There is no one-size-fits-all good conversion rate for eCommerce. If your product is highly niche or sells at a high price point, a low conversion rate might be fine for you. If you're looking to sell a lot of products at a low price, you might want a much higher number. In general, the average e-commerce rate hovers around 1 or 2%. You should aim to hit this, meaning that one or two of every 100 website visitors is making a purchase. However, that doesn't mean you can't push beyond this number if you're already doing well.