E Commerce Conversion Rates in 2025: Benchmarks by Industry, Platform & Device

Every visit to your site is a potential sale—but how many of those visits convert? That’s the heart of what we’re talking about here: conversion rate. 

For anyone running an online shop, this metric is gold. It tells you how well your website turns casual browsers into paying customers. And like most things in digital, conversion benchmarks evolve. What counted as "good" last year might not cut it in 2025. 

So, let’s take a proper look. We’ll break down what’s happening across industries, platforms, and devices, with real-world insights to help you see how your store stacks up—and what you can do if it’s falling behind. 
 

What counts as a good conversion rate in 2025? 

Globally, the average e-commerce conversion rate in early 2025 is sitting around 2.1%, while the UK is slightly higher at 2.3%. That means for every 100 people visiting your site, around two will make a purchase. 

Of course, B2C sites tend to convert better than B2B—usually because the buying journey is shorter and less layered. B2B conversions in 2025 are hovering closer to 1.5%, reflecting longer decision cycles and more cautious purchasing behaviours. 

These numbers are useful, but they’re just a starting point. Industry, device type, and platform all play a huge role. 
 

Conversion Rates by Industry: Where Do You Fit? 

According to a global survey conducted by Statista in Q4 of 2024—based on over 29 billion online shopping sessions across 61 countries—here’s how average e-commerce landing page conversion rates break down by industry: 

As you can see, there's a wide range. Food and beverage brands lead the pack, likely thanks to urgency and repeat buying behaviours. Meanwhile, luxury items like handbags tend to have more cautious buyers, which naturally brings the average down. 

These benchmarks are helpful, but keep in mind they’re just that—benchmarks.  

Your actual results will vary depending on who you're targeting, what you're selling, and how smooth your buying journey is. Important elements such as your landing page, web design, promotions, seasonality, and your messaging all play a key role. 

So, if you're sitting below average in your niche, it doesn’t mean your store is underperforming. But it’s always worth looking at what can be improved—especially in the areas that matter most to your customers. 
 

Average Conversion Rate by Channel 

Not all e-commerce platforms are created equal. The platform you choose shapes your user experience, checkout flow, and what tools you can use to test and optimise. 

Conversion rates don’t just vary by industry or platform—they also differ depending on how someone first hears about your brand. Some channels are built for high intent, others for long-term visibility. 

Here’s a breakdown of average conversion rates by marketing channel, split by B2C and B2B: 
 

These figures show just how much impact the source of your traffic has on your bottom line. It’s not just about driving clicks—it’s about attracting the right kind of interest and meeting that visitor with the right experience once they land. 
 

Conversion Rates by Device 

Device matters more than many realise—especially when you look at differences across regions. 

Desktop still leads the way, especially in the UK where it's significantly outperforming other regions. Mobile phones dominate in traffic, but their conversion rates continue to trail—often due to frustrating user experiences, slow-loading pages, or checkout flows that just aren’t optimised for smaller screens.   

This is a good reminder that device-specific design isn’t just nice to have. It’s a performance lever. Mobile-first design, fast-loading content, and simplified forms are all must-haves in 2025. 
 

Factors Impacting Conversion Rates in 2025 

There’s no silver bullet when it comes to improving conversion rates, but certain factors stand out again and again in 2025. These are the areas where even small improvements can lead to noticeable results. 

Site speed and load time 

Page speed is still critical. According to Google, a one-second delay in load time can reduce conversions by up to 20%. And in 2025, users expect fast—ideally under two seconds. Beyond bounce rates, speed also influences trust and perceived professionalism. Slow-loading pages signal poor user experience, especially on mobile. 
 

Trust signals 

Shoppers need to feel confident before clicking “buy.” This includes clear return policies, visible customer reviews, trust badges, and secure payment indicators. According to Shopify, 17% of shoppers abandon their cart because they don’t trust the site with their credit card information. 
 

SEO and traffic quality 

High traffic alone doesn’t guarantee results. What matters is traffic relevance and intent. Ranking for the wrong keywords can inflate sessions without improving sales. Effective SEO in 2025 is intent-focused—ensuring that the people landing on your site are actually ready to buy. 
 

AI-driven personalisation 

Generic experiences no longer cut it. AI is now widely used to customise everything from product recommendations to promotions and search results. According to McKinsey, companies that personalise their user experiences see 5–15% increases in revenue and up to 30% increases in marketing efficiency. 
 

UX and accessibility 

Poor user experience directly impacts conversions. Sites with confusing navigation, inaccessible design (e.g. low colour contrast or no screen reader support), or cluttered layouts risk alienating users. Inclusive, intuitive design not only improves usability but also expands your potential audience. 

Collectively, these elements don’t just nudge users—they clear the path for them. If your site nails these basics, you're already a step ahead of most. 
 

Behavioural Triggers That Nudge Buyers 

Numbers show what’s working. But behaviour explains why it works. 

In 2025, small, well-placed marketing nudges rooted in behavioural science continue to deliver measurable conversion lifts. These are practical tools to guide users toward decisions they’re already considering. 
 

