Ecommerce Metrics · Updated June 2026
Bounce rate is the percentage of sessions where a visitor leaves after viewing one page with no interaction. For ecommerce stores, typical bounce rates run 40–55%. High bounce usually signals slow pages or a mismatch between visitor intent and page content.
In GA4, a "bounce" is the inverse of an engaged session — a session under 10 seconds with no conversion event and fewer than two pageviews. That differs from the old Universal Analytics definition, so historic comparisons mislead.
Under 45% is good for ecommerce; 40–55% is typical. Above 60% on product or collection pages usually indicates speed problems, misleading traffic sources, or weak page content.
Conversion rate is the percentage of website visitors who complete a purchase. It is calculated as orders divided by total sessions, multiplied by 100. A typical Shopify store converts 1–3% of sessions; top performers exceed 4%.
Core Web Vitals are Google’s page-experience metrics: LCP (loading, target <2.5s), INP (interactivity, <200ms), and CLS (visual stability, <0.1). They are a ranking signal and strongly correlate with conversion — slow stores lose both traffic and sales.