What is a good conversion rate?
There is no single good number, but published ecommerce benchmarks cluster around 2–3%, and roughly 3% is often described as good for an online store. What counts as good for you depends far more on your category and your price than on any global average.
ShoaibUpdated 4 min read
How is it calculated?
Conversions ÷ people who could have converted × 100.
If 600 people visited your product page and 12 ordered, that's 2%. The same formula works for a landing page, a WhatsApp enquiry, or a shop's walk-ins.
What do the published numbers show?
Shopify's 2026 benchmark write-up reports that global averages sit around 2% to 3%, citing Statista at 1.4% of global ecommerce visits in Q1 2026 and Dynamic Yield at 2.66% across more than 400 brands.
But the spread by category is bigger than the average:
| Category | Reported average |
|---|---|
| Food and beverage | 5.29% |
| Women's clothing | ~3.6% |
| Men's clothing | ~0.8% |
| Luxury and jewellery | 0.94% |
A 2% rate is below average for a food brand and well above average for a jeweller. That is why a blended benchmark is close to useless on its own.
So what should I compare against?
- Your own last month, with the same traffic sources
- Your own category, not a global blend
- The same device — mobile and desktop rarely match
How do I raise it?
Usually by fixing the page, not the ad: load speed, one clear action, a visible price, and a way to ask a question. See what a landing page is and why ads get clicks but no sales.
Want a page built to convert the traffic your ads pay for? See our Landing Pages service.