How to calculate it
Conversion rate = orders ÷ visits × 100.
If your store had 2,000 visits last month and 30 orders, your conversion rate is 30 ÷ 2,000 × 100 = 1.5%. Shopify shows it for you under Analytics, usually based on sessions (visits).
What is a good conversion rate?
A commonly cited average for Shopify stores is about 1.4%, and stronger stores often reach 3% or more. It varies a lot by niche, price and traffic source: a low-priced product with warm traffic converts very differently from an expensive one advertised to strangers. The most useful benchmark is your own number last month.
Other conversion rates to watch
"Conversion" can mean any goal, not just a purchase. Useful ones for a new store:
- Add-to-cart rate: visits that add a product to the cart
- Checkout rate: visits that reach checkout
- Email sign-up rate: visitors who join your list
Looking at each step shows you where shoppers drop off.
How to improve it
- Send ad traffic straight to the product it shows
- Use several clear product photos, including one in use
- Show shipping cost and delivery time before checkout
- Add reviews, a contact page and clear policies
- Make sure your store loads quickly on a phone
Why it matters for a new store
Conversion rate tells you whether your problem is the store or the traffic. Plenty of visitors with a very low rate points to a store problem. Our guide to fixing a Shopify store with no sales shows how to find the exact step to fix.
