Benchmarks

eCommerce conversion benchmarks (2026)

Industry benchmark numbers by vertical and segment — drawn from public industry data and our own audits of $1M+ Shopify and DTC brands.

Conversion rate

Conversion Rate
Shopify supplements & vitamins
2.4%

Median CVR — Shopify supplements & vitamins

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Checkout Conversion Rate
DTC jewelry & accessories
46%

Median checkout completion (begin_checkout → purchase)

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Mobile Conversion Rate
Shopify Plus (8-figure DTC)
1.8%

Median mobile CVR — Shopify Plus 8-figure DTC

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Conversion Rate
Shopify food & beverage DTC
2.8%

Median CVR — Shopify food & beverage DTC

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Conversion Rate
Shopify pet products DTC
2.6%

Median CVR — Shopify pet products DTC

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Conversion Rate
Shopify beauty & skincare DTC
3.2%

Median CVR — Shopify beauty & skincare DTC

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Conversion Rate
Shopify home & furniture DTC
1.6%

Median CVR — Shopify home & furniture DTC

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Mobile Conversion Rate
DTC supplements & wellness
1.8%

Median mobile CVR — DTC supplements

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Trial-to-Paid Conversion Rate
B2B SaaS
18%

Median trial-to-paid CVR — B2B SaaS

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Free-to-Paid Conversion Rate
Product-led growth (PLG) SaaS
6.2%

Median free-to-paid CVR — PLG SaaS

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Email Conversion Rate by List Size
Shopify DTC
3.2%

Blended email CVR across all list sizes

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Returning Visitor Conversion Rate
Shopify DTC
4.8%

Median CVR — returning visitors (2+ visits)

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Order value

Average Order Value
Shopify apparel & fashion
$72

Median AOV — Shopify apparel & fashion

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Average Order Value
Shopify pet products DTC
$62

Median AOV — Shopify pet products DTC

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Average Order Value
Shopify beauty & skincare DTC
$84

Median AOV — Shopify beauty & skincare DTC

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Average Order Value
Shopify home & furniture DTC
$285

Median AOV — Shopify home & furniture DTC

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Average Order Value
DTC specialty coffee
$58

Median AOV — DTC specialty coffee

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Average Order Value
Shopify electronics & accessories
$127

Median AOV — Shopify electronics & accessories

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Other

Cart Abandonment Rate
Shopify subscription DTC
74%

Median cart abandonment — Shopify subscription DTC

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Checkout Completion Rate
Shopify Plus (8-figure DTC)
48%

Median checkout completion — Shopify Plus

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LTV / MER Ratio
Shopify subscription DTC
4.2x

Median LTV / MER ratio — Shopify subscription DTC

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Cart Abandonment Rate (Mobile vs Desktop Gap)
Shopify DTC
8–12 pp

Median mobile abandonment gap over desktop

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Add-to-Cart Rate by Traffic Source
Shopify DTC
4.8%

Blended add-to-cart rate across all traffic sources

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Return on Ad Spend (ROAS) by Vertical
Shopify DTC
2.4x

Blended paid social ROAS across DTC

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Product Page Bounce Rate by Vertical
Shopify DTC
38%

Blended PDP bounce rate across DTC

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