Conversion rate
Out of 100 people who visit your shop, how many place an order? That’s conversion rate.
Orders divided by visits, times 100.
Example: 600 visits and 12 orders. 12 divided by 600 is 0.02. So 2%.
Average order value (AOV)
When someone buys, how much do they spend on average?
Revenue divided by the number of orders.
Example: 1,500 USD of revenue from 12 orders is 125 USD per order. Count orders, not items. One order with three items is one order.
Both numbers are in your Etsy Stats. Use the same time period for both.
Benchmarks I could verify
| Source | Number | Limit |
|---|---|---|
| Etsy Seller Handbook | 1% to 5% conversion | A general guide that varies with category and price. Not an average calculated from all shops. |
| Littledata | Median conversion 1.3%. Top 20% start at 2.7%. | 438 Shopify stores, Aug 3 to Oct 31, 2026. Not Etsy. |
| Littledata | Median AOV 111 USD. Bottom 20% 59 USD, top 20% 302 USD. | Same stores. |
| IRP Commerce | Conversion 1.97%, AOV 133.12 GBP | September 2026, their own data set. Not all of Europe. |
Don’t compare USD and GBP amounts without converting. Even then, different categories and samples make them rough guides only.
I couldn’t find a reliable, current Etsy-wide AOV for the US and Europe. Etsy's yearly spend per buyer (121 USD in 2025) is a different measure and not AOV.
What to do with your numbers
- Track them monthly, not daily.
- If conversion is low, look at photos, price, reviews and shipping cost first.
- If AOV is low, think about bundles, sets and a free shipping threshold.
- Compare yourself to your own past, not to a stranger's shop.
What to do next
Write down last month's visits, orders and revenue, and work out both numbers. Do it again next month.
Keep reading
Need your Etsy shop managed or evaluated?
I take on Etsy shop management and evaluations, listing SEO, ads and AI automation. Share your project through the contact section and I will get back to you with a quote.
Share Your ProjectSources
Rules, numbers and dates change often. This page reflects the sources below as checked on Nov 9, 2026. Confirm current figures with the official source before you act.