We’re looking into the analytics of our extensibility one-page checkout in Shopify, and are trying to find benchmarks to measure our performance against.
Shopify Support was not able to provide me with data so I’m asking the community instead. What’s the global Shopify benchmark data for the metrics below? If not available for Shopify, what’s the average e-commerce standards in general?
- Add to cart rate
- Initiate checkout rate
- Checkout completion rate
Hey @emiladestam
Benchmarks can vary across industries, but here’s a general range based on e-commerce standards:
- Add to Cart Rate: Around 4% on average, with 8-10% considered strong. This measures the percentage of sessions where at least one item is added to the cart. (Sessions with an item added to cart ÷ Total sessions) × 100
- Initiate Checkout Rate: Typically 3-4%, but if you’re looking at only users who added an item to their cart, the median is around 37%. This shows how many people move from cart to checkout. (Sessions that start checkout ÷ Sessions with an item in cart) × 100
- Checkout Completion Rate: Usually ~45%, with top-performing stores seeing 59-66%. This tracks how many people who start checkout actually complete the purchase. (Completed purchases ÷ Sessions that start checkout) × 100
If you’re looking to push these numbers up, optimizing for cart conversions can help—things like personalized recommendations inside the cart and dynamic incentives (e.g., a rewards bar) can nudge shoppers toward checkout. Let me know if you want to explore ways to make that work!