Average Conversion Rate (CVR) for E-commerce Websites in 2024

In today’s marketing scene, bland websites miss the mark. Despite fine-tuning ads and emails, many end up on generic sites that fail to engage. For ecommerce, the key question is: What’s a good conversion rate in 2024?


This article breaks down average rates by industry and gives practical tips to boost your site’s conversion game. Get ready to not just meet but beat the standards, making your mark in the digital realm of 2024.


Average Ecommerce Conversion Rates


When you think of creating your own ecommerce website, knowing the website’s conversion rate is the key to setting new conversion goals and optimizing for them. While industry benchmarks suggest average ecommerce conversion rates hover between 2.2% and 3.5%, it’s crucial to recognize that this range may not be the fit for your business/niche.


According to IRP commerce, here are the average CVR benchmarking. Though this study was done in 2022, it is still relevant in 2024 as nothing much has changed in landscape.



Industry Conversion Rate Range (%)
Agriculture 0.62% – 1.41%
Arts and Crafts 3.84% – 4.07%
Baby and Child 0.87% – 1.43%
Cars and Motorcycling 1.35% – 0.65%
Electrical and Commercial Equipment 2.49% – 1.31%
Fashion, Clothing, and Accessories 1.01% – 2.20%
Food and Drink 1.00% – 2.01%
Health and Wellbeing 1.87% – 4.20%
Home Accessories and Giftware 1.55% – 2.34%
Kitchen and Home Appliances 1.72% – 3.00%
Pet Care 2.53% – 2.20%
Sports and Recreation 1.18% – 1.62%

Ecommerce Website Conversion Rate Calculation


Calculating the average conversion rates in the ecommerce landscape and for your specific industry is important and here’s how you can calculate it:


  1. Count Your Website Visitors, e.g. total number of visitors to your website during a specific period.
  2. Total Conversions, e.g. the number of visitors who completed a desired action, such as making a purchase or filling out a form.
  3. Calculate the Conversion Rate by dividing the number of conversions by the total number of visitors and multiply by 100 to get the percentage.


As an example, if you get 30 out of 1,000 visitors to make a purchase (i.e. convert) on your site, your conversion rate is 3%.

How to Identify Areas for Improvement on Your Website


When it comes to improving your website’s CVR, you need to find areas where your site can do better and get more people to buy or sign up. To do that, you need to understand how people engage with  your site. Then by making smart changes, by doing A/B testing, or changing the form fields etc. you can improve the conversion rates for your ecommerce website.


Enhancing Your Website: Simple Steps to Boost Conversions

Collect Important Data:

  • Track visitor numbers, sales, and popular pages on your website.
  • Use tools like Google Analytics to gather valuable insights.

Dig Deeper for Insights:

  • Record real customer sessions using tools like VWO, Microsoft Clarity to spot conversion-driving elements.
  • Check heat maps to identify what’s working and what needs improvement in messaging and CTAs.

Watch Users in Action:


  • Observe test users navigating your site in real time for detailed feedback.
  • Go beyond typical analytics with remote user testing.

Ask the Right Questions:

  • Deploy exit surveys as visitors are about to leave.
  • Pose crucial questions like “What’s stopping you from completing your purchase?” to get actionable data.


By taking these simple and direct actions, you’ll not only identify areas for improvement but also pave the way for strategic enhancements that resonate with your visitors.

How to Improve the Ecommerce Conversion Rate


Improving the conversion rate of your ecommerce website involves strategic moves to engage and retain potential customers. Here’s are few tips to improve your conversion rate:

Identify Bottlenecks on Website:

  • Analyze exit rates on landing pages using analytics.
  • Employ tools like session replays and heat maps to locate friction points.
  • Optimize each step of the ecommerce journey based on user behavior.

Offer Free Shipping:

  • Capitalize on the allure of free shipping for customers.
  • Determine a viable price threshold for offering free shipping without financial loss.
  • Clearly promote free shipping on your website to attract customers.

Personalize the Customer Experience:

  • Utilize customer data for personalization.
  • Greet visitors appropriately based on demographics and past interactions.
  • Recommend products aligned with their search history or previous purchases.

Optimize Your Ecommerce Website for Mobile Users:

  • Build website for ecommerce by optimizing your site for mobile navigation.
  • Consider image and text resizing for mobile screens and eliminate disruptive pop-ups.

Improve Products Photo Quality:

  • Elevate the customer experience with high-quality product photography.
  • Showcase products vividly to compensate for the lack of physical interaction.
  • Test product videos to provide a comprehensive understanding of your offerings.

Leverage Social Proof and Reviews:

  • Incorporate customer reviews and influencer testimonials.
  • Highlight reviews strategically on product pages and throughout your site.
  • 89% of consumers read reviews before purchasing, making social proof crucial.

Simplify Checkout:

  • Streamline the checkout process to reduce cart abandonment.
  • Ensure a fast and user-friendly checkout experience.
  • Allow guest purchases without mandatory account creation and offer multiple payment methods.


Implementing these strategies will not only enhance your ecommerce conversion rate but also provide a more seamless and personalized shopping experience for your customers.


Having a good website which not only performs well but is also pleasing to the eyes is crucial for your business to grow. Thus try leveraging e-commerce building platforms like Zuain which can create stunning websites in a few clicks that will skyrocket your revenues in 2024.

Start your free Zupain trial today!

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