Online conversion rates of e-commerce sites were the highest in the food & beverage sector, at 3.1 percent in the fourth quarter of 2024. Beauty & skincare followed, with a three percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at just over two percent. How does conversion vary by region and device? The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since at least 2023, e-commerce sites have consistently recorded higher conversion rates among shoppers in Great Britain compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops. Online shopping cart abandonment on the rise Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than 70 percent in 2024, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. By the end of that year, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.

Online shopping conversion rates for health and beauty products stood just below two percent from the first quarter of 2023 to the fourth quarter of 2024. In the fourth quarter of 2024, the conversion rate was at 1.9 percent.

In this table, you’ll see the average landing page conversions based on the subscription rate they generated across industries.

According to a study focusing on travel and hospitality websites worldwide, desktop users recorded a higher average conversion rate than mobile users in that market in 2024. That year, while the conversion rate from desktop was almost six percent, just 2.7 percent of visitors who accessed travel websites via mobile finalized their booking. That said, mobiles generated the highest traffic share of travel and hospitality websites worldwide in 2024.

Here, we’ve gathered email marketing benchmarks by industry. You can see how your average email open, click-through, click-to-open, unsubscribe, and spam complaint rates compare against other companies in your industry.

Here you'll find the average landing page conversion rate, based on the subscription rate, broken down by industries. Using this data, you can see how your landing pages perform compared to others in your sector. As you'll see from the table, the numbers vary significantly. That's because the nature of communication is different for each sector. In some industries, marketers use various opt-in incentives (lead magnets), like discount codes, coupons, or giveaways, and therefore can boost their conversion rates. In others, like nonprofits, this approach is less common and may not be appropriate.

During the fourth quarter of 2024, 3.1 percent of visits to e-commerce websites in the UK converted to purchases. In Switzerland, online shopper conversion rates stood at 2.9 percent. Mobile takes over e-shopping Online shopping has long since established itself as an everyday activity of online life – this holds for both desktop and mobile. As of the third quarter of 2024, more than three-quarters of retail site visits worldwide came from smartphones and generated about two-thirds of online shopping orders. Based on mobile retail performance growth, it is only a matter of time before mobile overtakes desktop in revenue generation.

In this table, we’re looking at whether adding video content (including links to your video hosting platforms) could help you boost your engagement metrics, primarily the average click-th rough and click-to-open rates.

Below you’ll find out how popular the use of confirmed opt-in is in different industries.

The statistic shows the average conversion rates for the travel industry in 2015, by device and region. In the United States, 0.7 percent of smartphone visits to travel sites were converted into purchases. U.S. desktop visits had a 2.4 percent conversion rate.

Here, we’re looking at other elements that may play a role in how you run your email marketing campaigns and the average metrics you could expect.

What are the average email marketing results in different countries? Here’s what we’ve found.

Do individual phrases in email subject lines correlate with email campaign performance? Here we explore whether individual words have the power to make or break your email campaigns.

Between 2020 and 2021, Black Friday showed changes in conversion rates across multiple industries worldwide. From November 26th to 29th, 2021, Black Friday's conversion rate in the fashion and accessories segment decreased by eight percent, compared to the same period of the last year. In turn, other e-commerce segments like sporting goods and hobbies saw it rise by 38 percent.

How many emails should you put into your autoresponder cycle? We’ve analyzed how the average engagement metrics change depending on the number of emails our customers used in their autoresp onder cycles.

How many of your subscribers open your emails within the first two, four, or six hours after sending? Is it the same for clicks? Here, we’re looking at how the recipients’ engagement changed over time after the campaign was sent.

The global online shopping conversion rate for cosmetic products varied from the forth quarter of 2022 to the forth quarter of 2024. In the forth quarter of 2022, the conversion rate was at 2.5 percent. It then fell to 2.1 percent in the fourth quarter of 2023 before dropping to 1.9 percent in the forth quarter of 2024.

In 2024, next to an add-to-cart rate of 10.5%, a cart abandonment rate of 79.3%, and a conversion rate of 2.2%, the eCommerce Benchmark KPIs for Fashion in India also consist of an AOV of US$62.9, a discount rate of 20.5%, and a return rate of 16.9%.

In diesem Abschnitt betrachten wir die durchschnittlichen Conversion-Raten von Landing Pages, die bestimmte Elemente oder Funktionen enthalten.

In 2024, next to an add-to-cart rate of 9.1%, a cart abandonment rate of 62.6%, and a conversion rate of 3.4%, the eCommerce Benchmark KPIs in Australia also consist of an AOV of US$126.9, a discount rate of 10%, and a return rate of 8.9%.