The share who actually buy.

What moves it

Typical ecommerce sits between one and three percent. Over three is strong; under one usually means friction — something between the product page and the payment button is costing you orders. The fixes are rarely glamorous. Pages that load fast convert better, full stop. Trust signals — real reviews, a plain returns policy, a reachable human — settle the quiet doubt that stops a first-time buyer. Every form field you remove is a small raise, and shipping costs shown early beat shipping costs revealed late: the surprise at checkout is the classic cause of cart abandonment.

One warning: never benchmark against other industries. A $15 phone case converts on a different planet from a $1,500 sofa, and neither number says anything about the other. Compare against your own trend line, month over month.

Read it with its siblings

Conversion rate multiplies with everything around it. The same traffic at two percent instead of one is double the orders, and because a conversion lift multiplies with average order value, a store that lifts both by twenty percent grows revenue by forty-four. That is why small, unglamorous funnel work routinely beats another ad campaign — the traffic is already paid for. Read it alongside cart abandonment, which tells you where the funnel leaks, not just that it does.