Ecommerce benchmarks and statistics, with sources and dates
Our own benchmarks of real Shopify stores, plus industry statistics we have checked against their sources. Every figure lists its sample, period and source, and we say so when a source leaves one out.
1,533Shopify stores speed-tested
190Shopify stores audited for CRO
80industry statistics, each with its source
What we measured on real Shopify stores
Two studies we ran ourselves. Each one says which stores we tested, when and how, so you can see what a number measures before you quote it.
Shopify Speed Benchmark 2026
1,533 Shopify stores in nine industries, lab-tested March 19 to 24, 2026 in PageSpeed Insights on the homepage, a product page and a collection page, plus Chrome UX Report field data from real visitors.
68%of stores passed all three Core Web Vitals in Chrome UX Report field data
74 vs 44Median mobile Lighthouse score, stores with 0 to 5 third-party services against 21 to 30
1% vs 86%Met the 2.5‑second LCP threshold: about 1% in the throttled mobile lab test, 86% for real visitors
55 vs 40Median mobile homepage score, automotive parts against beauty, the top and bottom of nine industries
190 US-focused Shopify stores from 421 audits that store owners ran in Ecomhint, August 29 to September 16, 2025, each scored on its homepage and a product page.
61%of trust check results scored as a fail, the weakest of four categories. It counts check results, not stores.
97.8%of 182 stores had no always-visible search box on the desktop homepage
59.4%of 175 stores showed no rating overview near the product title
53.7% vs 30.9%Fail rate of homepage check results against product page check results
What was missing across more than 1,000 stores audited with Ecomhint from late 2025 to mid-2026, most of them on Shopify, with some WooCommerce and other platforms. Store owners chose to run each audit and per-check counts are not published, so read these as patterns, not benchmark rates.
About 80%give shoppers no clear way to reach a person from the homepage
About 74%show no stock or availability next to the add-to-cart button
About 66%show no ratings or review signal anywhere on the homepage
Ecommerce statistics by topic, each with its source
Figures from other researchers that our articles quote, each checked against the original. Every row links to its source and shows when it was published and what period it measured.
Cart abandonment
Figure
What it measures
Source and date
70.22%
Baymard Institute calculated a 70.22% average documented online cart abandonment rate from 50 studies published between 2006 and 2025.
Cart abandonment across Dynamic Yield’s panel was 77.38% over the 12 months through September 2026, measured as carts created that did not result in a completed purchase.
Dynamic YieldDate not stated · 12 months through Sep 2026
42%
In Baymard Institute’s 2026 survey of 1,083 US online shoppers, 42% said they had abandoned a cart in the prior three months because they were just browsing or not ready to buy.
Baymard InstituteSurvey published Aug 2026 · Mar 2026 survey, prior 3 months
40%
In Baymard Institute’s 2026 survey of 1,083 US online shoppers, 40% selected high extra costs such as shipping, tax and fees as an abandonment reason after shoppers who were just browsing were separated out.
Baymard InstituteSurvey published Aug 2026 · Mar 2026 survey, prior 3 months
18%
In Baymard Institute’s 2026 survey of 1,083 US online shoppers, 18% selected required account creation as a reason for abandoning a purchase.
Baymard InstituteSurvey published Aug 2026 · Mar 2026 survey, prior 3 months
79.53%
Dynamic Yield measured cart abandonment of 79.53% on mobile, 72.92% on tablet and 69.56% on desktop over the 12 months through September 2026.
Dynamic YieldDate not stated · 12 months through Sep 2026
79.94%
Among the industries Dynamic Yield tracks, beauty and personal care had the highest cart abandonment over the 12 months through September 2026 at 79.94%, while pet care and veterinary services had the lowest at 50.4%.
Dynamic YieldDate not stated · 12 months through Sep 2026
53%
The median checkout completion rate was 53% in Littledata’s September 2026 benchmark of 421 Shopify stores, while the top 10% reached 79%.
