What’s the Average eCommerce Conversion Rate by Industry in 2025?
Conversion rates – the holy grail of online shopping KPIs – command serious attention in eCommerce thanks to their direct connection with sales. Yet eCommerce conversion rates often vary widely by industry and year, with IRP Commerce data highlighting lower conversion rates in 2025 than in 2024.
But why does it matter knowing what a good conversion rate for your eCommerce store is?
Understanding conversion rates across your industry, and indeed more widely across sectors, helps you benchmark your online store’s performance and assess whether to pursue eCommerce conversion rate optimisation. In this article, we help you get to grips with both.
Overall eCommerce Conversion Rate Benchmarks (Global)
Taking eCommerce as a whole, the global average for conversion rates in 2025 according to IRP Commerce is 1.7%, down from 1.76% in 2024 – though this masks consistent improvements in conversion rates in individual countries such as the UK, as well as sector-specific growth (see table below for full insights).
These figures are within the normal range for B2C, D2C, and B2B eCommerce conversion rates, with Adobe for Business suggesting 1-4% as a general benchmark for the wider market.
eCommerce Conversion Rates by Industry (Table & Analysis)
Looking at eCommerce conversion rates by industry, the table below (populated with IRP Commerce data) reflects a far more varied picture.
Source: IRP Commerce
Online retailers in the Arts and Crafts space continue to enjoy the highest cross-industry conversion rates in 2025 (3.89%), despite falling back from the previous year’s 5% figure.
Meanwhile, the Food and Drink industry, a much weaker performer with conversion rates just north of 1%, is experiencing the fastest growth in conversion rates across industries (35.57%).
Mobile vs Desktop eCommerce Conversion Rates
While mobile devices dominate eCommerce site browsing and total sales, Statista reveals that mobile conversion rates hover just above 2%. This is shy of the desktop and tablet figure (respectively, 2.6% and 2.9%).
Conversion Rate by Traffic Source
Conversion rates typically converge around 2-3% across traffic sources. Social media usually sits at the lower end of this figure, while organic and paid search occupy the middle. At the top end is bottom-of-funnel traffic such as affiliates and traffic from emails.
What’s a ‘Good’ Conversion Rate for eCommerce?
It’s tempting to say a ‘good’ eCommerce conversion rate is between 1-4% (in line with the average figure above). But a more appropriate benchmark is the rate for your particular industry. Even more important? Consistently improving your conversion rate through testing and optimisation.
How to Increase Your Conversion Rate
These techniques will help increase your eCommerce conversion rate:
- Double down on A/B testing – systematic A/B testing (and review) is the backbone of eCommerce conversion rate optimisation.
- Optimise for mobile – this will help capture those using mobiles to browse your store.
- Improve site CX – improving your customer experience across devices will reduce confusion and friction, improving your conversion rate.
- Prioritise high-converting traffic – exploit high-converting channels in the short-term; improve low-converting channels over time.
- Exploit social (and professional) proof – showcase your testimonials and reviews. Plus, if you’re a B2B, highlight your professional and commercial credentials.
- Optimise for post-conversion – got them over the line? Now’s the time to nurture loyalty and focus on cross- and upselling.
It’s thanks to modifications like these that Develo was able to increase Brand Alley’s conversion rate by 9%. In the words of Pippa Silva, Project Manager at Develo:
“Develo has truly become an extension of our team, consistently bringing proactive advice and innovative solutions that align perfectly with our objectives. Their expertise in Magento and eCommerce development has been instrumental in achieving our intended results, often surpassing our expectations.
The team at Develo is not only highly skilled but also incredibly helpful and responsive. They are always on the ball, ensuring that any issues are addressed promptly and efficiently. Their dedication to our projects and attention to detail have made a significant impact on our business operations and online presence that without them would not be possible”
Conclusion
Knowing the average eCommerce conversion rate for your industry is a smart move. Besides helping you benchmark your online store’s performance, it also helps you better understand when to start eCommerce conversion rate optimisation, and in turn, how to increase your conversion rate.
FAQs
What is the average eCommerce conversion rate in 2025?
In 2025, the global average eCommerce conversion rate is 1.7%, according to IRP Commerce. This figure varies significantly by industry, device, and traffic source.
What’s a good conversion rate for eCommerce?
A ‘good’ conversion rate depends on your sector. While 1–4% is a general benchmark, top-performing industries like Arts and Crafts exceed 3%, while others fall below 1%. Focus on consistent improvement over time.
Which industry has the highest eCommerce conversion rate?
In 2025, the Arts and Crafts sector has the highest conversion rate at 3.89%, despite a decline from 2024. Health and Wellbeing and Kitchen Appliances also show strong performance.
Why are my eCommerce conversion rates low?
Low conversion rates often stem from poor user experience, slow site speed, unclear value propositions, or targeting the wrong audience. Reviewing traffic quality and investing in eCommerce conversion rate optimisation can help.
How can I increase my eCommerce conversion rate quickly?
Techniques include A/B testing, mobile-first optimisation, simplifying the checkout flow, using social proof, and personalising product recommendations. Prioritising high-converting traffic sources also helps.
