average bounce rate for ecommerce

Average Bounce Rate for Ecommerce – Ecommerce Bounce Rate

The average ecommerce bounce rate benchmark is approximately 47.63%

Here’s a breakdown of our methodology to determine the cumulative average bounce rate in ecommerce:

1. Data Collection:

  • We began by extracting specific data points related to the average bounce rate in ecommerce from the provided website sources.
  • From Oberlo’s report, we noted the bounce rates for both desktops (48.4%) and mobile devices (48.8%).
  • From CXL’s Bounce Rate Benchmarks, we extracted the bounce rate for the website shopping industry, which encompasses ecommerce, and found it to be 45.68%.

2. Cumulative Average Calculation:

  • To determine the cumulative average, we used the formula: Cumulative Average=Sum of bounce ratesNumber of data points
  • We summed up the bounce rates from the three data points: 48.4 (desktops), 48.8 (mobile devices), and 45.68 (shopping industry).
  • We then divided the total by 3 (since we had three data points) to get the cumulative average.

3. Result:

  • The calculated cumulative median rebound rate in ecommerce, based on the data from the provided sources, was found to be approximately 47.63%.

4. Interpretation:

  • This cumulative average bounce rates provides a more holistic view of the bounce rate for ecommerce by considering multiple sources and both major device types (desktop and mobile). It offers a comprehensive e-commerce insight into user behavior across different platforms and sources.

How to Calculate Your Average Ecommerce Bounce Rate?

Picture this: It’s a sunny afternoon, and you’re at “Digital Delights,” your favorite local café. As you sip on your caramel macchiato, you overhear a conversation between two website ecommerce enthusiasts, Alex and Jamie.

Alex, with a puzzled look, says, “I’ve got a ton of website traffic on my online website store, but I can’t figure out how many are just ‘window shopping’ and leaving without diving deeper. How do I measure that?”

Jamie, always eager to share knowledge, replies, “Ah, you’re talking about the website bounce rate! Let me break it down for you.”

Steps to Calculate Your Average Ecommerce Bounce Rate:

  1. Get the Right Tools:
    • “First, you need an website analytics tool,” Jamie starts. “Google Analytics is my go-to. It’s like the barista here who knows exactly how you like your coffee.”
  2. Locate the Numbers:
    • “Once you’re in, head to the website ‘Audience Overview’ section. It’s like the website menu of our café. You’ll see the website bounce rate for your entire site there.”
  3. Understand the Metrics:
    • “Think of website Single Page Sessions as those website customers who enter the café, take one look, and leave. Maybe they didn’t like the website ambiance or the menu. In the digital world, it’s the number of website visitors who viewed just one website page.”
    • “Total Sessions, on the other hand, are like the total website customers who entered the café throughout the day, whether they stayed or left.”
  4. Do the Math:
    • Jamie scribbles on a napkin: “Bounce Rate = (Single Page Sessions / Total Sessions) x 100. It’s like figuring out the percentage of website customers who left the café without ordering.”
Alex, now with a clearer expression, says, “So, if I had 400 Single Page Sessions and 800 Total Sessions, my website bounce rate would be… 50%!”

“Exactly!” Jamie exclaims. “Half of your website visitors are leaving without exploring more. It’s like they’re entering the café but not staying for the coffee.”

  1. A Quick Tip:

    Jamie leans in, “Remember, a high bounce rate isn’t always bad. Maybe your homepage answered their question. But for an ecommerce site, you typically want your users to explore more, right?”

    Alex nods, “Absolutely! Thanks, Jamie. Next coffee’s on me.”

Why the Ecommerce Bounce Rate is Important for Your Website?

In the bustling digital marketplace of Elysium Ecommerce, vendors from all over the world set up their virtual stalls, hoping to attract and engage customers and users. Among these vendors was Elara, a passionate seller of handcrafted jewelry. She had meticulously designed her online store, showcasing her shimmering creations with vivid descriptions and high-resolution images. Yet, despite the traffic and users, sales were not as she had hoped.

