The short answer is that the global average is between 1-3%.

Of course, the reality is full of nuance and variables, from sector to region to season to marketing channel mix to website traffic volume to website UX. But this range (1-3%) is broadly what's seen in Econsultancy's Performance Benchmarks tool. This tool uses data from a variety of partners, in this instance the ecommerce conversion rate data is provided by Littledata, an ecommerce analytics specialist.

Before we look at the stats in more detail, it might be helpful to first define ecommerce conversion rate.