E-commerce Conversion Benchmarks Europe 2025

You've probably googled it. Found some article claiming the average is 2-3%. Felt either fine or panicked depending on where you stand.

Here's the thing. That number is useless.

A food delivery store at 3% is underperforming. A jewelry store at 3% is doing great. Industry context is everything, and most store owners are comparing themselves to the wrong benchmark.

​I pulled together the actual EU numbers.

• Conversion rates
• Add-to-cart rates
• Average order values across 12 industries.

Real data from Dynamic Yield and IRP Commerce, not US benchmarks inflated by 20%.

The guide also includes Netherlands-specific numbers:

• 1.78% conversion rate
• 62% cart abandonment
• and why iDEAL is non-negotiable if you're selling to Dutch customers.

Download it, find your industry, and compare honestly.

Get the free benchmarks guide

Philip Wallage — BTNG.studio​
I find what's confusing your customers. And fix it.
​
🛄 Don’t be a stranger: Find me on LinkedIn to stay connected!
👉 Heads up, fellow human:
I hit 'send' when it fits my schedule, even if that's not 9-to-5.
No stress if you're off the clock. Reply whenever you like, no rush!