Urgency and scarcity cues 

From low-stock indicators to “only X left” prompts, these create gentle pressure to act. A study found that limited-time offers increased conversions by up to 9% in retail e-commerce. 
 

Social proof 

88% of consumers trust online reviews as much as personal recommendations. Displaying genuine reviews builds instant trust and helps ease buying decisions. 
 

Price anchoring 

Most shoppers don’t buy straight away. They’ll open a few tabs, compare prices, and see who offers the best deal. If your offer doesn’t stand out, chances are they’ll move on. Clear pricing, value-packed bundles, and visible savings make all the difference 
 

Micro-interactions 

Little details go a long way. A subtle animation when you add something to cart, a button that reacts to a hover, or a quick confirmation tick—these all make your site feel more alive and responsive. They give users feedback, build confidence, and keep things flowing. It’s the digital equivalent of good eye contact and a reassuring nod. Small touch, big impact. 

When these triggers are thoughtfully integrated, they don’t feel manipulative—they feel helpful. And that’s what turns browsers into buyers.  

CRO in 2025: It’s More Than Just A/B Testing 

CRO used to be all about running A/B tests. Change a button colour here, tweak a headline there, and hope for the best.

But in 2025, conversion rate optimisation has grown into something much bigger. It’s now a multi-layered approach that blends tech, psychology, and storytelling—and it starts well before you even think about split testing. 

• Heuristic audits - Expert reviews that identify common friction points, such as unclear navigation, weak calls to action, or information gaps that may cause hesitation. 

• Heatmaps and scroll tracking — Tools like Hotjar and Microsoft Clarity provide visual insights into where users click, how far they scroll, and which elements capture (or lose) attention. 
• Session replays — Watching real user sessions helps pinpoint issues that analytics alone can’t catch—such as repeated clicks, navigation confusion, or abandoned interactions. 
• Customer journey mapping — This highlights how users move between devices and channels before purchasing, helping identify drop-off points and optimisation opportunities. 

Top-performing e-commerce brands treat CRO as an ongoing process—not a one-off project. They experiment often, but they also invest in learning why customers behave the way they do. #

Voice and Conversational Commerce 

We’re seeing the rise of voice-assisted shopping and AI chat interfaces.  In just two years, purchases made through voice assistants shot up from $4.6 billion to $19.4 billion. That’s over 400% growth—driven by how easy it’s become to buy stuff through your phone or smart speaker. 

More brands are integrating natural language search and conversational element into their websites. This is key for pleasing the growing importance of Artificial Intelligence summaries, therefore making it easier for customers to find products or get answers without navigating menus. 

The takeaway? Optimise for how people speak, not just how they type. This includes: 

• Adding long-tail, natural language keywords. 
• Structuring product pages with Q&A formats. 
• Using conversational CTAs in chat widgets. 

Why Post-Purchase Experience Affects Future Conversions 

Your conversion rate doesn’t end at the “Thank You” page. In fact, post-purchase experience has a strong influence on repeat buying—and future conversion uplift. 

Customers who’ve had a seamless buying journey expect the same from delivery, follow-up emails, and returns. A report found that 79% of customers say a poor delivery experience would stop them from buying again. 

To maintain momentum: 

• Automate timely follow-up emails with review requests and upsells. 
• Make returns effortless with transparent processes. 
• Personalise post-purchase communication to continue the dialogue. 

Turning a first-time buyer into a repeat customer is easier than converting a brand-new visitor. That’s why post-purchase is part of your CRO strategy, not separate from it. 

Privacy, Consent, and Personalisation in a Post-Cookie World 

With third-party cookies on the way out, e-commerce businesses are rethinking how they personalise user experiences without crossing privacy lines. 

In 2025, the focus has shifted to: 

• First-party data: Asking users directly for their preferences and behaviour signals. 
• Contextual personalisation: Showing tailored content based on time of day, device, or location. 
• Consent mode strategies: Platforms like Google Consent Mode v2 are now essential for ensuring GDPR compliance while preserving analytics performance. 

For example, according to Google’s March 2025 Consent Mode update, businesses who’ve implemented v2 properly recover up to 70% of lost conversion data through modelled insights. 

If your site relies on personalisation, but your consent setup is clunky, it’s time to fix that. Users are more privacy-aware, but they’re also still expecting tailored experiences.  

The key is transparency and value exchange. 

So, How Does Your Store Compare? 

Conversion rates aren’t just about percentages. They’re a mirror into how well your site meets the needs of your customers. 

If your numbers are below average, don’t stress—but do get curious. There’s always a reason behind the dip, and usually, a clear path to improvement. 

We’ve helped brands across fashion, wellness, homeware, and more turn things around through thoughtful design, e-commerce SEO, and data-led strategy. 

Want Better Conversion Rates? 

If you’re unsure where your site stands—or what to do next—we’re happy to help. We’ll run a free audit, talk through your current setup, and give you ideas that make a real difference. 

Get in touch and let’s talk about how to improve your conversion rate in 2025.