Conversion Rate Benchmarks 2026: Ecommerce, Landing Page and Google Ads
The median Shopify store turned 1.4% of its sessions into orders in the 90 days to October 2026, according to Littledata, which tracks 436 stores. The top 10% reached 3.7% or more. Landing pages convert far more often because a conversion can be a form fill. Unbounce put the median landing page at 6.6% in the year to July 2024. Google Ads campaigns averaged 8.18% in 2026, according to LocaliQ. Rates are falling. Contentsquare measured a 9% year-on-year drop in Q4 2025.
Key statistics
- The median Shopify store converted 1.4% of sessions into orders in 2026, according to Littledata.
- The median landing page converted 6.6% of visitors across industries in the year to July 2024, according to Unbounce.
- The average conversion rate for Google Ads was 8.18% across industries in 2026, according to LocaliQ.
- Website conversion rates fell 9% year on year in Q4 2025, with the steepest drop among first-time visitors, according to Contentsquare.
- A top-10% Shopify store converted 2.6 times the median rate in 2026, calculated by StatisticsGlobal from Littledata data.
Average ecommerce conversion rate
The cleanest current benchmark for online stores comes from Littledata. It tracks 436 Shopify stores with one tracking setup, so every store defines a purchase and a session the same way.
Half of the Shopify stores in Littledata's benchmark converted fewer than 1.4% of sessions. The middle 60% sat between 0.5% and 2.7%. A store above 2.7% is in the top 20%. The mean was 1.9%, 36% above the median by our calculation, because a minority of stores convert far better than the rest. The median is the better guide to what a typical store sees.
Device makes less difference than most guides suggest. The median store converted 1.5% of mobile sessions and 1.4% of desktop sessions. The spread is wider on desktop. The top 10% of stores reached 5.1% on desktop and 4.2% on mobile. Unbounce found the opposite pattern on landing pages, where desktop converted 8% better than mobile.
Conversion rate also depends on what a store counts as a session. Littledata records purchases server-side from Shopify, so orders lost to ad blockers are still counted. A store's own browser-based GA4 rate may come out lower for that reason alone. Our bounce rate benchmarks use the same Littledata panel.
Source: Littledata, 436 Shopify stores.
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The median Shopify store converted 1.4% of sessions into orders in 2026, according to Littledata.
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The mean Shopify store conversion rate was 1.9% in 2026, above the 1.4% median, according to Littledata.
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Shopify stores in the bottom 10% had a conversion rate of 0.3% or less in 2026, according to Littledata.
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Shopify stores in the bottom 20% converted fewer than 0.5% of sessions in 2026, according to Littledata.
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Shopify stores in the top 20% had a conversion rate above 2.7% in 2026, according to Littledata.
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Shopify stores in the top 10% had a conversion rate of 3.7% or more in 2026, according to Littledata.
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A top-10% Shopify store converted 2.6 times the median rate in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Top 10% threshold 3.7% / median 1.4% = 2.64, rounded to 2.6. Littledata, 436 Shopify stores, 90 days to 24 October 2026.
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The mean Shopify conversion rate was 36% higher than the median in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: (Mean 1.9% - median 1.4%) / 1.4% = 35.7%, rounded to 36%. Littledata winsorises store values at the 1st and 99th percentiles before taking the mean.
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The median Shopify store had a 1.5% conversion rate on mobile in 2026, according to Littledata.
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The median Shopify store had a 1.4% conversion rate on desktop in 2026, according to Littledata.
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The top 10% of Shopify stores converted 4.2% or more of mobile sessions in 2026, according to Littledata.
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The top 10% of Shopify stores converted 5.1% or more of desktop sessions in 2026, according to Littledata.
| Measure | All devices | Mobile | Desktop |
|---|---|---|---|
| Bottom 10% | 0.3% | 0.4% | 0.2% |
| Bottom 20% | 0.5% | 0.7% | 0.5% |
| Median | 1.4% | 1.5% | 1.4% |
| Top 20% | 2.7% | 3.0% | 3.0% |
| Top 10% | 3.7% | 4.2% | 5.1% |
| Stores | 436 | 430 | 426 |
Ecommerce conversion rate by industry
What a store sells moves its conversion rate more than any other factor in the data. Low-priced repeat purchases convert most often. Big-ticket and gift purchases convert least.
