What’s the Average Bounce Rate for eCommerce websites?

Introduction

As a builder of websites for more than 25 years and in particular more customised websites for ecommerce brands, this is one of the most commonly asked questions of our PM and development team. 

How a site ranks in comparison to competitors across search platforms will drive traffic, but the bounce rate could determine the overall success of the business.

Bounce rate is a metric used to measure the effectiveness of a website in terms of user engagement. 

It’s calculated by dividing the number of visitors who leave your site after viewing only one page by the total number of visitors that arrive at your site. In other words, it shows you how many people “bounced” away from your website without exploring further.

For eCommerce brands, the bounce rate figure is particularly important.

Attracting traffic can be expensive, but in reality is only half the battle, the real measure of success lies in what happens after someone lands on your site. 

Do they browse, fill in a form, add to their cart, and convert? Or do they bounce away?

During peak shopping periods like Black Friday and Cyber Monday, when traffic volumes naturally skyrocket, bounce rate takes on even greater significance. 

Thousands of new visitors might reach your site, but if too many leave instantly, you’re potentially burning your paid ads budget while also missing out on sales when it matters most.

This blog will outline what an acceptable bounce rate is for eCommerce brands, and importantly how can you improve it ahead of Black Friday 2025?

How important is bounce rate in eCommerce metrics?

Working with modern eCommerce brands, at SOZO we track dozens of KPIs; from traffic volume, ROAS, conversion rate, average order value, customer lifetime value, cart abandonment rate, and many more. 

Each metric tells a part of the buyer’s story, but bounce rate holds a particularly high priority. Why? Because if you are paying for every visit to your site, but then the majority of visitors are leaving before they view a second page, you never even get the chance to influence any of the other metrics.

Think of it this way: if you’re paying a high cost per click on a competitive keyword to attract visitors, but half of them bounce instantly, you’re effectively paying double for every engaged user.

In this way, bounce rate acts as an early warning sign that your investment in traffic isn’t going to convert into sales and revenue.

Bounce rate vs. exit rate: what’s the difference?

Bounce rate measures the true “one-and-done” visits, i.e. when someone lands on a web page and leaves without exploring anything else.

Exit rate however, is slightly different. It shows the percentage of people who leave your site from a particular page, but that page may not have been the only one they viewed. It could simply be the final stop in a longer browsing session.

That’s why exit rate is often less concerning. Whereas a high bounce rate usually means your content or experience failed to draw people in, a high exit rate from a page doesn’t necessarily signal disengagement, only the end of a journey; possibly even a check out!

What is a “normal” eCommerce bounce rate?

Bounce rates vary widely, but some benchmarks provide useful context:

• Excellent: 26%–40%
• Average: 41%–55%
• High/Needs Attention: 56%–70%
• Critical: 70%+

Below are average bounce rate benchmarks by industry based on recent aggregated research.

E-commerce sites: Typically enjoy lower bounce rates, ranging from 20% to 45%, due to high product engagement and the likelihood of multi-page interactions.

Blogs: Content-heavy platforms often experience higher bounce rates, between 65% to 90%, as users might find the information they need and exit without further exploration.

Lead generation websites: Generally see bounce rates from 30% to 55%. These sites aim to capture user information, making initial engagement crucial.

Service-based websites: Such as niche consultancy sites, may record bounce rates between 50% to 65%, as users spend time evaluating services before making contact.

It’s clear there is a wide degree of variance in terms of what’s considered “good”, which can also depend on your sector, traffic sources, seasonality and customer intent.

What do different devices and traffic sources do to bounce rates?

To complicate matters, bounce rate isn’t a one-size-fits-all metric and a brand’s understanding of how it varies by device and traffic source is key to separating a genuine engagement problem from normal user behavior.

Desktop users tend to bounce less (around 39%) than mobile users, who often exit more quickly due to slower load times and weaker UX, with rates typically 10–20% higher.

Traffic source also makes a big difference: email and referral visitors are already primed to engage, leading to lower bounce rates, while social and display ad traffic is more likely to skim and leave.

Interestingly, AI-driven traffic is now emerging as a source of relatively higher conversions, signaling a shift in how intent and targeting shape engagement.

Device Differences

• Desktop: Lower bounce rates (~39%).
• Mobile: Typically 10–20% higher (~50%), often due to slower speeds and weaker UX.

Traffic Sources

• Email & referrals: Lower bounce, as visitors are already engaged.
• Social & display ads: Higher bounce, since users are often in browse mode rather than ready to buy.

Knowing your baseline and comparing against industry norms is the first step to setting realistic targets,  but with a quicker, optimised website with an AI optimised content strategy you can reduce this bounce rate and up conversations considerably.  

How AI-Optimised content reduces bounce rate

Here’s where the evolution of search intersects with bounce rate. As AI-powered tools like ChatGPT and Google Gemini shape how shoppers discover products, your content strategy directly influences who arrives on your site, and how likely they are to bounce.

Pre-qualified visitors reduce bounce

AI assistants filter information, meaning visitors arriving via AI recommendations are often more qualified and closer to purchase. This can naturally lower your website or landing page bounce rates if your brand is cited in AI answers or summaries.

