Ecommerce refund rate benchmarks (My Store guide)
Refund benchmarks and traffic lights from your My Store profile.
Citable benchmarks
Average ecommerce conversion rate is often ~2–3% (varies widely by industry and traffic mix).
Source: IRP Commerce — Ecommerce Market Data (Jan 2026)
Key takeaways
- Ecommerce refund rate benchmarks — focus on one metric or lever at a time; validate with data before scaling spend.
- Pair reading with free Growthegy calculators (LTV, ROAS, break-even, pricing) to turn ideas into numbers.
- Bookmark growthegy.com/tools/ and run the Profit Diagnosis when you need a prioritised roadmap.
On this topic: My Store dashboard · LTV, CAC, and payback for ecommerce (My Store guide), Gross margin, break-even, and ROAS (My Store guide)
Track refund rate as a percent of orders (or revenue, consistently). Lower is better; compare cohorts by product and channel.
Enter your refund percent in My Store to see a quick traffic light vs typical bands.