On Shopify, beauty and skincare stores had the highest median at 2.5%. Health and supplements followed at 2.4% and food and beverage at 2.3%. Fashion and home stores both sat at 1.0%. A typical beauty store converted 2.5 times as often as a typical home store. Home stores make up for it with larger orders, as our average order value benchmarks show.
IRP Commerce shows the same split in UK and Irish trading data. Arts and crafts led at 5.76% in September 2026 and baby and child was lowest at 0.44%, a 13-fold gap. Health and wellbeing converted at 2.83%, close to Littledata's health figure. The two sources group products differently, so only the broad ranking compares.
The UK categories moved in different directions. Five of 10 rose year on year. Cars and motorcycling gained 53.56% and health and wellbeing 46.57%. Toys fell 43.46% and baby and child 35.92%. The unweighted average across the 10 categories was 2.14%, up 6.7% on September 2025 by our calculation. IRP does not publish how many retailers sit behind each category, so single-month swings may reflect a few large sellers.
Source: Littledata, 436 Shopify stores (industry groups of 32 to 76 stores).
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Shopify beauty and skincare stores had a median conversion rate of 2.5% in 2026, according to Littledata.
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Shopify health and supplements stores had a median conversion rate of 2.4% in 2026, according to Littledata.
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Shopify food and beverage stores had a median conversion rate of 2.3% in 2026, according to Littledata.
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Shopify fashion and apparel stores had a median conversion rate of 1.0% in 2026, according to Littledata.
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Shopify home and furniture stores had a median conversion rate of 1.0% in 2026, according to Littledata.
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The median beauty and skincare store on Shopify converted 2.5 times as often as the median home and furniture store in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Beauty and skincare median 2.5% / home and furniture median 1.0% = 2.5. Littledata, 39 and 63 Shopify stores, 90 days to 24 October 2026.
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UK and Irish arts and crafts retailers had an online conversion rate of 5.76% in September 2026, according to IRP Commerce.
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UK and Irish health and wellbeing retailers had an online conversion rate of 2.83% in September 2026, according to IRP Commerce.
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UK and Irish kitchen and home appliances retailers had an online conversion rate of 2.59% in September 2026, according to IRP Commerce.
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UK and Irish pet care retailers had an online conversion rate of 2.13% in September 2026, according to IRP Commerce.
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UK and Irish sports and recreation retailers had an online conversion rate of 1.90% in September 2026, according to IRP Commerce.
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UK and Irish cars and motorcycling retailers had an online conversion rate of 1.76% in September 2026, according to IRP Commerce.
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UK and Irish fashion clothing and accessories retailers had an online conversion rate of 1.62% in September 2026, according to IRP Commerce.
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UK and Irish food and drink retailers had an online conversion rate of 1.28% in September 2026, according to IRP Commerce.
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UK and Irish toys, games and collectables retailers had an online conversion rate of 1.07% in September 2026, according to IRP Commerce.
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UK and Irish baby and child retailers had an online conversion rate of 0.44% in September 2026, according to IRP Commerce.
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UK and Irish arts and crafts retailers converted 13 times as often as baby and child retailers in September 2026, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Arts and crafts 5.76% / baby and child 0.44% = 13.1, rounded to 13. IRP Commerce category table, September 2026.
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The average online conversion rate across 10 UK and Irish retail categories was 2.14% in September 2026, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Unweighted mean of the 10 category conversion rates IRP Commerce published for September 2026: (5.76+2.83+2.59+2.13+1.90+1.76+1.62+1.28+1.07+0.44)/10 = 2.138%. Not weighted by sessions.
