Ecommerce Conversion Rate Benchmarks 2026: Averages by Industry, Device and Platform
2026 ecommerce conversion rate benchmarks from Dynamic Yield, IRP Commerce, Littledata and Baymard: averages by industry, device, channel and platform.
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Last reviewed November 4, 2026.
The average ecommerce conversion rate in 2026 sits between about 2% and 3%, depending on whose data you use. This page compiles the most-cited 2026 benchmarks in one place: Dynamic Yield, IRP Commerce, Littledata and Baymard Institute. It covers averages by industry, device, traffic channel and platform, plus cart abandonment. Every figure has its source, date and method, so you can compare like with like and cite it accurately.
What is the average ecommerce conversion rate in 2026?
Between about 2% and 3%. Dynamic Yield's global average is about 2.7%, based on visitors over a rolling 12 months. IRP Commerce, which divides by sessions, reported 2.03% in June 2026 and 2.26% in July 2026 for UK and Irish merchants. Littledata puts the median Shopify store at 1.4%.
| Source | Latest figure | Period | Method | Sample |
|---|---|---|---|---|
| Dynamic Yield | About 2.7% | Rolling 12 months, read September 2026 | Purchases per visitor | Global, enterprise-weighted |
| IRP Commerce | 2.26% | July 2026 | Transactions per session | B2C merchants in Great Britain, Northern Ireland and Ireland |
| IRP Commerce | 2.03% | June 2026 | Transactions per session | Same as above |
| Littledata | 1.4% median; 2.7% top 20%; 3.7% top 10% | October 2026 | Shopify store data | 436 Shopify stores |
Sources: Dynamic Yield eCommerce Benchmarks, as reported by Blend Commerce (September 2026); IRP Commerce market data, as reported by Speed Commerce (June 2026) and others (July 2026); Littledata's Shopify benchmarks, October 2026.
Why do conversion rate benchmarks disagree?
Because they measure different things. Some divide orders by visitors and others by sessions. Some samples are enterprise brands worldwide, others are smaller UK merchants. And conversion moves with the season: December usually runs above June. Compare your store to a benchmark that measures the same way, over the same months.
Three differences explain most of the gap:
- Visitors vs sessions. One visitor can make several sessions, so a visitor-based rate (Dynamic Yield) usually runs higher than a session-based one (IRP Commerce).
- Who's in the sample. Dynamic Yield's data is weighted toward large brands worldwide. IRP Commerce covers B2C merchants trading in Great Britain, Northern Ireland and Ireland.
- When it was measured. IRP's 2026 readings went from 1.70% in April to 2.03% in June and 2.26% in July. Its December 2025 figure was 1.99%, down from 2.18% in December 2024.
The 2026 rise came with less traffic. In June 2026, IRP recorded visitors down 12.23% year over year, while conversion rose 9.74% and revenue per session rose 28.48%. Fewer shoppers arrived, but more of them bought.
What is a good ecommerce conversion rate?
A good conversion rate beats your own category and your own history, not a global average. As rough reference points, session-based averages sit near 2%, visitor-based global averages near 2.7%, and the top 20% of Shopify stores convert above 2.7%. A rate below 1% usually signals a problem, unless you sell high-priced products.
Use these ranges as a starting point:
- Below 1%: worth investigating, unless your average order is several hundred dollars. IRP's Baby & Child category converted at 0.51% in June 2026 with an average order above $1,000.
- 1% to 2%: typical for many stores on session-based measurement, including the 1.4% Shopify median in Littledata's data.
- 2% to 3%: at or above most 2026 averages.
- Above 2.7%: top 20% territory for Shopify stores, per Littledata. 3.7% or more puts a Shopify store in the top 10%.
Price matters as much as performance. Low-priced, repeat-purchase products convert more often than considered, high-priced ones.
What is the average Shopify conversion rate?
About 1.4%, according to Littledata's Shopify benchmark, which remains the most widely cited Shopify-specific figure. The top 20% of Shopify stores convert above 2.7%, and the top 10% at 3.7% or more. Littledata's figures are medians across 436 Shopify stores, read in October 2026.
