______ ECOM SEO STATS
eCommerce SEO
Statistics 2025
The eCommerce world is continually evolving, with thousands of businesses vying for visibility in an increasingly crowded online marketplace. A key driver of this success is search engine optimisation, or SEO, a strategy for driving organic traffic and improving brands’ visibility.
Our report explores the latest eCommerce SEO statistics for 2025, uncovering key insights on the most effective eCommerce SEO tactics. From technical eCommerce SEO statistics on the average performance and link profile of eCommerce sites, to the cost and benefits of eCommerce SEO, this report is a comprehensive guide to all things eCommerce SEO.
Top eCommerce SEO statistics for 2025
(from our primary data)
Top eCommerce SEO statistics for 2025
(from our primary data)
As of 2025, the average eCommerce brand was found to rank for 1,783 keywords in the organic search results.
Those rankings will drive an estimated 9,625 organic monthly visits for eCommerce brands.
This traffic would cost nearly £11,800 each month if it was to be acquired via paid search.
WooCommerce is the most popular eCommerce platform, with 20.56% of brands running on it.
20.55% of eCommerce brands run on Shopify, the second biggest eCommerce platform.
The average eCommerce website achieves a Google Lighthouse score of 67/100 when it comes to site speed and performance.
90% of the lowest performing eCommerce websites looked at contained UX issues.
The average Ahrefs Domain Rating (DR) across 2 million+ eCommerce backlinks was 28.
52% of eCommerce websites use digital PR to build backlinks.
The average Ahrefs Domain Rating of an eCommerce backlink earned via digital PR is 46.
eCommerce site SEO statistics
eCommerce traffic statistics and ranking statistics
Our analysis of over 20,000 eCommerce websites found that the average eCommerce brand will rank for 1,783 keywords in the organic search results.
Those rankings will drive 9,625 organic monthly visits and cost the equivalent of £11,790.58 on average if that same amount of traffic and visibility was to be acquired via paid search advertising.
The most visible brand in our sample was Harvey Nichols, who ranked for an impressive 141,303 keywords driving an estimated 391,824 organic visits each and every month as a result. If the brand was to drive the same volume of traffic by targeting the same keywords via paid search we would estimate they’d need to pay at least £34,880,810 (~£35 million) per month to do so.
Given these figures, clearly the SEO channel presents a massive opportunity for any budding eCommerce brand.
To increase the likelihood of success and maximise organic visibility, eCommerce brands should seek to partner with an experienced SEO agency with a proven track record of driving eCommerce growth via the organic search results.
Technical SEO eCommerce statistics
What is the most popular eCommerce Content Management System (CMS)?
20.55% of eCommerce brands run on Shopify, the second biggest eCommerce platform. Most eCommerce brands (20.56%) were found to be running their website on WooCommerce.
Average speed and performance statistics for eCommerce websites
Google’s Lighthouse is a tool which is used to assess a websites’ quality, across a variety of metrics including performance, accessibility, coding standards, SEO, and whether the page can function as a progressive web app (PWA).
Search marketing agency Reboot Online analysed more than 25,000 (25,044) eCommerce sites using the Google Lighthouse API to determine that, on average, eCommerce websites achieve a Lighthouse score of 67 out of 100. Further, seven out of 10 (70.5%) eCommerce sites are rated as ‘needs improvement’ (50-89/100) when it comes to their Lighthouse performance score.
This data highlights that technical SEO, and improving speed and performance specifically, is a key area that the average eCommerce website can improve in. Investing into technical SEO, via an in-house team or a dedicated SEO agency, would help eCommerce brands improve in this area and drive more sales via the SEO channel.
Lighthouse scores of eCommerce websites, by industry
| Industry | Number of sites analysed | Percentage of sites with ‘good’ Lighthouse rating | Percentage of sites with ‘needs improvement’ Lighthouse rating | Percentage of sites with ‘poor’ Lighthouse rating |
|---|---|---|---|---|
| Beauty | 1971 | 26.94% | 58.80% | 8.27% |
| Clothing | 7310 | 9.48% | 76.40% | 10.08% |
| Electronics | 3965 | 19.22% | 66.43% | 8.75% |
| Home | 6555 | 13.58% | 74.13% | 7.73% |
| Jewellery | 3237 | 20.05% | 68.03% | 6.77% |
| Kids store | 2006 | 25.77% | 60.62% | 7.18% |
| All categories | 25044 | 16.14% | 70.50% | 8.45% |
Source: Reboot Online via the Google Lighthouse API
When broken down into brand categories, beauty eCommerce sites have the greatest proportion (26.94%) of companies that receive a ‘good’ Lighthouse rating (90-100/100), while kids stores follow narrowly behind with just over a quarter (25.77%).
