90+ Average Add-to-Cart Rate In E-commerce Statistics In 2023

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Written By SmarterrMoney.org

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Top Stats At a Glance

  • The worldwide average order value stands at $112.4
  • In August 2023, the AOV in the Home and furniture category peaked at $250, showing a decline of 6% compared to July 2023.4
  • According to a recent study on average order values by industry, the home and furniture sector leads with the highest average order value at $254 as of June 2023. This reflects a slight 1.55% decrease from the previous month’s $258.4
  • Analyzing the timeframe from 2017 to 2023, the highest recorded average order value in e-commerce was in 2017, where online shoppers spent roughly £105.04 (or around $134.58) per transaction.9
  • Regarding device usage, desktop users contributed an average order value of $123, while mobile users showed an average of $107. Tablet users, on the other hand, exhibited an average order value of $81.4

Within the dynamic realm of e-commerce, where every click holds the potential to culminate in a successful transaction, one metric emerges as a vital barometer of consumer engagement: the Average Add-to-Cart Rate.

A window into consumer intent: The Average Add-to-Cart Rate speaks volumes about engagement.

Envision the scenario: a visitor arrives at an online store, meandering through an array of enticing products, until a decisive moment prompts them to click and add an item to their digital shopping cart.

This moment encapsulates anticipation, a pivotal step towards a potential purchase, and reflects the e-commerce store’s prowess in captivating and persuading its audience.

This article embarks on an exploration, unraveling the nuances of the Average Add-to-Cart Rate—a metric that transcends numerical value to unveil the psychology underpinning online shopping, the profound impact of user experience, and the invaluable insights it offers to businesses navigating the ever-evolving digital landscape.

Accompany us as we delve into the significance, calculation methods, influential factors, and strategic implications that orbit this fundamental statistic.

In doing so, we unveil a wealth of knowledge for those intent on deciphering the enigmatic patterns of consumer behavior in the boundless expanse of the virtual marketplace.

Here’s what we’ll cover in this article:

  • What Is Add-to-Cart Rate
  • Average Monthly Add-to-Cart Rates In Ecommerce Statistics
  • Add-to-Cart Rate In Ecommerce Statistics By Region
  • Add-to-Cart Rate In Ecommerce Statistics By Device
  • Add-to-Cart Rate In Ecommerce Statistics By Industry
  • Wrap Up & Insights
  • What Is Add-to-Cart Rate?

    An add-to-cart rate is a metric that reveals cart additions and their significance in e-commerce.

    • Add-to-Cart Rate quantifies visitors adding items to their carts, reflecting product and marketing impact. Linked to ecommerce conversion, it gauges user experience.1
    • The Add-to-Cart Rate is a ratio of sessions where an item was added to the cart (excluding abandoned carts) to the total website sessions.1

    The formula is as follows:

    Add-to-Cart Rate = Total number of website sessions / number of sessions with a cart item

    • As for a commendable Add-to-Cart Rate typically ranges from 9-18% globally, around 10% in the US. This metric, however, fluctuates based on industry, with consumer goods showing higher rates than luxury items.1
    • On the other hand, if your Add-to-Cart Rate significantly falls below the 9% threshold, particularly for non-luxury businesses, it may warrant improvements in landing pages, marketing campaigns, cross-selling tactics, mobile user experience, product pages, or other Shopify attributes.1
    • For non-luxury ecommerce, enhancing this rate can significantly impact results.2

    Elevate Your Tactics with These Strategies

    1. Optimize product pages: Craft informative product descriptions supplemented by appealing images and customer reviews to engage your audience effectively.
    2. Offer free shipping: Leverage the allure of free shipping, a powerful incentive that sways customer decisions. Determine a viable minimum order value to provide this benefit.
    3. Send abandoned cart messages: Remind potential buyers of their interests through abandoned cart messages. Include coupons or promotions to entice them to complete purchases.
    4. Utilize exit pop-ups: Despite some intrusiveness, exit-intent pop-ups offer value. Offer promotions via sign-ups, nurturing customer relationships for future marketing endeavors.2

    The add-to-cart rate is crucial, ranging globally from 9-18%, about 10% in the U.S., with industry variations favoring consumer goods. Rates below 9% signal a need for improvements in marketing, user experience, and more.

