What is a good Shopify conversion rate

Current conversion rates by industry

Is a 3% conversion rate good or bad? This article gives you an overview of current conversion rates from e-commerce and other industries. This enables a quick comparison with your own company or helps to obtain a budget for further conversion measures.

Conversion rate - definition

The Conversion rate (Synonyms: conversion rate, conversion rate, abbreviation: CR) is a marketing metric that defines the success of marketing measures related to a Target (Macro conversion) or Sub-goal (Micro-Conversion) measures. The measurement is mainly carried out with the help of a web analysis solution (e.g. Google Analytics, webtrekk, etracker) or, during the optimization, also with a conversion testing tool.
Example: For e-commerce sites (e.g. online shop, booking platform, etc.), the conversion rate indicates how many of your visitors perform a certain action in a specified period of time (usually a month). This can be the purchase of a product (macro conversion) or an upstream step (micro conversion), such as viewing a product page or adding it to the shopping cart.

The conversion rate can be based on either Visits (Visits) or visitors (Unique Visitors). If the goal of the website is at eachAttending a website to achieve a specific goal, one would use the former measurement definition (e.g. for landing pages). When shopping online, on the other hand, typical user behavior must be taken into account: Users often do not buy when they visit the website for the first time, but rather return more oftento find out more. Since you really only want to measure how often people have finally bought something, you would measure more precisely using unique visitors. Here is an interesting article on the topic of conversion rate calculation based on users vs. sessions, which shows that you can be up to 85% off with the wrong metric. Caution: The conversion rate is heavily dependent on many factors that one should understand when working with this metric.

Current conversion rates and studies

The following overview shows conversion rates from all current studies and other sources. We have presented the data for some important industries. The studies also contain a lot of interesting conversion facts, e.g. on other user or market segments and industries, abandonment rates, spread of CRO methods, etc. Therefore, a closer look at the studies is definitely worthwhile for every serious digital marketer and conversion optimizer.

Last updated: 12/2020


datetitleConversion ratelink
2020IRP ecommerce dataSales, Cost Per Acquisition (CPA), Conversion Rate, Average Order Value (AOV) (annual comparisons possible)to the data
2019Monetate Ecommerce Report 20192,58% (Global), study contains CRs by device, add-to-carts, AOV, primarily US and UKstudy
2018Monetate Ecommerce Report 20182,97% (Global), study contains CRs by device, add-to-carts, AOV, primarily US and UKstudy
2018Wordstream - Google Adwords Industry BenchmarksConversion rates for Search Ads (and many more!) By industry (based on Wordstream users in the USA):

E-Commerce: 2.81%
Finance & Insurance: 5.1%
Real estate: 2.47%
B2B: 3.04%
Travel industry: 3.55%
and various others

2017Statista Cosmetics: 7%
Pharmacies: 6.7%
Digital printing: 5.2%
Books: 4.8%
House and garden: 2.4%
Clothing: 1.7%
Electronics: 1.6%
2017AB Testing Study (#Uplift 2017) General recommendations for increasing the conversion rate.
0,82% – 10%
Free download
2016Smart InsightsComprehensive overview of various channels and industriesTo overview
2016ECC Cologne, IfH Cologne1,0 – 1,4% (Online shops, most frequent mention)statistics
2016E-Commerce industry index “Spotlight Fashion” (Intelliad)1,6% (Men's clothing)
3% (Women's clothing)
2016Marin Performance Marketing BenchmarkSearch Desktop: 9,57%
Search Tablet: 8,81%
Search smartphone: 6,30%
Display: 3,53%
2015Optimizely Benchmark Report (Why and how do companies test?)N / ADownload
2015Adobe Digital Index2,5% (Average DE)
Top share
2015Conversion Rate Optimization Report (Econsultancy)Chargeablestudy
2015Adobe survey to optimize digital marketing2,6% (Average)
4,7%+ (best 20%)
2014Wolfgang Digital1,4%study
2013Adobe 2013 Digital Marketing Optimization Survey (Adobe)2-4% (most frequent mention)
>4% (with more CRO budget!)
Study summary
2013Fireclick index (Fireclick)4,7% (Generally)
70% (Shopping cart abandonment rate)
Analytics data (highly current)
2012Conversion Rate Optimization Report (Econsultancy, RedEye)8,4% (2012)
3,8% (2007)
2012Average Website Conversion Rates, by Industry (MarketingSherpa)10% (Finance, Leads)
10% (Media / publishing)
4% (Travel)
3% (Retail / e-commerce)
Study summary
2012IMRG Multichannel E-Commerce Report 2012 (Channel Advisor, IMRG)4% (generally)study
2011Conversion rates of German online shops (Hightext Verlag, Web Arts AG)3% (Generally)
30% (Health)
Study summary
2010Coremetrics (Coremetrics, IBM)12,8% (Visit to shopping cart)
36,3% (Shopping cart until purchase)
Analytics data
201XPanel studies (GfK, Nielsen Netratings, comscore)chargeableGfKNielsen / Netratingscomscore

