Online conversion rates of e-commerce sites were the highest in the skincare sector at percent in the second quarter of 2026, followed closely by the food & beverage sector at percent. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at percent.
Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than percent in 2026, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. In 2024, food and beverage was one of the product categories with the lowestonline cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.