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Online conversion rates of e-commerce sites were the highest in the skincare sector, at 2.7 percent in the third quarter of 2025. Food & beverage followed, with a 2.2 percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at 1.6 percent.
The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since 2025, e-commerce sites have consistently recorded higher conversion rates among shoppers in Switzerland compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops.
Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than 70 percent in 2025, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. In 2024, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.
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December 2025
Worldwide
Q3 2025
Data is based on online shopping activity of more than 1.5 billion unique global shoppers from more than 67 countries.
Date of release is the date of access.
Quarterly conversion rate of cosmetics e-commerce worldwide 2022-2024
Quarterly global online shopper conversion rate 2025, by country and region
Quarterly conversion rates of health and beauty e-commerce worldwide 2023-2025
Quarterly conversion rates of skincare e-commerce worldwide 2022-2025
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Market overview
Leading online retailers
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Shopping behavior
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1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