For comparison, after we rebuilt Lifelines' store, consolidating a separate marketing site and Shopify storefront into one custom build with a smart cart and free-shipping bar, its conversion rate reached 2.8%. That's double Littledata's Shopify median, and above its top-20% line. Sessions rose 171% and sales 78% over the same period.
Our Shopify store redesign guide covers how that kind of rebuild protects traffic while improving conversion.
What are ecommerce conversion rates by industry?
They range from about 0.5% to 5.5%. In IRP Commerce's June 2026 data, Arts and Crafts converted best at 5.53% and Baby & Child worst at 0.51%. The low converters often carry the highest order values: Baby & Child's average order was above $1,000. Benchmark against your category, not the market average.
| Category | June 2026 conversion rate | June 2025 conversion rate | Change |
|---|---|---|---|
| Arts and Crafts | 5.53% | 4.03% | +37.13% |
| Kitchen & Home Appliances | 2.84% | 3.68% | -22.83% |
| Pet Care | 2.70% | 2.75% | -2.16% |
| Health and Wellbeing | 2.58% | 2.27% | +13.64% |
| Sports and Recreation | 1.95% | 1.69% | +14.98% |
| Cars and Motorcycling | 1.78% | 1.22% | +45.98% |
| Fashion Clothing & Accessories | 1.70% | 1.50% | +13.07% |
| Toys, Games & Collectables | 1.63% | 2.47% | -33.91% |
| Food & Drink | 1.31% | 1.13% | +15.59% |
| Baby & Child | 0.51% | 0.76% | -33.17% |
Source: IRP Commerce, June 2026 market data for B2C merchants in Great Britain, Northern Ireland and Ireland, as reproduced by Speed Commerce. Categories can swing sharply year to year, so compare the same month.
What is the ecommerce conversion rate by device?
It depends on the dataset. In Dynamic Yield's rolling 12-month data, as read in September 2026, mobile converted at 2.88%, tablet at 2.85% and desktop at 2.37%. Mobile also drives most sales: in IRP Commerce's data, mobile accounted for 63.5% of sales in June 2026.
Compare device performance across the same months, and segment your own conversion rate by device before deciding where to focus.
Sources: Dynamic Yield, as reported by Blend Commerce (September 2026); IRP Commerce device share of sales, as reported by Speed Commerce.
Which traffic channels drive ecommerce sales?
Paid search drives the most. In IRP Commerce's June 2026 data, paid search accounted for 61.6% of sales, direct traffic 21.4%, email 8.6% and affiliates 5.8%. Paid social took 0.5% of last-click sales, which understates its role in discovery, because last-click reporting credits only the final touch.
| Channel | Share of sales, June 2026 |
|---|---|
| Paid search | 61.6% |
| Direct | 21.4% |
| Email marketing | 8.6% |
| Affiliate marketing | 5.8% |
| Other | 2.1% |
| Paid social | 0.5% |
Source: IRP Commerce, as reproduced by Speed Commerce. These are shares of last-click sales, not conversion rates per channel.
Email's share is worth a closer look for Shopify brands. In our own work, a full Klaviyo program drove 39% of Lifelines' total site revenue in September 2026, far above this panel's 8.6% email share. See our Klaviyo email and SMS marketing program.
What is the average cart abandonment rate?
About 70%. Baymard Institute's average across 50 separate studies is 70.22%, a figure that has barely moved in years. Extra costs such as shipping, tax and fees are the top reason shoppers give, followed by slow delivery, distrust of the site, forced account creation and long checkouts.
| Reason for abandoning (US shoppers) | Share |
|---|---|
| Extra costs too high (shipping, tax, fees) | 40% |
| Delivery was too slow | 20% |
| Didn't trust the site with card details | 19% |
| Site required an account | 18% |
| Checkout too long or complicated | 17% |
| Website had errors or crashed | 17% |
Source: Baymard Institute, 2026 research, as reported by Speed Commerce. Shares exclude shoppers who were only browsing.
Baymard's research also finds that better checkout design can lift conversion by an average of 35.26%, and that the average US checkout shows about 23 form elements when 12 to 14 are enough.
How do you calculate ecommerce conversion rate?
Divide orders by sessions and multiply by 100. A store with 200 orders from 10,000 sessions has a 2% conversion rate. If you divide by visitors instead, the rate will usually be higher, because one visitor can make several sessions. Use the same method as the benchmark you compare against.
