What’s the average eCommerce conversion rate in Australia?

There is no such thing as a useful average eCommerce conversion rate in S’traya, or anywhere in the world. There are so many factors that contribute to it, that averages are pointless.

If you pushed me for an answer I’d say 2%, just to end the conversation and move on to advice that will actually help you and your Aussie eCommerce store.

In fact, looking across all accounts I have access to in S’traya over a 12 month period, it averages out to 2.14%.

However, this isn’t ever eCommerce store in S’traya so it’s far from scientific, but after working in eCommerce for longer than I care to disclose, it’s spot on.

Is my eCommerce store converting well?

This is really the question you want the answer to.

The trick here is to compare your sites conversion rate to other websites in your niche and with similar setups.

Based on data from Shopify (who have 85,456 stores in Australia, at the time of writing in Sep 2021), here are some averages by industry.

  • Clothing/Fashion 1.81%
  • Furniture 0.61%
  • Food and beverages 3.36%

As you can see there is quite a range there for just three industries.

No matter your industry it can always be improved on, which is why we recommend constantly running tests after changing something like a promotion, product photography, description etc. More on that below in the Google Optimise section.

Ecommerce conversion rate by industry in Australia

Want to know what the average eCommerce rate is for your industry? Shopify have a great tool, just select where you sell, how much you sell and what industry you’re in (i.e. apparel, electronics etc) and it will show you averages based on Shopify stores.

Shopify eCommerce conversion rate calculator tool

A word of warning, this isn’t data on every eCommerce store in Austraila, just ones on Shopify (but it’s the best tool I’ve come across to date).

What affects eCommerce conversion rate?

There are ALOT of factors. Here are the main ones I’ve discovered.

Online-only stores convert higher than businesses that have physical stores
It’s not uncommon to see a 6% conversion rates for online only and 1% for stores with physical locations as customers can window shop online and buy in-store. Customers window shop on the site then go in-store to buy.

For example if you’re in the the optical industry (aka glasses) and have physical stores, there is high percentage of website visitors (more than half based on our sources) that want to book and eye test or just find the store location. There is no way they will convert online, lowering your eCommerce conversion rate.

Business To Business sites that are glorified order forms
A business selling to other businesses (B2B) where the site is essentially a catalogue to reorder from will convert higher (have seen 12% plus).

Web sites with lots of great information pages 
These sites get lots of organic traffic from Google. Geeks call it Organic traffic, some call it SEO traffic. No matter what you call it, it often tends to convert at a lower rate, as more visitors are researching than buying.

The day of the week
I used to run an apparel store and Sunday and Monday conversion rates were always higher than the rest of the week. We used to guess why over beers on a Friday afternoon, but never got to the bottom of it!

Why does eCommerce conversion rate change each day?

Below is an example of the eCommerce conversion rate by day over 12 months for a furniture business.

Why does ecommerce conversion rate change each day?

Look at the difference each day. Apart from the December spikes to the left of the image, which were Black Friday and Boxing day promotions, the daily variations go from 3.5% to 1.5%.

The conclusion I’ve come to is this is just how individuals feel on any given day. Oh it’s raining I’ll buy that XYZ today.

The list of factors that affect eCommerce conversion rates goes on goes on and on.

I personally spent 10 years chasing this and comparing my sites to others.

It was waste of time.

If I could have a quote word with myself 10 years ago I would have said, don’t focus on what is the average, put effort into increasing it.

What is Google Optimise?

Google optimise is a free tool that allows you to change something on a page to try to increase conversion rate, for example, showing different product benefits or another model wearing your products, and see which version generates more sales by increasing your eCommerce conversion rate.

It’s one of those no brainer tools that every decent eCommerce business uses.

Great how-to guide for Google Optimise from the Traffic Radius team here

If all that sounds hard, you could try this method of increasing conversion rate, but I wouldn’t do it!