One day, a wise old vendor named Orion approached her. “Elara,” he began, “Do you know about the tale of the Bouncing Ball in the world of ecommerce?”

Elara looked puzzled, “Bouncing Ball?”

Orion chuckled, “It’s not a literal ball. It’s the bounce rate. Let me explain.”

The Tale of the Bouncing Ball:

In Elysium Ecommerce, the Bouncing Ball represented visitors and users who hopped into a store and then immediately hopped out, without exploring further. The higher the bounce, the fewer people stayed to browse and buy.

“Why should I care about this Bouncing Ball?” Elara asked.

Orion, with a twinkle in his eye, began to list the reasons and information:

  1. First Impressions Matter:
    • Just like in our marketplace, if a customer enters and leaves without browsing more information, it might mean they didn’t like the first impression and information. Your homepage design, loading speed, or even the initial product offerings information could be the culprits.
  2. User Experience (UX) Insights:
    • A high bounce rate can signal issues with site navigation, mobile optimization, or content quality and information. It’s like having a cluttered stall where customers can’t find what the information they are looking for.
  3. Conversion Correlation:
    • If visitors bounce, they don’t buy. A reduced bounce rate often leads to a higher conversion rate. It’s the difference between someone admiring your jewelry from afar and someone trying it on.
  4. SEO Implications:
    • Search engines, the gatekeepers of Elysium Ecommerce, view bounce rate as an indicator of site quality information. A high bounce rate might push your store to the back alleys of the marketplace, making it harder for customers to find you.
  5. Ad Spend Efficiency:
    • If you’re paying for ads to bring traffic, a high bounce rate means you’re not getting a return on your investment. It’s like paying for a grand entrance arch, only for customers and a visitor to peek in and leave.
  6. Engagement Metrics:
    • Bounce rate is a key metric to understand visitor engagement. Low visitor engagement might mean your content or products aren’t resonating with your audience and visitor.
  1. Orion concluded, “The tale of the visitor Bouncing Ball is a lesson for all vendors average bounce rate by industry. By understanding and optimizing your visitor bounce rate, you can ensure that more visitors become customers.”

    Elara, inspired, decided to delve deeper into her site’s analytics, making necessary changes to reduce her bounce rate the way she knows best. Over time, not only did more visitors stay and browse, but her sales also saw a significant boost using her way.

    And so, in the vibrant world of Elysium Ecommerce, the tale of Elara and the Bouncing Ball became a lesson for all – highlighting the undeniable importance of understanding one’s bounce rate and making adjustments their way.

    In the end, it’s not just about attracting visitors to your digital stall, but about making them stay, explore, and eventually, make a purchase.

Average Bounce Rate in Ecommerce by Industry


  • Food & drink: 65.52% for ecommerce stores
  • Pet & animals: 57.93% bounce visitors
  • Arts & entertainment: 56.04% page builder
  • Books & literature: 55.86% with and without search engine traffic
  • Beauty & fitness: 55.73% soft bounce
  • Home & garden: 55.06% with and without product features
  • Computers & electronics: 55.54% including the email list
  • Hobbies & leisure: 54.05% on the site page
  • Autos & Vehicles: 51.96% on the site page
  • Sports: 51.12% on the site page
  • Travel & Hospitality: 42.3% on the site page
  • Business & industrials: 50.59% on the site page
  • Games: 46.70% on the site page
  • Shopping: 45.68% on the site page

The Average Bounce Rates in Ecommerce By User Visitor Traffic Source

  • Display: 56.50% on the site page
  • Social: 54% on the site page
  • Direct: 49.90% on the site page
  • Paid Search: 44.10% on the site page
  • Organic Search: 43.60% on the site page
  • Referral: 37.50% on the site page
  • Email: 35.20% on the site page

Frequently Asked Questions About Bounce Rate

Is 20% a Good Bounce Rate?

