"Good" depends on your niche, price point, and traffic source — but there are reliable reference points.
The Baseline Numbers
Average Shopify store: 1.4%–1.8%. Solid performer: 2.5%–3%. Top decile: 4%+. If you're under 1%, something structural is broken, not merely unoptimized.
Desktop vs Mobile
Desktop commonly converts at 2.5%–3.5%; mobile at 1.0%–1.4%. Since mobile is the majority of traffic, closing that gap is usually the highest-value project in the store.
By Price Point
Sub-$50 impulse products convert higher (2%–4%). Considered purchases above $300 — furniture, jewellery, electronics — often convert at 0.6%–1.5% and should be judged on revenue per visitor instead.
Do the Maths on Your Own Store
Sessions × conversion rate × average order value = revenue. Model a 0.5 point lift before you spend another naira, pound or dollar on ads — it is almost always cheaper than buying more traffic.
The Metric That Matters More
Track revenue per visitor. It captures conversion rate and average order value together, so you don't celebrate a conversion lift that came from discounting your margin away.