Ecommerce & Shopify Conversion Rate Benchmarks 2025: Conversion, Add-to-Cart & Funnel Metrics You Can Trust

Conversion benchmarks for your industry will give context to your Shopify store’s performance. Globally, eCommerce conversion rates hover around 1.9% while for Shopify stores, industry guides cite 2.5-3% as a typical CVR. If you want to know your benchmark, head to our benchmarking tool here.

By contrast, Blend Commerce often sees optimised merchants hit 4-5%+ in conversion rate. Why? Key funnel metrics are important. The average Add-to-Cart (ATC) rate is about 7.52%, with average mobile conversion lagging at 1.8% versus desktop’s 3.9%. In short, most stores convert a small fraction of visits into sales.  

Benchmarks reveal which parts of the funnel to target for growth. Below is a quick TL;DR summary:

These figures frame your store's performance. While benchmarks don't guarantee "good" or "bad" (context does matter), if your conversion rate is well below these, there is a large room to improve. 

Below, we break down the funnel and emerging trends and share actionable tips for beating these benchmarks.

Don't forget that many metrics can influence your conversion rate. For example, if blog visitors make up 80% of your traffic and visits landing on blog pages have a low average conversion rate, your overall results will be affected. Similarly, seasonal paid marketing campaigns that are focused on acquiring new visitors rather than driving ales can also impact your overall conversion performance. In such cases, when evaluating your performance against benchmarks, you may consider excluding certain traffic sources. 

What Counts as a "Conversion" in 2025?

First, decide what "conversion" means for your store. Traditionally, conversion rate = (completed purchases ÷ visitors) × 100. 

The metric most eCommerce teams track is “what percent of traffic buys.” But you should also be tracking micro-conversions. These are the steps that signal purchase intent. For example, adding a product to cart or signing up for a newsletter.

• Primary conversion: Most benchmarks (including below) use orders/visits. The ultimate checkout is people who complete checkout.
  

• Micro-conversions: Add-to-cart, checkout visits, email opt-ins, email sign-ups, coupon claims, etc. These are leading indicators. We’ll cover the big ones (ATC and checkout) as part of the funnel.
  

For clarity, our Conversion Rate (CVR) always refers to purchases. In practice, many eCommerce teams track both purchases and funnel steps. In 2025, you should, too, especially since optimising an “add to cart” or “landing page visit” can indirectly boost sales. But when compared to industry “average CVR,” it’s the purchase rate that’s referred to.

Global & Shopify-wide Averages

Global eCommerce: According to IRP Commerce, the all-industry average eCommerce conversion rate is about 1.89%. This includes sites of all sizes and sectors, so it's a broad baseline. In 2024, Shopify's research confirmed a similar figure: "average conversion rates for orders is often said to be between 2.5% and 3%". In other words, about 2-3 out of every 100 visitors buy something on average.

Shopify Stores: Shopify's blog notes that if your store's CVR is above 3%, you're already "among the very best-converting online stores". Many well-optimised Shopify Plus merchants routinely hit 4-5% CVR or higher. Blend's own audits find that stores underperforming 2% usually have obvious fixable issues (like slow pages or a confusing cart). Stores hitting 3-4% are typically optimised on fundamentals. Above 4% often means strong brand, great UX, and savvy CRO work.

(Methodology note: IRP's 1.89% is a weighted average across its merchant network. Shopify's 2.5-3% is a guideline rather than a published stat. We cite them as reputable third-party references. Our approach is that these values help set expectations, but your specific niche, price points, and traffic sources can shift the "ideal" rate.)

Benchmarks by Industry

Conversion rates vary widely by product category. It's far more meaningful to compare to your vertical than to the all-industry average. For illustration, here are some mid-2020s benchmarks for key retail categories (sources as noted):

High-AOV categories (luxury, tech, furniture) tend to convert lower, while repeat-purchase categories (beauty, consumables, fashion essentials) convert higher. It’s important to use these as guides rather than law: a fashion store at 2% is around average, but a beauty store at 2% would be poor. It’s always crucial to benchmark against your specific niche.

Benchmarks by Device

Device matters. In practice, desktop sessions convert much better than mobile. Retail Touchpoints reports a roughly 3.9% conversion rate on desktop vs 1.8% on mobile. That gap largely reflects user comfort and ease of checkout on larger screens. Most stores see a mobile conversion rate at 40–50% of desktops, and this metric can also indicate brands’ lack of mobile optimisation, even though customers are more likely to access the site through their mobile devices. Tablets often fall between or slightly below desktop (few benchmarks quote tablet separately, but add-to-cart data suggests it can outperform mobile slightly).

Implication: If your mobile conversion rate is lower than 1.5–2%, your checkout likely needs work, or your mobile responsiveness isn’t functioning as it should. Ensure your mobile conversion funnel is streamlined: bigger buttons, saved credentials, one-click payment, etc. Even small improvements on mobile can boost overall store performance.