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The median UK and Irish retail category had an online conversion rate of 1.83% in September 2026, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Median of 10 category rates for September 2026: midpoint of sports and recreation (1.90%) and cars and motorcycling (1.76%) = 1.83%. IRP Commerce.
| Category | September 2026 | September 2025 | Change |
|---|---|---|---|
| Arts and crafts | 5.76% | 4.32% | +33.19% |
| Health and wellbeing | 2.83% | 1.93% | +46.57% |
| Kitchen and home appliances | 2.59% | 3.55% | -27.01% |
| Pet care | 2.13% | 2.45% | -12.98% |
| Sports and recreation | 1.90% | 1.46% | +30.23% |
| Cars and motorcycling | 1.76% | 1.15% | +53.56% |
| Fashion clothing and accessories | 1.62% | 1.29% | +26.06% |
| Food and drink | 1.28% | 1.30% | -1.74% |
| Toys, games and collectables | 1.07% | 1.89% | -43.46% |
| Baby and child | 0.44% | 0.69% | -35.92% |
Landing page conversion rate benchmarks
Landing pages convert at several times the rate of online stores. A landing page conversion is often a form fill or a click, not a purchase. The largest free dataset comes from Unbounce.
The median Unbounce landing page converted 6.6% of visitors. Entertainment pages led at 12.3%, lifted by sweepstakes pages. SaaS was lowest at 3.8%. By our calculation entertainment pages converted 3.2 times as often as SaaS pages. Where a sign-up is free and quick, more people complete it.
Traffic source matters as much as industry. Email visitors converted at 19.3% on average, 77% better than paid search visitors. Among paid channels, Instagram (17.9%) and Facebook (13%) beat Google search ads (11.3%). Email reaches people who already know the brand, so the comparison flatters it.
Simple copy helped. Pages written at a 5th to 7th grade reading level converted at 11.1%, 2.1 times the 5.3% of pages written at a professional level. Mobile brought 83% of visits. This is the newest edition Unbounce has published, so the data is now more than two years old. Treat it as a guide to the gaps between industries, not a current rate.
Source: Unbounce, 2024 Conversion Benchmark Report. Channel figures are averages.
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The median landing page converted 6.6% of visitors across industries in the year to July 2024, according to Unbounce.
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Entertainment landing pages had a median conversion rate of 12.3% in the year to July 2024, according to Unbounce.
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Education landing pages had a median conversion rate of 8.4% in the year to July 2024, according to Unbounce.
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Financial services landing pages had a median conversion rate of 8.3% in the year to July 2024, according to Unbounce.
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Legal landing pages had a median conversion rate of 6.3% in the year to July 2024, according to Unbounce.
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Commercial and professional services landing pages had a median conversion rate of 6.1% in the year to July 2024, according to Unbounce.
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Travel and hospitality landing pages had a median conversion rate of 4.8% in the year to July 2024, according to Unbounce.
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SaaS landing pages had a median conversion rate of 3.8% in the year to July 2024, according to Unbounce.
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Entertainment landing pages converted 3.2 times as often as SaaS landing pages in the year to July 2024, calculated by StatisticsGlobal from Unbounce data.
How we calculated it: Entertainment median 12.3% / SaaS median 3.8% = 3.24, rounded to 3.2. Unbounce 2024 Conversion Benchmark Report industry pages.
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Landing page visitors from email converted at 19.3% on average in the year to July 2024, according to Unbounce.
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Email traffic converted 77% better than paid search traffic on landing pages in the year to July 2024, according to Unbounce.
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Landing page visitors from paid search converted at 10.9% in the year to July 2024, according to Unbounce.
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Landing page visitors from Google search ads converted at 11.3% on average in the year to July 2024, according to Unbounce.
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Landing page visitors from Instagram ads converted at 17.9% in the year to July 2024, the highest paid social channel, according to Unbounce.
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Landing pages written at a 5th to 7th grade reading level converted at 11.1% in the year to July 2024, according to Unbounce.
