One of the most important metrics all online brands need to monitor is their ecommerce conversion rate. It provides valuable insights into the performance of your digital sales and your target audience’s online shopping habits. 

Even though there’s a standard figure across all online businesses, it helps to have a breakdown of the average ecommerce conversion rate by industry. This way, you’re able to better gauge your store’s performance against potential competitors and set more realistic business benchmarks and goals. 

Here’s a look at the average ecommerce conversion rates sorted by industry. 

Start selling online now with Shopify

Start your free trial

Average ecommerce conversion rate by industry

According to a recent report analyzing ecommerce conversion rate by industry, grocery and pharmaceuticals have the highest rates across all sectors, at 6.8%. Analysts say this is due to the fact that both of these industries cover essential daily necessities, like food and medication. 

Ecommerce conversion rates for online grocery stores have seen a notable increase over the past year, rising from 5% to the current 6.8%. Experts attribute this increase to the pandemic, which spurred consumers to purchase groceries online. Additionally, because grocery shopping is a frequent and recurring activity, consumers tend to have fixed habits, which leads to higher conversion rates. Incidentally, food and beverage also have the highest add-to-cart conversion rates across all industries. 

After grocery and pharmaceuticals, the health and beauty and travel and hospitality industries are in joint third place. Online businesses in these sectors have an average ecommerce conversion rate of 3.9%—half that of grocery and pharmaceuticals. 

The travel industry has also seen a significant increase in its online conversion rate, rising 1.5 percentage points from the previous year’s 2.4%. Analysts say this reflects the lifting of travel restrictions, which has allowed people the possibility to book holidays once again.

Online businesses in the fashion industry have the fifth-highest ecommerce conversion rate, at 3.3%. This is followed by ecommerce stores in the home goods and furnishings sector. Of all the industries, these above-mentioned six have higher ecommerce conversion rates than the global average of 2.3%.

Here are the average ecommerce conversion rates of other industries:

  • Consumer electronics: 1.4%
  • Luxury: 1.1%
  • Automotive: 0.7%
  • B2B: 0.6%

Start selling online now with Shopify

Start your free trial

Want to learn more?