Clothing eCommerce sites are deemed to be, generally, of the lowest quality, with a tenth (10.08%) of these websites receiving the ‘poor’ Lighthouse rating (0-49/100).
What percentage of eCommerce websites lack a canonical tag?
53% of eCommerce websites analysed by our eCommerce SEO agency team were found to have at least some instances of missing canonical tags on their online shops.
Of those websites which were found to have at least some pages missing a canonical, the average percentage of their pages missing this pivotal HTML tag was 40.38%.
What is a canonical tag?
A canonical tag, also known as a “canonical link” or “rel canonical”, is a HTML element which allows you to tell search engines which URL they should consider as the “original” version of a page.
How to use canonical links correctly
You can use a few different methods to specify which URL you would like Google to treat as the canonical, including adding a rel=”canonical” link element into the HTML header and/or only including a link to the preferred canonical version in your sitemap, and some methods will be more effective than others.
If you have duplicate pages, we would always recommend starting by working out if a 301 redirect is applicable, and redirecting all duplicate versions to the main canonical one if so. If a redirect is not relevant, as might be the case for parameter URLs, including a rel=”canonical” link element on every version of the page which all identify a single version as the canonical version will be the next best way to help search engines make sense of the duplicate pages. Finally, as a rule of thumb you should aim to only include pages which you want indexed (that is to say, the original/canonical version) in your XML sitemaps.
Why do canonical tags matter?
It is not uncommon for websites to end up with multiple pages which contain identical or near identical content.
If no canonical tag is specified to let search engines know which version is the original one, and which one they should return in the search results, they are forced to decide for themselves using other signals (like external and internal links).
Having no canonical tag also runs the risk of ending up with duplicate versions of the same content being indexed in the search results, which can compete with each other and limit the visibility of all duplicate versions.
User experience statistics for eCommerce websites
90% of the lowest performing eCommerce websites that we looked at in one 2024 study contained UX issues.
Improving user experience is clearly something which the biggest and best ecommerce websites are investing in which smaller brands are less likely to focus on.
Only 10% of the top ecommerce brands that we looked at in that same 2024 study had obvious UX issues, whereas 49% of the small to medium sized websites had what we would classify as a poor or average UX.
What percentage of eCommerce websites contain broken internal or external links?
Based on 2025 data, a shocking 62.4% of eCommerce websites were found to have at least one instance of broken links, something which can have a notable impact on the overall user experience offered by any given website. This was slightly less than the number of websites we found in 2024 with the same issue, with 73% of eCommerce sites analysed at the time being found to have the same issue. Both of these metrics are surprising given the impact outgoing links were found to have in our previous outgoing links SEO experiment.
Broken links can result in users not finding the pages they’re looking for, and risks them leaving to find a different online shop who offers a more reliable and consistent experience.
This didn’t tend to be a narrow issue impacting a small number of pages on the average eCommerce website either. Of those sites which were found to contain at least one broken link, the average number of pages containing broken links was found to be a shocking 69%. This suggests that when an eCommerce website is found to be outdated with at least one broken link, chances are that many more of their pages will be experiencing the same issue.
On-site SEO eCommerce statistics
Average length of eCommerce page titles and meta descriptions
The average eCommerce page title was found to be 39 characters long, significantly under the industry best practice recommendation of between 50 and 60 characters.
This is one character less on average than we found when we ran our original analysis back in 2024, when the avg. length of an eCommerce meta title was found to be 40 characters.
That same 2024 study also found that 15.17% of the eCommerce pages we crawled had page titles containing less than 15 characters.
The average eCommerce meta description was 96 characters long, again well below the industry standard of between 150 and 160 characters.
This data suggests that online store owners may not be covering the basics when it comes to SEO, and that they could see growth by working to nail industry best practices before investing in more advanced and complex on-page SEO strategies.
Average readability of eCommerce websites
eCommerce website owners and content marketers appear to be writing effective content that can be easily consumed. Our analysis found that only 3% of the pages crawled would be considered hard to read. Positively, 52% of crawled pages were found to be either very easy to read or fairly easy to read.
Those looking to improve the readability (and therefore experience offered by) their eCommerce website should focus on writing short, punchy product descriptions that use simple language. Include all the necessary details that a potential customer would want and need, including details on the product’s price and delivery times.
What percentage of eCommerce websites lack user-generated content (UGC)?
98% of the lowest performing eCommerce websites lack user-generated content (UGC), while the biggest and best eCommerce brands in our 2024 study were using UGC a lot more frequently. 73% of the biggest brands were clearly using UGC across their websites.