    Boosting the Add-to-Cart Rate is key for non-luxury e-commerce. Tactics include enhancing product pages, using free shipping incentives, sending abandoned cart messages with offers, and utilizing exit pop-ups.

    This metric measures product-marketing synergy, user experience, and conversion potential. Understanding its significance helps businesses refine strategies for better results.


    Why is the add-to-cart rate important?

    The add-to-cart rate is important because it provides insights into how effectively your website and products engage visitors. It reflects the appeal of your products, the user experience, and the success of your marketing efforts in convincing visitors to take the next step toward making a purchase.

    What should I do if my add-to-cart rate is below 9%?

    If your add-to-cart rate falls significantly below 9%, especially for non-luxury businesses, it may indicate the need for improvements in various areas such as landing pages, marketing campaigns, mobile user experience, and product pages. Enhancing these aspects can help increase the rate and improve overall performance.

    How can I improve my add-to-cart rate?

    To improve the add-to-cart rate, consider strategies like optimizing product pages with compelling descriptions and images, offering free shipping as an incentive, sending abandoned cart reminders with discounts, and utilizing exit-intent pop-ups to engage visitors before they leave the site.

    Average Monthly Add-to-Cart Rates In E-commerce Statistics

    Basic Bar Chart without Y-Axis Label
    Statistics from August 2022 to August 2023

    • Based on the most recent data, the global average add-to-cart rate for e-commerce websites in July 2023 stood at 7.52%. To put it differently, slightly over seven of every 100 website visitors chose to include items in their shopping carts during that month.3
    • This figure represents a slight dip compared to the preceding month, which recorded a rate of 7.57% and is also marginally below the year’s overall average, currently resting at 7.57%.3
    • Over the period spanning from August 2022 to July 2023, November 2022 and December 2022 emerged as the two months boasting the highest rates, coming in at 9.3% and 8.43%, respectively.3  
    • This outcome is hardly surprising, given that the end-of-year winter season represents one of the most significant shopping periods. Indeed, total holiday retail sales in the United States soared to a record-breaking $936.3 billion in 2022.3
    • Conversely, January 2023 posted the lowest rates, with a meager 7.26% of global online store visitors opting to add items to their shopping carts during that month.3
    • The worldwide average add-to-cart rate stands at 7.87%.3
    Loan Payment Graph
    • This data reveals the add-to-cart rate among online shoppers in Great Britain during the initial quarter of 2020, with a recorded rate of 16.31%.4
    • Globally, the average add-to-cart rate for e-commerce websites in July 2023 stood at 7.52%, slightly declining from the previous month and just below the annual average of 7.57%.
    • Peak rates in November and December 2022, at 9.3% and 8.43%, coincide with the holiday shopping season. Conversely, January 2023 marked the lowest rate at 7.26%. The global benchmark stands at 7.87%, indicating room for improvement in e-commerce conversion rates.


    What is the average monthly add-to-cart rate for e-commerce websites?

    The average monthly add-to-cart rate for e-commerce websites can vary widely depending on factors like industry, product type, and website design. On average, it hovers around 7-8%, but this figure can differ significantly.

    Why is the add-to-cart rate important for e-commerce businesses?

    The add-to-cart rate is crucial because it indicates how effectively an online store is at converting website visitors into potential customers. It provides insights into the effectiveness of product pages, pricing strategies, and overall user experience.

    How can businesses track and analyze their add-to-cart rates effectively?

    Businesses can use analytics tools such as Google Analytics or e-commerce platforms’ built-in analytics to track and analyze their add-to-cart rates. These tools provide valuable insights into user behavior and website performance.

