A Quick Guide To Average Ecommerce Conversion Rate in 2025

As a Shopify store owner, your ecommerce conversion rate is the ultimate indicator of how good your business is doing. It is simple to understand but somehow difficult to improve. 

A Basic Understanding of Ecommerce Conversion Rate 

Every business has their own definition of conversion. A conversion basically occurs when your target users take the action that you want them to. 

It is completely up to you to decide what you consider as conversion - people engaging more with your offers or someone placing an order through your website. A typical Shopify store considers a conversion in which a visible impact is seen on its website - it is either through more orders or when users start sharing their contact information. 

Factors that can influence an average ecommerce conversion rate includes:

• Type of product sold
• Average order value
• Source of traffic 
• Location
• Devices used

For an ecommerce store, the average conversion rate in 2025 is expected to be somewhere around 2% to 4% depending on the industry. 

How To Calculate Ecommerce Conversion Rate? 

The percentage of customers that make a purchase from your online store out of all visitors is known as your ecommerce conversion rate.

You can calculate your ecommerce conversion rate with the following formula:

Ecommerce conversion rate = (Total Orders ÷ Total Visits) × 100%

Let’s look at an example:

Suppose your store receives 2,000 visits in a month, and 120 visitors make a purchase. Applying the formula, the calculation would be:

120 / 2,000 = 6%.

This metric might be labeled differently depending on the analytics platform you're using:

• In Google Analytics, it’s referred to as the ecommerce conversion rate.
• In Shopify Analytics, it’s called the online store conversion rate.
• Other tools may use terms like transaction rate or order rate.

You can also read our guide to CRO checklist. 

Statistics of Average Ecommerce Conversion Rate in 2025 

Below we will discuss the expected conversion rate of different industries in 2025.

#1 Retail Sector

• Industries include: Fashion, shoes, jewelry, and others.

1. Average Conversion Rate: 1.9%.
2. Cart Abandonment Rate: 70.19%.
3. Future Projections: The fashion industry is estimated to hit a valuation of $1,626.97 billion by 2030.

1. Enhanced access to brands and personalized shopping experiences have fueled growth.
2. Retail ecommerce continues to command a significant portion of online sales.

#2 Electronics and Home Appliances Sector 

1. Average Conversion Rate: 3.6%.
2. Average Revenue per User: $111.60

• Challenges:

1. Low shopper retention rates.
2. High return rates and negative reviews about customer service.

Insights:

1. Despite challenges, the industry maintains strong performance due to high-value products and essential utilities.

#3 Home Decor Sector 

Key Statistics:

1. Average Conversion Rate: 1.9%.
2. Cart Abandonment Rate: 88.64%.

Trends:

1. Pre-pandemic, shoppers hesitated to purchase furniture online due to cost and quality concerns.
2. The pandemic drove a surge in online furniture sales, which has since stabilized.

Insights:

1. Despite the high abandonment rate, home decor brands continue to leverage the shift to online shopping.

#4 Personal Care Products  

Key Statistics:

• Average Conversion Rate: 6.8% (one of the highest across industries).

• Industry Valuation:

1. Valued at $483 billion in 2020.
2. Projected to reach $716 billion by 2025.

• Online Sales Growth:

1. Post-pandemic, online sales in this segment grew by 16.5%.
2. Expected to hit 23.3% by 2025.

Insights:

1. High conversion rates are driven by increased demand, digital adoption, and targeted marketing strategies.

#5 Cars And Automobile Parts 

1. Consumer Trends: 61% of buyers are now open to purchasing cars online.
2. Search Growth: Search interest for "auto parts store" grew by 197% over the last decade.
3. Buyer Behavior: 67% of customers review return and warranty policies before making a purchase.

1. The shift toward eCommerce in this high-ticket industry is notable but requires strong after-sales support and clear policies.

#6 Food And Beverages 

1. Average Conversion Rate: 2.6% 

1. While shoppers value convenience, they remain cautious about    product quality.

1. Brand loyalty is high; once a store becomes a favorite, shoppers rarely explore alternatives.

1. Discounts, free shipping, and flexible return policies are critical to attracting and retaining customers.

#7 Pet Care Sector 

1. Convenience, wider choices, transparent pricing, and a focus on community building have driven growth.

1. Customers exhibit strong brand loyalty, making it difficult for new players to gain market share.

1. Despite a good conversion rate, pet care stores must innovate to retain and attract new customers.

Statistics of Conversion Rate Through Different Channels in 2025

Here’s a breakdown of the conversion rates by key marketing channels in 2025, along with actionable insights to improve your performance.

