Is a 2% conversion rate good or bad?
A 2% conversion rate is right around the overall ecommerce average — so on its own, 2% is neither good nor bad. It’s average. Whether that’s a win or a warning depends entirely on what you sell. For jewellery or furniture, 2% is strong. For food, beverage, or beauty, 2% means you’re leaving a lot of sales unconverted.
Why “is 2% good?” has no single answer
Conversion rates vary hugely by category. Across blended 2025–26 data:
- Food & beverage — ~4.5% (2% would be poor)
- Beauty & personal care — ~3.5% (2% is below par)
- Health & supplements — ~2.8%
- Fashion & apparel — ~2.2% (2% is about normal)
- Electronics — ~1.8% (2% is slightly above average)
- Home & furniture — ~1.4% (2% is good)
- Jewellery & luxury — ~1.0% (2% is excellent)
So a store “stuck at 2%” might be underperforming badly or beating its category — you can’t tell without knowing the vertical. If your store is converting under 2%, read why is my conversion rate low.
The comparison that actually matters
Two comparisons tell you the truth:
- Your industry average — are you above or below the typical store in your category?
- Your industry’s top performers — how far are you from the best? Top stores usually convert about double the average, and that gap is where the revenue is.
Get both numbers for your exact vertical with the free conversion rate calculator.
If 2% is below par for your category
The usual culprits are stacked friction: slow pages (especially mobile), a weak value proposition above the fold, buried social proof, vague CTAs, and checkout surprises. Fix the weakest link first, then re-measure.
The bigger picture
A single conversion number tells you how many buy — not where the rest leak away. Revyfix adds up every leak into one score and ranks the fixes by payback, so “am I at a good rate?” becomes “here’s exactly what’s costing me and what to fix first.” For full benchmarks, see what’s a good ecommerce conversion rate by industry.