North America: online shopper conversion KPIs by device 2018

This statistic shows the conversion rate of selected online shopping stages among shoppers in North America as of the first half 2018, sorted by device. The source found that the checkout rate via desktop was 44.6 percent but only 29.5 percent on mobile devices.

Conversion rate of selected online shopping stages among shoppers in North America as of 1st half 2018, by device

Characteristic	Desktop	Mobile
Product view rate (in # of pages)	6.4	4.7
Add-to-cart rate (in %)	10	8
Checkout rate (in %)	44.6	29.5
Conversion rate (in %)	2.1	0.95
Cart abandonment rate (in %)	80.4	89

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Release date

January 2019

More information

Region

North America

Survey time period

H1 2018

Supplementary notes

Product View Rate: The average number of product pages viewed to overall page views a site sees on average
Add-to-Cart Rate: The rate at which a shopper adds at least one item to the cart
Checkout Rate: The percentage of checkouts started every time a basket is created
Conversion Rate: The “holy grail” KPI — the number of orders placed divided by total number of site visits
Cart Abandonment Rate: The percentage of shopping carts created that did not translate into an order

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