2021 Benchmarks on Ecommerce websites based on industry: Performance benchmarking in terms of Ad Spend on Google, Facebook ads, and Conversion Rate

Traffic Source

Traffic sources (by visitors)

  • Organic: 43%
  • Paid search: 18%
  • Direct: 20%
  • Email: 4%
  • Social: 5%
  • Display: 1%
  • Referral: 7%
  • Other: 3%

Why should you care?

Traffic sources (by revenue)

  • Organic: 38%
  • Paid search: 18%
  • Direct: 19%
  • Email: 4%
  • Social: 2%
  • Display: 0%
  • Referral: 17%
  • Other: 2%

Why should you care?

Device type (by revenue)

  • Mobile: 26% (vs 26% in 2017)
  • Desktop: 56% (vs 61%)
  • Tablet: 12% (vs 13%)

Why should you care?

On-site engagement metrics

  • Average pages per session: 5
  • Average session duration: 3m01s
  • Average bounce rate: 41%
  • Average page load time: 6.8s
  • Average server response time: 0.97s

Why should you care?

Transaction path length

  • For the visitors that have converted, how many sessions did it take before they converted?
  • 1 session: 40%
  • 2 sessions: 60%
  • 3 sessions: 70%
  • 5 sessions: 81%
  • 12+ sessions: 100%

Why should you care?

Ecommerce Average Order Value

  • Direct: $134.87
  • Email: $100.80
  • Search: $121.69
  • Social: $98.66
  • Unknown: $141.58

Why should you care?

Average Order Value (by store performance)

  • Top 25% stores: $102.93
  • 25–50%: $97.73
  • 50–75%: $88.31
  • Bottom 25%: $74.73

Why should you care?

Conversion Rate (by device type)

  • Desktop: 3.83% (vs 4.05% in Q2 2017)
  • Tablet: 3.84% (vs 3.59%)
  • Smartphone: 2.03% (vs 1.7%)

Why should you care?

Add-to-Cart Rates (by device type)

  • Desktop: 10.93% (vs 11.36% in Q2 2017)
  • Tablet: 12.20% (vs 11.19%)
  • Smartphone: 9.78% (vs 9.04%)

Why should you care?

Cart Abandonment Rate

Why should you care?

Annual Ecommerce growth rate

Why should you care?

New versus repeat orders

  • Month 2: 20% of revenue comes from repeat customers.
  • Month 36 (3 years): revenue from repeat customers starts taking over revenue from new customers.
  • Month 2: 10% of revenue comes from repeat customers.
  • Month 36: revenue from repeat customers equals revenue from new customers.

Why should you care?

Average Gross Margins in Ecommerce

Why should you care?

Ecommerce Customer Acquisition Cost (repeat customers)

Why should you care?

Google Ads benchmarks

Google Ads Clickthrough Rate (by network)

  • Search Network: 2.69%
  • DisplayNetwork: 0.52%

Why should you care?

Average Google Ads Clickthrough Rate (by percentile)

  • 25th percentile: 1.91%
  • 50th percentile: 3.23%
  • 75th percentile: 5.58%
  • 90th percentile: +9.5%

Why should you care?

Average Google Ads Cost Per Click (by network)

  • Search Network: $1.16
  • Display Network: $0.45

Why should you care?

Average Google Ads Conversion Rates for Ecommerce

  • Search: 2.81%
  • Display: 0.59%

ALSO READ: 2021 Performance Benchmarks for Healthcare in Digital Marketing

Google Shopping benchmarks

Google Shopping Revenue share (by device)

  • Desktop: 48%
  • Mobile: 42%
  • Tablet: 10%

Why should you care?

Average Google Shopping Cost per click (by device)

  • Desktop: $0.85 (vs $0.78 in 2016)
  • Mobile: $0.33 (vs $0.33 )
  • Tablet: $0.6 (vs $0.74)

Why should you care?

Average Google Shopping Conversion Rate per Device

  • Mobile: 1.49%
  • Desktop: 2.36%
  • Tablet: 2.11%

Average Google Shopping Bounce Rate per Device

  • Mobile: 74%
  • Desktop: 63%
  • Tablet: 70%

Average Google Shopping Pages per session per Device

  • Mobile: 2.53 pages
  • Desktop: 3.55 pages
  • Tablet: 2.98 pages

Why should you care?

YouTube Ads benchmarks

  • CPV: $0.026
  • View rate: 31.9%
  • CPM: $3.53
  • CPC: $0.49
  • CTR: 0.65%

Bing Ads benchmarks

  • Average Click-Through Rate: 3.06%
  • Average Cost per Click (CPC): $1.24
  • Average Conversion Rate: 2.65%
  • Average Cost per Action (CPA): $30.25

Facebook Ads benchmarks

  • Average Click-Through Rate: 1.59%
  • Average Cost per Click (CPC): $0.70
  • Average Conversion Rate: 3.26%
  • Average Cost per Action (CPA): $21.47

Email marketing benchmarks

  • Average email open rate: 15.66%
  • Click rate: 2.07%
  • Unsubscribe rate: 0.24%

Average revenue per recipient

  • Annual revenue below $100k: $0.06
  • $100k — $1M: $0.07
  • $1M — $10M: $0.11
  • $10M+: $0.21

Why should you care?

Use this information to your advantage

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