30+ Ecommerce Metrics Benchmarks (December 2018) - Store Growers

30+ Ecommerce Metrics Benchmarks (December 2018) - Store Growers 12/5/18, 5(01 PM 30+ Ecommerce Metrics Benchmarks (December
ce Metrics Benchmarks (December 2018) - Store Growers 12/5/18, 5(01 PM
This article bundles all of the different research and reports that I
ABOUT BLOG have collected over the years.
(HTTPS://WWW.STOREGROWERS.COM/ABOUT/) (HTTPS://WWW.STOREGROWERS.COM/BLOG/)
Data disclaimer: I try to focus on recent, high quality studies with a

large enough sample sizes. But benchmarks can vary between
30+ Ecommerce Metrics studies for a number of reasons.
Benchmarks (December So keep that in mind while you go through the list below. These
2018)
ecommerce metric benchmarks are meant to give you direction, not
a hard target.
By Dennis Last update November 29, 2018 Comments: 4

This list of metric benchmarks is a long one. Use the links below to
skip to the section you need.
Traffic sources
Device type
On-site engagement
Average order value
I use a lot of ecommerce benchmarks in my client projects. For new Conversion rate
clients, these metrics offer a great way to put together a plan to set
Add-to-cart rate
goals and expectations. And with existing clients, benchmarks are
good way to see how we stack up against others.
Cart abandonment
https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 1 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 2 of 32

30+ Ecommerce Metrics Benchmarks (December 2018) - Store Growers 12/5/18, 5(01 PM 30+ Ecommerce Metrics Benchmarks (December 2018) - Store Growers 12/5/18, 5(01 PM
Gross margins Source: Wolfgang KPI Report (https://www.wolfgangdigital.com/kpi-

2019/) (2018)
Google Ads Notes: study with over 250 million website sessions and over €500
million in online revenue between July 2017 – June 2018
Google Shopping
Why should you care?
Bing Ads Compare this with your own traffic sources to see which traffic
where you might be underperforming.
Facebook Ads
Traffic sources (by revenue)
Email marketing
Organic: 38%
Traffic sources (by visitors) Paid search: 18%
Organic: 43%
Direct: 19%
Paid search: 18%

Email: 4%
Direct: 20%
Social: 2%
Email: 4%
Display: 0%
Social: 5%
Referral: 17%
Display: 1%
Other: 2%
Referral: 7%
Source: Wolfgang KPI Report (https://www.wolfgangdigital.com/kpi-
Other: 3% 2019/) (2018)

Why should you care? Mobile: 26% (vs 26% in 2017)
How do your traffic sources stack up? Does your list look different
Desktop: 56% (vs 61%)
than the ones sorted by visitors? This can be an indicator that the
effectiveness of your investments is off. You could be attracting a lot Tablet: 12% (vs 13%)
of organic traffic, but get no sales from it. This means that you’re
Source: Wolfgang KPI Report (https://www.wolfgangdigital.com/kpi-
missing critical links in addressing the buyer process.
2019/) (2018)
Many of my own clients outperform the list above when it comes to
paid search. Both in terms of traffic and revenue. This might show
Segment your own revenue by device type to see what your
there are opportunities to invest in other channels.
breakdown looks like. The most common observation: attracting
Device type (by visitors) mobile visitors that convert poorly.
Mobile: 53% (vs 52% in 2017) On-site engagement metrics

Desktop: 37% (vs 41%) Average pages per session: 5
Tablet: 10% (vs 18%) Average session duration: 3m01s
Source: Wolfgang KPI Report (https://www.wolfgangdigital.com/kpi- Average bounce rate: 41%

2019/) (2018)
Average page load time: 6.8s

Average server response time: 0.97s
If you’re seeing different numbers, is this because of your industry or
location? Or is it because your website performs poorly on mobile Source: Wolfgang KPI Report (https://www.wolfgangdigital.com/kpi-
(https://search.google.com/test/mobile-friendly)? 2019/) (2018)
Device type (by revenue)