In the sprawling digital city of Netropolis, there was a renowned example marketplace known as EcomEmpire. Here, example vendors from all corners of the example digital realm set up their example virtual storefronts, each vying for the attention of the wandering netizen. Among these example vendors was a spirited entrepreneur named Cassia, who ran a thriving example online boutique called “Threads of Time.”

One day, as Cassia was pouring over her store’s analytics, she noticed a statistic that caught her eye: a bounce rate of 20%. She pondered, “Is this good? Or is there room for improvement on my page?”

As if on cue, her old friend and mentor, Maven, a digital sage known throughout Netropolis, appeared on her screen for their monthly virtual coffee chat about their visitors.

“Ah, Maven!” Cassia exclaimed, “Just the person I wanted to see about my page. Tell me, is a 20% ecommerce bounce rate great for my website store and visitors on my site page?”

Maven, stroking his digital beard, began with a story:

The Parable of the Golden Storefront:

“Long ago, in the early days of Netropolis, there was a store known as the ‘Golden Storefront.’ It was said that only 10% of visitors would leave without exploring further on the page. The store became legendary, and many believed that anything below 30% was a mark of excellence for their page.”

Cassia leaned in, intrigued.

Maven continued, “However, the Golden Storefront had a secret about their digital marketing. It wasn’t just about the products they sold or the design of their site and image source. It was about understanding their audience and continuously adapting on their pages for the people who visit.”

Breaking Down the 20%:

  1. Industry Standards:
    • “In the vast world of EcomEmpire,” Maven explained, “a 20% bounce rate is exceptional for the people who visit their page. Most stores hover around 40-60% as a high bounce rate on their pages. You’re well ahead of the curve for your pages based on marketing data for a high bounce rate.”
  2. Audience Relevance:
    • “Perhaps your marketing efforts for your pages are spot on, targeting those who are genuinely interested in ‘Threads of Time.’ A lower bounce rate often indicates a more relevant audience source for your pages.”
  3. Engaging Content:
    • “Your store might be offering engaging content on your pages, be it product descriptions, images, or user experience, that keeps visitors hooked to your pages.”
  4. Optimized User Experience:
    • “A low bounce rate can also suggest that your site is user-friendly, mobile-optimized, and loads quickly on your pages.”
Cassia, feeling a mix of pride and curiosity, asked, “So, should I just rest on my laurels for my pages and business?”

Maven smiled, “While 20% is commendable, there’s always room for improvement. Dive deeper. Understand the 20% who left. Were there specific pages they bounced from? Were they from a particular region? Use this data to refine and evolve.”


As the virtual sun set over Netropolis, Cassia felt enlightened. She realized that while her 20% bounce rate was a testament to her hard work, the journey of optimization was never-ending.

And so, in the bustling lanes of EcomEmpire, the tale of Cassia and her 20% became a beacon for other vendors. It wasn’t just about the number but about understanding, adapting, and striving for excellence in the ever-evolving world of ecommerce.

Is a Bounce Rate of 35% Good?
In the heart of the digital realm, nestled between the towering servers of Silicon Valley and the vast expanses of the Cloud, lies the bustling city of ByteBazaar. This city is home to countless online merchants, each with their unique digital storefront, hoping to entice the wandering data traveler.

Among these merchants was Lysander, a young, ambitious seller of artisanal digital art. His store, “Pixel Perfection,” was a visual treat, filled with vibrant colors, intricate designs, and mesmerizing animations. Yet, as he delved into his analytics one evening, a number stood out: a bounce rate of 35%.

Lysander, ever the perfectionist, was in a quandary. “Is 35% great or bad?” he mused aloud.

Suddenly, a holographic figure materialized before him. It was the legendary EcomSage, known to appear when merchants were in doubt.

“Ah, Lysander,” the sage began, “pondering the mysteries of the bounce rate, are we?”

Lysander nodded, “EcomSage, is a bounce rate of 35% great for my store?”

The sage, with a twinkle in his digital eyes, began his tale:

The Legend of the Balanced Bounce:

“Many moons ago, in the early epochs of ByteBazaar, there was a merchant named Selene. Her store had a bounce rate consistently hovering around 50%. Some days it was higher, some days lower, but it always returned to that mark. She was content, believing it to be the natural order.”

