An analysis of the top 100 performers at each stage of the funnel, based on real data from stores on Shopify, VTEX and Tiendanube.
TL;DR
Among the top 100 ecommerce stores at each funnel stage, 88.2% of visitors view a product, 34.3% of product viewers add it to the cart, and 3.1% of visitors end up buying (the highest recorded rate is 7.1%). The stage that most separates growing stores from stalled ones is product-to-cart: the difference comes from how persuasive the product page is, not from traffic.
Ecommerce conversion doesn't depend on a single factor. It depends on three critical stages —discovery, intent and decision— being precisely aligned. When all three work well at the same time, results become exceptional.
We analyzed the behavior of the 100 best performers at each stage of the purchase funnel, within a base of thousands of stores running on the leading ecommerce platforms in Latin America and Brazil. The result is an X-ray of what an ecommerce funnel looks like when it really works. There are no shortcuts. But there is a pattern.
Most ecommerce analysis focuses on the final conversion rate: how many visitors ended up buying? It's a useful metric, but misleading on its own. A purchase funnel has three moments of tension that matter equally:
Site → Product
How many visitors view at least one product? It depends on site architecture.
Product → Cart
How many product viewers add it to the cart? It depends on persuasion.
Visit → Purchase
How many of all visitors end up buying? It's the result of everything before it.
Average funnel · Top 100 performers per stage
Visitors
100%
starting point
View a product
88.2%
top 100 average
Add to cart
34.3%
top 100 average
Purchase
3.1%
top 100 average
These figures are the average of the top 100 performers on each metric. They aren't generic benchmarks from a global report: they come from real stores operating today in Latin America and Brazil.
| Stage | Highest recorded | Top 100 average | Top 100 median | 25th percentile | Top 100 minimum |
|---|---|---|---|---|---|
| Site → Product | 94.9% | 88.2% | 87.8% | 84.6% | 82.7% |
| Product → Cart | 75.0% | 34.3% | 30.6% | 27.7% | 25.4% |
| Visit → Purchase | 7.1% | 3.1% | 2.7% | 2.4% | 2.2% |
Top 100 performers on each metric within the analyzed store base (Shopify, VTEX and Tiendanube).
Stage one: from site to product
Do your visitors find what they're looking for?
Among the top 100 on this metric, the average share of users who go from the site to a product page is 88.2%. The best performer recorded reaches 94.9%.
94.9%
Highest recorded
Nearly all traffic views at least one product
88.2%
Top 100 average
9 out of 10 visitors browse to a product
82.7%
Top 100 minimum
The entry threshold to be among the best
In high-performing stores, the catalog is well structured, navigation is frictionless and incoming traffic is qualified. There are no big leaks at the front door. This group's 25th percentile sits at 84.6% and the median at 87.8%: the distribution is tight. Stores in this top tier have already solved basic navigation.
What sets the best apart
At this stage, the difference isn't technology but information architecture. Stores with the highest site-to-product rate have well-organized menus, working search and landing pages that go straight to the product, not to generic category pages.
Stage two: from product to cart
This is where the real game starts
If stage one depends on architecture, stage two depends on persuasion. Does the product page convince visitors it's worth moving forward?
Among the top 100 on product-to-cart rate, the average is 34.3%: more than 1 in 3 people who view a product add it to the cart. The best case recorded is 75%.
75.0%
Highest recorded
3 out of 4 product viewers add it to the cart
34.3%
Top 100 average
More than double the average market benchmark
25.4%
Top 100 minimum
The minimum threshold to be among the best
It's the stage with the widest spread. The median is 30.6%, but the 75th percentile jumps to 37.2%. Some stores clearly dominate this stage, and the gap between them and the rest of the market is huge.
A good product page isn't the one that describes what you sell. It's the one that answers every objection before the shopper raises it.
Quality images
High-quality photos from multiple angles.
Benefits, not just features
Descriptions that explain what the customer gains.
Visible social proof
Reviews, ratings and units sold in plain sight.
Real urgency
Available stock and accurate delivery times.
A CTA with no competition
A buy button that doesn't compete visually with anything else on the page.
Stage three: final conversion
The star metric, and the most misunderstood
Conversion rate is ecommerce's star metric, and also the most misunderstood. 3% sounds low until you see that the best in the market average 3.1% within their top 100, with the best performer recording 7.1%.
7.1%
Highest recorded
More than 7 buyers per 100 visitors
3.1%
Top 100 average
The level that defines the best-performing stores
2.2%
Top 100 minimum
Beating it already puts a store in the top 100
The group's median is 2.7% and its 25th percentile 2.4%. Final conversion is the result of the two previous stages: a store with good architecture and persuasive product pages reaches this point ahead. And for the rest of the visitors, the ones who added to cart but didn't buy, the store that converts best is also the one that recovers best.
| Stage | What the best get right | Warning sign |
|---|---|---|
| Site → Product | Clear navigation, working search and landing pages that lead to the product | Fewer than 82.7% of visitors view a product |
| Product → Cart | Product pages that answer objections, with social proof and real urgency | Fewer than 25.4% add to cart |
| Visit → Purchase | A frictionless journey and recovery of shoppers who didn't finish | Conversion below 2.2% |
TITANPush is the AI-powered sales engine for ecommerce: a platform that combines onsite tools, WhatsApp and programmatic display advertising to help online stores sell more. Each funnel stage has tools that push it forward:
● Comportamientos (behavior analytics) · diagnosis
A dashboard with your estimated funnel (site, product, cart and purchase), internal searches and searches with no results, so you see where you lose sales.
● Destacados and Más Populares · stage 1
Hand-curated product carousels and a ranking of the most viewed products to take visitors straight to the product.
● Recomendados IA, Promociones and Banners · stage 2
Machine-learning cross-selling, urgency promotions like the countdown Promo Bomba, and countdown banners.
● WhatsApp, Notificaciones Push and Ads · stage 3
WhatsApp Automations for abandoned carts, retargeting web push (not available on iOS) and open-web retargeting Ads, with a ROAS that depends on your site's conversion rate.
● Copilot · AI Studio
Pick a goal, such as increasing your conversion rate, and Copilot recommends which tools to activate and turns them on for you.
Read next: how to recover abandoned carts with WhatsApp and our interview with Daniel Ferro, former CMO of Mercado Libre, on the value of listening to your site search.
Among the top 100 stores in our base, the average is 3.1%, with a maximum of 7.1%. Beating 2.2% already puts a store in that top 100.
It's the share of users who add a product to the cart after viewing it. In the top 100, the average is 34.3%.
Product-to-cart: it has the widest spread among the best stores (from 25.4% to 75%). It depends on how persuasive the product page is.
Comportamientos, TITANPush's behavior analytics dashboard, shows an estimate of your funnel: how many users visit, view a product, add to cart and buy, plus your cart abandonment rate.
From real stores running on Shopify, VTEX and Tiendanube in Latin America and Brazil. Each figure reflects the top 100 on its metric.
Which stage is your store in?
Measure your funnel with Comportamientos and turn on the right tools for each stage. Works with the leading site builders and with custom-built sites.
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By TITANPush · Published June 2026 · Updated October 2026 · Data: top 100 performers per metric within TITANPush's store base.