Why should you care? will actually come from visitors that come back to your site. That’s
These numbers will vary widely depending on your industry and why it is so important to have a strategy that brings visitors back to
website. But a general rule is that more engagement with your site is your website.
better. If your numbers are totally off (such as a bounce rate of 88%),
try comparing buyers to non-buyers on your site. Ecommerce Average Order Value
Average order value (by traffic source)
Transaction path length
Direct: $134.87
For the visitors that have converted, how many sessions did it take
before they converted? Email: $100.80
1 session: 40% Search: $121.69
2 sessions: 60% Social: $98.66
3 sessions: 70% Unknown: $141.58
5 sessions: 81% Source: Monetate Ecommerce Quarterly

(https://www.monetate.com/resources/benchmarks-research) (Q2
12+ sessions: 100%
2018)
Source: Wolfgang KPI Report Source: data from over 700M ecommerce sessions during Q2 2018
(https://www.wolfgangdigital.com/blog/ecommerce-kpi-
benchmarks-2016/) (2017)
Your average order value (AOV) depends on the type of products you
Why should you care? sell. But solid businesses bring in solid revenue. And building an
Many store owners expect to make a sale the first time someone ecommerce empire on $150 orders is a lot easier than doing it on $10
visits their site. These benchmarks show that most of your revenue orders. If your order value is too, low, you might need new products
or cross/upsell more effectively.

Google Ads 3.05% 1.42%

Average Order Value (by store
performance)
Facebook 2.08% 0.93%
Social 1.66% 0.74%
Top 25% stores: $102.93

Source: Compass Ecommerce Conversion Rate Benchmarks
25-50%: $97.73 (https://blog.compass.co/ecommerce_conversion_rate_benchmark/) (2018)
Note: data collected from over 10,000 online stores – top 25% = 25%
50-75%: $88.31
of store with highest conversion rate
Bottom 25%: $74.73
Source: RJMetrics Ecommerce Growth Benchmark The table shows a breakdown of the different conversion rates you
(https://rjmetrics.com/resources/reports/2015-ecommerce-growth- can expect for each of your marketing channels. If you’re not hitting
benchmark/) (2015) the average ones, maybe it’s time to review the effectiveness
(https://www.storegrowers.com/services/google-ads-audit/) of your
efforts.
These numbers illustrate what great stores do compared to the
average ones. If all else stays equal, the better performing stores get Also compare the average with the conversion rates that the top 25%
a 30% higher average order value. This extra revenue allows them to of the stores in the study are generating. For most channels, they
invest more and get even further ahead. convert more than DOUBLE the rate of the other stores. This gives
them a huge competitive advantage.
Average Ecommerce Conversion rate
Top 25% Average
Referral 13.47% 5.44%
Email 10.16% 5.32%
Organic 4.07% 2.08%
Direct 3.93% 2.16%

What's A Good Ecommerce Conversion Rate? Add-to-Cart Rates (by device type)
Desktop: 10.93% (vs 11.36% in Q2 2017)
Tablet: 12.20% (vs 11.19%)
Smartphone: 9.78% (vs 9.04%)
Source: Monetate Ecommerce Quarterly

(https://www.monetate.com/resources/benchmarks-research) (Q2
2018)
Conversion Rate (by device type)

Desktop: 3.83% (vs 4.05% in Q2 2017) If your visitors don’t buy, have a look at the add-to-cart rates for
your store. Are people adding product to their baskets? You might
Tablet: 3.84% (vs 3.59%)
need to configure extra ecommerce analytics
Smartphone: 2.03% (vs 1.7%) (https://www.storegrowers.com/google-analytics-for-ecommerce/)

to be bale to track this metric.
Source: Monetate Ecommerce Quarterly
(https://www.monetate.com/resources/benchmarks-research) (Q2 Cart Abandonment Rate
2018)
The average shopping cart abandonment rate is 69.89%%.
Mobile visitors convert at almost half the rate of desktop visitors. Source: Baymard Institute (https://baymard.com/lists/cart-
That’s a fact and these benchmarks illustrate it. So what do you do abandonment-rate) (2018)
about it? Eliminate paying for mobile traffic? Probably not as that Notes: meta study from over 40 other studies
will limit your turnover. But continue to optimize your mobile

experience is a good start.