Medium sized websites also appear to be missing SEO opportunities when it comes to UGC, with only 28% of mid-sized eCommerce brands that we looked at using UGC across their online shop.
What percentage of eCommerce websites have thin and duplicate content issues?
We found that 92% of the lowest performing eCommerce brands suffer from thin content issues, suggesting this is one key area where most smaller brands can improve on.
Duplicate content issues were found to impact ~38% of eCommerce websites studied.
Content which contains the exact same content as other indexed pages is neither unique nor useful, which is why SEOs work hard to keep duplicate content to a minimum across the websites that they work on.
Despite these efforts, and the known negative impacts of duplicate content, we still found that 38.78% of eCommerce websites with the most organic visibility, 48.98% of eCommerce websites with moderate organic visibility, and 28.00% of eCommerce websites with low organic visibility suffered from duplicate content issues.
What percentage of eCommerce brands lack optimised internal links on their site?
86% of eCommerce brands are lacking optimised internal links.
Even 41% of the eCommerce websites with the most organic visibility are lacking in optimised internal links too.
With internal links sending such key context and authority to the pages being linked to, it is surprising to see so many eCommerce marketers underutilising this tactic. Internal links can also enhance the usefulness of a page, and help users find other content that they might like or need.
If you are interested in learning if your internal linking strategy is up to scratch, or finding out how you can improve your technical and on-site SEO more generally, consider investing in our SEO audit services.
Off-page SEO eCommerce statistics
Back in 2024, we analysed over 2 million backlinks that 98 eCommerce websites received across five different verticals to find out what the biggest and best brands were doing when it came to link building.
We found that the biggest eCommerce brands are using digital PR to acquire top-tier backlinks, whereas smaller brands are less likely to be leveraging the strategy to drive SEO growth.
If you are interested in building your backlink profile and driving growth like the biggest eCommerce brands do, hire a digital PR agency.
Average ahrefs Domain Rating (DR) of an eCommerce backlink
The average Ahrefs Domain Rating (DR) across the 2 million+ eCommerce backlinks we analysed was 28.
Average percentage of do-follow links for eCommerce websites
It’s natural to have some nofollow links within your backlink profile. However, since Google is directed to not follow these links through to your website, authority cannot be passed through them. We should also note that Google has confirmed that nofollow links can be treated as a hint in their ranking algorithms.
When analysing what a natural percentage should be, it looks like a profile with around 20% nofollow links is best. The average percentage of do-follow links within an eCommerce site's backlink profile is 78%. With 2% being marked at sponsored or user-generated.
What percentage of eCommerce websites use digital PR to build backlinks?
52% of eCommerce websites use digital PR to build backlinks, with the average digital PR link having an Ahrefs Domain Rating of 46.
The largest eCommerce websites are more likely to use digital PR in their link building strategies, with 72% of them being found to be doing so. When looking at eCommerce websites that had sizably less organic visibility, only 32% of them were actively using digital PR to build backlinks.
So, if you want to take influence from the biggest and best eCom brands (and become one yourself!), hire a digital PR agency like Reboot to help you do so.
What percentage of eCommerce websites use reactive PR and expert comments to build backlinks?
Expert comments and reactive PR are a great way for brands to capitalise on emerging trends and earn links from high authority news publications in their space quickly.
We found that 56% of eCommerce websites generating decent volumes of organic traffic are using expert comments and/or reactive PR to build links.
Again the biggest eCommerce websites are investing more heavily into expert comments and reactive PR campaigns, with 79% of them using these strategies to build links.
The average Ahrefs Domain Rating (DR) of a website linking to a large eCommerce website when acquired via expert comments and/or reactive PR is 35.
This is of course slightly less than the more data-driven campaigns found within digital PR, however both strategies can work in tandem to maximise the number and diversity of links earned by a brand's digital PR efforts.
"It’s not surprising to see over half of the eCommerce domains are investing in digital PR to increase organic visibility.
Digital PR can be an effective way of building links from authoritative media publications at scale, helping to close the visibility gap against brands monopolising the search results. Not only that, but being mentioned in relevant publications to your audience drives traffic and increases brand awareness.
In fact, Google’s John Mueller previously shook the industry when he said that digital PR can be just as important as Technical SEO."
Head of Digital PR,
Reboot
Average eCommerce SEO budgets
Average eCommerce SEO cost
The latest eCommerce SEO statistics indicate that small businesses can expect to pay between $2,000 and $2,800 for a monthly retainer. Medium to large businesses have a much greater range from which to ascertain costs, from $2,500 to $7,500 depending on the company size and scale of work.
