Every website has barriers that get in the way of customers making it all the way to completing a sale. The percent of customers who complete a sale represents the conversion rate, which may be 0.75% to 3% for most consumer goods ecommerce websites. For niche or brand-loyal websites, the conversion rate may be much higher.
Niche ecommerce website sells direct to consumer on BigCommerce with approximately 2,000 skus. For several years, conversion rate had stayed consistent between 2.5% to 3% overall. Mobile conversion rate hovered around 1.5%; while desktop customers consistently converted well above 4%.
This is actual data that Eric Mindel helped his client achieve. Not all results will be identical across clients.