Ecommerce Funnel Calculator
See the conversion rate at each step from session to order, and find exactly where you're losing the most visitors.
Your numbers
Your result · updates as you type
Overall conversion rate
4.8%
480 orders from 10,000 sessions. The biggest drop is between Product views and Added to cart: 78.5% of visitors leave there, 5,100 people.
- Sessions → Product views
- 65%
- Product views → Added to cart
- 21.5%
- Added to cart → Checkout started
- 58.6%
- Checkout started → Order completed
- 58.5%
Fixing the Product views → Added to cart step has the biggest potential payoff here: it loses more visitors than any other step, in absolute numbers.
Breakdown
- Sessions
- 10,000
- Product views
- 6,500
- Added to cart
- 1,400
- Checkout started
- 820
- Order completed
- 480
- Overall conversion rate
- 4.8%
Five steps, four conversion rates
The funnel tracks visitors through five stages: session, product view, add to cart, checkout started, and order completed. Each step's rate is that stage's count divided by the one before it.
Example: the default numbers
- Sessions → Product views
- 10,000 → 6,500 (65%)
- Product views → Added to cart
- 6,500 → 1,400 (21.5%)
- Added to cart → Checkout started
- 1,400 → 820 (58.6%)
- Checkout started → Order completed
- 820 → 480 (58.5%)
Overall conversion is 480 ÷ 10,000 = 4.8%. The biggest drop, in raw numbers, is between product views and cart adds: 5,100 visitors leave there, more than any other step.
Fixing the step that loses the most visitors in absolute numbers usually has the biggest payoff, even if a later step has a worse-looking percentage: a smaller step simply has fewer visitors left to lose.
Finding these numbers
- 01
Shopify
Analytics → Reports → Conversion rate breakdown shows this exact funnel with a visual chart, built from your store's own behavior data.
- 02
WooCommerce
Core WooCommerce doesn't track add-to-cart or checkout-start events by default. A funnel needs Google Analytics 4's ecommerce events, or a dedicated analytics plugin.
Reading the funnel correctly
- Percentage vs. count. A step with a scary-looking 20% pass rate might still matter less than a step with an 80% pass rate that has ten times the traffic.
- Mobile vs. desktop. Mobile checkout often has a materially different drop-off than desktop. Run the funnel separately by device if your traffic is mixed.
- One-page vs. multi-page checkout. "Checkout started" means different things depending on your checkout flow; keep the definition consistent when comparing periods.
Questions people ask
What's a typical ecommerce funnel drop-off?
It varies too much by category and traffic source to give one number. Compare your own funnel over time and against changes you make, rather than an external benchmark.
Where do most stores lose the most visitors?
Very commonly between product view and add to cart: it's the step with the most visitors and the biggest single decision (do I want this?). But it varies; the calculator finds your actual biggest drop.
Should I optimize the step with the worst percentage or the one that loses the most people?
The one that loses the most people in absolute numbers usually has the bigger revenue payoff, even if a later step's percentage looks worse.
Does this include checkout abandonment specifically?
The checkout-started-to-order step captures it. For recovering abandoned checkouts specifically, that's a different problem: emails, reminders and payment options, not funnel measurement.
Related tools
Want this builtinto your store?
I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.
Emmanuel Asika
Shopify & WooCommerce developer, Dublin
I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.
Last reviewed 30 September 2026.
Sources: Shopify Help Center: Behaviour reports (Reports and analytics)