Mobile vs Desktop Conversion Rates: What 486 Million Sessions Reveal (2026)
Mobile vs Desktop Conversion Benchmarks for e-commerce Managers ↓ We analyzed 486 million sessions across 117 European e-commerce brands. Understand how your store performs across devices (and where to focus your next tests).
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What you get
Here’s what’s inside:
1/ Conversion rates by device
Desktop median conversion rate is 3.93%. Mobile is 2.46%.
Compare each device with its own benchmark.
2/ Where your traffic lands
Mobile accounts for roughly 76-78% of sessions in the dataset.
See how that compares with its share of conversions.
3/ Average order value
Desktop median AOV is €104 vs €79 on mobile.
See how order value adds to the conversion gap.
4/ Performance ranges
Explore the P10-P90 distributions for each device to see where your store sits beyond the median.
5/ Putting the benchmarks to work
Break down your results by device and traffic source to identify which segments need further investigation.
Benchmarks show you where to investigate. The next question is which hypotheses to test first.
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.
Use the report to compare each device against its benchmark and prioritize your next test hypotheses.
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More resources
How we built the genome
Where the tests in the genome come from and how Apex learns from them.
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