Why should you care? building awareness. But after you’ll need to grow more deliberately:
It can be frustrating to see visitors add things to their carts, but then improve your website, start advertising or get serious about your
abandon the checkout later. email list.
But most of these visitors were never going to buy anyway. About Source: RJMetrics Ecommerce Growth Benchmark
58% of all those abandoned carts claim it’s because they were “just (https://rjmetrics.com/resources/reports/2015-ecommerce-growth-
browsing”. Many use the shopping cart as a save for later list. benchmark/) (2015)
That doesn’t mean that there is nothing you can do about the New versus repeat orders
remaining 40%. If you score below this benchmark, take a look how
you could improve your checkout experience to generate more sales. Top 25% companies
Annual Ecommerce growth rate Month 2: 20% of revenue comes from repeat customers.
Month 36 (3 years): revenue from repeat customers starts taking

Stores with an annual revenue between $0-1 million have
over revenue from new customers.
an annual growth rate of 137%.
Bottom 75% companies
Keeping track of this metric is a pretty advanced thing to do. But if Month 2: 10% of revenue comes from repeat customers.
you know how fast the best stores in your industry are growing, it
Month 36: revenue from repeat customers equals revenue from
will help you to set realistic growth targets for your own store.
new customers.
It’s a good indicator of when you will need to move past the low- Source: RJMetrics Ecommerce Growth Benchmark
hanging fruit and start exploring new sources of growth. In the early (https://rjmetrics.com/resources/reports/2015-ecommerce-growth-
days of your company, you can double your business simply by benchmark/) (2015)

Why should you care? As said before, this metric can be a target. If you’re far below, you
Solid businesses are build on repeat orders. It’s cheaper to get your should explore how your competitors might be able to achieve better
existing customers to buy again, and if that revenue reaches scale, margins.
your store really grows leaps and bounds.
Ecommerce Customer Acquisition
The top companies excel at retaining customers, even at the start of
Cost (repeat customers)
their business.
Customer acquisition cost for repeat customers is between ⅛ and ⅓

Average Gross Margins of the original cost.
in Ecommerce
Source: couldn’t find any but this number is thrown around a lot.
Average gross margins sit in the 30-40% range.
Source: MarketingSherpa You need to spend big money to get customers into your world. But
(https://www.marketingsherpa.com/article/chart/ecommerce- getting them to buy again will cost you a lot less. It’s also good to
average-gross-margins) (2014) remember that getting an existing customer to buy again often isn’t
Note: data gathered in a survey from 4,346 ecommerce professionals free if you factor in things like email marketing.-
Why should you care? Google Ads benchmarks

The average gross margin for your industry might be very Google Ads Clickthrough Rate (by
different. But one interesting remark from this study is that the network)
gross margin increases with the size of the business increases. This
Search Network: 2.69%
makes sense because as the business grows in size, it should run its
operations more efficient.
DisplayNetwork: 0.52%

Source: Wordstream Google Ads Benchmarks Why should you care?

(http://www.wordstream.com/blog/ws/2016/02/29/google-adwords- Rather than aiming for the average, these numbers show what great
industry-benchmarks) (2018) advertisers are doing. The best ones (in the 90th percentile) are
Notes: data from 14,197 US-based WordStream client accounts in all getting almost 5X the CTR vs the lower performing ones. On Google
verticals (representing over $200 million in aggregate Google Ads Ads this translates into a great quality score, and a lower cost per
spend) who were advertising on Google’s Search and Display click.
networks between August 2017 and January 2018
So beat your competitors (https://www.storegrowers.com/google-
Why should you care? ads-competitors/) by focusing on a great campaign structure
I use this CTRs as a minimum threshold for my Google Ads (https://www.storegrowers.com/set-up-google-adwords/)!
campaigns.
Average Google Ads Cost Per Click (by
Average Google Ads Clickthrough Rate network)
(by percentile)
Search Network: $1.16
25th percentile: 1.91%
Display Network: $0.45
50th percentile: 3.23%
Source: Wordstream Google Ads Benchmarks
75th percentile: 5.58% (http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-
industry-benchmarks) (2018)
90th percentile: +9.5%

Source: Wordstream Google Ads data
The actual cost per click might be different for your industry. But
(http://www.wordstream.com/blog/ws/2016/09/20/adwords-ad-
these averages provide an easy way to make predications and rough
data) (2016)
estimates.