    Add-to-Cart Rate In E-commerce Statistics By Region

    • E-commerce consumers exhibit varying shopping tendencies, as evidenced by the contrasting add-to-cart rates observed across different regions. In July 2023, online retailers in the Asia Pacific (APAC) region recorded a rate of 7.42%, slightly below the 7.67% rate observed in the Americas.3
    • Meanwhile, in Europe, the Middle East, and Africa (EMEA), the add-to-cart rates stood significantly lower at 6.3%.3
    Line Chart

    Add-to-Cart Rate In E-commerce Statistics By Device & Channels

    • E-commerce add-to-cart rates can fluctuate based on the devices utilized by online shoppers. In July 2023, tablets boasted the highest rate at 8.72%, outperforming both desktops, which registered a slightly lower rate of 7.9%, and mobile phones, which had the lowest rate at 7.34%.3
    • The add-to-cart rate in e-commerce exhibits variations depending on the devices employed by online shoppers.3
    Logo Statistics
    Add-to-Cart Rate By Device From Q4 2016 – Q4 2017
    Logo Statistics
    Add-to-Cart Rate By Device (Q1 2019) In The UK, US & Global
    • On average, 43.8% of sessions involve shoppers viewing a product, 14.5% include adding an item to their cart, and 3.3% result in a successful purchase.5

    Add-To-Cart Rate Benchmarks By Channels

    • The typical add-to-cart rate spans from approximately 2.5% to 5.0%, with some outliers reaching 6.87%.6
    • Achieving an add-to-cart rate surpassing 8.6% will position your website within the upper 20% of stores, whereas exceeding 10.9% will elevate your website to the top 10%.6
    • Add-to-cart smartphone rates consistently lag behind those on desktops, achieving 7.14%, while smartphones attain 6.72%.6
    • Nearly 75% of ecommerce transactions and purchases will be conducted this year via smartphones.6

    In light of this trend, what steps can you take to adapt? Here are some actionable suggestions…

    • Embrace visual hierarchy by placing crucial elements at the top of the page. Recognize that scrolling is often avoided unless customers are determined to purchase.
    • Avoid excessive design complexity to prevent overwhelming both your visitors and the mobile devices they use. Instead, facilitate clear identification of clickable buttons for adding products to the cart or exploring further.
    • Steer clear of intrusive pop-ups as they tend to be irritating.
    • Ensure that all clickable design elements are appropriately sized to enhance usability on touchscreen mobile devices. A poorly designed and functioning interface can deter visitors from adding any products to their cart.
    • Opt for legible text by selecting the correct font size and providing adequate spacing between layout blocks. While visitors read quickly, readability matters. Choose persuasive words to encourage visitors to add products to their cart.
    • Adhere to conventional navigation design to maximize user clarity. Visitors anticipate the location of clickable buttons, and deviating from these expectations can hinder their ability to add products to the cart.6

    The stats reveal key ecommerce insights. Add-to-cart rates typically range from 2.5% to 5.0%, with outliers at 6.87%, setting a performance benchmark.

    Exceeding 8.6% ranks a website in the top 20% of stores, while 10.9% places it in the top 10%, emphasizing the competitiveness of e-commerce.

    Mobile commerce is on the rise, with 75% of transactions via smartphones. To adapt, and optimize mobile usability using suggested strategies.


    What are the key differences in add-to-cart rates between different devices (desktop, mobile, tablet)?

    Add-to-cart rates often vary across devices. Typically, mobile devices have lower rates compared to desktops due to the smaller screen size and potential user experience limitations. Tablet rates may fall in between.

    What is the significance of tracking add-to-cart rates by traffic source or channel (e.g., organic search, paid search, social media)?

    Tracking Add-to-Cart Rates by traffic source or channel helps you understand which marketing efforts are driving the most engaged users. It allows you to allocate resources effectively and tailor your marketing strategies to optimize conversion rates.

    Are there industry benchmarks for add-to-cart rates by device and channel?

    Yes, industry benchmarks can provide insights into what’s typical for your sector. Benchmark data can help you assess how your Add-to-Cart Rates compare and set performance goals accordingly.

