The average ecommerce conversion rate is about 1.4% to 2%. Littledata puts the median Shopify store at 1.4%, and IRP Commerce measured 1.97% across its UK retail panel in September 2026. A rate above roughly 2.7% puts a store in the top 20%, but what counts as good for you depends on your device mix, traffic sources and price point.
This page shows where the benchmarks come from, how they split, and how stores in our database of real A/B test results actually moved their own numbers.
The average ecommerce conversion rate and the range
Conversion rate is orders divided by sessions. If 10,000 sessions produce 180 orders, your rate is 1.8%. You can check your own number with our conversion rate calculator.
The two most current public datasets agree on the rough level:
| Source | Sample | Period | Average or median |
|---|---|---|---|
| Littledata | 436 Shopify stores | Jul 27 to Oct 24, 2026 | 1.4% median |
| IRP Commerce | UK online retailers | September 2026 | 1.97% (up from 1.68% a year earlier) |
| ECDB | Global, by product category | Published November 2024 | 2.4% |
The spread matters more than the average. In the Littledata benchmark, the bottom 20% of stores convert below 0.5%, the top 20% start at 2.7%, and the top 10% start at 3.7%. So a store at 1.4% is exactly in the middle, and a store at 3% is doing well.
You will see "2.5% to 3%" quoted as the average in many articles. That figure tends to be repeated without a current dataset behind it, and the live panels above sit lower. Treat 2.5% to 3% as a strong result, not a typical one.
Conversion rates also drift over time. Contentsquare's 2026 Digital Experience Benchmarks report says conversion rates fell 5.1% year over year while average order values rose 6%. Compare yourself to the same period, not to a number from five years ago.
Industry changes the picture too. Littledata's medians run from 2.5% for beauty and skincare down to 1.0% for fashion and for home and furniture. See conversion rate by industry for the full breakdown, and Shopify conversion rate benchmarks if you run on Shopify.
Conversion rate by device
The old rule was that desktop converts at about twice the mobile rate. Current Shopify data does not show that. Littledata's 2026 benchmark puts the mobile median at 1.5% and the desktop median at 1.4%.
The range is wider on desktop, though. The top 10% of stores reach 5.1% on desktop and 4.2% on mobile, while the bottom 10% sit at 0.2% on desktop and 0.4% on mobile. Mobile also carries most of the money: in IRP Commerce's September 2026 data, mobile accounted for 61.4% of sales and desktop 37.1%.
The practical takeaway is to check your two device rates separately. If your mobile rate is far below your desktop rate, the gap is usually in the mobile layout, not in the shoppers.
Several tests in our database came from fixing exactly that. Oliver Kenyon added a full-screen mobile mega menu with larger tap targets and saw +$50,568/month. Another Oliver Kenyon test moved social proof and Add to Cart into the first mobile view for +$47,927/month. Dave Diederen replaced mobile gallery dots with a scrollable thumbnail strip and measured +15.10% revenue per visitor.
A simple way to find mobile problems is to complete a purchase on your own phone, on a slow connection, and note every point where you had to zoom, scroll back or wait. Those are your first test ideas.
Conversion rate by traffic source
Where visitors come from changes your rate more than almost anything on the page. Returning visitors from email or direct visits already know you. Cold visitors from a social ad do not.
We could not find a current, primary dataset that publishes conversion rate by channel, so we will not quote one. Many "by channel" tables online are copied from each other. What the primary data does show is the direction: Contentsquare's 2025 benchmark, covering 90 billion sessions on 6,000 sites, found that sites relying more on paid social saw bounce rates rise 9.2% and conversions fall 10.6%.
So if your traffic mix shifts toward paid social, expect your blended rate to drop even if nothing on the site changed. That is a reason to report conversion rate by channel in your analytics, not to panic.
Tests in our database show that cold traffic responds to pages built for it:
- Oliver Kenyon sent cold traffic to a listicle-style presell page instead of the product page and saw +47% CVR.
- Dave Diederen matched the social proof line under the add-to-cart button to the ad angle the visitor came from, for +12.70% CVR.
- Dave Diederen also hid the “As Seen On” press bar for paid traffic and saw +3.55% CVR.
Want results like this on your store?
Oliver Kenyon at Conversionwise. Oliver co-founded Conversionwise and has spent 13 years helping ecommerce brands turn clicks into customers.
Conversion rate by AOV and price point
Expensive products convert at lower rates. ECDB's category data shows furniture and homeware with the highest average order value ($252.3) and the lowest conversion rate (2.0%), while grocery converts at 4.6% with an AOV of $88.6. Their conclusion: a higher conversion rate usually comes with a lower order value.