Content that engages AI and humans

Clearly the content has to resonate with AI and traditional search engines  but it also has to speak to your target audience – at every stage of their buyer journey.

Here’s how to improve your on-page content.

• Conversational clarity: Write content that answers questions the way people ask them. E.g., “What’s the best eco-friendly yoga mat?”
• Structured data: Use schema markup so AI tools interpret and present your products accurately.
• Authority signals: Original research, case studies, and media mentions build credibility with both AI systems and human readers.

Read our blog on how to create better AI optimised content 

Avoiding the disconnect

If AI tools recommend your brand but your website doesn’t deliver on clarity, speed, or value, you will undoubtedly see bounce rates rise. 

Optimising for both AI visibility and user experience ensures consistency between promise and experience.

Seasonal spikes: Black Friday bounce rates

Black Friday changes the game for many eCommerce brands. With record traffic volumes and aggressive promotions across the market, bounce rates can be volatile. Here’s why:

• Comparison shopping: Customers often visit multiple sites quickly to find the best deal
• High ad spend: Discount-driven campaigns may attract less qualified user traffic who bounce if the offer isn’t compelling enough or they are waiting for a better deal
• Mobile-first behaviour: Many shoppers browse on mobile during commutes or breaks, amplifying bounce if your site isn’t optimised

What is important to note is that a temporary rise in bounce rate during Black Friday or Cyber Monday  isn’t necessarily bad in isolation, but consistently high bounce rates outside these peak events is a red flag. Success lies in interpreting the numbers in context.

Strategies to reduce bounce rate

While the metrics are a useful guide, bounce rate shouldn’t be used as just a number; it’s a reflection of user experience, content quality, and alignment with user intent.

If any of these elements are not optimised, bounce rate increases. 

Here are practical strategies to bring it down:

1. Improve site performance

• Speed matters: With lots of competition, and users in a rush to get the best deal, a delay of even one second can increase bounce rates. Compress images, use content delivery networks (CDNs), and test mobile load speeds constantly
• Mobile-first design: With mobile bounce rates higher by default, responsive layouts and fast checkout flows are essential

2. Enhance on-page experience

• Clear navigation: Easy-to-use menus, search functionality, and logical product categorisation keep visitors exploring
• Visual engagement: We have seen a 6x improvement in conversion by using product videos within descriptions. Use high-quality product images, demo videos, and 360° views to hold attention.
• Optimised CTAs: Ensure calls-to-action are visible, compelling, and aligned with customer expectations.

3. Match Intent

• Align ads with landing pages: The post-click experience is critical. If you have bought traffic with a compelling offer that matches audience intent you need to deliver a seamless experience all the way to check out and beyond. Don’t promise discounts in ads without delivering on the landing page
• Content that answers: Provide guides, FAQs, and comparison charts to answer common shopper queries

4. Build trust

• Social proof: Showcase reviews, ratings, and testimonials prominently.
• Transparency: Clearly display returns policies, shipping options, and security certifications.
• Consistency: Keep branding, tone, and product information uniform across platforms.

The role of customisable shopping platforms 

Your eCommerce platform also influences bounce rate.

Out-of-the-box solutions provide an ok starting point, but customisation on platforms like Shopify make a real difference. Here are some of the ways a customised website can reduce bounce rate:

• Theme optimisation: Choose lightweight, mobile-first themes and avoid clutter
• App integrations: Use AI-driven recommendation engines to keep users engaged with relevant products
• Schema support: Add structured data for product listings, reviews, and FAQs to improve AI and search engine visibility
• Personalisation tools: Tailor product suggestions based on browsing behaviour to reduce bounce and boost conversions

A customised D2C Shopify store can be both AI-friendly and user-focused.

Read how to grow your eCommerce business with a Shopify store

Why eCommerce brands needs SEO and AIO to reduce bounce rates

Reducing bounce rate isn’t just about UX tweaks, it’s about ensuring the right traffic reaches your site in the first place. That’s where SEO and AIO work together:

• SEO: Optimises for Google rankings, bringing in a steady stream of organic traffic
• AIO: Ensures your brand is cited in AI-generated recommendations, bringing in more qualified, high-intent visitors

Together, they form a comprehensive discovery strategy. SEO casts the net wide, while AIO delivers pre-filtered prospects less likely to bounce.

Conclusion: how AI can reduce bounce rate

Bounce rate has always been a vital metric, but in today’s AI-driven, mobile-first landscape, it’s even more critical. 

During Black Friday, it’s natural to see fluctuations as traffic surges. The real test is what happens throughout your sales period and how effectively you convert that annual traffic into sales.

Improving bounce rate requires a multi-layered approach: first fast, mobile-friendly web design; relevant, trustworthy content; AI-optimised visibility; and customised eCommerce platforms like Shopify.

Add in SEO and AIO working hand-in-hand, and you create a powerful system where the right visitors arrive, stay engaged, and convert.

For eCommerce brands looking to thrive in 2025 and beyond, we can help you find the formula for success. Get in touch and let us create a strategy that attracts  more of the right visitors, who convert.