Ecommerce Conversion Rate Statistics
Last updated 2026-06-25 · Compiled from public, third-party sources
Roughly 70% of online shopping carts are abandoned before checkout, and the average ecommerce conversion rate hovers around just 1.9% (IRP Commerce). Conversion rates vary widely by industry, device, and page speed, while extra costs at checkout remain the single biggest reason shoppers walk away. The benchmarks below are drawn from IRP Commerce, Baymard Institute, Dynamic Yield, Portent, and the Spiegel Research Center.
Key Takeaways
- The aggregate ecommerce conversion rate was about 1.93% in 2026, up from 1.76% a year earlier (IRP Commerce).
- The average documented cart abandonment rate is 70.22% across 50 studies (Baymard Institute).
- Extra costs like shipping and tax are the #1 abandonment reason, cited by 39% of shoppers (Baymard Institute).
- Desktop converts at roughly 5.06% versus 2.49% on mobile, despite mobile driving most traffic (Dynamic Yield).
- Products with five reviews are 270% more likely to be purchased than those with none (Spiegel Research Center).
The Statistics
1.93%
Aggregate ecommerce conversion rate across all markets in May 2026, up 9.64% from 1.76% in May 2025.
Source: IRP Commerce (2026)
1.0%-4.0%
General benchmark range most ecommerce sites fall within for conversion rate, varying by industry, device, and traffic source.
Source: Adobe for Business
5.01%
Arts and Crafts had the highest conversion rate of any sector in May 2026 — the top-performing vertical.
Source: IRP Commerce (2026)
1.53%
Conversion rate for Fashion, Clothing and Accessories in May 2026, up about 15% year over year.
Source: IRP Commerce (2026)
0.49%
Baby and Child had the lowest sector conversion rate in May 2026 among tracked industries.
Source: IRP Commerce (2026)
70.22%
Average documented online shopping cart abandonment rate, calculated across 50 different studies spanning 2006-2025.
Source: Baymard Institute (2025)
39%
Share of shoppers who abandon carts because of extra costs (shipping, tax, fees) — the leading abandonment reason.
Source: Baymard Institute (2025)
19%
Share of shoppers who abandon because the site required them to create an account before purchasing.
Source: Baymard Institute (2025)
18%
Share of shoppers who abandon because the checkout process was too long or complicated.
Source: Baymard Institute (2025)
35.26%
Average conversion-rate increase a large ecommerce site can achieve through better checkout design and flow.
Source: Baymard Institute (2025)
23.48
Average number of form elements in a US checkout flow, versus an ideal of just 12-14 elements.
Source: Baymard Institute (2025)
5.06% vs 2.49%
Desktop conversion rate versus smartphone conversion rate — desktop converts roughly 2x higher.
Source: Dynamic Yield (2024)
59%
Estimated share of total retail ecommerce sales worldwide coming from mobile commerce in 2025.
Source: Statista (2025)
3.05%
Conversion rate when a page loads in 1 second, versus 1.68% at 2 seconds and 0.67% at 4 seconds.
Source: Portent (2022)
0.3%
Average drop in ecommerce conversion rate for every additional second of page load time.
Source: Portent (2022)
270%
Increase in purchase likelihood for a product displaying five reviews versus a product with no reviews.
Source: Spiegel Research Center (Northwestern)
380%
Conversion lift from displaying reviews on a higher-priced product, versus 190% for a lower-priced product.
Source: Spiegel Research Center (Northwestern)
93%
Share of consumers who say visual appearance is a key deciding factor in a purchasing decision.
Source: Justuno
67%
Share of consumers who rate image quality as more important than product descriptions (54%) or reviews (53%).
Source: MDG Advertising
60%
Share of US digital shoppers who want to see at least three or four product images before buying.
Source: Salsify
GBP 131.84
Overall average order value across all ecommerce markets in May 2026, up 0.86% year over year.
Source: IRP Commerce (2026)
GBP 771.13
Average order value in the Baby and Child sector in May 2026 — the highest AOV of any tracked vertical.
Source: IRP Commerce (2026)
GBP 91.53
Average order value for Fashion, Clothing and Accessories in May 2026.
Source: IRP Commerce (2026)
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Try PixelPanda FreeFrequently Asked Questions
What is a good ecommerce conversion rate?
The aggregate ecommerce conversion rate is roughly 1.9% (IRP Commerce, 2026), and most sites fall within a 1-4% range (Adobe). Anything consistently above 2-3% is generally considered strong, though good performance depends heavily on your industry, device mix, and traffic quality.
What is the average cart abandonment rate?
The average documented online shopping cart abandonment rate is 70.22%, calculated by Baymard Institute across 50 separate studies. In other words, about 7 in 10 carts are abandoned before the purchase is completed.
Why do shoppers abandon their carts?
The leading reason is extra costs such as shipping, tax, and fees, cited by 39% of shoppers (Baymard Institute). Other major causes include being forced to create an account (19%) and a checkout process that is too long or complicated (18%).
Do desktop and mobile convert differently?
Yes. Desktop converts at roughly 5.06% versus 2.49% on smartphones (Dynamic Yield) — about double the rate — even though mobile drives the majority of ecommerce sales, around 59% globally in 2025 (Statista). The gap makes mobile checkout one of the biggest optimization opportunities.
How much does page speed affect conversion rate?
A great deal. Portent found that a page loading in 1 second converts at 3.05%, compared with 1.68% at 2 seconds and 0.67% at 4 seconds, with conversion dropping by an average of 0.3 percentage points for each additional second of load time.
Do product reviews and images improve conversion?
Strongly. Products showing five reviews are 270% more likely to be purchased than products with none (Spiegel Research Center), and 93% of consumers say visual appearance is a key purchasing factor (Justuno), with 67% rating image quality above descriptions or reviews (MDG Advertising).
How can better product visuals lift conversions?
Since most shoppers want to see several high-quality images before buying (60% want at least three or four, per Salsify) and rate image quality as a top purchase factor, clean, consistent product photos and lifestyle or UGC-style imagery directly support conversion. Tools like PixelPanda generate professional product photos and UGC-style visuals that help merchants present products more persuasively.