What is a good conversion rate for an e-commerce site?
Short answer: A good conversion rate for an online store is generally 2–3% overall for standard web e-commerce, though the number means little without a category and traffic source attached. General ranges place weak below 1.5%, healthy at 2–3%, elite above 4%; category and source shift every band, so compare against your own.
Why traffic source changes the answer
Traffic source changes the answer because visitor intent differs sharply by channel: paid social tends to convert lowest, paid search sits in the middle, and email and returning visitors convert highest. A blended rate that mixes them hides these gaps, so a "good" number only holds within a single, named source.
The practical consequence: a shop leaning on cold paid social will read "low" against a general 2–3% band and be fine; a shop living on email and returning traffic will read "high" and may still be leaking. Neither judgement is safe until the rate is split by source.
| Segment | Weak | Healthy | Elite |
|---|---|---|---|
| Overallsession → order | <1.5% | 2–3% | >4% |
| Paid socialdirectional, lower intent | <1% | 1–2% | >3% |
| Paid searchdirectional, mid intent | <1.5% | 2–3.5% | >5% |
| Email / returningdirectional, higher intent | <2% | 3–6% | >8% |
Does category change it more than quality does?
Category changes a conversion rate more than shop quality does: the spread between a high-intent consumable and a considered high-ticket purchase is wider than the gap between a strong shop and a weak one in the same category. Benchmarking across categories therefore misleads; only same-category comparison separates quality from context.
This is the single most common benchmarking error. A general e-commerce average is a blend of dozens of categories, and using it as a target for one category imports the wrong context. The band you want is your category's band, on your dominant source.
Blended or per-step?
Use per-step conversion, not a blended rate, because a single session-to-order figure hides where the funnel actually leaks. Product-to-cart, cart-to-checkout, and checkout-to-order each fail for different reasons, and a healthy blended number can mask a broken step. Per-step measurement tells you what to fix; blended only tells you something is wrong.
What is a good rate for B2B?
A good B2B webshop conversion rate is typically lower than B2C, and the honest answer is to report it as such: order volumes are smaller, cycles longer, and the data noisier, so a single percentage carries wide error. Judge B2B against B2B benchmarks and your own quoting funnel, never against consumer web rates.
How do you know if yours is good?
You know your conversion rate is good by comparing it against your own category and traffic source, per funnel step, over a stable period — not against a global average. A rate that beats your category's healthy band on your dominant source, with no leaking step, is good; anything measured against a blended global number is guesswork.
What this does not tell you
These bands are general e-commerce ranges, not category-specific figures, and they cannot tell you whether your rate is good. They do not account for your average order value, margin structure, or the mix of new versus returning traffic — a "healthy" 2–3% on thin margins can lose money, and a "weak" 1% on high-ticket returning traffic can be excellent. They also say nothing about seasonality, promotional periods, or bot and internal traffic inflating sessions. Treat every band here as a prompt to pull your own category and source, per step, over a stable window — not as a target.
FAQ
What is a good conversion rate for a webshop?
Generally 2–3% overall for standard web e-commerce, though the number means little without a category and traffic source. General ranges place weak below 1.5%, healthy at 2–3%, elite above 4%; category and source shift every band, so compare against your own.
Why does traffic source change the answer?
Because visitor intent differs sharply by channel: paid social converts lowest, paid search sits in the middle, and email and returning visitors convert highest. A blended rate hides these gaps, so a "good" number only holds within a single, named source.
Does category change it more than quality does?
Yes: the spread between a high-intent consumable and a considered high-ticket purchase is wider than the gap between a strong and weak shop in the same category. Only same-category comparison separates quality from context.
What is a good conversion rate for B2B?
Typically lower than B2C, and the honest answer is to report it as such: smaller volumes, longer cycles, noisier data. Judge B2B against B2B benchmarks and your own quoting funnel, never against consumer web rates.
General e-commerce ranges, not category-specific, sourced from published e-commerce benchmarks; figures as of August 2026. Replace with your own category and traffic source before drawing any conclusion.