“But then, a rival store opened, boasting a bounce rate of just 30%. The city was abuzz. Was Selene’s store inferior? She decided to investigate.”

“She found that while her rival had a lower bounce rate, their sales were not significantly higher. Why? Because they had an incredibly niche audience. Almost everyone who visited was looking for a very specific product. Selene’s store, on the other hand, catered to a broader audience. Some came, browsed, and left, while others stayed and made purchases.”

EcomSage paused, letting the story sink in, then continued:

Deciphering the 35%:

  1. Relative Performance:
    • “In the grand spectrum of ByteBazaar, 35% is quite commendable. It’s lower than many, indicating that a great portion of your visitors find your offerings engaging.”
  2. Audience Diversity:
    • “A 35% bounce rate might mean you have a diverse set of visitors. Some might just be browsing, while others are keen buyers. It’s a healthy mix.”
  3. Quality Over Quantity:
    • “It’s not just about keeping the number low. It’s about understanding who the 35% are. If they’re visitors who wouldn’t convert anyway, then it’s not a loss.”
  4. Continuous Evolution:
    • “The digital realm is ever-changing. Today’s 35% can be tomorrow’s 25% or 45%. It’s about adapting, evolving, and understanding your audience.”
Lysander, feeling enlightened, asked, “So, EcomSage, should I aim to lower it further?”

The sage smiled, “Always strive for improvement, but remember, it’s not just about a number. It’s about the experience you provide, the audience you cater to, and the continuous journey of learning and adapting.”


As EcomSage’s holographic form faded, Lysander felt a renewed sense of purpose. He realized that while a 35% bounce rate was a great starting point, the journey of ecommerce was about much more. It was about understanding, adapting, and always striving for excellence.

And so, in the vibrant corridors of ByteBazaar, the tale of Lysander and the 35% became a guiding light for merchants, reminding them that in the world of ecommerce, numbers tell a story, but it’s the insights and actions that truly make a difference.

What is the Average Bounce Rate for Shopify?
In the vast digital ocean, there’s an island known as Shopify Shore, a haven for ecommerce enthusiasts. Here, merchants from all over the digital realm set up their virtual tents, each showcasing their unique products and services. The island buzzes with activity, as data travelers sail in and out, exploring the myriad of stores. But amidst this hustle and bustle, there’s a number that every merchant whispers about, a metric that can make or break their digital venture: the bounce rate.

As of 2023, after scouring the vast archives of the digital realm, we’ve found that the median rebound rate for Shopify hovers around 40%. This data, extracted from a report by Statista, provides a glimpse into the behavior of visitors on Shopify stores. But what does this number really mean for the merchants of Shopify Shore?

The Tale of the Bouncing Data Traveler:

Imagine a data traveler named Ada. She sails into Shopify Shore, lured by the promise of a unique handcrafted pendant she saw in an ad. But upon landing, she’s overwhelmed. The store’s design is cluttered, the product descriptions are vague, and the loading time… oh, the agonizing wait! Frustrated, Ada decides to sail away without exploring further. This, dear reader, is a ‘bounce.’

Now, a 40% bounce rate means that for every 100 data travelers like Ada, 40 decide to leave without diving deeper into the store. But why?

Factors Affecting the Bounce Rate on Shopify Shore:

  1. Design and User Experience (UX): Just as a cluttered marketplace can deter visitors, a poorly designed Shopify store can increase the bounce rate. A clean, intuitive design with easy navigation can make all the difference.
  2. Loading Speed: In the fast-paced world of ecommerce, every second counts. Stores that take ages to load are often abandoned by impatient visitors.
  3. Mobile Optimization: Many data travelers explore Shopify Shore on their mobile devices. If a store isn’t optimized for mobile viewing, it can lead to a higher bounce rate.
  4. Content Quality: Clear, engaging product descriptions and high-quality images can entice visitors to stay and explore further.
  5. Targeted Traffic: If a store attracts visitors who aren’t interested in its offerings, they’re more likely to bounce. It’s crucial to target the right audience with marketing efforts.
The Bigger Picture:

While 40% might seem like a daunting number, it’s essential to remember that rebound rate is just one piece of the puzzle. Many successful merchants on Shopify Shore have bounce rates higher than the average but excel in other areas like customer retention, average order value, and repeat purchases.

