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E-Commerce Conversion Funnel Benchmarks Worldwide

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

Worldwide E-Commerce Conversion KPIs

In 2025, the add-to-cart rate for the Worldwide E-Commerce Market was 11.0-11.5%. This means that for every 100 visitors to an average e-commerce site in the Worldwide E-Commerce Market, 11.0-11.5 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.
11.0-11.5%
Add-to-cart rate
Cart-abandonment rate
Conversion rate

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Worldwide E-Commerce: Average Order Value & Return Rate

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 2025, the AOV gross (before deductions are made) was US$150-US$155 in the Worldwide E-Commerce Market. By deducting discounts and returns, net AOV is obtained, which is the usual basis for comparing AOV between different players.
US$150-US$155
AOV net (before deductions)
Discounts
Returns
AOV net (after deducations)

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