    Add-to-Cart Rate In E-commerce Statistics By Industry

    • During August 2023, the food and beverage category boasted the highest add-to-cart rate at 14.27%, marking a notable 2.92% increase from July.3
    • Over the preceding twelve months, food and beverage consistently maintained the highest add-to-cart rates, at 12.76%, while the luxury and jewelry sector recorded the lowest rate at 3.58%.3
    • There was a substantial 22.79% increase in the add-to-cart rate in the food and beverage category, surging from 11.35% in July 2023 to an impressive 14.27% in August.3
    • Conversely, the luxury and jewelry sector experienced a 17.45% decline in its add-to-cart rate, dropping from 3.24% in July 2023 to 2.72% in August.3

    Add-to-Cart Rate Benchmarks By Industry

    Industry Benchmark
    Beauty 6.90%
    Fashion 4.04%
    Health & fitness 3.09%
    Home & garden 2.86%
    Home furnishings 2.28%
    Shopping 4.09%
    Travel 5.87%
    • Beauty and personal care product-focused stores attain an average of 14.03%, marking them as the top-performing industry. Conversely, multi-brand retail registers the lowest average at just 1.72%.6
    Association with Cheap Products (%)
    Average Add-to-Cart Rate By Industry
    • The luxury and jewelry sector boasts the lowest average add-to-cart rate, standing at 3.67%, while home and furniture follow closely with a slightly lower average add-to-cart rate of 3.11%.3
    • Leading the pack in average add-to-cart rates is the fashion, accessories, and apparel industry at an impressive 7.48%, beauty, and personal care not far behind at 11.79%, and food and beverage at 12.23%. These industries significantly outperform others in terms of their add-to-cart rates.3
    • Multi-brand retail maintains an average add-to-cart rate of 4.62%, while pet care and veterinary services hold a respectable average add-to-cart rate of 7.02%. Consumer goods fall in between, with an average add-to-cart rate of 5.7%.3
    • These findings indicate substantial variation in add-to-cart rates across different industries. High-performing sectors like fashion, accessories, apparel, beauty and personal care, and food and beverage may owe their success to solid branding, high product demand, and effective marketing tactics.3
    • In contrast, luxury, jewelry, and home furniture industries have lower add-to-cart rates, likely due to higher prices or lower product demand. It’s crucial to remember that factors like website design, product quality, and overall customer experience also play a substantial role in influencing the add-to-cart rate.3

    In e-commerce, add-to-cart rates unveil industry-specific trends. Luxury and jewelry, at 3.67%, and home and furniture, at 3.11%, show lower conversion rates, potentially due to higher prices or limited demand.

    Fashion, accessories, and apparel lead with an impressive 7.48%, while beauty and personal care, at 11.79%, and food and beverage, at 12.23%, excel in add-to-cart rates, possibly owing to strong branding and demand.

    Multi-brand retail holds steady at 4.62%, pet care at 7.02%, and consumer goods at 5.7%. These rates reflect the impact of various factors, including website design and product quality.


    What is a good add-to-cart rate benchmark for e-commerce websites?

    The benchmark for a good Add-to-Cart Rate can vary by industry, but generally, a rate between 8% to 12% is considered healthy. However, this can vary widely based on the type of products and the quality of the website.

    How does the add-to-cart rate vary by industry?

    Add-to-cart rates can vary significantly by industry. For example, industries like fashion and apparel tend to have higher Add-to-Cart Rates compared to industries like electronics.

    How can I track the add-to-cart rate for my e-commerce website?

    You can track the Add-to-cart rate using web analytics tools like Google Analytics. Set up tracking for events related to adding items to the cart, and the tool will provide you with this metric.

    Ways To Increase Add-to-Cart Rates

    On average, just 1.94% of e-commerce website visits lead to a purchase. Understanding how to increase the add-to-cart rate is crucial for boosting sales. Even if your rate is high, there’s always room for improvement.7

    1. Offer Attractive Shipping Rates:
    2. High shipping costs often deter customers, with 61% likely to abandon a purchase without free shipping.
    3. Offering free delivery or attractive shipping rates has become a standard practice.
    4. Amazon Prime, which includes free shipping, has attracted 78% of US-based customers.7