LittledataPublished Oct 2026 · Jun 29 to Sep 26, 2026
$6.77
Klaviyo’s October 2026 benchmark of more than 110,000 customers found that abandoned-cart email flows averaged $6.77 in revenue per recipient and a 6% click rate.
Dynamic Yield’s global ecommerce conversion rate per user was 2.68% over the 12 months through September 2026.
Dynamic YieldDate not stated · 12 months through Sep 2026
2.84%
Dynamic Yield’s panel converted at 2.84% in Europe, the Middle East and Africa, 2.59% in the Americas and 1.46% in Asia-Pacific over the 12 months through September 2026.
Dynamic YieldDate not stated · 12 months through Sep 2026
5.38%
Among the industries Dynamic Yield tracks, beauty and personal care converted highest at 5.38% over the 12 months through September 2026, while luxury and jewelry converted lowest at 0.69%.
Dynamic YieldDate not stated · 12 months through Sep 2026
4.56%
Over the 12 months through September 2026, Dynamic Yield measured conversion rates of 4.56% for food and beverage, 2.74% for fashion, accessories and apparel, and 1.22% for home and furniture.
Dynamic YieldDate not stated · 12 months through Sep 2026
−5.5%
Retail conversion fell 5.5% from the fourth quarter of 2024 to the fourth quarter of 2025 in Contentsquare’s 2026 benchmark, including declines of 8% on desktop and 3.5% on mobile.
ContentsquarePublished Sep 2025, updated Feb 2026 · Q4 2024 vs Q4 2025
2.23%
Independent online merchants on IRP Commerce’s platform converted 2.23% of sessions in August 2026, up about 20.5% year over year while visitors fell 13.69%.
IRP CommercePublished Sep 2026 · Aug 2026 vs Aug 2025
Average order value across Dynamic Yield’s panel was $182 over the 12 months through September 2026.
Dynamic YieldDate not stated · 12 months through Sep 2026
$207
Over the 12 months through September 2026, average order value in Dynamic Yield’s panel was $207 in Europe, the Middle East and Africa, $152 in the Americas and $111 in Asia-Pacific.
Dynamic YieldDate not stated · 12 months through Sep 2026
$241
Over the 12 months through September 2026, orders in Dynamic Yield’s panel averaged $241 on desktop, $168 on mobile and $167 on tablet.
Dynamic YieldDate not stated · 12 months through Sep 2026
$421
Among the industries Dynamic Yield tracks, luxury and jewelry had the highest average order value over the 12 months through September 2026 at $421, while pet care and veterinary services had the lowest at $59.
Dynamic YieldDate not stated · 12 months through Sep 2026; luxury figure for Sep 2026
$390
In September 2026, average order values in Dynamic Yield’s panel were $390 for fashion, $240 for home and furniture, $62 for consumer goods, $92 for food and beverage, and $79 for beauty and personal care.
The median average order value was $110 in Littledata’s September 2026 benchmark of 421 Shopify stores, and stores above $288 were in the top 20%.
LittledataPublished Oct 2026 · Jun 29 to Sep 26, 2026
£129.23
Independent online merchants on IRP Commerce’s platform averaged £129.23 per order in August 2026, up 6.28% from £121.59 a year earlier.
IRP CommercePublished Sep 2026 · Aug 2026 vs Aug 2025
£855.57
In IRP Commerce’s August 2026 data, baby and child merchants had the highest average order value at £855.57 and a 0.57% conversion rate, while health and wellbeing had the lowest average order value at £48.78.
Baymard reported in 2020 that 56% of users first explored images after reaching a product page, while its current benchmark rates 51% of 344 leading US and European ecommerce sites as having mediocre or worse product-page UX.
Baymard InstituteDate not stated; image study Apr 2020 · Period not stated
67%
Baymard’s 2026 product-page benchmark found that 67% of sites did not provide a total-order-cost estimate near the buy section, including an estimate of shipping costs.
