What is a good conversion rate for ecommerce?
Short answer: 2-4% is healthy on broad-audience traffic; 5-8%+ on warm traffic (email, returning customers). Below 1.5% signals product-page or trust gaps.
Full answer
Ecommerce conversion benchmarks by traffic type:
Cold paid (broad audiences): 1-2.5%. Heavily creative-driven.
Organic + branded search: 2.5-5%. Buyer intent is higher.
Email + returning customers: 5-10%+. Highest-intent segment.
Below 1.5% on cold paid: usually product page (clarity, social proof, trust) or checkout (form length, payment options).
Above 4% on cold paid: typically brand strength + creative-market fit. Sustainable scaling depends on retention + LTV more than CR.
The biggest CR mover at most brands isn't the product page — it's the trust signals on it. Reviews, UGC, return policy clarity, and shipping transparency move CR more than landing-page redesigns.