Bounce rate tells you the percentage of visitors who land on a page and exit without interacting further.
In ecommerce, where user engagement is directly tied to sales, monitoring bounce rate provides key insights into site usability and marketing effectiveness.
Understanding the average ecommerce bounce rate for ecommerce businesses is critical for improving site performance, driving conversions, and increasing revenue.
Also Read this Complete Guide on: Average Bounce Rate by Industry
A bounce occurs when a user visits a page on a website and then leaves the website without clicking to visit another page. In ecommerce, this often means the visitor didn’t explore a product, read a description, or begin the checkout process.
Bounce rate is calculated using the following formula:
Bounce Rate = (Single Page Sessions ÷ Total Sessions) × 100
A high bounce rate can signal user dissatisfaction, poor targeting, long page load times, or irrelevant landing pages. Conversely, a low bounce rate usually indicates a high level of user interest and interaction.
Get Detailed Information: How to Calculate Bounce Rate?
The average bounce rate for the ecommerce industry typically ranges from 20% to 45%. However, the specific ecommerce bounce rate benchmark can vary significantly based on several factors:
On the bright side, well-optimized ecommerce stores often can easily maintain bounce rates under 35%, especially on product and category pages.
Read the Difference Between: Exit Rate vs Bounce Rate
According to data from analytics platforms:
Device | Ecommerce Bounce Rate Range |
Desktop | 20% – 35% |
Mobile | 35% – 55% |
Tablet | 25% – 45% |
Industry-wide benchmarks also show that niche ecommerce stores with high buyer intent (such as specialized equipment or B2B products) tend to have lower bounce rates than broad B2C categories like fashion or electronics, where browsing behavior is more common.
Check The Best Ways on: How to Reduce Bounce Rate
Several dynamics influence bounce rate in ecommerce:
When users cannot find what they need immediately, they leave. An ineffective site search function, poor filters, or non-intuitive category layouts contribute to bounce.
Slow-loading websites increase abandonment as almost no visitor has the patience to wait forever for a webpage to load, especially if they’re potential customers. Google research shows that bounce probability increases by 32% as page load time goes from 1 second to 3 seconds!
If landing pages don’t align with ad copy or search queries, users bounce quickly. For example, targeting a keyword like “cheap winter jackets” but linking to a premium-only selection clearly leads to poor experience.
Poor mobile UX, unclickable buttons, slow load speeds, and intrusive pop-ups are other major factors that push users to exit immediately. Mobile-first design is crucial in 2025 for reducing bounce rates.
That being explained, the normal bounce rate for ecommerce in 2025 can reach up to 40%. The goal is to reduce it as much as you can.
To achieve a bounce rate below the industry average, ecommerce businesses must apply targeted strategies.
Do Read: What is a Good Bounce Rate
Include rich media, such as:
These elements keep users engaged longer and increase their time spent on your website, thereby reducing bounce rates.
To ensure this for your website while you focus on other important parts of your business, opt for a reliable SEO traffic booster tool.
Make it easy for users to navigate through your website. Key elements include:
A smooth user journey reduces friction and keeps bounce rates low.
Implement mobile-friendly practices:
Mobile traffic now accounts for more than 60% of ecommerce visits, so optimizing for mobile is non-negotiable.
Ensure every paid ad or social media campaign leads to relevant and personalized landing pages. Use UTM parameters and A/B testing to track performance and adjust accordingly.
Exit-intent technology can convert bouncing users into leads or buyers with:
While they won’t stop all exits, well-designed popups can significantly reduce bounce and recover potential revenue.
To ensure that you have the right popups, you need a reliable AI tool that helps you customize nudges based on user segments, meaning that the nudges are more targeted. This will offer a higher conversion rate.
Still Confused! Then Read This: What is Bounce Rate and How to Reduce it
With GA4, bounce rate is no longer a default metric but can be calculated inversely using engagement rate:
Bounce Rate = 100% – Engagement Rate
An engaged session in GA4 is one that lasts longer than 10 seconds, triggers a conversion, or involves multiple page views.
These tracking events deeper insight than bounce rate alone:
Tip: Set up custom events and audience segments in GA4 to diagnose which pages or campaigns have high bounce rates and take corrective actions.
Not all high bounce rates are bad. If a user lands on a product page, gathers all the info they need, and later returns to complete the purchase, that visit still counts as a bounce.
Persistently high bounce rates on these pages require immediate attention:
Note: Low bounce rates, especially under 20%, might also indicate a tracking issue—like duplicate GA tags or auto-refreshing elements.
Here’s a breakdown of optimal bounce rate targets by page type:
Page Type | Ideal Bounce Rate |
Homepage | Under 35% |
Product Page | Under 30% |
Blog or Resource | Under 60% |
Checkout or Cart | Under 20% |
Landing Pages | Under 45% |
Use these as benchmarks when analyzing reports and prioritizing site improvements.
Achieving a healthy bounce rate in ecommerce comes down to delivering relevant content, ensuring fast, intuitive design, and aligning acquisition strategies with shopper intent.
By focusing on speed, user flow, and high-quality product pages, ecommerce brands can consistently outperform industry averages and convert more visitors into loyal customers.
Monitor bounce rates per channel, device, and campaign to identify leaks, test solutions, and evolve your site experience. A well-optimized ecommerce store doesn’t just lower bounce rate—it generates revenue with optimized visitor engagement.
Empowering businesses to optimize their conversion funnels with AI-driven insights and automation. Turn traffic into sales with our advanced attribution platform.
