What is a good ecommerce conversion rate?

By Abdulla A · Published 1 November 2026 · 5 min read

In the largest benchmark we found that states its sample, its dates and what it counts, the median online store turned 1.4% of its visits into an order.[1] The top fifth of stores were at 2.7% or above, the top tenth at 3.7% or above, and the bottom fifth below 0.5%.[1] Those are Shopify stores in one 90-day window, so read them as a range for stores like yours, not as a target. The figure quoted most often elsewhere, 2–3%, we could not trace to a study with a stated sample and dates, so we do not use it.

What the published figures say

What is counted	Figure	Source
Visits that included an order, median store	1.4%	Littledata, 436 Shopify stores, 27 July to 24 October 2026[1]
The same, mean of the stores	1.9%	Littledata, same data[1]
The same, the top 20% of stores are at or above	2.7%	Littledata, same data[1]
The same, the top 10% of stores are at or above	3.7%	Littledata, same data[1]
The same, the bottom 20% of stores are below	0.5%	Littledata, same data[1]
The same, on phones, median store	1.5%	Littledata, same data[1]
The same, on computers, median store	1.4%	Littledata, same data[1]
Carts left without an order, average	70.22%	Baymard Institute, average of 50 studies[2]

Read the table with three limits in mind.

Who is in the sample. Every store is on Shopify, uses Littledata to send its data to Google Analytics 4, and had at least 1,000 visits and 90 orders in the 90 days.[1] Stores on other platforms, and very small stores, are not in it.
What is counted. Littledata counts the visits that included at least one order, divided by all visits.[1] In Google Analytics 4 a visit ends after 30 minutes without activity by default, so one person can make several visits.[3] A rate per visitor, or per product-page view, gives a different number for the same store. Compare like with like.
Median against mean. The mean, 1.9%, is higher than the median, 1.4%, because a few stores sell to far more of their visitors than the rest.[1] The median is the better picture of a typical store.

Is a 2% conversion rate good for ecommerce?

Against this sample, yes: 2% is above the 1.4% median and below the 2.7% line for the top fifth.[1] Before you settle on that, check three things.

2% of what? Visits, visitors and product-page views give three different rates from the same store. Pick one way of counting and keep it.
2% on which device? In this sample the median store did about as well on phones, 1.5%, as on computers, 1.4%.[1] So a store whose phones sit far below its computers has something to look at on the phone, often checkout.
2% from which source? Visitors from your own emails and visitors from display ads behave very differently. Our benchmarks post shows how far apart sources sit on landing pages: why the source of your visitors sets the range.

If your rate by device and by source is steady and your margin works, 2% is fine. If you cannot split the number at all, that is the first thing to fix.

Why is my ecommerce conversion rate dropping?

Work through the common causes first, in this order.

Where your visitors come from changed. You spent more on a cheaper source, and the new visitors buy less. Your store did not get worse; what you divide by changed. Split the rate by source over the weeks it fell. Steady rates per source with a new mix means you found it.
Phones broke. A release hurt small screens: a bar covering the pay button, a form that will not scroll. Split by device. Phones down and computers steady: watch recorded phone visits of checkout.
Checkout throws errors. Payment failures, a script error on the cart, a shipping calculator that never answers. Look at errors grouped by page. Errors on a checkout step are the cause until shown otherwise.
Your own visits are counted. Your team, your agency, test runs, a new bot. These visits almost never buy, so they push the rate down. A jump in visits with orders flat is often this.
The season. Sale weeks lift the rate and the weeks after drop it. Compare with the same weeks last year before you change anything.

In all five, the single blended number is the last place to look. Split it first.

How many carts are left without an order?

Baymard Institute averages 50 studies of carts left without an order, and the average is 70.22%.[2] About seven of every ten carts never become an order, so in many stores the biggest loss is between the cart and the paid order, not on the product page.

Find where your own store loses people

A benchmark answers “am I normal”. It does not answer “where do my visitors stop”. That needs your own numbers: step by step, device by device, with your own visits left out.

This is the job Convertlyft does on your own site. One line of code counts every visit, with no sampling, and leaves out visits from devices you mark as yours. Funnels of up to 6 steps count people in order, by device, against the period before, and the step that lost the most people is named. Then What to do names one change to make, with the numbers behind it. You, your developer or your AI tool makes the change; Convertlyft never edits your site’s code. More on how funnel analysis works in Convertlyft, or see a funnel on demo data, with no account.

Free SEO audit

Check your site free first: an SEO audit of up to 16 pages, no account.

Questions

What is a good conversion rate for ecommerce?

In Littledata’s sample of 436 Shopify stores, from 27 July to 24 October 2026, the median store turned 1.4% of its visits into an order, the top fifth were at 2.7% or above and the top tenth at 3.7% or above. Your own rate, split by device and source and followed over time, matters more than where you sit against it.

Is a 2.5% conversion rate good for ecommerce?

In that sample it is above the 1.4% median and just below the 2.7% line for the top fifth. Whether it is good for you depends on where your visitors come from, what device they use and your margin.

Do phones do worse than computers?

Not in that sample: the median store turned 1.5% of phone visits and 1.4% of computer visits into an order. If your phones are far below your computers, look at your phone checkout.

What is the average cart abandonment rate?

70.22%, the Baymard Institute’s average of 50 studies of carts left without an order.

Sources

Littledata, What is the average ecommerce conversion rate?, its Shopify benchmark: median 1.4%, mean 1.9%; top 20% at 2.7% or above, top 10% at 3.7% or above, bottom 20% below 0.5%; phones median 1.5%, computers median 1.4%. 436 Shopify stores that send their data to Google Analytics 4 through Littledata, each with at least 1,000 visits and 90 orders; 27 July to 24 October 2026, figures generated 28 October 2026. Counted as the share of visits that included at least one order. Page checked 1 November 2026. ↩︎ a b c d e f g h i j k l m n
Baymard Institute, Cart Abandonment Rate Statistics: 70.22% average documented cart abandonment rate, from 50 studies; list last updated 22 September 2025. Page checked 1 November 2026. ↩︎ a b
Google, Analytics Help on how Google Analytics 4 counts a visit: by default, a visit ends after 30 minutes without activity. Page checked 1 November 2026. ↩︎