jewelry and electronics are missing on purpose. Littledata says jewelry and accessories, sports and outdoor, pet supplies, baby and kids, and electronics will be added once each has enough stores. We could not find a current, dated, first-party figure for jewelry or electronics, so we left them out rather than repeat numbers we can't trace.

For the all-industry picture, see our ecommerce conversion rate benchmark. If you run on Shopify, the Shopify conversion rate page goes deeper on that platform.

How to read your number against the table

Start with the row closest to what you sell, then compare your rate to both the median and the top 20% figure. Below the median, there is likely room to fix basics such as page speed, product page clarity or checkout friction. Between the median and the top 20%, you are in good shape and gains will come from testing. Above the top 20%, focus on order value and repeat purchases rather than squeezing conversion rate further.

Compare like with like. Use sessions, not users, and the same date range for orders and sessions. A month with a big sale will flatter your rate, so look at a full quarter if you can.

Why industries differ

The biggest pattern in the table is price. In Littledata's data, the three industries that convert best also have the lowest median order values: beauty at $69, supplements at $75 and food at $85. Home and furniture has the highest median order value, $211, and one of the lowest conversion rates.

A cheap product is an easy yes. A $200-plus sofa or lamp means more research, more comparison tabs and more visits before buying, so each session is less likely to end in an order.

Repeat purchases lift the average

Beauty, supplements and food are things people use up and buy again. Returning customers already trust the store, so they convert at much higher rates than first-time visitors. A store with a large base of repeat buyers will post a higher conversion rate even if its site is no better.

Fit and return risk hold fashion back

Fashion has a moderate order value but still converts at 1.0% on Shopify. Size is a common reason. Shoppers who are unsure about fit browse, save items and leave, or order several sizes in one go.

Traffic mix matters as much as industry

A store that leans on cold social traffic will convert lower than one with lots of email and branded search traffic, even in the same industry. Mobile share matters too. That is why two stores in the same category can sit at 0.8% and 3% and both be run well.

Audience age and device

Who buys also shapes the number. Each industry draws a different mix of ages, devices and buying habits, and a site built for one audience can quietly frustrate another. In our database, Dave Diederen saw +4.17% revenue per visitor simply by increasing product page font size by 4px for an older audience. Small readability fixes can matter more in some industries than others.

Price point changes what works

Even the same tactic behaves differently across price levels. Ruben tested a countdown timer across several brands and got +~10% CVR on a low-priced brand, a flat result on a high-priced brand and -9% CVR on another. Urgency helped an impulse purchase and did nothing for a considered one.

Sources and dates

Benchmarks only help if you know where they come from. Here is what each figure on this page is based on.

• Littledata, Shopify stores. Median and top 20% conversion rate by industry, from 436 stores using Littledata tracking over July 27 to October 24, 2026. Stores with implausible metrics or too few transactions are filtered out. Industry pages list the store count, for example 76 fashion stores and 32 food and beverage stores. Conversion rate benchmark, industry list.
• IRP Commerce, UK and Ireland. Session conversion rate (transactions divided by sessions) from trading data on the IRP platform, for September 2026. Market data.
• Contentsquare. Its 2026 Digital Experience Benchmark reports that conversion rates dropped 5.1% this year while average order values rose 6%. Report page.

Expect the sources to disagree. Food and drink is 2.3% in the Littledata Shopify sample and 1.28% in the IRP UK data. The stores, countries and months are different, so treat each number as a range marker, not an exact target.

Two more cautions. Many "by industry" tables online are copied from older reports without a date, and some of the most quoted ones are no longer published by the original source. And a median is just the middle store. Half of all stores in each category are below it.

To check your own number the same way, use our conversion rate calculator with orders and sessions from the same date range.

Tests from each industry in the database

Benchmarks tell you where you stand. Tests tell you what moved the number for stores like yours. These are real results from LiftArchive, credited to the practitioners who ran them.

Fashion and apparel

Fit uncertainty is the fashion problem, and the tests reflect it. Dave Diederen saw +4.61% revenue per visitor after adding a model size overlay to product images, such as "Elly is 5'8" and wears a size S".

Oliver Kenyon got +$38,699/month by redesigning a size selector to separate men's and women's sizes.

Beauty and skincare

Dave Diederen saw +10.47% conversion rate after rewriting a product title as a benefit-led headline: "Improve Your Skin from Home with the LED Face Mask". Beauty buyers want the result, and saying it up front helped.