Add-To-Cart Rate

When running an eCommerce business, there are more metrics to track than just sales. With an online store, there are so many moments that allow you to retain or lose customers, so it is essential to use all of your KPIs to get a sense of the success of the layout of your eCommerce store, your user experience, and more. Add-to-cart rate is just one of those key metrics that can help retailers optimize their business. This article will cover what it is, how it works, and how to boost your metrics.


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    Templates using this KPI

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What is add to cart rate?

We’ve all been there—online shopping and adding more items to the cart than you buy. The add-to-cart rate is a metric that tracks part of this customer experience. It represents the percentage of visitors who place at least one item in their shopping cart while visiting your website. This doesn’t tell you about your checkout process or cart conversion rate.

Still, it helps you understand how well your product descriptions, product selection, marketing efforts, pricing, and site functionality are working. Your add-to-cart rate is strongly correlated to your eCommerce conversion rate or checkout rate, so they can hint as to where you are gaining or losing potential customers in the usability experience of your eCommerce website.

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How to calculate the add-to-cart rate?

The add-to-cart rate is simply a ratio of the number of sessions where an item was added to the cart through the cart button (not taking into account abandoned carts) versus how many visitors your website saw overall.

Add to cart rate formula


Add to cart rate = (Number of sessions with cart item) / (Total number of website sessions)

What is a good add-to-cart rate?

Overall, add-to-cart rates are around 9-18% when considering the whole world. However, when it comes to the US, it is about 10%. This metric, of course, varies by industry, with consumer goods products, for example, seeing a higher rate than more expensive luxury goods.

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What is a bad add-to-cart rate?

Considering these averages, if you are seeing numbers far below the 9% range and are not a luxury-type company, you may need to further optimize your landing pages, marketing campaigns, cross-selling opportunities, mobile device experience, product page, or other Shopify features.

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Add to cart rate KPI examples & templates

You can add Add to cart rate in some of our templates!

See this KPI in action here!

Ecommerce report template Ecommerce report template

A report with all the most important metrics for your ecommerce site, like shopping cart abandonment, click-through rate, and revenue.

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Executive report template Executive report template

This dashboard template is filled with metrics your C-suite will want to see. Show them your revenue, new customers, churn rate, and more. You can also add some customer satisfaction KPIs, gross margin, or customer data to have a better overview.

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Google Analytics report template Google Analytics report template

Check the number of customers, traffic, customer journey through your website, and more with this easy-to-use GA template.

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Add to cart rate best practices

Consider the following strategies if you are looking to boost your add-to-cart rate.

Average revenue per unit best practices

step 1 icon Make sure the page is suitable for use on every device

Because so much website traffic comes from mobile devices and social media, it is important not to tailor your webpage solely to a desktop experience. Pop-ups, checkout pages, customer reviews, chat windows, and more are frequently formatted poorly in the mobile experience. Make sure you customize your digital marketing approach for each device to encourage customers to add products to their carts.

step 2 icon Ensure product pages match the audience

Investigate your google analytics and SEO to understand your website users and where they are from. Then, make sure your content caters to their needs. For example, offer features like free delivery, buy now buttons, customer testimonials, social proof, and cheaper shipping costs that match your buyer's needs to make them more inclined to shop your store.

step 3 icon Recommend products to customers based on their search

When customers are already engaging with your site, increase the average add-to-cart by encouraging them to engage in real-time with calls to action (CTA), recommended products in each product description, and pop-ups to help them navigate to similar or related items across the site.

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