B2C eCommerce benchmarks 2018

Posted by Screen Pages on 19/02/19

Check out the 2018 Google Analytics benchmark data, regarding visitor sources and behaviour on conversions, for B2C eCommerce websites.

The businesses indexed are limited to multichannel retailers whose online sales range up to £15 m per annum with average order values of £182. Their websites are all built on the eCommerce platform Magento, on either version 1 or 2. In aggregate, this latest report tracks the behaviour of 16 million website visitors across 19 businesses.

Online retailers whose data was benchmarked include Donald Russell, Margaret Howell, Christopher Ward, Loake Shoes, Micro-Scooters, Van Dal Shoes, Herdy, Perfect Moment, Force 4, Bella di Notte, Auree Jewellery, Salter and This Works.

The data includes statistics regarding traffic sources and mobile usage, website engagement & conversion rates.

Overall KPIs Average
Average order value £181.99
£ per visit £2.17
Conversion rates 2%
Engagement/bounce Average
Bounce rate 43.44%
Home page bounce 19%
Traffic sources = organic search Average
% of visits 46%
Bounce rate 41%
Conversion rate 1.71%
Traffic sources = paid search Average
% of visits 15%
Bounce rate 39%
Conversion rate 3.03%
Traffic sources = email Average
% of visits 13%
Bounce rate 42%
Conversion rate 2.22%
Traffic sources = direct Average
% of visits 15%
Bounce rate 47%
Conversion rate 2.04%
Traffic sources = referrals Average
% of visits 8%
Bounce rate 45%
Conversion rate 1.99%

Stand-out out figures

  • Overall conversions averaged at 2%, ranging from 0.15% to 7.81%.
  • Desktop took over as the best source of revenues, converting at 3.1% on average.
  • Paid search produced an average of 15% of all visits, converting at 3.03%. Four businesses enjoyed conversion rates on paid traffic of well over 5% with the highest being 10.19%.
  • Bounce rates (as a measure of engagement) showed a large gap between home pages (which get a lot of marketing attention) and all other pages: 19% versus 43.44%. Six merchants had bounce rates of over 50% on other pages, which indicates a requirement for more engaging content throughout the site, as a significant amount of traffic comes directly into category and product pages.

Desktop usage


Bounce on desktop %


Conversion on desktop %


Tablet usage


Bounce on tablet %


Conversion on tablet %


Mobile usage


Bounce on mobile %


Conversion on mobile %


Standout figures

  • Bounce rates remain lowest and conversions highest on desktops, which is no surprise.
  • Mobile visits comprised 44% of overall visits to the websites, accounting for 21% of overall sales revenue.

Disclaimer: Google Analytics data is not always 100% accurate.

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