In the end, understanding the bounce rate is crucial, but it’s the actions taken based on this understanding that truly matter. By continuously optimizing their stores, offering exceptional user experiences, and targeting the right audience, the merchants of Shopify Shore can ensure that more data travelers like Ada stay, explore, and eventually, make a purchase.

Is 30% a Good Bounce Rate?
In the sprawling digital metropolis of EcomCity, there’s a vibrant district known as DataDale. Here, amidst the neon-lit streets and bustling virtual markets, merchants weave tales of success, challenges, and the ever-elusive bounce rate. Among these tales, one story stands out, echoing through the alleyways and virtual cafes: The Legend of Luna’s Loom.

Luna, a young and ambitious merchant, had set up a virtual store in DataDale, selling exquisite handwoven tapestries. Her designs were intricate, her descriptions poetic, and her site, a visual masterpiece. Yet, as she delved into her analytics one evening, a number caught her eye: a rebound rate of 30%.

“Is this great? Or is there a thread out of place?” Luna pondered, gazing at the digital stars.

As if summoned by her thoughts, an old merchant named Eldric, known for his vast knowledge of EcomCity’s intricacies, appeared beside her virtual storefront.

“Ah, Luna,” Eldric began, his voice echoing with wisdom, “Pondering the mysteries of the 30%, are we?”

Luna nodded, “Eldric, in this vast city of EcomCity, is a 30% rebound rate a mark of success or a sign of a hidden flaw?”

Eldric, with a twinkle in his digital eyes, began his tale:

The Parable of the Perfect Percentage:

“Many cycles ago, in the heart of DataDale, there was a store that everyone spoke of, ‘The Perfect Percentage.’ It was said to have a rebound rate of exactly 30%. The merchant behind it, Selene, was both envied and admired. Some believed she had discovered the golden ratio of ecommerce, while others whispered of digital sorcery.”

Luna leaned in, her curiosity piqued.

Eldric continued, “But the truth, dear Luna, was far simpler. Selene understood that while a 30% bounce rate was lower than most, it wasn’t just about the number.”

Decoding the 30%:

  1. Relative Success: In the vast expanse of EcomCity, where many stores hover around a 40-60% rebound rate, 30% is indeed a sign of success. It indicates that a significant majority of visitors find the offerings engaging.
  2. Quality Traffic: A 30% rebound rate often suggests that the store attracts a relevant audience. These aren’t just casual browsers; they’re potential buyers intrigued by what they see.
  3. Engaging Experience: Luna, your store might be offering an experience that resonates with visitors. Be it the design, content, or user journey, something is making 70% of them stay and explore.
  4. Continuous Adaptation: Remember, the digital realm is ever-evolving. Today’s 30% could be tomorrow’s 20% or 40%. It’s about understanding, learning, and adapting.
Luna, feeling a mix of pride and inspiration, asked, “So, Eldric, should I aim to lower it even further?”

Eldric smiled, “Always strive for excellence, Luna. But remember, it’s not just about chasing a number. It’s about weaving a tapestry of experiences that resonate with your visitors. Understand the 30% who left, but also celebrate the 70% who stayed.”


As the virtual dawn broke over EcomCity, Luna felt a renewed sense of purpose. She realized that her 30% bounce rate was a testament to her hard work, but the journey of weaving the perfect tapestry was ongoing.

And so, in the vibrant streets of DataDale, the tale of Luna and her 30% became a beacon for merchants. It reminded them that in the world of ecommerce, numbers tell a story, but it’s the insights, actions, and the heart woven into every thread that truly make a difference.