In recent years, the rate at which consumers abandon their online shopping carts has been gradually rising to almost 70 percent in 2021, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. Online shopping cart abandonment on the rise There is also variation between devices, with visits on desktop resulting in a higher conversion rate than those on tablet or on smartphone. For instance, since at least 2021, e-commerce sites have consistently seen higher conversion rates in shoppers in Great Britain than in shoppers from the United States and other regions around the world. The proportion of e-commerce website visits that result in a purchase, referred to as the conversion rate, varies significantly amongst the demographics of website visitors. How does conversion vary by region and device? For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at two percent. Sites operating in the health and beauty sector followed, with a conversion rate of just under three percent. Online conversion rates of e-commerce sites were the highest in the food and beverage sector, at 3.1 percent in the first quarter of 2023. Global conversion rates in selected verticals 2023
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