E-Commerce Conversion Rate Benchmark: What Is a Good Conversion Rate?

For the DTC brands in our panel, the median shop converts 2.31 percent of sessions into orders as of August 2026, down 0.2 points from 2.53 percent a year earlier. The top quarter of shops converts more than 4.27 percent and the bottom quarter less than 1.25 percent. Ticket size drives the level: cheap consumables convert several times better than furniture.

The median across our panel is 2.31 percent. We report the median because a few shops with very high rates (often subscription-heavy) would inflate a mean. Rates here are orders per session, measured with first-party tracking rather than sampled analytics.

For a DTC shop measured per session, 2.5 percent is above the median of 2.31 percent. Whether it is good depends on the category and the traffic mix: a shop that runs mostly cold paid social will convert lower than one fed by branded search and email.

It is rare for a DTC store: 10 percent is above the top quartile of 4.27 percent. Before celebrating, check the denominator (sessions or users), whether subscription renewals are counted as orders, and whether tracking is missing sessions from blocked browsers, which inflates the rate.

Definitions differ. This benchmark counts orders per session, where a session is one visitor identity active within a 30-minute window, measured with first-party tracking. GA4 ends sessions after inactivity and only sees visitors who consent to analytics, so its rate can differ by a few tenths of a point. Compare your own rate on the same definition.

Medians for the latest month: home & living 1.49 percent, fashion & accessories 2.56 percent, beauty & personal care 3.17 percent, health & nutrition 3.56 percent. Higher prices and considered purchases convert lower, which is why home & living sits at the bottom and health & nutrition at the top.

Start where sessions are lost: product pages that load slowly on mobile, unclear shipping costs and delivery times, and checkout steps that add friction. Then look at traffic quality, because buying cheaper clicks often lowers conversion rate. The gap between the median (2.31 percent) and the top quartile (4.27 percent) shows how much headroom typical shops have.

It is aggregated from the connected ad accounts, first-party tracking and Shopify orders of a subset of adtribute customers, all direct-to-consumer brands. The panel is balanced, the same brands in every month since January 2025, so the line moves because the market moved, not because the panel changed. Brands whose order flow is dominated by subscription renewals are excluded. Only medians and quartile bands are published, never a single brand's value, and the series updates every month.