Average Bounce Rates for eCommerce by Industry

You’ve set up your online store, poured your heart into product descriptions, and polished your website’s aesthetics to perfection. 

But there’s one metric that can make or break your eCommerce success: bounce rate. 

Let’s explore what bounce rates mean for different industries and what constitutes a good bounce rate for eCommerce.

What is Bounce Rate?

Before we dive into industry-specific numbers, let’s quickly brush up on what bounce rate entails. 

Bounce rate refers to the percentage of visitors who navigate away from your website after viewing only one page, without taking any further action. 

In simpler terms, they “bounce” away without exploring more of what you have to offer.

What is a Good Bounce Rate for eCommerce?

Now that we have the numbers, you might wonder: what constitutes a good bounce rate for eCommerce? 

While the answer varies depending on industry and specific circumstances, generally speaking, a lower bounce rate indicates better engagement and a higher likelihood of conversions.

For most eCommerce sites, aiming for a bounce rate below 40% is considered favorable. 

However, it’s essential to remember that context matters. 

Certain industries naturally have higher bounce rates due to factors like the complexity of products or the browsing behavior of their target audience.

Average eCommerce Bounce Rate

Across the board, the average bounce rate for eCommerce sites is around 38.70%. It’s like the middle ground where most online stores hang out. But don’t settle for average—aim to beat it with killer content and irresistible offers.

Average Bounce Rate for eCommerce by Industry


Health and Beauty: 51.60%

Okay, so the beauty world might be seeing a bit of a higher bounce rate at 51.60%. That means over half the folks checking out these sites are bouncing after just one look. It’s a competitive space, so keeping visitors engaged with helpful content and easy navigation is key.

Electronics: 46.60%

Hey, if you’re selling gadgets and gizmos, you’re looking at a bounce rate of around 46.60%. It’s a tad better than beauty, but there’s still room to hook those tech-savvy customers with killer deals and maybe some cool demos.

Home Goods: 41.60%

For those in the home goods game, you’re looking at a bounce rate of 41.60%. Not too shabby, but hey, who doesn’t love browsing for new stuff to spruce up their space? Make sure your site is user-friendly and showcases your best products front and center.

Luxury: 38.80%

If luxury is your jam, you’re sitting at a bounce rate of 38.80%. People looking for high-end goods want an experience that matches their expectations, so focus on creating a seamless, luxurious shopping journey.

Apparel and Accessories: 38.30%

Fashionistas, listen up! With an average bounce rate of 38.30%, there’s plenty of opportunity to dazzle visitors with stunning visuals and personalized recommendations. Get them hooked from the moment they land on your site.

Outdoor and Sporting Goods: 37.20%

For those catering to the adventure seekers and fitness buffs, you’re looking at a bounce rate of 37.20%. People in this niche are often passionate about their hobbies, so give them plenty of reasons to stick around with engaging content and exciting product offerings.

Specialty Products: 32.30%

And finally, if you’re in the specialty products game, congrats! You’ve got the lowest bounce rate of them all at 32.30%. Niche markets often attract dedicated customers, so keep up the good work with targeted marketing and top-notch customer service.

Optimize Your eCommerce Bounce Rate

Bounce rate is a crucial metric for eCommerce success, offering valuable insights into user engagement and website performance. 

By understanding industry averages and implementing strategies to improve bounce rates, you can create a more engaging online shopping experience and increase the likelihood of conversions. 

Keep monitoring your bounce rate regularly and tweaking your approach to optimize your eCommerce performance continuously.

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Source Acknowledgment: Our content relies on trustworthy sources such as Statista, Insider Intelligence, Data Reportal, and Census.gov, known for their accuracy and reliability, ensuring the credibility of the information we offer.