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Conversion rate findings and studies

The following similarities can be seen from the large number of studies:

  • The much-quoted one general conversion rate of 3-4% can actually be found in some of the studies. This can therefore be assumed with a clear conscience as a first approximation for a conversion goal to be achieved. They also prove that a conversion rate of 3%, or often only 1% in the insurance sector and some B2B products, is not really a great value high peak rates various industries of up to 30%. So, in principle, improvements can always be achieved.
  • It is also shown that enormous differences between Germany and the USA consist in the conversion rate, whereby the pioneering role of the USA is not surprising, as CRO (Conversion Rate Optimization) has been established here for a long time. Unfortunately, there are hardly any studies that concern the German online space, which means that you have to fall back on your own figures or analogies with data from the USA or UK, which are covered by almost all studies.
  • This can also be observed in several studies high abandonment rate in the shopping cart of 50-70% and higher, which underline that the most critical point in online shopping actually needs special attention.
  • The Conversion rates have changed a lot in recent years. Due to digitization and increasing digital competition, it is no longer as easy to sell on the Internet as it was 5 years ago, which is reflected in lower conversion rates. Visitors compare several offers with one another, but buy where they find the most convincing appearance.

Can you compare the studies?

Unfortunately, it is not possible to compare the conversion rates, as the studies are methodologically very different and the methodology is often not transparent either. Therefore, no statistical comparison value can be established here. There is also little reliable data from the German area, due to the lack of relevant studies (with one exception), but none of this plays a major role, because the numbers should be used as follows:

How do you use the conversion numbers for yourself?

The main thing here is to have everything at a glance. In the more pragmatic approach to conversion optimization, these numbers should mainly be used as Orientation values can be used, e.g. to calm your gut feeling and to be able to make a rough classification of your online platform.

The own conversion rate on the other hand, one should measure as precisely as possible and limit it significantly (e.g. to certain types of visitors, conversion goals, etc.) in order to then continuously improve them through conversion optimization measures. Anyone who has to fight a budget for this knows how to appreciate KPIs such as the conversion rate, which is very important in marketing and sales, because that is the argument more efficient with managementinstead of invoking passionate design discussions that are difficult to convey. The latter is of course also important, but in detail only later, when the budget is available.

Where can I find other industry-specific conversion rates?

Even if conversion rates are apparently published with a little caution in individual cases, some figures can be found online in the form of studies and other sources. Some of the studies are even free of charge, at least in part. Conversion rate comparison values ​​can be found here:

  • Studies, analyzes, surveys, benchmarks from marketing portals and service providers
  • Data from web analytics providers
  • Long-term panel data from market research companies (chargeable but precise)
  • Direct information: business reports, advertiser marketing data, press releases and other publications
  • Interviews and personal discussions with shop owners and sales managers, e.g. at network events

Conclusion: conversion optimization is important

In my opinion, the eagle look at the current studies shows that Conversion optimization a necessary and sensible investment in the future for professional online shops and platforms. Anyone who cannot convince 97 out of 100 visitors to buy has high potential to sell more.

Hopefully the facts and figures collected here will lead to a little more persuasiveness in the next round of negotiations on the marketing budget. Instead of implementing the Xte promising change in the website, the decision should be much more data- and fact-based by doing a few A / B tests before the blind change. Why? Because it is so easy and risk-free to see early on what works and what doesn't. CRO testing helps understand users. And this knowledge can be used repeatedly. If you understand why something is happening, you are much more likely to achieve your goal!

Ralf Schukay

Ralf Schukay is team lead analytics and conversion optimization at mediaworx berlin AG. Together with his team, he realizes numerous analytics projects and performance improvements for market leaders in e-commerce, financial service providers and insurance companies.