Short answer: across my own eBay store, 88,923 impressions turned into 1,036 clicks in 30 days, a 1.2% click through rate. Listing by listing, the middle listing that was shown at least 50 times got clicked 0.3% of the time, the top quarter cleared 1.4%, and the top tenth cleared 2.9%. If a listing of yours is above 1%, it is doing better than most of mine. Below 0.3%, it is in the half that buyers scroll past.
I run Close The Deal, a consignment and resale business in Durango, Colorado, and I sell on eBay every day. When I went looking for what a good click through rate on eBay actually is, every page I found quoted a range with no account behind it. So here is one account, with the numbers attached. This is one store selling used clothing, shoes, collectibles, cards and tools. It is not the eBay average, and I do not know what the eBay average is. Nobody outside eBay does.
Where does the click through rate come from?
eBay counts an impression every time it shows your listing to a buyer, in search results or anywhere else, and a click every time somebody opens it. Click through rate is clicks divided by impressions. Both numbers are in Seller Hub under Performance, then Traffic, one row per listing, and you can download the whole table.
What was the click through rate on this account?
1.2%. In the 30 days to 2026-09-21, 987 active listings were shown 88,923 times and opened 1,036 times.
| Thirty days to 2026-09-21 | Count |
|---|---|
| Active listings | 987 |
| Impressions | 88,923 |
| Clicks (page views from eBay) | 1,036 |
| Click through rate | 1.2% |
| Listings never shown at all | 58 |
| Listings shown and never clicked | 650 |
| Listings clicked at least once | 285 |
What is a good click through rate for one listing?
The store average hides most of what matters, because a handful of listings collect most of the impressions. The 100 most-shown listings took 52,348 of the 88,923 impressions and clicked through at 1.2%. So I looked at each listing on its own, and only the ones eBay showed at least 50 times, because a rate on ten impressions is noise.
| Listings shown 50+ times (374 of them) | Click rate |
|---|---|
| Middle listing (median) | 0.3% |
| Top quarter starts at | 1.4% |
| Top tenth starts at | 2.9% |
| Never clicked despite 50+ impressions | 176 listings |
That is the honest shape of it. Most listings on a used-goods account get clicked far less than 1% of the time, and a listing at 3% or 4% is a standout. If you are comparing your own Traffic report to a number, compare it to a listing, not to the store.
Is a low click through rate a price problem?
Usually not, and this is the part worth remembering. A buyer scrolling search results sees a photo, a title, a price and the shipping cost, in about a second each. A listing with hundreds of impressions and no clicks lost that second before the price was ever weighed against anything.
On this account the 650 listings that were shown and never opened were the cheaper ones: their middle price was $10, against $20 for the listings that did get opened. A low price bought no clicks. What the unopened ones had in common was the first photo and the title.
What should you do with your own number?
Pull the Traffic report for the last thirty days and sort it by impressions. The listings at the top with a click rate under 0.3% are where the fix pays fastest, because eBay is already showing them. Change the first photo before you change anything else. The free pricing guide on this site covers the price side; the audit does the sorting for you, read only, and sends you the list the same day.
Source: the Active listings traffic report in eBay Seller Hub for Close The Deal LLC’s own store, 30 days ending 2026-09-21, 987 active listings. One account, used goods. Not an eBay statistic and not affiliated with eBay.