B2C eCommerce benchmarks – Q2 2019

Posted by Screen Pages on 01/07/2019

Check out the Google Analytics benchmark data for April – June 2019 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 £179. Their websites are all built on the eCommerce platform Magento (an Adobe company), on either version 1 or 2. In aggregate, this latest report tracks the behaviour of 5 million website visitors across 24 brands.

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, Auree Jewellery and This Works.

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

Overall KPIs Average
Average order value £179
£ per visit £1.80
Conversion rate 1.7%
Engagement/bounce Average
Bounce rate 49%
Home page bounce 19.4%
Traffic sources = organic search Average
% of visits 53%
Bounce rate 47%
Conversion rate 1.54%
Traffic sources = paid search Average
% of visits 17%
Bounce rate 46%
Conversion rate 2.3%
Traffic sources = email Average
% of visits 11%
Bounce rate 46%
Conversion rate 6.9%
Traffic sources = direct Average
% of visits 13%
Bounce rate 52%
Conversion rate 2.1%
Traffic sources = referrals Average
% of visits 6%
Bounce rate 47%
Conversion rate 3.3%

Stand-out out figures

  • Overall conversions ranged from 0.1% to 8.7%.
  • Average Order Values increased significantly compared to Q1 2019 – by £20.
  • Conversion rates on email traffic increased from 1.9% to 6.9% in the past quarter, indicating that email marketing campaigns may be successful. 
  • Whilst AOV increased, £ per visit remained at the same levels as Q1.
  • 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 48%, meaning merchants need to work harder on making other landing pages compelling.

Desktop usage


Bounce on desktop %


Conversion on desktop %


Tablet usage


Bounce on tablet %


Conversion on tablet %


Mobile usage


Bounce on mobile %


Conversion on mobile %


Stand-out out figures

  • Bounce rates and conversion rates on all devices remained on par with previous quarters.
  • Mobile accounted for the majority of site traffic but still converted poorly, in comparison. This reinforces the idea that consumers often begin their buying journey on mobile but complete it on desktop, which accounts for more than half of all sales.


Site search usage

Conversion Rate from site search

Bounce Rate from site search













Standout figures

  • Compared to the conversion rates included in Tables 1 and 2, it is evident that site search converts at a much higher rate across all devices.
  • Site search usage however is low which indicates that merchants are not promoting their search properly on their sites.
  • Bounce rates from site search are also much lower in comparison; the average bounce rate from site search was 17.5%.

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

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