What is the average ecommerce bounce rate?

Lower is better. A good ecommerce bounce rate is below 17%: that puts a store in the best 20% of the 421 Shopify stores we benchmark. The median is 38%, and the best 10% stay under 8.5%. Above 55% puts a store in the worst 20%.

Median and top-20% bounce rate for each industry:

• Fashion & Apparel (fashion, clothing and apparel brands, including shoes and footwear): median 42%, top 20% 55%
• Home & Furniture (home and furniture brands: decor, kitchen, bedding and garden): median 39%, top 20% 54%
• Beauty & Skincare (beauty, cosmetics, skincare, personal care and fragrance brands): median 41%, top 20% 56%
• Health & Supplements (supplements, vitamins, nutrition and wellness brands): median 47%, top 20% 58%

The share of sessions that were not engaged (under 10 seconds, one page and no conversion). For each store we take the number of sessions that were not engaged, divided by all sessions, from its Google Analytics 4 data over the full 90-day period. Then we rank the stores to find the median and percentiles.

From 421 Shopify stores that use Littledata to send their data to Google Analytics 4, covering the 90 days from Jun 29 – Sep 26, 2026. The figures were generated on Oct 2, 2026. Stores are only included when they meet every rule below:

• Shopify stores using Littledata with a connected Google Analytics 4 property.
• At least 1,000 sessions and 90 purchases in the 90-day period.
• Stores with implausible data are excluded: conversion rate outside 0.05%–20%, checkout completion above 100%, or average order value outside $5–$5,000.
• Each Google Analytics property counts once, even when several stores send data to it.
• Cart metrics use only stores that track add-to-cart events at least as often as purchases.
• Mobile and desktop figures use only stores with at least 500 sessions and 30 orders on that device.
• A sector or device figure is published only when at least 30 stores contribute to it. No individual store's data is shown.

Every store in the benchmark is tracked by the same Littledata implementation, with one event schema. A purchase, an add to cart or a checkout step is recorded server-side from Shopify and defined the same way for every store. Benchmarks built from mixed tracking setups compare different definitions as well as different stores; these compare stores only.

Ecommerce metrics are skewed: a few very large or very unusual stores can pull a simple average a long way from a typical store. The median is the store in the middle, so half of stores are above it and half below. We also publish the mean, and the percentiles (top 10%, top 20% and so on) show the full spread.

Percentiles use linear interpolation between stores. The mean is calculated after capping each store's value at the 1st and 99th percentiles (winsorizing), so a handful of extreme stores cannot skew it. A group is only published when it has at least 30 stores, which is why Jewelry & Accessories, Food & Beverage, Sports & Outdoor, Pet Supplies, Baby & Kids and Electronics & Gadgets are not shown yet.

Each store is mapped to one industry from its product categories and company profile. Stores that don't match an industry still count toward the all-store figures. See every industry.