Key stat: Electronics ads convert best of any retail category at 7.58%, nearly four times the rate of home and kitchen ads (1.94%) at the bottom of the pack, according to a Q4 2025 report from SellMetric.

Beyond the chart:

• Category isn't the only lever that moves conversion. Over the Cyber Five weekend, Meta converted 6.8% of shoppers versus TikTok's 1.06%, according to Industry KPI data from MikMak, which means even a high-converting category can stall on the wrong platform.
• Meanwhile, the fastest-rising conversion channel isn't paid at all. Traffic from genAI sources to US retail sites surged 393% year over year in Q1 2026 and now converts 42% higher than non-AI traffic, according to Adobe, because those shoppers arrive having already researched with a chatbot.

Use this chart: Drop this into a media planning deck to set conversion benchmarks by category before you commit budget. Use it to show clients why a flat conversion target across verticals misleads, and to argue for category-specific goals when you pitch retail media or paid social plans.

Related EMARKETER reports

• The Digital Shelf 2026 (EMARKETER subscription required)
• A CMO Guide to GEO (EMARKETER subscription required)

Methodology: SellMetric's data is based on the analysis of various data sources, including transactional data, marketing campaign data, product inventory and sales data, and relevant third-party data. The dataset encompasses over 30,000 customers worldwide. The primary focus of this analysis is for marketplaces in key regions: the United States (US) and Canada. Approximately $350 million in e-commerce ad spending across platforms such as Walmart and Amazon DSP & Sponsored Advertising was examined. To ensure accurate analysis, the raw data underwent essential preprocessing steps, including data normalization, standardization, aggregation and transformation.