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Landing pages with the simplest copy converted 2.1 times as often as pages with professional-level copy in the year to July 2024, calculated by StatisticsGlobal from Unbounce data.
How we calculated it: 5th to 7th grade reading level 11.1% / professional reading level 5.3% = 2.09, rounded to 2.1. Unbounce 2024 Conversion Benchmark Report.
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The median landing page conversion rate in 2024 was 4.7 times the median Shopify store rate in 2026, calculated by StatisticsGlobal from Unbounce and Littledata data.
How we calculated it: Unbounce median landing page 6.6% (July 2023 to July 2024) / Littledata median Shopify store 1.4% (90 days to October 2026) = 4.7. Different years, samples and definitions: a landing page conversion can be a form fill or click; a store conversion is a purchase per session.
| Industry | Median conversion rate | Versus 6.6% all-industry median |
|---|---|---|
| Entertainment | 12.3% | Above |
| Education | 8.4% | Above |
| Financial services | 8.3% | Above |
| Legal | 6.3% | Below |
| Commercial and professional services | 6.1% | Below |
| Travel and hospitality | 4.8% | Below |
| SaaS | 3.8% | Below |
| All industries | 6.6% |
Google Ads conversion rate by industry
Search ad conversion rates are higher again, because a conversion can be a call, a lead form or a booking. LocaliQ publishes the most cited free table.
LocaliQ put the average Google Ads conversion rate at 8.18% in 2026. That figure sits above most industries. By our calculation only 8 of 23 industries beat it, and the median industry converted at 6.94%. Local services pull the average up. Pet care, car repair and medical practices all convert above 12%, because searchers there are ready to book.
Finance and insurance was lowest at 2.64%. Animals and pets converted 6.1 times as often. Furniture (2.99%) and real estate (3.70%) were also near the bottom. Those are high-value, slow decisions, and one ad click rarely closes them. The average cost per lead across search ads was $66.69.
A Google Ads conversion is not a sale. The 8.18% average is 5.8 times the median Shopify store rate, but the two measure different things. For cost per click and click-through rates by industry, see our PPC statistics and click-through rate benchmarks.
Source: LocaliQ, Search Advertising Benchmarks 2026.
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The average conversion rate for Google Ads was 8.18% across industries in 2026, according to LocaliQ.
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Google Ads campaigns in animals and pets had an average conversion rate of 16.22% in 2026, according to LocaliQ.
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Google Ads campaigns in automotive repair, service and parts had an average conversion rate of 15.51% in 2026, according to LocaliQ.
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Google Ads campaigns in education and instruction had an average conversion rate of 13.14% in 2026, according to LocaliQ.
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Google Ads campaigns in physicians and surgeons had an average conversion rate of 12.43% in 2026, according to LocaliQ.
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Google Ads campaigns in real estate had an average conversion rate of 3.70% in 2026, according to LocaliQ.
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Google Ads campaigns in career and employment had an average conversion rate of 3.05% in 2026, according to LocaliQ.
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Google Ads campaigns in furniture had an average conversion rate of 2.99% in 2026, according to LocaliQ.
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Google Ads campaigns in finance and insurance had an average conversion rate of 2.64% in 2026, according to LocaliQ.
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Animals and pets Google Ads campaigns converted 6.1 times as often as finance and insurance campaigns in 2026, calculated by StatisticsGlobal from LocaliQ data.
How we calculated it: Animals and pets 16.22% / finance and insurance 2.64% = 6.14, rounded to 6.1. LocaliQ Search Advertising Benchmarks 2026.
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The median industry in LocaliQ's Google Ads benchmark had a conversion rate of 6.94% in 2026, below the 8.18% headline average, calculated by StatisticsGlobal.
How we calculated it: Median of the 23 industry conversion rates LocaliQ published for 2026 (12th value when sorted) = 6.94% (health and fitness). Headline average 8.18%.
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Eight of 23 industries beat the 8.18% average Google Ads conversion rate in 2026, calculated by StatisticsGlobal from LocaliQ data.
