Ecommerce
Ecommerce Conversion Rate Benchmarks by Industry
Conversion rates by product category and channel, why a store-wide conversion rate hides more than it shows, and which fixes move it most.
BenchMarketing editorial team Updated October 2, 2026 3 min readShare
An ecommerce conversion rate is orders divided by sessions. A store-wide figure is a starting point, but it blends shoppers who arrived ready to buy with people who clicked an ad out of curiosity. Benchmarks are only useful once you split it.
Google Shopping conversion rates by category
| Category | Conversion rate | CPC | ROAS |
|---|---|---|---|
| Apparel & Accessories | 1.80% | $0.64 | 3.50x |
| Electronics | 1.42% | $1.24 | 2.80x |
| Home & Garden | 2.10% | $0.78 | 3.40x |
| Health & Beauty | 2.35% | $0.72 | 3.80x |
| Sports & Outdoors | 1.95% | $0.81 | 3.20x |
| Auto Parts | 1.68% | $0.98 | 2.95x |
| Toys & Games | 2.20% | $0.58 | 4.10x |
The Google Shopping median across categories is 1.91%. Categories with low-cost, repeat purchases convert better than categories where people compare specifications and prices across several shops.
Conversion rate by channel
| Channel | Median conversion rate |
|---|---|
| Google Shopping | 1.91% |
| Ecommerce landing pages (all traffic) | 2.60% |
| Amazon (average, Ad Badger) | 11.1% |
Amazon conversion rates are far higher because people on Amazon are already shopping and already trust the checkout. Do not use Amazon figures as a target for your own store.
Why your store-wide rate misleads
- Traffic mix: a week with heavy social prospecting lowers the rate even if nothing on the site changed.
- Device: mobile converts lower than desktop in most stores, so mobile growth drags the average down.
- New versus returning visitors: returning visitors convert several times better. A successful acquisition campaign can lower your conversion rate while growing revenue.
Report conversion rate by channel, device and new versus returning, and compare each with its own benchmark.
Fixes that move conversion rate most
- Speed on mobile. Slow product pages lose shoppers before they see the price. See our guide to site speed.
- Clear delivery cost and dates before checkout. Surprise costs are the most common reason people abandon a basket.
- Guest checkout and wallet payments. Forcing account creation adds a step at the worst moment.
- Product pages that answer the buying questions: size, compatibility, returns, reviews.
- Recover the ones who leave with cart abandonment flows.
See the conversion rate benchmark page and Google Shopping benchmarks.
About the figures
Benchmark figures in this article come from the BenchMarketing dataset and update when the benchmark pages do. Each benchmark page lists its sources and period; see our methodology.
Sources
See where you stand
Compare your own numbers with these benchmarks for your industry.
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