Similarly, fixed packages can range between $1,500 and $3,000 for small businesses, while medium to large businesses are looking at $3,000 to $6,000 for specialist eCommerce SEO services.
Average eCommerce SEO pricing for specific services
The above eCommerce SEO statistics consider the entire package cost, but for greater detail these packages can be broken down into specific services.
The cheapest services are keyword research and competitor analysis, which can cost between $500 and $2,000 on a monthly retainer.
At the other end of the scale, services including content strategy and creation, and link building and off-page optimisation can cost from $1,000 to over $5,000 based on a monthly retainer.
eCommerce Conversion Rate Statistics
Average eCommerce SEO conversion rate
Between November 2023 and October 2024, the average eCommerce SEO conversion rate ranged between 2.99% and 4.4%. The lowest SEO conversion rate was reached in September 2024, while the peak was achieved in November 2023.
Average conversion rate (November 2023-October 2024)
The average eCommerce SEO conversion rate has not been above 4% since December 2023, which is when this figure reached its second highest point for this period (4.14%).
Average eCommerce SEO add-to-cart rate
The latest eCommerce SEO statistics show that the average add-to-cart rate for online shopping sites was 6.69% between November 2023 and October 2024.
Average add-to-cart rate (November 2023-October 2024)
As with the average eCommerce SEO conversion rate, the average eCommerce SEO add-to-cart rate reached its peak in November 2023, at 8.45%. Likewise, the average add-to-cart rate was at its lowest in September 2024.
Average eCommerce SEO cart abandonment rate
The average cart abandonment rate was at its highest in August 2024, when 76.89% of customers left eCommerce sites without making a purchase.
eCommerce sites had their lowest cart abandonment rate in December 2023, when this figure showed seven in 10 items were left unpurchased in carts. It is likely that this figure was at its lowest during this period as customers are less likely to only be browsing around the Christmas period.
Average order value for eCommerce SEO
Despite the average cart abandonment rate being at its lowest in December 2023, likely due to it being the holiday season, this is not when the highest average purchase value was registered as may be expected. Instead, during the period November 2023 to October 2024, the value of purchase per visitor was highest in September 2024, at $163.
Average order value (November 2023-October 2024)
In fact, the lowest average purchase value was recorded in December 2023. At this time, the average value of purchase per visitor was just $97, the only month to dip below $100.
Methodology
Primary data from Reboot Online
To carry out our analysis we started by purchasing a number of data feeds from the data provider BuiltWith, who indexes information about a huge number of websites.
The data feeds contained a list of UK eCommerce stores in the Home, Beauty, Clothing, Electronics, Jewellery, and Kids stores verticals.
We cleaned the data to get a shortlist of domains which returned a 200 OK response when crawling the homepage (suggesting that they were still active websites).
APIs
Using the Semrush API, we next pulled organic visibility metrics (including monthly UK organic traffic and traffic cost estimates, alongside the number of organic keywords that each domain was ranking in the top 100 search results for) for each domain in our list.
We also used the Google Pagespeed API to get speed and performance data across each of the domains in our sample.
Screaming Frog
For our technical and on-site SEO analysis, we created a Python script which would allow us to use the command line to automate Screaming Frog crawls of up to 100 URLs on every domain in our data feed.
We configured our headless Screaming Frog crawls to export tabs from the tool that we were interested in, like the average length of key elements on each page (e.g. page titles and meta descriptions), if each page had a canonical tag assigned, and if each page included links to any broken internal or external pages.
Manual SEO audits
To complement our large-scale analysis, we also carried out manual SEO audits across a smaller number of eCommerce websites generating a large, medium, and small amount of organic traffic each month.
In total 150 manual audits were carried out looking at more nuanced SEO optimisations and strategies, like the use of user-generated content (UGC) and/ or how effectively optimised internal links were being used (or not used) across each website.
Off-Site SEO & Link Building Analysis
Since we wanted to learn more about what the biggest and best eCommerce websites are doing well across their technical, on-site and off-site strategies, we also exported and analysed over 2 million backlinks pointing to the websites in our manual audits.
We identified a number of commonly used anchor text for each link strategy, such as “according to” or “new study”. This would help us automate the top level checks using Excel macros. Once we had a list of digital PR and expert quote links for each industry, we could manually review and remove anything that fell through the cracks and shouldn’t have been included. This allowed us to identify websites and industries that were using specific link strategies to widen our analysis.
Disclaimer:
We did notice that some non-eCommerce websites had been picked up and added to the original data feed provided by BuiltWith. While we tried to remove these where relevant, it is possible that some of the domains remaining in our raw data would not technically be considered as eCommerce ones.
