Metrics · Purchase / Paid Conversion
Checkout Completion Rate
Percentage of users who enter the checkout flow and complete a purchase. The counterpart to cart abandonment — tracks the post-cart portion of the funnel. Typical ecommerce checkout completion: 20-45%. Every extra step in the checkout flow reduces completion by approximately 8-12 percentage points (Baymard).
How to calculate it
(completed_purchases / checkout_initiations) × 100Distinct from cart-to-purchase rate. Measures post-cart-page funnel specifically. Guest checkout option alone improves completion by 12-15pts according to multiple Baymard studies.
Per-industry distribution (2)
Each row shows the cited p25 / p50 / p75 for Checkout Completion Rate in that industry. Click an industry to open the full benchmark page.
| Industry | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Ecommerce (D2C Retail) | 22.0% | 38.0% | 48.0% | Baymard Institute 2024 |
| Beauty/CPG (DTC Cosmetics, Personal Care)(derived) | 24.0% | 40.0% | 52.0% | Baymard Institute 2024 |
Primary source
Cart Abandonment Rate — 487 Websites Longitudinal Study (2024) · Baymard Institute · 2024
Longitudinal multi-year analysis of 487 websites tracked continuously. Aggregates 41 different published cart-abandonment rate studies plus proprietary ongoing panel data. Reports global average plus device breakdown (mobile vs desktop) plus reason-for-abandonment taxonomy from 4,400+ US consumer interviews.