How we calculated it: Counted industries above 8.18%: animals and pets, automotive repair, education, physicians, personal services, dentists, beauty and personal care, industrial and commercial (8.20%). LocaliQ 2026 table.
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The average cost per lead for search advertising was $66.69 in 2026, according to LocaliQ.
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The average Google Ads conversion rate was 5.8 times the median Shopify store conversion rate in 2026, calculated by StatisticsGlobal from LocaliQ and Littledata data.
How we calculated it: LocaliQ Google Ads average 8.18% (2026) / Littledata median Shopify store 1.4% (90 days to October 2026) = 5.84, rounded to 5.8. Ad conversions include leads and calls; store conversions are purchases per session.
| Industry | Average conversion rate |
|---|---|
| Animals and pets | 16.22% |
| Automotive repair, service and parts | 15.51% |
| Education and instruction | 13.14% |
| Physicians and surgeons | 12.43% |
| Personal services | 12.34% |
| Dentists and dental services | 10.67% |
| Beauty and personal care | 10.35% |
| Industrial and commercial | 8.20% |
| Home and home improvement | 8.05% |
| Restaurants and food | 8.05% |
| Sports and recreation | 7.69% |
| Health and fitness | 6.94% |
| Automotive for sale | 6.01% |
| Arts and entertainment | 5.91% |
| Travel | 5.83% |
| Attorneys and legal services | 5.55% |
| Business services | 4.85% |
| Apparel, fashion and jewellery | 4.50% |
| Shopping, collectibles and gifts | 4.01% |
| Real estate | 3.70% |
| Career and employment | 3.05% |
| Furniture | 2.99% |
| Finance and insurance | 2.64% |
| All industries | 8.18% |
Conversion rate trends year over year
Contentsquare compares the same websites year on year. Its last two reports both show conversion rates falling, but its own 2026 materials give two different figures.
Contentsquare reported a 6.1% drop in conversion rates for Q4 2024. For Q4 2025, its benchmark explorer shows a 9% drop and says new visitors fell the most. Its February 2026 blog summary of the same report gives 5.1%. Contentsquare does not explain the gap. The explorer figure may refer to a narrower segment. Compounding -6.1% and -9% gives a fall of about 14.6% over two years. Using -5.1% gives 10.9%.
In its 2025 report, Contentsquare blamed falling organic traffic and heavier reliance on paid channels. In 2026 it also said average order values rose 6%, so revenue held up. AI-referred visits are still small but convert better than before. They converted at 1.3% in Q4 2025, up 55% from about 0.84% a year earlier by our calculation.
The UK store data does not show a broad fall. Across IRP Commerce's 10 categories, the unweighted average conversion rate rose 6.7% in September 2026 against a year earlier. The two sources measure different sites, regions and months, so neither disproves the other.
Source: Contentsquare.
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Website conversion rates fell 9% year on year in Q4 2025, with the steepest drop among first-time visitors, according to Contentsquare.
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Website conversion rates dropped 5.1% year on year in Q4 2025, according to Contentsquare's benchmark report summary.
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Website conversion rates dropped 6.1% year on year in Q4 2024, according to Contentsquare.
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Website conversion rates fell about 14.6% over two years to Q4 2025, calculated by StatisticsGlobal from Contentsquare data.
How we calculated it: Compounded the two published year-on-year changes: (1 - 0.061) x (1 - 0.09) = 0.8545, a 14.6% fall from Q4 2023 to Q4 2025. Using the -5.1% figure from Contentsquare's blog summary instead gives -10.9%. The two years use different site panels.
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Visits referred by AI platforms converted at 1.3% in Q4 2025, up 55% year on year, according to Contentsquare.
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Visits referred by AI platforms converted at about 0.84% in Q4 2024, calculated by StatisticsGlobal from Contentsquare data.
How we calculated it: 1.3% in Q4 2025 / 1.55 (a 55% rise) = 0.839%, rounded to 0.84%. Published figures are rounded, so the back-calculated value is approximate.
