E-commerce checkout & conversion benchmark
How many buyers leave at checkout, and what would fixing it be worth? We audit your funnel from product page to payment and benchmark conversion, abandonment and checkout friction against Baymard and IRP Commerce market data.
What the market looks like.
| KPI | Market reference | Best-in-class / note | Source |
|---|---|---|---|
| Cart abandonment rate | 70.22% average | — | 1 |
| Session conversion rate (UK & IE) | 2.23% (Aug 2026) | Varies strongly by category | 2 |
| Top abandonment reason: extra costs (shipping, tax, fees) | 40% of abandoners | Excludes “just browsing” | 1 |
| Site wanted me to create an account | 18% of abandoners | — | 1 |
| Global retail e-commerce sales 2025 | USD 6.42T | 20.5% of total retail | 3 |
Traffic is expensive; conversion is where the margin is. eMarketer forecasts USD 6.42 trillion of global retail e-commerce in 2025, 20.5% of all retail sales3, so every point of checkout friction removed is revenue recovered without new ad spend.
Is this benchmark for you?
Industries
Retail & e-commerce · Hospitality
Buyer
Sales & marketing · CEO & founder
Company profile
Any online store with steady traffic
Good first benchmark if you are new to AI
You need it if…
- Traffic grows but revenue does not
- Many carts are abandoned at checkout
- Ad costs rise faster than sales
What we measure. What you get.
What we measure
- Funnel conversion from landing to purchase, by device
- Cart and checkout abandonment, step by step
- Checkout usability issues against published guidelines
- Delivery, returns and payment options vs expectations
- Page speed on product, cart and checkout pages
What you receive
- Your funnel vs market conversion and abandonment references
- Revenue at stake per friction point
- Prioritised fix list: quick wins and build items
- Test plan to prove each uplift
The full e-commerce conversion study.
Planned contents. Everything behind this page, in depth: the numbers by sector and company size, what top performers do differently, and a model to price your own gap.
- Market size and growth, every analyst estimate reconciled
- KPI quartiles by company size, sector and region
- Original survey data from decision-makers
- Cost-of-the-gap model with worked examples
- How top-quartile companies close the gap
- Solution landscape and a 12-month roadmap
- Self-assessment scorecard
Four steps. No disruption.
Intake call
30 minutes with a senior engineer to agree scope, KPIs and the data we need.
Data, read-only
Exports or read-only access to the systems involved. Nothing is changed.
Analysis
Your numbers placed against the published market references, KPI by KPI.
Readout
Your position, the cost gap in dollars and a costed roadmap to close it.
Reserve this report.
Reserve the e-commerce conversion industry report, or ask for a custom benchmark on your own data.
- Your funnel vs market conversion and abandonment references
- Revenue at stake per friction point
- Prioritised fix list: quick wins and build items
Sources
- 1Baymard Institute, Cart Abandonment Rate Statistics (50 studies). baymard.com/lists/cart-abandonment-rate
- 2IRP Commerce, Ecommerce Market Data and Benchmarks. irpcommerce.com/ecommercemarketdata.aspx
- 3eMarketer forecast (Feb 2025), via Shopify, Global ecommerce sales. shopify.com/blog/global-ecommerce-sales