| Metric | Benchmark | Notes |
|---|---|---|
| Sitewide conversion rate | ~1.4% Shopify median; 2-3% solid; 3%+ = top 20% | Directional only. Judge against your own trend and your category, not a single global number. |
| Share of mobile traffic | 70-80% | Most visits and most ad clicks land on a phone. Design the mobile experience first. |
| Mobile vs desktop conversion | Mobile ~40-50% below desktop | The biggest hidden conversion gap in DTC. Closing it on the highest-traffic device is where the money is. |
| Email capture (popup) | 3-4% average, 8%+ excellent | Turning anonymous traffic into owned audience. See the email benchmarks for the full flow picture. |
How to use these benchmarks
These ranges are directional, not guarantees. They are drawn from The DTC Playbook and Rob Ward's operating experience taking Quad Lock from $0 to a $500M exit, cross-checked against widely cited DTC data. The point is not the exact number - it is whether you sit above or below it, and what to do about the gap. Judge yourself against your own category and trend as well.
Last reviewed: 2026. Benchmarks are refreshed as the playbook is updated.
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Read Website & Conversion Optimisation
Term Conversion Rate Optimisation
Term Product Detail Page
Term Average Order Value
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