This is why a $600 mattress store and a $25 supplement store should not compare conversion rates. Revenue per visitor (conversion rate times AOV) is a fairer number to benchmark. For example, a store converting at 1% with a $250 AOV earns $2.50 per visitor, while a store converting at 3% with a $60 AOV earns $1.80. The lower conversion rate is the better business here.
Price-point tests in our database show the trade-off clearly:
- 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.
- Peter Christensen moved a $600+ AOV offer to a new landing page and saw +20% CVR, which shows high-price stores can still move their rate.
- Dave Diederen raised the free shipping threshold to $165 and got +6.27% profit per visitor, a win measured in profit rather than conversion rate.
What a "good" ecommerce conversion rate means for you
A good conversion rate is one that beats your own last 90 days for the same mix of traffic. The public averages are a sanity check, not a target.
Use these rough bands from the Littledata distribution as a first read:
- Below 0.5%: bottom 20%. Look for something broken first, such as checkout errors, slow pages or mismatched ads.
- 0.5% to 2.7%: the broad middle. Most stores live here, and testing usually finds gains.
- 2.7% to 3.7%: top 20%. Good, especially for fashion, home or high-AOV stores.
- Above 3.7%: top 10%. Common for repeat-purchase, low-price or email-heavy brands.
Then adjust for your context. A store with mostly cold paid social traffic, a high price point and a fashion catalog can be healthy at 1%. A consumable brand with heavy email traffic at 2% may have room to grow.
Also watch the metric you actually care about. Several tests in our database lowered conversion rate but raised revenue, or the reverse. Milos changed a 2-pack offer to “Buy 2 Get 1 Free” at the same price and lost -52.38% revenue per visitor (-$104,679/month). Look at revenue per visitor alongside conversion rate. Revenue per visitor captures both conversion rate and order value, so it catches changes like this that a conversion rate report would miss.
How stores in our database moved their conversion rate
The fastest way past "is my rate good?" is to test changes against your own baseline. Here are stores in our database that reported both their starting and ending rates:
- Oliver Kenyon replaced a branded hero headline with a bold, offer-focused one: conversion rate went from 0.9% to 3.6%.
- Milos ran a page redesign with an emotive value proposition, better images and a guarantee: CVR went from 2.1% to 3.2% (+$21k/month).
- Dave Diederen enabled Shop Pay buy now, pay later: CVR moved from below 1% to above 1%.
Smaller, single-element changes add up too. Dave Diederen showed customer reviews on the checkout page for +17.96% CVR, and added a best-sellers row under the homepage hero for +30.88% CVR. Not every idea wins: skipping the cart and sending shoppers straight to checkout cost -10.23% CVR in another Dave Diederen test.
Want results like this on your store?
Dave Diederen at Syntra Labs. Dave builds and tests Shopify stores at Syntra Labs, and shares most results in public.
Those losses are why testing beats copying. A change that worked for one store can hurt another, so run it as an A/B test on your own traffic. A tool such as Convert lets you split traffic on Shopify and other platforms; see our Convert review for its pros and cons.
Tools mentioned here
You only need one A/B testing tool to copy this result. Here's where we'd start.
Some of these are affiliate links. We only list tools practitioners actually use to run tests like these.
For a step-by-step plan, read how to increase your conversion rate, or browse the full database by page type and element to find tests that match your store.
Questions
What is the average ecommerce conversion rate?
About 1.4% to 2%. Littledata reports a 1.4% median across 436 Shopify stores (July to October 2026), and IRP Commerce measured 1.97% for UK online retailers in September 2026.
What is a good conversion rate for ecommerce?
Above about 2.7% puts a store in the top 20%, and above 3.7% in the top 10%, based on Littledata's 2026 Shopify benchmark. High-price and fashion stores can be healthy at lower rates.
Is a 2% ecommerce conversion rate good?
Yes, 2% is above the current median of about 1.4%. Whether it is good for you depends on your industry, price point and traffic mix, so compare it to your own past results too.
Do mobile shoppers convert worse than desktop?
Not on Shopify stores today. Littledata's 2026 data puts the mobile median at 1.5% and desktop at 1.4%, although the best desktop stores reach higher rates than the best mobile ones.
Why do expensive products have lower conversion rates?
Shoppers take longer to decide on big purchases. ECDB data shows furniture and homeware with the highest order value and lowest conversion rate, so revenue per visitor is a fairer comparison.
Sources
- www.littledata.io/average/ecommerce-conversion-rate-(all-devices)
- www.irpcommerce.com/en/gb/ecommercemarketdata.aspx
- ecdb.com/blog/understanding-the-cvr-and-aov-correlation-across-product-types/5031
- contentsquare.com/press/2025-digital-experience-benchmarks/
- contentsquare.com/blog/digital-experience-benchmark-report