SMS Benchmarks for E-Commerce

E-commerce brands rely on clear SMS benchmarks to understand how messages support customer journeys and ongoing loyalty. This introduction looks at the core SMS performance metrics that matter most for E-commerce strategies.

Average Response Rate

The average response rate in e-commerce is 30 to 40 percent, reflecting how often shoppers reply when they receive SMS notifications or promotional texts related to their purchases.

Response rate is the portion of customers who answer a message, calculated by dividing the number of replies by the total SMS that were successfully delivered during a campaign or workflow.

In digital retail, this metric signals how clearly brands communicate, how relevant their offers feel, and whether timing aligns with browsing or buying intent.

Consistently strong response rates often accompany higher engagement, better remarketing performance, and more accurate insight into what different customer segments actually value.

Average Opt-Out Rate

The average opt-out rate is 0.4–0.9 percent, which reflects a moderate level of churn in most e-commerce texting programs.

Opt-out rate shows the percentage of subscribers who reply STOP or otherwise unsubscribe from your SMS messages.

It is calculated by dividing the number of opt-outs by the number of successfully delivered texts, then multiplying that figure by 100.

In e-commerce, this metric signals how customers feel about your promotions, product drops, and order alerts.

Monitoring opt-out rate helps brands refine cadence, message relevance, and consent practices so audiences stay engaged.

Average Click-Through Rate

The average click-through rate is 12–20% in e-commerce and reveals how frequently shoppers engage with links inside promotional texts or notification messages.

This metric expresses the percentage of delivered SMS that result in at least one tap on a tracked link.

To find it, take the total number of unique link clicks, divide that figure by the number of successfully delivered messages, then multiply the result by 100.

In e-commerce, a healthy click-through rate highlights whether product recommendations, discounts, and order updates feel relevant to customers, guiding better messaging choices and campaign refinement.

Average Conversion Rate

The average conversion rate is 2.0–3.5%, which reveals how many online shoppers go from browsing to actually completing a purchase.

This figure might look small at first, yet it represents the crucial moment when interest turns into revenue.

In e-commerce, conversion rate is calculated by dividing the number of successful orders by the total number of site visitors, then multiplying by 100 to get a percentage.

Tracking this metric helps brands make sure product pages, pricing, and checkout experiences are genuinely supporting sustainable digital growth.

Average Delivery Rate

The average delivery rate in e commerce is 98–99%, indicating that nearly every text message successfully arrives on the customer’s phone.

This level of reliability supports smooth order notifications, shipping updates, and transactional alerts throughout the buying journey.

Delivery rate is calculated by taking the number of messages that arrive on devices and dividing that by all texts sent, excluding those rejected due to invalid numbers or carrier filtering.

In e commerce, a strong delivery rate is crucial because brands depend on timely SMS to confirm purchases, share tracking details, reduce support friction, and build trust through consistent communication.

Average Open Rate

The average open rate is 98%, which means shoppers almost always see texts related to their online buying journey.

In ecommerce, open rate describes the portion of successfully delivered messages that customers actually open.

To calculate it, take the number of opened texts, divide by the total delivered texts, then multiply the result by 100 to express it as a percentage.

This metric matters for ecommerce because order updates, delivery alerts, security notifications, and personalized offers must be read quickly.

High open rates make sure brands communicate at the right moment, supporting smoother shopping experiences.

Average Time to Read

The average time to read an SMS in e-commerce is 3 minutes.

Time to read describes how long it takes shoppers to open and view a message after it lands on their phone.

It is calculated by tracking the interval between delivery time and the first open for many messages, then averaging those results.

In e-commerce this metric matters because faster reading supports order confirmations, delivery updates, cart reminders, stock alerts, and short lived discounts.

Merchants rely on it to understand how quickly customers see information so they can make sure communication lines stay timely and relevant.

Average Response Time

The average response time for e commerce is 90 seconds, indicating how quickly customers tend to respond after receiving a text message.

Response time is the period between a text being delivered and the first reply sent by a shopper.

It is calculated by measuring that gap for every conversation and then taking the average across all interactions.

In e commerce, response time highlights how actively customers participate in messaging based communication.

A shorter response time suggests that buyers are paying close attention to messages, which helps teams make sure questions, order updates, and support issues are handled at the right moment.

Average Bounce Rate

The average bounce rate is 1–2%, which signals that only a very small portion of customer messages fail to arrive in digital storefronts.

Bounce rate describes the share of messages that do not reach the intended recipient at all.

It is calculated by dividing undelivered notifications by the total volume sent, then converting that figure into a percentage.

In ecommerce, this metric matters because reliable delivery supports order confirmations, shipping updates, password resets, and personalized offers.

A steady low bounce rate helps keep databases accurate so daily workflows and customer journeys remain smooth.

Why Are SMS Metrics Important?

Sms metrics matter deeply for businesses in ecommerce because they show how well brands connect with shoppers in real time.

From order confirmations to shipping updates and limited time offers, customers depend on fast and reliable texts to stay informed.

High delivery rate and open rate indicate that messages are actually reaching and capturing attention.

Response rate reveals how willing customers are to interact, ask questions, or reply to support prompts.

Conversion rate and click through rate highlight which texts inspire people to browse products, complete purchases, or return to abandoned carts.

By tracking these metrics, ecommerce brands make sure their messaging is timely, relevant, and profitable.

Overview of E-Commerce

E-commerce businesses operate in highly competitive, always on environments where customers expect fast, transparent communication at every stage of their journey.

Brands must respond quickly to inquiries, manage expectations around availability, and keep customers informed in real time to build trust and loyalty.

SMS is uniquely suited to these demands because it delivers information almost instantly, has near universal reach, and consistently achieves very high engagement rates.

Its immediacy helps reduce friction in transactions, limit confusion, and support smoother operations between sales, support, and logistics teams.

By using SMS for timely, reliable communication, e commerce companies can make sure interactions remain efficient, customer centric, and aligned with rising expectations for convenience and speed.

SMS Use Cases in E-Commerce

SMS offers e-commerce brands a fast, reliable channel to reduce cart abandonment and keep customers informed throughout the purchase lifecycle.

It supports personalized, time-sensitive communications that drive conversions and improve post-purchase satisfaction.

Send targeted cart reminders with product images and limited-time discounts to make sure hesitant shoppers return and complete purchases.

Provide real-time tracking links, delivery windows, and driver arrival notifications to make sure customers are available and reduce failed deliveries.

Notify high-intent customers instantly when popular SKUs are restocked to make sure demand converts into rapid purchases and better manage preorders.

Enable two-way SMS for quick order questions, return instructions, and refund confirmations to make sure support interactions close faster and reduce ticket volume.

FAQs About SMS Benchmarks for E-Commerce

How can e-commerce brands use SMS to improve the checkout experience?

Brands can use SMS to send cart reminders, secure payment links, and real-time support when customers get stuck. This reduces friction at the final step and makes the buying journey feel smoother.

What role does SMS play in building customer loyalty for online stores?

SMS lets brands deliver early access to drops, exclusive promo codes, and personalized recommendations. When messages feel tailored and helpful, customers are more likely to return and shop again.

How can e-commerce businesses use SMS for customer support without being intrusive?

Businesses can invite customers to text specific keywords when they need help instead of sending constant follow ups. Clear opt-in and simple reply options make sure customers stay in control of the conversation.

What types of post-purchase SMS messages are most valuable for online shoppers?

Customers appreciate texts that confirm orders, share shipping updates, and provide easy access to tracking. Follow-up messages with care tips, setup guides, or simple return instructions add extra value after the sale.