E-Commerce Conversion Rate Benchmarks 2026: Data from 117 Brands

- Mobile driving roughly three-quarters of traffic, but converting at 2.46% versus 3.93% on desktop

- Aggregate CR down 6.8% year over year while traffic grew 19%

- Email at 4.45% median CR versus Paid Social at 0.81%

Your overall conversion rate only tells part of the story. A shift toward Paid Social can bring it down even when conversion within each channel stays steady.

That’s why we put together this benchmark report, covering:

- Median CR by device, traffic source, and month, using real GA4 data from 117 brands

- Average order values across desktop, mobile, and tablet

- How to separate changes in traffic mix from changes in on-site performance

- P10–P90 distributions so you can compare your store against a relevant range

The analysis covers 11.3 million transactions.

Use it to understand where your brand stands, spot gaps across devices and channels, and prioritize what to test next.

We built one of the largest A/B test databases in e-commerce: 4.3 million tests from 151,000 shops, since 2011.

On top of it we built our own testing tool, Apex.

Apex tells you which test is likely to win before you build it, and runs your whole testing program in one place.

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