Global conversion rates in selected verticals 2024

Online conversion rates of e-commerce sites were the highest in the beauty and health sector, at almost three percent in the second quarter of 2024. Food and beverage followed, with a 2.4 percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at just over 1.9 percent. How does conversion vary by region and device?The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since at least 2023, e-commerce sites have consistently recorded higher conversion rates among shoppers in Great Britain compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops. Online shopping cart abandonment on the riseRecently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than 70 percent in 2024, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. By the end of that year, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.

2024年第二季度，在线电商网站的转化率在美容与健康领域达到最高，接近百分之三。紧随其后的是食品与饮料行业，转化率为2.4%。相较之下，所选各行业的电商网站平均转化率仅为略高于1.9%。关于转化率的地区及设备差异，转化率，即指电子商务网站访问量中转化为购买的比例，随国家与地区而异。例如，自2023年以来，英国电商网站的转化率始终高于美国及其他全球地区。此外，尽管全球移动购物的普及率不断上升，但转化率在平板电脑和桌面等较大屏幕上更为显著。近期，消费者在线购物车放弃率逐渐上升，至2024年已超过70%，显示出电子商务网站将网站流量转化为购买存在更高的难度。至年底，食品与饮料成为在线购物车放弃率最低的产品类别之一，证实了该行业的相对较高转化率。在美国，消费者放弃购物车的主要原因是在结账时额外费用，如运费、税费和服务费过高。