Add-to-Cart & Checkout Completion Rates

Beyond purchase rate, the top of the funnel is also revealing. The Add-to-Cart (ATC) rate is the percentage of visitors who put at least one item in their cart. Industry analysis shows an average ATC rate of about 7.52%. In other words, out of 1,000 visitors, roughly 75 add something to cart. (This can vary by site; low-priced stores can see 10–15% ATC, high-priced stores much less.)

Importantly, only a fraction of those carts convert to orders. Comparing Add to Cart Rate (7.52%) to overall Conversion Rate (1.89%) implies that less than one-third of carts end in purchase. In practical terms, about 70–75% of carts are abandoned. This is why checkout optimisation (abandonment emails, simplified payment, trust badges, etc.) is so crucial. In this scenario, out of every 100 sessions, 7.5 users add an item to their cart, and only two users end up purchasing.

We’ll dig into strategies for lifting both add-to-cart rate and checkout rates below. But the bottom line is that if your add-to-cart rate is near 7–8% and conversion rate is near 2%, you’re in line with the overall average. If one of these is much lower, that’s where to focus.

Emerging 2025 Trends Impacting CVR

Ecommerce never stands still. Key trends this year are reshaping how customers convert:

Major Shopping Events & Rising AOV

Back on July 7th, Adobe forecasted Prime Day 2025 sales in the US to hit $23.8B, a +28% jump over last year (essentially two Black Fridays in one) and on July 9th, CNBC reported retailers sales reaching $7B in the first 24 hours (a 10% YOY increase). Shoppers increasingly use AI tools to hunt deals and are trading up to higher-ticket items (electronics, appliances) thanks to discounts. This surge raises average order values (AOV) and often increases the share of Buy-Now-Pay-Later (BNPL) purchases. Adobe notes BNPL will account for 8% of Prime Day spend (up from 7.6%). 

In short, larger events like Prime Day can pull forward revenue, and the same factors (like deals and AI tools) also influence regular shopping habits.

Payment Flexibility

Consumers expect easy, one-click payment options. In 2025, digital wallets (Apple Pay, Google Pay, Shop Pay, etc.) are everywhere, and if you’re not falling in with the crowd, your conversions will fall out. In 2024, about 53% of shoppers worldwide used a digital wallet for online purchases. And by 2027, wallet transactions could total an astonishing $25 trillion globally. Offering “one-click” wallets and BNPL options can significantly cut cart abandonment. In fact, BNPL usage is exploding with global BNPL payments projected to surpass $560 billion by 2025. For stores, BNPL often boosts conversion rates and average order value by making expensive items seem more affordable.

If you haven't added BNPL or ShopPay Instalments yet, expect it to become table stakes soon.

AI-Driven Personalisation

Generative AI and advanced algorithms are enabling hyper-personalised shopping. Search and social feeds are already delivering AI-curated ads/products. Google highlights that with unpredictable consumer journeys, the key is delivering “content that truly speaks to [each] person’s interests,” something only AI can enable at scale. In practice, personalised recommendations, dynamic pricing, and AI chatbots are on the rise. Early studies show that personalised product picks and landing pages can increase conversion rates substantially (the exact uplift varies). Platforms like Shopify and apps are continuously rolling out AI features (custom merchandising, self-learning recommendations, etc.) to help merchants tailor experiences.

Site Speed & UX (Core Web Vitals)

Technical performance is more important than ever, and we have the hard data. Pages that load quickly convert far better. For example, one study found pages loading in around 2.4 seconds had a 1.9% conversion, but if load time creeped to 5.7+ seconds conversion rate fell to 0.6%. Every second counts. Walmart saw that each 1-second faster page delivered +2% higher conversions. Google’s Core Web Vitals updates make this official: better load times and interactivity directly correlate with more sales. In 2025, any speed optimisation (image compression, faster hosting, avoiding layout shifts) usually yields measurable conversion rate gains.

Image Credit: Cloudflare

Image Credit: Think with Google

How to Beat the Benchmarks

Looking at the numbers tells you what to fix. But here’s how to fix it.

Step 1: Start with CRO Insights 

Diagnose your store end-to-end. Blend’s CRO Insights examines traffic sources, analytics data, heatmaps, and user flows to pinpoint leaks (among other things). We often use GA4 and session recordings with Microsoft Clarity to identify confusion or slowdowns.

The result

A prioritised list of fixes. You’ll get clarity on why your rates are what they are and how to change things for the better.

Step 2: Personalisation & Testing

Tailor the experience and verify changes with experiments. Use message mining or personalisation to serve products and copy that resonate with each visitor.