- Session conversion rate: orders ÷ sessions × 100. This is how IRP Commerce measures.
- Visitor conversion rate: orders ÷ unique visitors × 100. This is closer to how Dynamic Yield measures.
- Revenue per session: revenue ÷ sessions. It combines conversion rate and average order value, so it's the better single number if you only track one.
How can you increase your ecommerce conversion rate?
Fix what shoppers say makes them leave. Show the total cost early, allow guest checkout, cut checkout fields, speed up mobile pages and add trust signals. Then test changes on product pages and the cart. Targeted fixes can move conversion sharply without a full redesign.
Evidence-backed changes, in rough order of impact:
- Show total cost early. Extra costs are the top reason for abandonment in Baymard's research.
- Simplify checkout. Offer guest checkout and cut form fields toward Baymard's 12 to 14.
- Speed up mobile. Mobile carries most sales, so remove apps and scripts that slow it down.
- Keep the buy button in reach. A sticky add-to-cart lifted conversion 20 to 30% for Newark Auto, per a verified Clutch review.
- Let shoppers see the product their way. A live product customizer lifted conversion 40% for 3D Laser Gifts, per a verified Clutch review.
- Reward bigger carts. Lifelines' rebuild added a smart cart with a free-shipping progress bar, and its conversion rate reached 2.8%.
- Recover abandoned carts with email and SMS flows.
Our UX and conversion rate optimization service covers this work for Shopify stores.
How we compiled these benchmarks
We gathered the most-cited 2026 ecommerce benchmarks, recorded each figure with its source, date and method, and excluded figures we couldn't trace to an original dataset. Where sources disagree, we show each one rather than averaging them, because they measure different things.
- Dynamic Yield publishes a live, rolling 12-month benchmark across its customer base. Its tool updates continuously, so we use the most recent dated reading available (September 2026).
- IRP Commerce publishes monthly data from B2C merchants trading in Great Britain, Northern Ireland and Ireland. Conversion is transactions divided by sessions.
- Littledata publishes Shopify-specific benchmarks. Its October 2026 figures are medians across 436 Shopify stores.
- Baymard Institute averages 50 separate cart abandonment studies and runs its own checkout research.
Our own client figures (Lifelines, Newark Auto, 3D Laser Gifts) come from SMG case studies and verified client reviews on Clutch.
We review this page when new benchmark data is published. Last reviewed November 2026.
How to cite this page
You're welcome to use these figures. Please credit the original source of each figure, and link to this page as the compilation:
Source: Solo Media Group, "Ecommerce Conversion Rate Benchmarks 2026," solomediagroup.com/blogs/insights/ecommerce-conversion-rate-benchmarks (updated November 2026), compiling data from Dynamic Yield, IRP Commerce, Littledata and Baymard Institute.
Frequently asked questions
What is a conversion rate in ecommerce?
It's the share of visits, or visitors, that end in a purchase. A store with 10,000 sessions and 200 orders in a month has a 2% session conversion rate. Always check whether a benchmark divides by sessions or by visitors, because the two give different numbers.
Is a 2% conversion rate good for ecommerce?
It's about average. Session-based benchmarks put recent averages near 2%: IRP Commerce reported 2.03% in June 2026. Dynamic Yield's visitor-based global average is closer to 2.7%. Whether 2% is good for you depends on your category, price point and traffic mix.
Why is my ecommerce conversion rate dropping?
Common causes are a change in traffic mix, a slower site, tracking that broke after a theme or app change, surprise costs at checkout, or seasonality. Compare the same month last year and segment by device and traffic source before changing anything.
Does mobile convert worse than desktop?
Not in every dataset. In Dynamic Yield's rolling 12-month data, as read in September 2026, mobile converted at 2.88% and desktop at 2.37%. Many individual stores still see desktop convert higher, so check your own device split.
What's the difference between conversion rate and revenue per session?
Conversion rate counts orders per session. Revenue per session multiplies conversion rate by average order value, so it rises when either improves. IRP Commerce's June 2026 data showed revenue per session up 28.48% year over year while conversion rose 9.74%.
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