Conversion rate shows how effectively your marketing turns browsers into buyers. It’s one of the most telling metrics for e-commerce brands because it reflects both ad performance and on-site experience. Even a small lift, from 2% to 3%, can translate into a major revenue increase without spending more on ads. Monitoring conversion rate across channels helps you identify what’s working, cut waste, and direct your budget where it delivers the most impact.

Across 100 e-commerce brands, SMS and Email continued to dominate for driving conversions, with rates of 11.92% and 8.43%, respectively. ChatGPT traffic ranked third with a strong 6.27%, showing that AI-assisted discovery and recommendations are playing a large role in purchase decisions.

Paid channels such as Google Ads (3.95%), Meta Ads (3.87%), and TikTok (3.07%) performed at similar levels, while Organic Search (2.02%) and Organic Social (1.42%) remained lower but steady. Pinterest (1.02%) showed the weakest performance overall, though it often serves more as a discovery tool than a direct conversion driver.

Benchmarks are helpful, but your brand’s conversion data is what matters the most. ThoughtMetric helps you measure conversion rates across every channel with precision, connecting each sale back to the exact ad, product, and creative that drove it. With five attribution models and detailed analytics for products and creatives, you can see exactly what influences conversions across your funnel. Instead of relying on platform-reported metrics, you can trust your own data to make smarter decisions.

Want to see how your brand compares? Book a ThoughtMetric demo.