E-commerce Page Load Times: 2025 Averages & Fixes

Introduction

Consumers in the year 2025 will expect e-commerce sites to load instantly. In fact, if the time it takes for your site to load is even one second slower than other sites, consumers will abandon it far before actually seeing your website’s product page. According to Google, an extra second of page load time can result in a decrease of up to 20% in conversion rates (see “Conversion Rate Optimization” on Google Web-dev). With the amount of competition increasing daily, websites with fast load times represent a way to increase revenue without needing to invest into new products or advertising.

This guide includes all the information you need to view the 2025 average Page Load Time, why you may be experiencing delays, and all the different ways to fix those delays that you can implement today. The guide will also provide real examples of data, ask the appropriate diagnostic questions, review the introduction of Core Web Vitals 2, and explain how having a fast load speed can positively affect SEO, the overall user experience, and the Return on Advertising Investment (ROAI). If your e-commerce store receives substantial traffic, but you are having challenges converting customers into buyers, a slow Page Load Time may be a leading cause.

E-commerce Load Time Basics

What Is Load Time?

A Page Load Time is defined as the amount of time that has passed since the first time you clicked on your e-commerce product page until the page has been completely loaded, including all text, images, scripts, and all buttons being ready for user interaction. A Page Load Time that is fast can boost customer trust, improve sales, and enhance users’ overall experience.

Ideal E-commerce page Load Time in 2025

According to Google, an ideal e-commerce site provides its customers with a page load time below 2 seconds. The faster a page loads, the higher its rank in the search results. The greater the number of users who stay on a fast page, the better their chances for converting into customers.

Current Website Load Stats for Online Stores

According to new statistics, the average page load times of e-commerce sites today are

• 5 seconds on desktop for the highest-performing online stores.
• 6 seconds on mobile, which is still too slow for today’s shopper.

These statistics demonstrate why page load time is important in 2025, where the growth of mobile first shopping continues globally.

Why Speed Matters

Fast-loading pages are critical not only for providing the best possible user experience but also directly affect your e-commerce speed conversions. As your page load times continue to increase, shoppers leave sooner, drop in rankings, and drop in sales.

Real Numbers You Can’t Ignore

• 79% of shoppers leave a slow site before they purchase.
• The average load time for unoptimized PDP pages is 6.1 seconds; far greater than was expected from customers in 2025.
• Mobile pages load 70% slower than desktop pages, which is why mobile optimization must be a top priority when selling in both local and international markets.

How Speed Impacts Conversions

Even the smallest increase in page load times will have a significant impact:

• A speed increase of 0.1 seconds can lead to an 8.4% increase in sales when looking at data from enterprise eCommerce.

Bounce Rate Increases With Every Second

An increase in Page Load Bounce Rate negatively affects both conversions and visibility. Shoppers prefer faster websites over those that are slower; thus, they will likely go elsewhere to find the products they desire.

Speed Is Now an SEO Ranking Signal

Google evaluates page experience through Core Web Vitals metrics; if your page does not pass the metrics of LCP, CLS, and INP, it will result in a lower ranking in search engines, especially for local-based searches by users.

Check Your Performance

Ask yourself the following questions:

• Are you passing the LCP, CLS, and INP metrics for your store?
• Are users on mobile devices leaving your website due to slow load times?
• Do your target locations have lower Page Load speeds than your competitors?

If you can improve load speed, your page will have higher visibility, more converting users, and increased trust.

Page Load Times by Category

Understanding how your store compares to industry standards is key to improving your Page Load Time. Different industries load at different speeds, and the gaps between mobile and desktop performance are massive.

The most important thing to remember when comparing your page load times to the standard for your specific industry is that there is no single standard for all industries. Each industry has a unique set of benchmarks. These benchmarks are continually changing and differ depending on how fast each category loads its pages for Mobile Users compared to Desktop Users.

Industry Load Time Benchmarks

As a retailer, it is vital that you understand how your store performs relative to your competitors and the standard for your industry. There are variations among different retail categories regarding the average Page Load Speed across both mobile and desktop devices. The retail category is on average slower than most shoppers would prefer, particularly for the mobile application. Here is the comparison of the specific categories of retailers in terms of Page Load Speed.

