How Page Speed Affects Ecommerce Conversion Rates (2026 Benchmarks)
Every second of load time beyond 1 second costs approximately 7% of conversions. For a $1M/month store, that is $70,000 lost per second of unnecessary delay. Below is the data, the case studies, and the updated Core Web Vitals targets you need.
Conversion Rate by Load Time
| Load Time | Relative Conversion Rate | Bounce Rate Increase | Revenue Index |
|---|---|---|---|
| < 1s | 100% (baseline) | Baseline | 100 |
| 1s | 100% | Baseline | 100 |
| 2s | 93% | +10% | 93 |
| 3s | 86% | +32% | 86 |
| 4s | 79% | +50% | 79 |
| 5s | 72% | +90% | 72 |
| 7s | 58% | +123% | 58 |
| 10s | 40% | +175% | 40 |
Sources: Akamai State of Online Retail Performance, Google/SOASTA research, Portent conversion data.
Real Ecommerce Case Studies
Walmart
1-second improvement increased conversions by 2%
At $500B annual revenue, 2% = $10B.
Source: WalmartLabs engineering blog
COOK
0.85s reduction increased conversion rate by 7%
Meals delivery service saw immediate revenue lift.
Source: Web performance case study
AutoAnything
Cutting load time 50% increased sales 12-13%
Auto parts retailer, direct speed-to-revenue link.
Source: Radware performance report
Mobify
100ms improvement = 1.11% session conversion, $380K/yr
Mobile commerce platform, annualized gain from 0.1s.
Source: Mobify engineering team
For the full dataset including Amazon, Google, Bing, and Shopzilla, see all case studies.
Mobile Ecommerce Performance
53%
of mobile users abandon a page that takes more than 3 seconds to load (Google Think).
70%
of ecommerce purchases are initiated on mobile devices, making mobile speed critical to revenue.
8.4%
conversion lift from just 0.1 second of mobile speed improvement (Deloitte/Google 2020 study).
2x
Mobile users are twice as likely to bounce compared to desktop users at the same load time.
79%
of shoppers dissatisfied with mobile site performance say they are less likely to buy from the same site again.
2026 Core Web Vitals Targets
Google's "good" targets, scored at the 75th percentile of real Chrome users. A page must clear all three to pass.
Loading performance
Replaced FID as a stable metric in March 2024
Visual stability
Source: Google web.dev Core Web Vitals documentation. Thresholds unchanged since INP became stable in March 2024.
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