Ecommerce Metrics · Updated June 2026
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%.
Conversion rate is the most direct measure of how well a store turns interest into revenue. Because it multiplies against all traffic, small improvements compound: moving from 1% to 1.5% is a 50% revenue increase with zero extra ad spend.
Conversion rate varies dramatically by industry, traffic source, and device. Comparing your store to a global average is misleading — benchmark against your own vertical and your own history.
Example
A store with 10,000 monthly sessions and 220 orders has a conversion rate of 2.2%.
Most Shopify stores convert between 1% and 3% of sessions. Above 3% is strong; above 4% puts you near the top of most verticals. Industry matters: food & beverage stores routinely beat jewelry stores because of price point and purchase intent.
Shopify Analytics shows "Online store conversion rate" on the overview dashboard, broken into added-to-cart, reached-checkout, and converted steps.
Average order value (AOV) is total revenue divided by number of orders — the average amount a customer spends per checkout. Raising AOV through bundles, upsells, and free-shipping thresholds grows revenue without acquiring new traffic.
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.
Cart abandonment occurs when a shopper adds products to their cart but leaves without completing checkout. Across ecommerce, roughly 70% of carts are abandoned — making recovery emails and checkout friction reduction among the highest-ROI fixes available.