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The average conversion rate across 10 UK and Irish retail categories rose 6.7% year on year in September 2026, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Unweighted 10-category mean 2.138% in September 2026 vs 2.003% in September 2025 = +6.7%. IRP Commerce category table.
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Five of 10 UK and Irish online retail categories had a higher conversion rate in September 2026 than a year earlier, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Counted categories with positive year-on-year growth in the IRP Commerce table: cars and motorcycling, health and wellbeing, arts and crafts, sports and recreation, fashion. Food and drink, pet care, kitchen and home appliances, baby and child, and toys fell.
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The online conversion rate for UK and Irish cars and motorcycling retailers rose 53.56% year on year in September 2026, according to IRP Commerce.
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The online conversion rate for UK and Irish toys, games and collectables retailers fell 43.46% year on year in September 2026, according to IRP Commerce.
| Period | Change in conversion rate | Source document | Sample |
|---|---|---|---|
| Q4 2024 vs Q4 2023 | -6.1% | 2025 Digital Experience Benchmarks release | 6,000 sites, 90 billion+ sessions |
| Q4 2025 vs Q4 2024 | -9% | 2026 Benchmarks Explorer | 6,500+ sites, 99 billion+ sessions |
| Q4 2025 vs Q4 2024 | -5.1% | 2026 benchmark report blog summary | 6,500+ sites, 99 billion sessions |
| Two years to Q4 2025 (our calculation) | -14.6% | Compounded from -6.1% and -9% |
How the sources measure conversion rate
Every benchmark on this page comes from a vendor's own customers. None is an official statistic. The definitions differ enough that the numbers should not be mixed.
The funnel shows where store conversions are lost. The median Shopify store saw an add to cart in 6.8% of sessions and completed 49% of started checkouts. Desktop shoppers added to cart far more often (9.8% against 5.4%), but mobile shoppers who reached checkout finished it more often (63% against 35%). For the full picture on lost baskets, see our cart abandonment statistics.
Littledata and IRP divide purchases by sessions. Unbounce counts conversions against landing page visitors, and many of its conversions are form fills or clicks. LocaliQ reports ad conversions, which each advertiser defines for itself. That is why an 8.18% ad rate and a 1.4% store rate can both be right.
Each panel has its own bias. Littledata covers only Shopify stores that pay for better tracking. IRP covers retailers on one UK platform and does not publish its retailer count. Unbounce's data is from 2023 and 2024. LocaliQ does not give its data period or sample size. Contentsquare publishes only percentage changes for free, not rates. Compare a site with the benchmark that matches its traffic, platform and definition.
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The median Shopify store saw a product added to cart in 6.8% of sessions in 2026, according to Littledata.
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The median Shopify store had a 5.4% add-to-cart rate on mobile in 2026, according to Littledata.
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The median Shopify store had a 9.8% add-to-cart rate on desktop in 2026, according to Littledata.
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The median desktop add-to-cart rate on Shopify was 81% higher than the mobile rate in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: (Desktop 9.8% - mobile 5.4%) / 5.4% = 81.5%, rounded down to 81%. Littledata, Shopify stores, 90 days to 24 October 2026.
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The median Shopify conversion rate was about one-fifth of the median add-to-cart rate in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Median conversion rate 1.4% (436 stores) / median add-to-cart rate 6.8% (433 stores) = 20.6%, rounded to 21%. A ratio of two medians, not a store-level cart-to-order rate.
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The median Shopify store completed 49% of started checkouts in 2026, according to Littledata.
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The median Shopify store completed 63% of mobile checkouts in 2026, according to Littledata.
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The median Shopify store completed 35% of desktop checkouts in 2026, according to Littledata.
