Ecommerce (D2C Retail) · Purchase / Paid Conversion stage
Ecommerce (D2C Retail) purchase / paid conversion benchmarks
User makes a financial transaction — one-time purchase (ecommerce, course), subscription start (SaaS, media), first paid order (marketplace). The metric most tied to revenue. CVR here varies enormously by business model: 1-3% ecommerce (visitor-to-purchase), 15-30% SaaS (trial-to-paid).
Metrics that measure this stage
4 of 5 stage metrics have cited benchmarks for Ecommerce (D2C Retail). The rest are still being researched.
| Metric | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Trial-to-Paid Conversion Rate ↑ | Research pending — see cross-industry data | — | ||
| Cart Abandonment Rate↓ | 62.0% | 70.2% | 78.0% | Baymard Institute 2024 |
| Checkout Completion Rate↑ | 22.0% | 38.0% | 48.0% | Baymard Institute 2024 |
| LTV:CAC Ratio↑ (derived) | 1.5 | 2.8 | 5.0 | HubSpot State of Marketing 2024 (derived for ecommerce) |
| CAC Payback Period↑ (derived) | 4.0 | 8.0 | 18.0 | HubSpot State of Marketing 2024 (derived for ecommerce) |
Where this stage sits in the funnel
- Awareness
- Traffic / Visitor
- Engagement
- Signup / Lead Capture
- Activation
- Trial / Evaluation
- Purchase / Paid Conversion
- Retention / Return
(Stage links above only resolve when Ecommerce (D2C Retail) has cited data for that stage; otherwise they 404.)