eCommerce Conversion Rate Statistics Explained (2022 Edition)

Published on

July 23, 2022

eCommerce Conversion Rate Statistics Explained (2022 Edition)

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As an eCommerce owner, you’d agree that numbers are essential to your business — whether you’re showing you your profits margins or more. In light of this, we’d be exploring some eCommerce conversion rate statistics that every business owner should know.

You see, statistics can give you crucial insight into how well your business is doing in your industry and comparison to the competition.

For instance, you may be satisfied with your eCommerce getting by with an average conversion rate of 1.5%. But what if you find out that the average conversion rate in your industry is 2.5%? By making up the remaining 1.0%, you could be pulling in so many more customers and increasing your revenue!

Not to worry, we’ll catch you up on all the eCommerce conversion rate statistics you need to know.

The following paragraphs will shed some light on essential customer conversion statistics. We’ll also highlight some more benefits of keeping up with the stats in your industry as an eCommerce owner. 

Why You Should Pay Attention to eCommerce Conversion Rate Statistics

The past is the key to the future, they say. While this sounds like something for the sciences, it is also quite relevant in eCommerce.

Here are some top advantages of staying up-to-date on eCommerce conversion rate statistics:

You make better decisions based on proven data

While there is always the place of ‘following your gut’ as an entrepreneur, it simply cannot take the place of informed decisions based on established data.

By obtaining and analyzing industry-wide conversion stats, you can make better decisions regarding your customer acquisition and conversion. It can even help with your budget and resource management!

A business man aware of its ecommerce  conversion rate statistics

It shows you how well your business is doing

Undoubtedly, your business’s data and corresponding numbers can show you if your eCommerce is on track in terms of your business goals.

However, your niche's eCommerce Conversion Rate Statistics will give you insight into how you compare on an industry-wide level.

This way, you’d know if you need to make some changes to your customer conversion strategy.

It highlights the most effective customer conversion channels

With eCommerce conversion rate statistics, you also can view the ads according to marketing channels. In other words, you’d see the marketing channels that offer the best customer conversion rates.

Of course, leveraging these specific channels can improve your conversion numbers.

You can avoid business pitfalls

As an eCommerce owner, examining industry-wide customer conversion statistics can also give you insight into what doesn’t work.

As a result, you can generally steer your business in a more profitable direction, since you’d see eCommerce categories with the lowest conversion rates.

However, low customer conversion rates do not always mean low revenue. 

That said, let us examine some eCommerce stats that help you power through 2022!

Top eCommerce Conversion Rate Statistics 2022

To help make these stats more understandable and relatable, we’ve taken the liberty to break them down into smaller categories:

  • By industry
  • By country
  • By channel
  • By device
  • By platform
  • By payment

So, let’s get into it!

Top eCommerce Conversion Rate Statistics 2022

eCommerce Conversion Rate by Industry

A valuable source of data for determining the overall performance of an eCommerce store is market-specific conversion rates. This way, you can explore stats that apply directly to your eCommerce for what you sell.

Fun fact? The Arts and Crafts eCommerce industry has the highest conversion rate, with average numbers as high as 3.79%.

 Here’s a list of the average conversion rates by industry:

  • Arts and Crafts: 3.79%
  • Health & Wellbeing: 3.62%
  • Pet Care: 3.28%
  • Kitchen & Home Appliances: 2.48%
  • Fashion Clothing & Accessories: 2.44%
  • Food & Drink: 2.37%
  • Electrical & Commercial Equipment: 2.23%
  • Home Accessories & Giftware: 2.16%
  • Sports and Recreation: 1.75%
  • Cars & Motorcycling: 1.55%
  • Baby & Child: 0.99%

eCommerce Conversion Rate by Country

Depending on where you’re operating, you may experience different customer conversion rates irrespective of your industry.

For example, an eCommerce in the US will have different conversion rates you get from a business in the Spanish market.

Typical ecommerce conversion rate in countries:

  • Germany: 2.22%
  • United States: 1.96% 
  • United Kingdom: 1.88% 
  • Denmark: 1.80%
  • Netherlands: 1.78% 
  • Greece: 1.44%
  • France: 1.10% 
  • India: 1.10%
  • Italy: 0.99%

eCommerce Conversion Rate by Channel

Different marketing channels have their unique advantages in terms of customer acquisition. Therefore, a business’s marketing channel can significantly impact its customer conversion numbers.

However, understanding prevalent statistics can help you set channel-specific goals.

The best performer is by far referral traffic (which means it may be a good idea to leverage it).

The average conversion rate by traffic sources: 

  • Referral: 5.44%
  • Email marketing: 5.32%
  • Direct marketing: 2.16% 
  • Organic traffic: 2.08% 
  • AdWords: 1.42%
  • Facebook marketing: 0.93% 
  • Social media marketing: 0.74%

eCommerce Conversion Rate by Device

With the increasing popularity of mobile devices today, it is no surprise that most people do their online shopping from their mobile phones.

Yet, ironically, surveys have shown that tablets have the highest eCommerce conversion rate statistics.

Here’s how the conversion rates according to devices look:

Average conversion rate by device:

  • Tablets: 2.92%;
  • Desktops: 1.98%; 
  • Mobile phones (smartphones): 1.81%; 
  • Others: 0.38%

Pro Tip? If your mobile or desktop conversion rates are way too low, the key is to make strategic changes to your website design.

eCommerce Conversion Rate by Platform

While most eCommerce owners may not worry about these specific statistics, it can prove crucial if your eCommerce is on the tech scene. Or if you are marketing products tailored for a particular operating system.

Here are the average conversion rates by platform:

  • Windows: 4.94%
  • Macintosh: 3.78% 
  • Chrome OS: 2.9%
  • iOS: 1.88%
  • Android: 1.8%
  • Windows Phone: 0.5%
  • Linux: 0.02%

Not surprisingly, Windows has the highest conversion rates while iOS and Android are in the same neighborhood.

eCommerce Conversion Rate by Payment Method

Your payment method is the last step between a customer that converts and one that doesn’t. However, while it seems unlikely, payment methods can be notorious dealbreakers. Therefore, you want to ensure you use a payment provider that offers a seamless process — from start to finish. 

That said, the average online checkout rate for PayPal transactions is 79.1%. On the flip side, the checkout rate for non-PayPal transactions is 46.4%.

In other words, eCommerce businesses that use PayPal will typically experience better conversions than businesses that don’t.

Now That You Know

Knowing current eCommerce conversion rate statistics is only the first step.

The next thing is using the data you now have to make a defined approach to your marketing strategy.

We hope that our compilation of the conversion rates in eCommerce highlights where your business is and where you want it to go!

Vince Moreau

I'm the CEO & founder of ScaleCrush. You can often find me ranting way too much about BS marketing advice, fluffy and regurgitated content, and calling out gurus. I also happen to have my very own unoriginal thoughts about the stuff we're going through.

Marketing gurus are lying to you. Am I?
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