Average Bounce Rate for eCommerce Sites

Out of all the metrics you can monitor on your eCommerce website, The bounce rate is the one that has the potential to have the greatest impact.

Making sure that visitors stick to your site for a longer period will usually lead to more revenues and profits. If income and profit are essential to your eCommerce business, stay for a while to find out more.

What is Bounce Rate, and How Is It Calculated?

Bounce rate is the proportion of visits to a single page, i.e., users who leave a site without completing any additional pages on the same page they landed on.

If you know the number of pages a user views during their session, calculating bounce rates is quite simple. Divide by the total number of visits using just a one-page theory, and multiply it by how many sessions.

For example, if you have 100 users visiting your website and 40 results in a one-page visit, the bounce rate will be 40 percent.

What is the Average Bounce Rate for eCommerce Sites?

A typical bounce for eCommerce sites is 45.68 percent, as per bounce rate information from CXL.

Different sources could yield different results. There are other benchmarks based on the niche and a variety of other variables. However, the typical for eCommerce websites typically falls between 20 and 45% mark.

From this, we can say that a “good” bounce rate for eCommerce should not exceed 45 percent, but again, there are other factors that you must be aware of prior to throwing a party or pressing that panic button.

Average Bounce Rate by Industry

Let’s examine a few other granular ball bounce rate benchmarks.

We’ll first take a step back to examine the bounce rate for each industry.

It’s evident that “Shopping” comes in near the end of the list with an average of 45.68 percent, as we previously mentioned.

These websites generally have lower bounce rates than other kinds of websites, except for real estate websites. This makes sense since both eCommerce as well as real estate websites are designed to encourage users to visit many websites (product collection pages/pages on eCommerce websites and the listings of real estate websites).

Average eCommerce Bounce Rate by Traffic Source

The source of traffic is among the most important factors to be considered when evaluating the bounce rate of your site. The location from which a user visits your website makes a significant impact on their level of interest and the probability of them browsing several pages during their visit.

The most popular sources for visitors that have the lowest bounce rate on eCommerce sites comprise emails and referrers. Visitors coming from these sources tend to be warmer and more likely to purchase.

The sources of traffic with the highest bounce rates comprise display, social, and the show. However, the reverse is true for these channels. In general, visitors from these sources are not as experienced with your site, are not looking to browse or buy, and are more likely to leave your site quickly.

Average eCommerce Bounce Rate by Device

We will then take a look at the way that the device of the user (mobile devices vs. desktops vs. tablets) can affect bounce rates.

Mobile users tend to bounce the most, while desktop users reflect the least (tablet is in the middle, near the mean number of desktops).

Is a High Bounce Rate Bad?

Let’s say you’ve got a 50 percent bounce rate or higher. Should you be concerned about this?

In general, you shouldn’t have the highest bounce rate. However, you must also take into consideration the circumstances.

Consider the source of most of your traffic originates. As we’ve demonstrated, there’s a huge difference in the bounce rate that you expect for social traffic and email traffic, for instance.

In the event that your majority of visitors is generated by advertising on social media and display ads, a 50 percent bounce rate could be fairly good.

There are some instances that an unintentional bounce (i.e., visitors leaving after having viewed only one page) is not necessarily a problem. If you can convince the user to sign up for emails and push notifications, as an example, it’s a major win. It also will allow you to create more contact points and strengthen the relationship with this person.

On the other hand the other hand, a low bounce rate is good but does not bring in money by itself. It would be best if you mixed a low bounce rate with an average or higher than the average percentage of conversion. Don’t focus on maximizing your bounce rate without taking into consideration the final purpose (mutations).

Why Do Visitors Bounce?

Let’s examine some of the top reasons why website users bounce, and you’ll be able to look at the issue more deeply and be able to figure out how to correct it to increase bounce rates for your online store.

Slow loading speed

One of the main things that can cause bounce rates is how quickly the website loads.

There is no reason to hang for a website to load. As per Google, an increase in the time it takes to load a page can increase the chance of a bounce from 32 percent to 123 percent.

Fifteen years ago, a person could have been content waiting three seconds for a website to display, but now they’ll bounce off and then go to another alternative.

Poor UI

First impressions matter. If a visitor arrives on your website and the site looks poor, they will leave in a matter of minutes. You must capitalize on the first impression you make and make the user want to explore more of your website.

Your website should appear appealing and clean at first impression and be in line with the standards that consumers expect from their online shopping experience.

Poor UX that is confusing, unclear, or unclear

It is also crucial to direct your visitors to the actions you would like them to take, like adding an item to their cart or browsing to find more articles on your website.

If users are unclear or confused as to where to follow, they’re unlikely to stay for a long time trying to find out. They’ll leave and go to a website with higher-quality UX.


For eCommerce, especially, trust is a major thing. If you’re planning to purchase something, you should feel confident that the website you’re using is genuine and doesn’t intend to trick you.

Your website should create a sense of trust and security for visitors immediately. At this moment, it’s less about trust signals that have positive meaning (like reviews or testimonials); however it’s about the avoidance of negative trust signals, such as annoying pop-ups or intrusive advertisements on banners.

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