Checkout Completion Rate · Ecommerce (D2C Retail)

Ecommerce (D2C Retail) Checkout Completion Rate

The 2024 percentile distribution for Checkout Completion Rate in the ecommerce (d2c retail) vertical, sourced from Baymard Institute 2024.

p25
22.0%
Median
38.0%
p75
48.0%
Mean
38.0%
Sample
487
Direction
Higher ↑
Percentile calculator

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p2522.0%p5038.0%p7548.0%

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Source: Baymard Institute 2024 · 2024

Device breakdown

Where the source provides device-level cuts. Mobile typically lags desktop by 5-15 percentage points on most ecommerce (d2c retail) funnels.

mobile
28.0%
median
desktop
44.0%
median

Notes

Measures post-cart-page funnel specifically. Distinct from overall store CVR. Guest checkout option alone improves completion by 12-15pts (Baymard). Each additional checkout step reduces completion by approximately 8-12pts.

Source

Baymard Institute 2024

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