Average Bounce Rate: Ecommerce
There are many moving parts involved in running an ecommerce business. From trying to increase your average order value to making sure your email marketing strategy is working, each of these requires constant monitoring.
One of the most important ecommerce KPIs (key performance indicators) to track is the bounce rate. This refers to the percentage of visitors who leave your website after viewing only one page. In other words, low bounce rates are what you should aim for as they indicate better store performance and experience for visitors.
So then, what is the average bounce rate for ecommerce stores?
Ecommerce bounce rate: desktops
Much like other ecommerce performance indicators, bounce rates tend to vary according to the device. The latest data shows that as of Q4 2022, ecommerce bounce rates are at 48.4% for desktops—a 1.5 percentage point increase from the 46.9% recorded a year ago.
Ecommerce bounce rates for desktops fluctuated between Q4 2021 and Q4 2022. At the start of 2022, it rose to 48% before dipping slightly to 47.6% in Q2 2022. The following quarter saw the highest ecommerce bounce rates for desktop during this period, at 50.1%.
This bounce rate data shows that around half of all visitors to an ecommerce store leave after viewing just one page.
Ecommerce bounce rate: mobile devices
The average bounce rate for ecommerce among mobile users saw similar fluctuations. In Q4 2021, 48.3% visits to online stores on mobile phones bounced. This rose slightly to 48.6% in Q1 2022, before falling by 1.5 percentage points to 47.1% in Q2 2022. Mobile ecommerce bounce rates increased to 48.7% in Q3 2022. In Q4 2022, mobile ecommerce bounce rates hit 48.8% just 0.4 percentage points lower than the rate on desktops.
Average bounce rate for ecommerce by industry
Bounce rates can also differ from industry to industry. The same data shows that in Q4 2022, the software industry experienced the highest bounce rates across all sectors. At 70.3% for desktops and 71.8% for mobiles, this means that seven out of every 10 visitors to an online store in the software sector left after having viewed just one page.
The industry with the lowest bounce rate for desktops is energy, utilities, and construction, at 38.5%, while the industry with the lowest bounce rate for mobile devices is travel and hospitality, with 42.3%.