Average E-commerce Load Times (2025)

• Most E-commerce Integration page load speeds (PDP) load slower on mobile; this is especially true for many top E-commerce brands.
• The average time for loading a Top E-commerce site in the United States was 1.96 seconds compared to the worldwide average of approximately 2.75 seconds (see below).
• ShopDisney’s official website has an average PDP load time of 2.41 seconds on desktop, depending on what theme, apps and media are used.
• Retail brands have the largest delay between desktop and mobile page load times — 27 seconds on mobile — creating a major opportunity for conversion drop-offs.

Why This Matters

Customers expect pages to load almost instantly on mobile devices. When your online store has a lower page load time than what is statistically “ideal,” you risk losing customers to faster loading stores.

You should check:

• How Your Mobile Desktops Speed Compares to 27 Seconds
• How Your Desktop Loading Time Compares to the “Ideal” 2-3 Seconds

Tracking and measuring your page load times gives you the ability to determine if there are any gaps in your page load time numbers, which will impact conversions, SEO and user experience.

Free WP Speed Plugins

If you’re using WordPress or WooCommerce for your Online Store, there are many ways to Speed Up your Store’s Page Load Time without spending a lot of money. There are several free WordPress solutions that provide WordPress-based online store optimization including image optimization, script optimization and caching, as all are critical components for optimizing e-commerce with WordPress in 2025.

1. Smush

• Automatically compresses large product images.
• Lazy-loads media to improve how smoothly your customers browse on mobile devices.
• Once optimized, most ecommerce websites see a page load time increase of 30 to 40% faster compared to before optimization.
• It’s ideal for large product catalogs that contain high-resolution images.

2. Autoptimize – Script & Style Optimization

• Cleans up your CSS, JavaScript, and HTML files by minifying them.
• Combines your separate files together to lower the total amount of server requests.
• Works great when paired with caching plug-ins in order to get the most out of your website.
• If you have many plugins or use Elementor to make your pages, Autoptimize is a must-have.

3. Cache Enabler – Lightweight Page Caching

• Creates static HTML files to speed up your website’s delivery.
• Reduces the strain on your server and improves the speed at which your site responds when a customer’s request for a new page goes out.
• It’s easy to configure and will provide instant performance improvements when you start using Cache Enabler.

4. LiteSpeed Cache for WooCommerce

• If your hosting provider offers LiteSpeed, the LiteSpeed Cache for WooCommerce is one of the best options available at no cost for you.
• It includes WooCommerce-specific optimizations for your cart, checkout, and product pages.
• You also have access to an image CDN, ability to convert images to the WebP format, as well as the ability to clean up your database.
• LiteSpeed Cache for WooCommerce often performs better than paid plug-ins that are designed specifically for e-commerce stores.

Measure & Improve Speed

Improving your e-commerce website’s page load times requires a continual cycle of testing, tracking, and fixing.

The good news is that you don’t need to be technical to quickly improve your website’s e-commerce speed using free online tools to measure your website’s speed and to implement changes based on the results you receive.

Step 1: Test Speed Using the Right Tools

The following guidelines explain how to test and track website speed and improve it. They provide the following guidance for using Google PageSpeed Insights weekly. Google recommends using:

• PageSpeed Insights to measure Core Web Vitals;
• GTmetrix to view waterfall charts and script delays;
• WebPageTest for troubleshooting advanced Time To First Byte.

Google wants to see the following speed performance benchmarks:

• A LCP score less than 2.50 seconds;
• A TTFB score of less than 200 milliseconds from a stable hosting environment;
• A Cumulative Layout Shift (CLS) score of less than 0.10 (allowing visitors to view the site smoothly).

You should ask yourself if your site’s speed is fast enough to accommodate mobile visitors, who account for about 70% of site visitors, to provide a better user experience.

Step 2: Fix Core Problems

To optimize the Core Web Vitals, perform the following steps:

1. Reduce TTFB (Slow Server Response)

• Select a hosting environment that can take advantage of Fast Hosting.
• Implement Server-Side Caching.
• Minimize Heavy Plugins (only use necessary plugins).

2. Optimize Images

• Convert Images to the WebP format.
• Implement Lazy Loading for Images that are not displayed immediately on the page to improve page speed.
• Optimize Banner Images by Compressing them.

3. Minimize CSS, JS & Render-Blocking Files

• Defer Loading of Unused JavaScript files.
• Manually or automatically Minify CSS/JS using Autoptimize or LiteSpeed.

Step 3: Track Progress Over Time

By using Search Console as a tool, you will be able to observe and monitor improvements to your Core Web Vitals over time by completing the following tasks:

• Monitor your “Core Web Vitals” Report.
• Using Search Console to track both the Mobile and Desktop speeds, as well as your Failing URLs.