    2. Optimize Product Pages:

    • Informed decisions rely on product research; a comfortable browsing experience is vital.
    • Key optimization techniques include visual hierarchy, prominent and clickable “add to cart” buttons, appealing images on neutral backgrounds, concise product descriptions, ample white space, customer testimonials, and FAQs.7

    3. Send Abandoned Cart Messages:

    • Abandoned carts are a significant challenge, with over 69% left behind.
    • Follow-up emails with over a 40% open rate can recover these sales.
    • Effective emails use urgency (“last day,” “buy now”) and reinforce trust through ratings and reviews.7

    4. Implement Customer Chat Boxes:

    • Virtual shopping lacks in-person interactions, but chat boxes provide real-time assistance.
    • Automated chat can answer customer queries, preventing resource-intensive email exchanges.
    • Lack of customer support can negatively impact user perception, potentially leading to lost customers.7

    5. Utilize Exit-Intent Pop-Ups:

    • Predictive analytics and machine learning trigger pop-ups based on user behavior.
    • Pop-ups offer product recommendations and discounts tailored to customer preferences.
    • This technology-driven approach addresses issues like abandoned carts and lost sales.7

    6. Leverage Upselling and Cross-selling:

    • Implement virtual sales assistants to suggest supplementary or higher-value products.
    • Cross-selling recommends related items while upselling offers premium products with added benefits.
    • These recommendations contribute 10-30% of ecommerce revenue, with Amazon generating 35% from cross-selling.
    • Recommendations must remain realistic to avoid increasing abandoned carts and lowering conversion rates.7

    To succeed in ecommerce, offering attractive shipping rates, such as free delivery, is crucial. Amazon Prime’s success, attracting 78% of US-based customers, underscores this. Optimizing product pages with clear “add to cart” buttons, appealing images, and concise descriptions is vital for a seamless browsing experience.

    Addressing abandoned carts is a challenge, with 69% left behind. Follow-up emails with a 40% open rate can help recover sales, incorporating urgency and trust-building elements. Implementing customer chat boxes provides real-time assistance and improves user perception.

    Leveraging exit-intent pop-ups for personalized product recommendations can address issues like abandoned carts. Upselling and cross-selling recommendations contribute significantly to revenue, but balance is crucial to avoid increasing abandoned carts.


    How can I optimize product pages to increase add-to-cart rates?

    To optimize product pages, focus on high-quality images, compelling product descriptions, clear pricing, user reviews, and prominent call-to-action buttons like “Add to Cart.”

    How can user reviews impact add-to-cart rates?

    Positive user reviews and ratings can build trust and confidence in your products. Encourage customers to leave reviews and prominently display them on product pages.

    How can I simplify the checkout process to increase add-to-cart rates?

    Reducing the number of steps in the checkout process, enabling guest checkout, and providing multiple payment options can make the process more user-friendly and lead to higher add-to-cart rates.

    Wrap Up & Insights

    In the final steps of our exploration into ecommerce metrics, the Average Add-to-Cart Rate shines as a guiding light. It reveals user intent stories, highlights user experience’s impact, and urges businesses to unlock its hidden potential.

    E-commece isn’t the cherry on the cake, it’s the new cake.

    Jean-Paul Agon, Chariman & Former CEO of L’Oréal

    This metric becomes the compass for informed choices in a realm where clicks metamorphose into transactions. As ecommerce reshapes our shopping landscape, the Average Add-to-Cart Rate remains a steadfast ally, steering businesses toward strategies that resonate with customers.

    Armed with insights, we stride ahead, utilizing the knowledge gained from this metric to carve a prosperous path in the ever-changing online marketplace.


    1. Add-To-Cart Rate by Dash This
    2. Add to Cart Rate Stats by Blend Commerce
    3. Average Add-to-Cart Rate Globally by Dynamic Yield
    4. Add-to-Cart Rate In Great Britain From Q3 2017 To Q1 2020 by Statista
    5. Ecommerce Conversion Rate Stats: 2019 by Sale Cycle
    6. Add-to-Cart Rate Statistics by Monetate
    7. Ultimate Guide To Increase ‘Add To Cart’ Rate In Ecommerce by Shopney