Best Converting US Websites in November: Carter’s, Lands End, and Amazon

Across 100+ top US ecommerce sites, about 8.16% of visits translated into sales, up slightly from 8.11% in November 2022.

Although total Black Friday traffic was down, US ecommerce sites did slightly better at converting traffic into sales this year. A couple beat even Amazon on a percentage basis.

Key takeaways

• Amazon.com maintained an enviable conversion rate of 11.8%, based on Similarweb estimates for the US of the fraction of amazon.com traffic resulting in a sale.
• A few retailers achieved even higher conversion rates in November, albeit on a smaller volume of traffic. Children’s clothing brand Carter’s (carters.com) was at 13.6%, followed by Lands End (landsend.com) at 12.8%.
• In aggregate, the 100+ sites whose traffic we studied converted 244.8 million visits out of nearly 3 billion total visits, or 8.16%. That’s a slight increase from 2022, for which the comparable figure for the same sites in aggregate was 8.11%.
• A few high-performing sites raised that average. The median conversion rate across the sites we studied was just 4.3%.
• While Temu has emerged as an ecommerce powerhouse, the temu.com conversion rate is just 5.7%.

These statistics are based on desktop web traffic that could be traced all the way through from initial visit to a purchase confirmation page. The estimates are specific to the US.

Amazon’s ecommerce might is immense

In addition to being one of the most high-traffic websites in the world, Amazon towers over competitors in converted visits – website visits resulting in a sale.

That’s because in addition to receiving lots of traffic, Amazon boasts one of the best conversion rates in all of ecommerce at 11.8%. Amazon has the luxury of using large scale data collection on customer habits and preferences, which allows it to recommend products they are likely to buy.

Carter’s and Lands End had even better conversion rates in November

Although Amazon is unrivaled in scale, a few other brands come close to matching its conversion rate – with apparel retailers Carter’s (carters.com) and Lands End (landsend.com) coming in even a little higher in November, at 13.6% and 12.8% respectively. Several other sites popular for gift shopping, from Bath and Body Works (bathandbodyworks.com) and Children’s Place (childrensplace.com) to Victoria’s Secret (victoriasecret.com) also made it into the top 10.

Most of these brands were also at or near the top of the conversion rate rankings last year, although both Children’s Place and Bath and Body Works performed a little better in November 2022.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

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by David F. Carr

David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".