E-commerce websites: average conversion rate in Europe 2016, by country

This statistic presents the average conversion rate of e-commerce websites in selected countries in Europe in 2016. The conversion ratio is the number of orders divided by the total number of website visits. As of 2016, online shops in Germany had the highest conversion rate among the countries shown, at 2.22 percent. The United Kingdom ranked in second place with an average conversion rate of 1.88 percent.

Average conversion rate* of e-commerce websites in selected countries in Europe in 2016

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Sources

Release date

May 2016

Region

Denmark, France, Germany, Greece, Italy, Netherlands, United Kingdom

Survey time period

2016

Supplementary notes

* The source adds the following information: 'The conversion ratio is the number of orders divided by the total number of website visits.'

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