Average Google Ads Conversion Rates for Why should you care?
Ecommerce I have to say that these CPAs are very high to me. Most of my clients
have customer acquisition costs well below $45, spending this much
Search: 2.81% for a customer would make it unprofitable.
Display: 0.59% But similar to the Google Ads conversion rates, these should give
you a rough idea if you can make Google Ads work for your store. But
Source: Wordstream Google Ads Benchmarks
realize that you can do better (and have to if you want to turn a
(http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-
profit).

Google Shopping benchmarks
Unlike other traffic sources, Google Ads gives you control of who you Google Shopping Revenue share (by
attract to your site. These conversion rates give you an idea of the device)
quality of the visitors you should be bringing to your site.
Desktop: 48%
Average Google Ads Cost Per Action for
Ecommerce Mobile: 42%
Tablet: 10%
Search: $45.27
Source: Sidecar Google Shopping Benchmarks

Display: $65.8
(https://discover.getsidecar.com/2018-google-shopping-
Source: Wordstream Google Ads Benchmarks benchmarks-findings/) (Q4 2017)
(http://www.wordstream.com/blog/ws/2016/02/29/google-adwords- Note: data was taken from 300 US customers

Why should you care? Why should you care?

Mobile keeps rising and gaining in importance and ROAS. So you This table is gold. You can see where you stack up against your
need a good plan on how to capture mobile traffic. The days of competitors on the actual performance. These numbers decide
-100% bid adjustments are definitely over. evaluate if you can be an effective competitor. If one or more of
these metrics is far above what you’re hitting, you need to dig deep
Google Shopping performance (by to find out what this is happening. And start optimizing
vertical) (https://www.storegrowers.com/optimize-google-shopping-
campaigns/)!
Vertical AOV CTR CVR ROAS
Apparel/Accessories $88 1.30% 2.28% 4.27 Average Google Shopping Cost per click
Automotive $222 1.55% 0.99% 8.34 (by device)
Comp/Electronics $197 0.73% 1.72% 10.13
Desktop: $0.85 (vs $0.78 in 2016)
Food/Drug $52 1.32% 2.61% 4.77
Health/Beauty $61 1.03% 10% 3.53 Mobile: $0.33 (vs $0.33 )

House/Home $205 1.03% 2.87% 6.79
Tablet: $0.6 (vs $0.74)
Jewelry $200 0.90% 0.75% 2.97
Mass Merchant $58 1.31% 4.65% 4.14 Source: Sidecar Google Shopping Benchmarks
Office Supplies $104 0.87% 3.23% 3.60 (https://discover.getsidecar.com/2018-google-shopping-
Pet Care $21 1.34% 3.81% 1.25 benchmarks-findings/) (2017)
Sporting Goods $112 1.29% 2.71% 6.07

Toys/Hobbies $79 1.42% 2.81% 10.25
If you are working with a limited budget, explore what you can do by
focusing more on mobile traffic for your Google Shopping campaigns
Source: Sidecar Google Shopping Benchmarks
(https://www.storegrowers.com/google-shopping/).
(https://discover.getsidecar.com/2018-google-shopping-
benchmarks-findings/) (2017)

Average Google Shopping Conversion Source: Foundit mobile shopping report
Rate per Device (http://www.foundit.com/blog/mobile-shopping-search-retailers-

biggest-opportunity-improve/) (2017)
Mobile: 1.49%
Desktop: 2.36% The higher bounce rate has a very similar explanation to the lower
conversion rate. Mobile makes it harder to browse through the
Tablet: 2.11%
offering.
Source: Foundit mobile shopping report

If your numbers are higher, you need to explore the mobile
(http://www.foundit.com/blog/mobile-shopping-search-retailers-
experience and see how you can enhance the browsing aspect.
Note: data from 60 million Google Shopping sessions
Average Google Shopping Pages per
session per Device
It’s clear that the mobile conversion rates are a lot lower.
Mobile: 2.53 pages
A big reason for that is that most visitors come in through a generic
Desktop: 3.55 pages
search and are directed to a specific product page. Exploring other
products in the category might be harder to do on mobile. Tablet: 2.98 pages
Average Google Shopping Bounce Rate Source: Foundit mobile shopping report
per Device (http://www.foundit.com/blog/mobile-shopping-search-retailers-

