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What Is a Good Conversion Rate? (E-commerce Benchmarks)
Conversion rate is the percentage of visitors who take the action you want — usually placing an order. It's the clearest signal of how well your store turns traffic into revenue, and small improvements compound fast.
Here's the formula, honest benchmarks, and where to look first when the number is lower than you'd like.
Conversion Rate Calculator
Your numbers
Enter traffic and orders — results update instantly.
Sessions in the period
$
Conversion rate
24.0 / 1k visitors2.4%
Revenue
$5,760.00
Revenue / visitor
$1.15
RPVThe conversion rate formula
Conversion rate (%) = Orders ÷ Visitors × 100. If 5,000 visitors produce 120 orders, your conversion rate is 120 ÷ 5,000 = 2.4%.
Pair it with average order value and you get revenue per visitor (RPV) — often a better north star, because it rewards both converting more people and growing order size. The calculator above shows both.
What's a good e-commerce conversion rate?
Most e-commerce stores convert somewhere between 1% and 3%, with 2–3% considered solid and anything above ~3–4% strong. Marketplace listings (Amazon, etc.) often convert much higher because the shopper is already in buying mode.
Benchmarks are a sanity check, not a target — traffic quality, price point, and product category all shift the number. Compare yourself to your own trend first.
How to lift conversion rate
The fastest wins are usually clearer product images and copy, trust signals (reviews, returns, secure checkout), faster page loads, and removing checkout friction. Then test price, shipping thresholds, and offers.
Because rate multiplies against all your traffic, even a 0.5-point lift can outperform a big spend on more visitors.
Frequently asked questions
What is a good conversion rate for an online store?
Most e-commerce sites convert between 1% and 3%. Around 2–3% is solid and above 3–4% is strong, though marketplace listings often convert higher because shoppers arrive ready to buy.
How do I calculate conversion rate?
Divide orders by visitors and multiply by 100. For example, 120 orders from 5,000 visitors is a 2.4% conversion rate.
What's the fastest way to improve conversion rate?
Start with clearer images and copy, visible trust signals like reviews and easy returns, faster load times, and a shorter checkout. These usually beat buying more traffic because the gain applies to every visitor.
Track this on a live dashboard
Connect your store and watch these numbers update themselves — no spreadsheets.
Keep reading
What Is a Good ROAS? Break-even ROAS Explained
A “good” ROAS isn't a fixed number — it depends on your margin. Learn the ROAS formula, how to find your break-even ROAS, and how ROAS relates to ACoS, with a calculator to find yours.
How to Calculate Profit Margin (Formula & Examples)
Profit margin is the share of each sale you keep as profit. Learn the profit margin formula, how it differs from markup, and what a healthy margin looks like — then run your own numbers.