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Running an eCommerce business means constantly tracking multiple metrics to measure performance. Among the most critical key performance indicators (KPIs) is the bounce rate—the percentage of visitors who leave your site after viewing only one page. A lower bounce rate often indicates a better shopping experience and stronger customer engagement.
So, what is the average bounce rate for eCommerce stores in 2025, and how does it vary across devices and industries?
What Is the Average Bounce Rate for eCommerce?
As of 2025, the average bounce rate for eCommerce websites is 47%, consistent with previous years. This highlights the challenge for online retailers to retain visitor interest beyond their landing page. While this rate has remained stable, it varies depending on device type, industry, and audience behavior.
Bounce Rate by Device in 2025
Desktop Devices
- The average bounce rate for desktops is approximately 38.7%, making it the most stable platform for engaging visitors.
- Desktop users tend to have lower bounce rates, likely due to better visibility and easier navigation on larger screens.
Mobile Devices
- On mobile devices, bounce rates are typically 10% to 20% higher than on desktops. In 2025, mobile bounce rates hover around 50%.
- This underscores the importance of mobile optimization, as mobile users often expect faster load times and a seamless browsing experience.
Bounce Rate by Industry
Bounce rates continue to vary significantly across industries. Here’s how key sectors stack up:
- Software and Technology: The highest bounce rates are seen in this sector, with averages of 70.5% (desktop) and 72% (mobile). This is often due to users searching for specific solutions and leaving if they don’t immediately find what they need.
- Energy, Utilities, and Construction: These sectors report the lowest desktop bounce rate at 38.5%, while mobile bounce rates for this category are slightly higher at 42.3%.
- Travel and Hospitality: With a 42.5% mobile bounce rate, this sector benefits from engaging visuals and optimized mobile booking experiences.
How to Reduce Bounce Rates
A high bounce rate often indicates a need for improvement in user experience, page load speed, or content relevance. Here are strategies to help reduce bounce rates:
- Improve Page Load Speed
- Fact: Pages that load within 1 second have a bounce rate of 7%, while those taking 3 seconds experience bounce rates as high as 38%.
- Use tools like Google PageSpeed Insights to identify and resolve load time issues.
- Optimize for Mobile
- With mobile traffic dominating eCommerce, ensure your website is fully responsive and loads efficiently on all devices.
- Enhance Navigation
- Simplify menus and provide clear calls-to-action (CTAs) to encourage users to explore more pages.
- Create Engaging Content
- Personalize landing pages to align with user intent and provide relevant, high-quality content.
- A/B Testing
- Test variations of key pages to understand what resonates most with your audience.
Monitoring and optimizing your bounce rate is essential to improve conversions and overall store performance. With mobile bounce rates continuing to rise, focusing on mobile-first strategies and engaging, fast-loading content will give you a competitive edge.
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