Mobile: 74%
Desktop: 63% The higher bounce rate has a very similar explanation to the lower
conversion rate. Mobile makes it harder to browse through the
Tablet: 70%

offering.
Facebook Ads benchmarks
If your numbers are higher, you need to explore the mobile
Average Click-Through Rate: 1.59%
experience and see how you can enhance the browsing aspect.
Average Cost per Click (CPC): $0.70
Bing Ads benchmarks
Average Conversion Rate: 3.26%
Average Click-Through Rate: 3.06%

Average Cost per Action (CPA): $21.47
Average Cost per Click (CPC): $1.24

Source: Wordstream Facebook Ads Benchmarks
Average Conversion Rate: 2.65% (http://www.wordstream.com/blog/ws/2017/02/28/facebook-
advertising-benchmarks) (2018)
Average Cost per Action (CPA): $30.25

Source: Wordstream Bing Ads Benchmarks
These numbers can help you get an idea how effective your
(http://www.wordstream.com/blog/ws/2017/02/28/facebook-
Facebook ad campaigns are and what kind of numbers you should be
advertising-benchmarks) (2018)
setting as your targets.

These numbers are always relevant in comparison to those of Google
Email marketing benchmarks
Ads. They look very similar, with only the average CPA being about Average email open rate
$15 lower.
Average email open rate: 15.66%
If you’re in Bing territory
(https://www.statista.com/statistics/220538/bing-search-market- Source: Mailchimp’s Email Marketing Benchmarks
share-country/), consider broadening your PPC activities. (https://mailchimp.com/resources/research/email-marketing-
benchmarks/) (March 2018)

Why should you care? Source: Mailchimp’s Email Marketing Benchmarks

(https://mailchimp.com/resources/research/email-marketing-
If your emails don’t get opened, you don’t have a chance of selling. benchmarks/)
Email open rates are very dependent on list quality, sending
frequency and strength of the subject line. If you are far below the Why should you care?
benchmark, consider segmenting or working harder on your subject
lines The unsubscribe rate is the percentage of people that unsubscribe
with each email.
Average email click rate

Losing subscribers that you’ve spent a lot of effort in acquiring can
Click rate: 2.07% nerve wrecking. being able to put a number on it might give you
some peace of mind.
If your unsubscribe rate is higher, you might need to rethink if the
Clicks are what transforms a subscriber into a buyer. emails that you’re sending are of actual value to your subscribers.
Email frequency can also be a culprit. You can learn about things by
If no one clicks through to your website, you won’t make any money.
getting in touch with your subscribers or from the unsubscribe form
To improve your click rates you can improve the design of your
that many email service providers offer.
emails and improve your offers.
Average revenue per recipient

Source: Mailchimp’s Email Marketing Benchmarks
(https://mailchimp.com/resources/research/email-marketing- The average revenue per recipient looks at how much money a store
benchmarks/) makes from each email divided by the number of recipients.
Average email unsubscribe rate Companies with larger annual revenues make a larger percentage of
their revenue through email (up to a third) and they generate more
Unsubscribe rate: 0.24%
revenue from each recipient.

Annual revenue below $100k: $0.06

Share this post
$100k – $1M: $0.07
FACEBOOK LINKEDIN TWITTER EMAIL
(HTTPS://WWW.FACEBOOK.COM/SHARER/SHARER.PHP?
(HTTP://WWW.LINKEDIN.COM/SHAREARTICLE?
(HTTPS://TWITTER.COM/INTENT/TWEET?
(MAILTO:?
$1M – $10M: $0.11 U=HTTPS%3A%2F%2FWWW.STOREGROWERS.COM%2FECOMMERCE-
MINI=TRUE&URL=HTTPS%3A%2F%2FWWW.STOREGROW
TEXT=HTTPS%3A%2F%2FWWW.STOREG
SUBJECT=HTTPS%3A%
METRICS- METRICS- METRICS- METRICS-
BENCHMARKS%2F)BENCHMARKS%2F) BENCHMARKS%2F) BENCHMARKS%2F)
$10M+: $0.21
Source: Klaviyo Ecommerce Email Benchmark Report

(https://www.klaviyo.com/marketing-resources/ecommerce-
About the author
benchmarks) (Q4 2016)
Note: data from 1.5 billion emails