When you fix issues that affect site speed, it helps improve your SEO rankings, your GEO relevance, and ultimately increases your conversion rates.

Competitor Benchmarks

To improve your store’s page load time, you need to know how it compares to some of the best in the business. A speed comparison with similar e-commerce selling platforms like Amazon, Shopify, & WooCommerce will show you how your site stacks up against the competition.

How Fast Are Your Competitors?

Here are some real-world benchmarks:

• Amazon Average Page Load Time: approx. 2 seconds
• Amazon’s ability to consistently load under 2 seconds gives it an advantage over its competition because Google bases organic traffic rankings, in part, on site load speed.
• Shopify Store Speed:
• Shopify store page load speeds can range anywhere from the low 2s to the low 3s depending on theme applications, media number, and usage in the store.
• WooCommerce Store Speed:
• WooCommerce store load speed averages anywhere from the mid 2s to the mid 6s, depending on server hosting, plugins used, and overall page weight.

Why These Numbers Matter

• 73% of marketers indicated that site speed is among the highest priorities for 2025.
• Websites with page load times of less than two seconds typically generate 3%+ higher website conversion rates — especially for mobile devices.
• Websites that load quickly generate more organic traffic, because Google rewards those sites that meet its Core Web Vitals and Smooth Performance™.

Ask Yourself

• Is my store as fast as Amazon or leading Shopify stores?
• Is the speed performance of my WooCommerce store being hurt by using too many plugins or inappropriate hosting?
• By reducing my load time by just one second will I see a noticeable increase in my website’s conversion rate?

By comparing the results of your site’s performance to the benchmark speeds of your competitors, you will be able to determine where your stored limits are preventing your customers from making purchases and make changes as necessary so that you are not losing sales to your competitors.

Conclusion

The ability to improve your eCommerce Page load times has the biggest impact on your visibility, interaction and overall performance along with your revenue. With the use of several free tools, such as Smush, Autoptimize, LiteSpeed Cache, you can quickly increase the load time of your WooCommerce store, improve your overall experience and greatly enhance your Core Web Vitals as well.

In order for you to continue optimising your WooCommerce store as you expand and grow, continue to perform Page Speed Insights and GTMetrix testing regularly. Faster-loading pages result in a greater satisfaction level for your customers and create a positive impact on your SEO performance.

To obtain professional assistance in achieving these same results on an accelerated basis, AGTC is available to provide you with the correct strategy to increase your overall speed, identify any technical issues affecting your performance and optimise the overall performance of your WooCommerce store from top to bottom. Aligning your website to industry standards, such as Amazon’s approximately 2-second load time, will also allow you to achieve a higher conversion rate and better rankings on search engines. The technical expertise of AGTC will ensure that your eCommerce store operates at maximum speed and will increase the number of customers you convert consistently.

FAQ

1. What will be the average eCommerce page load time in 2025?

In 2025, the average page load time takes to an eCommerce site will be approximately 2.5 seconds for desktop devices and 8.6 seconds for mobile devices. The recommended benchmark for a website to achieve a high conversion rate is under 2 seconds for all users around the world, including those located in India.

2. How does page speed impact conversion rates and bounce rates?

Page speed affects a store’s conversion rate. For example, a store that loads in 1 second will have a conversion rate of 3.05%. A store that takes 5 seconds to load will have a conversion rate of 1.08%. Therefore, bounce rates will be much higher for stores with a load time of more than 5 seconds.

3. What is the ideal PDP load time for eCommerce sites?

The ideal PDP load time is less than 2 seconds. This is accomplished by optimizing sites to reduce average load times from the industry average of 6.1+ to 2 seconds or less.

4. What free WordPress plug-ins can I use to improve speed on e-commerce sites?

There are many free plug-ins that can help improve your site speed. The top 3 plug-ins for improving speed are Smush for image compression, Autoptimize for CSS/JS minification, and LiteSpeed Cache for caching and WooCommerce optimization.

5. Why is the speed of mobile e-commerce sites slower than on desktop computers?

Mobile e-commerce sites load 70% to 80% slower. The average load time globally is 27 seconds. The reason for this is that mobile devices use heavier scripts, have more limited network conditions, and poor mobile-optimized assets.

6. What tools can be used to test and monitor the speed of eCommerce websites?

Google PageSpeed Insights and GTmetrix allow you to monitor metrics such as LCP, TTFB and Core Web Vitals for both mobile and desktop performance.