#1 Email Marketing 

• Conversion Rate: 10.3% (IRP eCommerce Benchmark Study)

• Being one of the top performing channels,the highly personalized and segmented nature of email marketing is the primary reason behind its success rate.

• ROI: $36 to $40 earned for every dollar spent

Top-performing email campaign: 

How to leverage email marketing:

• Create personalized, value-driven content.
• Use automation tools to send behavior-triggered emails.
• Experiment with subject lines and A/B testing for higher engagement.

#2 Organic Search 

• Conversion Rate: 2–4%.

1. Give priority to user experience including fast loading and mobile-friendly Shopify stores. 
2. Create original and user-focused content.
3. Guide purchase decisions of users through how-to videos and product demos.
4. Give priority to Google’s Search Generative Experience (SGE): A Search Engine Land study warns that eCommerce websites could lose up to 64% of traffic due to SGE.

#3 Paid Search 

• Conversion Rate: 2–3%

• Set up precise conversion tracking.
• Write compelling ad copy.
• Optimize your keyword strategy for high intent

• Use AI to forecast ad performance, improve bid strategies, and predict conversion likelihood.

• Define clear goals—focus on purchases, signups, or app downloads.

• Convert longer videos into 6-second ads to boost brand awareness and conversions.

How To Increase Your Ecommerce Site Conversion Rate? 

Below we have listed out some actionable tips to increase your ecommerce site conversion rate.

#1 Offer a Comepelling Value Proposition 

Your value proposition (also known as your USP) can make or break your business. 

Ask yourself these questions:

• Is it crystal clear what my product is?
• Why should visitors choose it over competitors?

With tailored messaging, highlight the unique features of your product and speak to the needs of your target audience. A strong value proposition often persuades visitors to ignore small errors on your website.

#2 Eliminate Any Form of Friction In User Experience

Friction can be anything that hinders a user’s journey and makes it more complicated. It often includes:

• Complicated checkout process
• Any form of hidden fees
• Complicated design

As a Shopify merchant, you need to simplify every step of the customer journey.

#3 Lower Cart Abandonment Rates 

Shoppers abandon their carts for many reasons but you can reduce this by taking the following steps:

• Simple, intuitive checkout
• Clear cost breakdowns (no hidden fees)
• Guest checkout options

In addition, you can also use automated tools such as reminder emails or retargeting ads to nudge customers to complete their purchase.

#4 Make Sure That Your Shopify Store Is Mobile Friendly 

With mobile commerce trending in recent times, make sure that your store is:

• Fully responsive for all devices
• Easy to navigate with fast load times
• Equipped with mobile-friendly payment options (e.g., Apple Pay or Google Pay)

#5 Build Brand Credibility

New customers often hesitate to trust brands they are unfamiliar with. You can take the following steps to build brand credibility:

• Transparent return and guarantee policies
• Genuine customer reviews and ratings
• Immersive features like AR previews or detailed product images

#6 Use Heatmap Tools For Optimization 

Take the help of heatmap tools to visualize how your target audience will interact with your ecommerce store. Analyze:

• Where you are getting the most number of clicks.
• Areas they ignore.
• How far they scroll on the website.

Frequently Asked Questions 

Is 30% a good conversion rate?

A 30% conversion rate is exceptional in most industries, far surpassing the average ecommerce benchmark of 2-5%. It indicates highly effective strategies, targeted traffic, and optimized user experience.

What is the conversion rate of Amazon?

Amazon's conversion rate is estimated to be around 10-15%, significantly higher than the average ecommerce rate. This is due to its trusted brand, vast product selection, and optimized shopping experience.

What is the conversion rate of Shopify? 

The average Shopify conversion rate typically ranges between 1.4% to 3%, depending on factors like product type, traffic quality, and store optimization. Higher rates are achievable with targeted strategies.

Author

Gopi Radadiya

Gopi is a vital part of our Shopify marketing team, always ready to create ecommerce solutions for our clients. When she’s not busy solving Shopify puzzles, you’ll find her exploring new tech trends and sharing her knowledge with the community.