Average Order Value by Industry:
E-commerce Benchmarks for 16 Categories
Compare average order value, return rate, conversion rate, cart abandonment and repeat purchase across 16 e-commerce industries, each figure from published research, then open any industry for the product data it needs.
E-commerce benchmarks by industry
Average order value, return rate, conversion rate by industry, mobile conversion, cart abandonment rate by industry and repeat purchase for 16 categories, from published research. Sort any column; each figure links to its statistic and sources on the industry page.
| Industrial & B2B | $409 | No published benchmark | 1.5% | No published benchmark | 82.5% | No published benchmark |
|---|---|---|---|---|---|---|
| Furniture & Home | $370 | 3.5% | 1.1% | 1% | 78% | 21.4% |
| Jewelry & Accessories | $337 | 9.8% | 1.2% | 0.9% | 78.7% | 19.1% |
| Home Improvement & Hardware | $210 | 9.4% | 1.9% | No published benchmark | 75.9% | No published benchmark |
| Office Supplies & Stationery | $190 | No published benchmark | 4.8% | No published benchmark | 62.1% | No published benchmark |
| Automotive Parts & Accessories | $173 | No published benchmark | 1.4% | No published benchmark | 80.3% | No published benchmark |
| Electronics & Technology | $163 | 11.2% | 1.4% | No published benchmark | 78.1% | No published benchmark |
| Sports & Outdoor | $145 | No published benchmark | 1.8% | No published benchmark | 74.5% | 27.8% |
| Toys & Games | $136 | No published benchmark | 1.7% | No published benchmark | 76.6% | No published benchmark |
| Crafts, Hobbies & DIY | $134 | No published benchmark | 3.9% | No published benchmark | 69.1% | No published benchmark |
| Garden & Outdoor Living | $121 | 9.4% | 1.8% | 1% | 75.4% | No published benchmark |
| Fashion & Apparel | $120 | 19.1% | 1.8% | 1.4% | 80.4% | 31.7% |
| Books, Media & Entertainment | $107 | No published benchmark | 2.8% | No published benchmark | 69.3% | No published benchmark |
| Pet Supplies & Care | $98 | No published benchmark | 2.6% | No published benchmark | 59.3% | No published benchmark |
| Beauty & Cosmetics | $70 | 6% | 3.7% | 3% | 79.3% | 41.2% |
| Luggage, Bags & Travel Accessories | No published benchmark | 12.9% | 0.8% | No published benchmark | 84.2% | No published benchmark |
Figures updated October 2026. Each figure is the median (three or more sources) or mean (two) of published benchmarks, or a single named source; open any figure for its sources. A dash means no published source reports it.
Ecommerce return rate statistics, with sourced figures from NRF and others
Fashion & Apparel
Average order value
$120
Conversion rate
1.8%
What WISEPIM helps fix
Streamlined Seasonal Management
Organize and launch collections faster with dedicated workflows for seasonal updates
Electronics & Technology
Average order value
$163
Conversion rate
1.4%
What WISEPIM helps fix
Specification Accuracy
Structured data fields and validation ensure technical information is correct and complete
Sports & Outdoor
Average order value
$145
Conversion rate
1.8%
What WISEPIM helps fix
Performance Clarity
Clearly communicate technical features and performance metrics to help customers choose the right equipment
Beauty & Cosmetics
Average order value
$70
Conversion rate
3.7%
What WISEPIM helps fix
Shade Visualization
Manage color swatches and visual representations to help customers find their perfect match
Home Improvement & Hardware
Average order value
$210
Conversion rate
1.9%
What WISEPIM helps fix
Specification Clarity
Provide detailed technical information that helps customers choose the right products
Garden & Outdoor Living
Average order value
$121
Conversion rate
1.8%
What WISEPIM helps fix
Seasonal Guidance
Provide timely planting and care recommendations based on season and location
Jewelry & Accessories
Average order value
$337
Conversion rate
1.2%
What WISEPIM helps fix
Material Accuracy
Precisely document precious metals, gemstones, and quality certifications
Toys & Games
Average order value
$136
Conversion rate
1.7%
What WISEPIM helps fix
Safety Clarity
Prominently display age recommendations, safety certifications, and warnings
Office Supplies & Stationery
Average order value
$190
Conversion rate
4.8%
What WISEPIM helps fix
Bulk Management
Handle tiered pricing, volume discounts, and business account pricing seamlessly
Pet Supplies & Care
Average order value
$98
Conversion rate
2.6%
What WISEPIM helps fix
Pet-Specific Organization
Categorize and filter products by species, breed size, age, and special needs
Books, Media & Entertainment
Average order value
$107
Conversion rate
2.8%
What WISEPIM helps fix
Metadata Richness
Store comprehensive bibliographic data, editorial content, and professional reviews
Industrial & B2B
Average order value
$409
Conversion rate
1.5%
What WISEPIM helps fix
Technical Depth
Store unlimited technical specifications, documents, and engineering data
Crafts, Hobbies & DIY
Average order value
$134
Conversion rate
3.9%
What WISEPIM helps fix
Creative Inspiration
Attach project ideas, tutorials, and patterns to inspire and guide customers
Luggage, Bags & Travel Accessories
Conversion rate
0.8%
What WISEPIM helps fix
Capacity Clarity
Clearly communicate volume, dimensions, and airline compliance for informed decisions
Automotive Parts & Accessories
Average order value
$173
Conversion rate
1.4%
What WISEPIM helps fix
Fitment Accuracy
Integrate vehicle databases to ensure customers find parts that fit their specific vehicle
Furniture & Home
Average order value
$370
Conversion rate
1.1%
What WISEPIM helps fix
Configuration Management
Easily manage color, fabric, size, and finish options with variant generation
Ready to improve your product data?
More than 100 e-commerce teams use WISEPIM to manage and enrich their product data.