Email is one of the only assets you truly own in your business. And
as you can see, a solid email marketing program can account for a
steady stream of revenue.
Dennis
If your numbers are below these benchmarks, you have a lot of Dennis is the founder of Store Growers. He's an ecommerce PPC expert from Belgium and has been
potential revenue growth. Start to look at the effectiveness of the running Google Ads campaigns for over 8 years.
different types of emails that you send out. His goal is to cut through the BS when it comes to ecommerce advice and provide you with tactics
and strategies that will make you more money.
Bonus: Rather than pay attention to all of the ecommerce benchmarks above,
I’ve put together a guide that will tell you which metrics you should pay Read more (/about/)
attention to at every stage of your store. Click here to download your free
guide Twitter (https://twitter.com/storegrowers)
(https://storegrowers.leadpages.co/leadbox/1445b2c73f72a2%3A161faffc3346dc/5636318331666432/)
YouTube (https://www.youtube.com/channel/UCREaZC0maQhfRnSOmfhak4A)

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30+ Ecommerce Metrics Benchmarks (December 2018) - Store Growers 12/5/18, 5(01 PM 30+ Ecommerce Metrics Benchmarks (December

ce Metrics Benchmarks (December 2018) - Store Growers 12/5/18, 5(01 PM

Data disclaimer: I try to focus on recent, high quality studies with a

30+ Ecommerce Metrics studies for a number of reasons.

By Dennis Last update November 29, 2018 Comments: 4

Average order value

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 1 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 2 of 32

Gross margins Source: Wolfgang KPI Report (https://www.wolfgangdigital.com/kpi-

Traffic sources (by visitors) Paid search: 18%

Paid search: 18%

Other: 3% 2019/) (2018)

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 3 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 4 of 32

Why should you care? Mobile: 26% (vs 26% in 2017)

Device type (by visitors) mobile visitors that convert poorly.

Mobile: 53% (vs 52% in 2017) On-site engagement metrics

Tablet: 10% (vs 18%) Average session duration: 3m01s

Source: Wolfgang KPI Report (https://www.wolfgangdigital.com/kpi- Average bounce rate: 41%

Why should you care?

Device type (by revenue)

1 session: 40% Search: $121.69

2 sessions: 60% Social: $98.66

3 sessions: 70% Unknown: $141.58

5 sessions: 81% Source: Monetate Ecommerce Quarterly

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 7 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 8 of 32

Google Ads 3.05% 1.42%

Social 1.66% 0.74%

Top 25% stores: $102.93

Referral 13.47% 5.44%

Email 10.16% 5.32%

Organic 4.07% 2.08%

Direct 3.93% 2.16%

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 9 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 10 of 32

Tablet: 12.20% (vs 11.19%)

Smartphone: 9.78% (vs 9.04%)

Source: Monetate Ecommerce Quarterly

Conversion Rate (by device type)

Smartphone: 2.03% (vs 1.7%) (https://www.storegrowers.com/google-analytics-for-ecommerce/)

will limit your turnover. But continue to optimize your mobile

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 11 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 12 of 32

Month 36 (3 years): revenue from repeat customers starts taking

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 13 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 14 of 32

Customer acquisition cost for repeat customers is between ⅛ and ⅓

Why should you care? Google Ads benchmarks

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 15 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 16 of 32

Source: Wordstream Google Ads Benchmarks Why should you care?

Why should you care?

https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 17 of 32 https://www.storegrowers.com/ecommerce-metrics-benchmarks/ Page 18 of 32

Why should you care?

Source: Sidecar Google Shopping Benchmarks

Source: Wordstream Google Ads Benchmarks benchmarks-findings/) (Q4 2017)

(http://www.wordstream.com/blog/ws/2016/02/29/google-adwords- Note: data was taken from 300 US customers

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Why should you care? Why should you care?

Health/Beauty $61 1.03% 10% 3.53 Mobile: $0.33 (vs $0.33 )

Pet Care $21 1.34% 3.81% 1.25 benchmarks-findings/) (2017)

Sporting Goods $112 1.29% 2.71% 6.07

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Average Google Shopping Conversion Source: Foundit mobile shopping report

Rate per Device (http://www.foundit.com/blog/mobile-shopping-search-retailers-

Source: Foundit mobile shopping report

per Device (http://www.foundit.com/blog/mobile-shopping-search-retailers-

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Average Click-Through Rate: 3.06%