For example, one Blend A/B test added a PayPal Express checkout button to the smart cart and saw Conversion Rate jump +37%. In another case, we revamped product page copy for a beauty brand (using customer language with message mining) and achieved a +25% Conversion Rate lift.

You should aim to A/B test every major change (headlines, images, CTAs, pricing displays). What works on one site won’t necessarily work on another, so let the data decide. Even “failed” tests teach you what customers respond to.

Step 3: Streamline Checkout

Remove friction in the final steps. Display trust badges (secure checkout logos), minimise form fields, pre-fill address info if logged in, and always offer one-click payments (Apple/Google Pay, Shop Pay, PayPal Checkout, etc.).

Enabling Shop Pay Instalments/BNPL can convert customers who baulk at a high cart total. (As noted above, offering BNPL tends to boost average order values.) Also, ensure cart reminders and abandoned-cart emails are in place. An average of 70% of carts drop off, so retargeting that audience is quick ROI.

Step 4: Optimise Speed & Mobile UX

Mobile traffic is huge but converts low, so pay special attention here. Make sure pages are fast (see the Cloudflare statistic: a 2.4s load vs 5.7s load more than triples CVR).

Use responsive design and thumb-friendly buttons. One technical fix (like enabling accelerated mobile pages or better caching) often yields a few points of CVR gain. Remember, every 100ms of speed improvement can nudge conversion rates up by around 1%.

Step 5: Continuous Improvement (Keep Testing)

The benchmark is not a fixed target. Consumer trends evolve, so adopt an ongoing Conversion Rate Optimisation mindset. Use tools like A/B testing (our team likes Intelligems, Convert etc) to iteratively refine your site.

Even small UX tweaks add up over time. And of course, tie back each test to revenue by focusing on changes that move the needle on orders and AOV.

Bonus Tip

If sorting this list feels daunting, remember you don’t have to go it alone. Blend Commerce specialises in Shopify CRO. See our CRO Insights process and case studies to learn how similar brands broke through their plateaus. Investing in expert CRO (even as a one-time audit) can reveal hidden wins and often pays for itself many times over.

Frequently Asked Questions

Question: What is a good Shopify conversion rate in 2025?

Answer: Shopify’s guidance is 2.5–3% as a typical eCommerce conversion rate. That means if over 3% of your sessions are converting to orders, you’re doing well. Many of our clients aim for 3–4% or higher. Above 4% is excellent and often seen only by highly-optimised or niche-specific stores.

Question: What is the average eCommerce conversion rate?

Answer: Industry data shows the global average eCommerce conversion rate is around 1.9%. In practice, most stores should beat that: Shopify suggests a 2–3% range. Remember, these are averages across all sectors. What matters is how you compare within your vertical. For example, 2% might be solid for a fashion site, but very low for a health/beauty site (which can average 6–7%).

Question: What is a good mobile eCommerce conversion rate?

Answer: Mobile CVRs are typically much lower than desktop. Benchmark studies find mobile around 1.5–2% while desktop is around 3.5–4%. If your mobile conversion rate is below 1.5%, look into speed and usability fixes. Many stores find that improving mobile UX (larger tap targets, simpler forms, mobile wallets) alone can boost overall CVR.

Question: What is a good add-to-cart rate?

Answer: The average add-to-cart rate is roughly 7.5% (about 75 per 1,000 visitors). Anything around 5–10% is generally healthy, though high-intent sites can exceed 10%. Low ATC (<5%) usually means product pages or listings need improvement (better imagery, clearer pricing, or more compelling calls-to-action).

Question: How can I improve my store’s conversion rate?

Answer: Focus on reducing friction and building trust. Make sure your site is fast and easy (a 1-second speed gain can +2% conversion rate). Use clear, benefit-driven copy and high-quality images. Leverage personalisation and A/B testing to tailor experiences (e.g. serving relevant products or headlines). Offer convenient payments (digital wallets, BNPL) and a seamless checkout. Finally, re-engage non-converters: retarget ads and abandoned-cart emails often yield easy conversions. Small changes compound, so measure everything (CVR, AOV, drop-off rates) and double-down on what works.

Finding Your Ideal Conversion Rate

Benchmarking your metrics is only half the battle. The real value comes from using these insights to take action. In 2025, the average Shopify store converts only a small percentage of its traffic, but by improving your funnel metrics (ATC, checkout, mobile UX, etc.), you can significantly outperform competitors.

We also have in-depth case studies and a collection of A/B tests showing exactly how small tweaks drove double-digit conversion rate improvements. And if you want to know where you’re lacking and need a full report, we’ll give you one here.

Remember to use data, test relentlessly, and apply the tactics above. In a year of AI and accelerated digital adoption, staying on top of your conversion funnel is more important than ever. For personalised guidance, consider scheduling a no-obligation call with us at Blend.