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The median Shopify checkout completion rate was 28 percentage points higher on mobile than on desktop in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Mobile median 63% - desktop median 35% = 28 percentage points. Littledata, Shopify stores, 90 days to 24 October 2026.
| Source | What counts as a conversion | Denominator | Sample and period |
|---|---|---|---|
| Littledata | Session with at least one purchase | All sessions (GA4) | 436 Shopify stores, 27 July to 24 October 2026 |
| IRP Commerce | Transaction | Sessions | UK and Irish retailers on the IRP platform, monthly to September 2026; retailer count not disclosed |
| Unbounce | Form fill or click on a landing page | Visitors | 41,000+ landing pages, July 2023 to July 2024 |
| LocaliQ | Ad conversion set by the advertiser (lead, call, sale) | Not stated | Thousands of client Google Ads campaigns, 2026; period not stated |
| Contentsquare | Site-defined conversion event | Not stated | 6,500+ sites, Q4 2025 vs Q4 2024; only year-on-year change published free |
Frequently asked questions
What is a good conversion rate in 2026?
For an online store, above 2.7%. That puts a Shopify store in the top 20% of the 436 stores Littledata benchmarked in the 90 days to October 2026. The median was 1.4%. For landing pages, Unbounce put the median at 6.6% in its latest data, to July 2024.
What is the average conversion rate by industry?
It depends on the channel. Among Shopify stores, beauty and skincare had the highest median at 2.5% and home and fashion the lowest at 1.0% in 2026, according to Littledata. For Google Ads, animals and pets led at 16.22% and finance and insurance was lowest at 2.64%, according to LocaliQ.
Are conversion rates going down compared with last year?
Yes, on Contentsquare's panel of 6,500+ websites. Conversion rates fell 9% year on year in Q4 2025 according to its benchmark explorer, or 5.1% according to its blog summary. They fell 6.1% the year before. UK store data from IRP Commerce rose 6.7% on average across 10 categories in September 2026.
Why are conversion rates falling?
Contentsquare blamed falling organic traffic and heavier reliance on paid channels in its 2025 report. In 2026 it said the steepest drop was among first-time visitors, and that average order values rose 6%, so revenue held up while rates fell.
What is the average conversion rate in the UK?
It varies by category. In September 2026, UK and Irish online retailers on the IRP Commerce platform converted between 0.44% (baby and child) and 5.76% (arts and crafts) of sessions. The median category was 1.83%, calculated by StatisticsGlobal.
Do mobile users convert less than desktop users?
Not on Shopify stores. The median store converted 1.5% of mobile sessions and 1.4% of desktop sessions in 2026, according to Littledata. On landing pages, Unbounce found desktop converted 8% better than mobile in the year to July 2024.
Sources
- Littledata, Average Ecommerce and Shopify Conversion Rate (2026), 28 October 2026, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- LocaliQ (WordStream), Search Advertising Benchmarks 2026, last updated 1 June 2026, accessed 25 October 2026. Link · Saved data copy
- Contentsquare, 2026 Digital Experience Benchmarks, January 2026, accessed 31 October 2026. Link · Saved data copy
- IRP Commerce, eCommerce Market Data (category conversion rate table), monthly, September 2026 data, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- Unbounce, 2024 Conversion Benchmark Report, 2024, accessed 31 October 2026. Link · Saved data copy
- Contentsquare, 2026 Digital Experience Benchmark Report: what good looks like, 25 February 2026, accessed 31 October 2026. Link · Saved data copy
- Contentsquare, Businesses Pay More For Online Customers, But See 6.1% Drop in Conversions, 28 January 2025, accessed 31 October 2026. Link · Saved data copy
- Contentsquare, Press release: 2026 Digital Experience Benchmarks (Business Wire), 29 January 2026, accessed 31 October 2026. Link · Saved data copy
- Littledata, Average Add to Cart Rate: Shopify Benchmark (2026), October 2026, accessed 31 October 2026. Link · Saved data copy
- Littledata, Checkout Completion Rate Benchmark by Industry (2026), October 2026, accessed 31 October 2026. Link · Saved data copy
Changes to this page
- : Page published with Littledata data to October 2026, IRP Commerce data to September 2026, LocaliQ 2026, Unbounce 2024 and Contentsquare data to Q4 2025.