eCommerce Conversion Rate Statistics US

Transaction KPIs provide detailed eCommerce shopping statistics at the market level. They include metrics such as eCommerce conversion rate, eCommerce return rate, and average order value. These indicators help to describe online shopping behavior across countries, showing how users interact with eCommerce retailers, how often purchases are completed, and how frequently items are returned. The data supports objective comparisons and informed analysis of market performance.

Conversion Funnel & eCommerce Conversion Rate

In 2024, the add-to-cart rate for the U.S. eCommerce Market was 12.0-12.5% This means that for every 100 visitors to an average eCommerce site in the U.S. eCommerce Market, 12.0-12.5 of the users add an item to their shopping cart. The cart abandonment rate takes another percentage off of the number of users that added an item to their cart. These are the visitors who discarded their purchase before completing the transaction. Ultimately, those who proceed to checkout and purchase the item are represented in the conversion rate.

Average Order Value & Return Rate in eCommerce

After completing the purchase, the customer pays for the order. The average order value (AOV) measures the average amount of money spent by customers across all orders in the market. In 2024, the AOV gross (before deductions are made) was US$150-US$155 in the U.S. eCommerce Market. By deducting discounts and returns, net AOV is obtained, which is the usual basis for comparing AOV between different players.