Baymard InstitutePublished Oct 2023, updated Mar 2026 · Benchmark as of Mar 2026
25%
In research published in 2020, Baymard found that 25% of ecommerce sites provided product images with insufficient resolution or zoom for visual evaluation, including 14% with low-resolution images and 11% with inadequate zoom.
Baymard’s product-page research, updated with new data in 2025, found that 68% of sites did not let shoppers order temporarily out-of-stock products for later delivery.
In research updated in 2025, Baymard reported that 30% of users who were simply told a product or variation was out of stock were likely to leave and look for it elsewhere.
Baymard InstitutePublished Jul 2017, updated 2025 · Period not stated
6.5%
The median add-to-cart rate was 6.5% in Littledata’s September 2026 benchmark of 421 Shopify stores, while the top 10% reached 17%.
LittledataPublished Oct 2026 · Jun 29 to Sep 26, 2026
52%
Baymard’s 2021 benchmark found that 52% of desktop ecommerce sites showed cart or added-to-cart cross-sells that were completely irrelevant or based only on what other customers bought.
In PowerReviews’ 2023 survey of 8,153 U.S. consumers, 99.75% of online shoppers said they read product reviews at least sometimes, and 49.5% said they always did.
PowerReviewsDate not stated (2023 update) · Survey fielded Mar or Apr 2023
96%
In PowerReviews’ April 2021 survey of 6,538 active U.S. grocery shoppers who had opted in to retailer offers and discounts, 96% said they sought negative reviews at least sometimes, up from 85% in 2018.
PowerReviewsReleased May 2021 · Apr 2021 survey, vs 2018 and 2014
4.0 to 4.7
In Spiegel Research Center’s analysis of online retail data, purchase likelihood typically peaked at average ratings from 4.0 to 4.7 and then declined as ratings approached 5.0.
In Spiegel Research Center’s analysis of a high-end gift retailer, purchase likelihood for a product with five reviews was 270% greater than for a product with no reviews.
In a June 2025 PowerReviews survey of more than 19,000 consumers, 29% said 26 to 50 reviews was the minimum they needed to feel comfortable buying a product, the largest response group; 26% chose one to 25.
PowerReviewsDate not stated (2025 guide) · Jun 2025 survey
51%
In PowerReviews’ April 2021 survey of 6,538 active U.S. grocery shoppers who had opted in to retailer offers and discounts, 51% said they would be less likely to buy a product if all its reviews were more than a year old.
In Baymard Institute’s 2025 benchmark, 64% of desktop sites, 63% of mobile sites and 46% of apps had mediocre or worse checkout UX.
Baymard InstitutePublished Nov 2024, updated Nov 2025 · 2025 benchmark
35.26%
Based on 10 years of checkout testing, Baymard Institute estimated that the average large US or European ecommerce site could increase its conversion rate by 35.26% through better checkout design.
Baymard InstituteUpdated Sep 2025 · 10 years of testing, years not stated
11.3
Baymard Institute’s 2024 benchmark found that the average new-user checkout had 5.1 steps and 11.3 form fields, while most sites needed only eight fields.
Baymard Institute’s checkout benchmark, last updated in September 2025, found that the average US checkout displayed 23.48 form elements by default, while its testing indicated that an ideal flow could contain 12 to 14.
Baymard Institute’s 2025 checkout benchmark found that 94% of sites did not use adaptive validation messages that matched the shopper’s specific error.
Baymard InstitutePublished Nov 2024, updated Nov 2025 · 2025 benchmark
31%
Baymard Institute reported in January 2024 that 31% of ecommerce sites lacked inline form validation.
In Chrome usage data Google published in December 2024, people who used autofill on address and credit-card forms abandoned them 75% less often and spent about 35% less time filling them than people who typed every value.
In Baymard Institute’s 2026 survey of 1,083 US online shoppers, 20% selected slow delivery as an abandonment reason after shoppers who were just browsing were separated out.
Baymard InstituteSurvey published Aug 2026 · Mar 2026 survey, prior 3 months
95%+
More than 95% of respondents to McKinsey’s 2024 survey of over 1,000 US consumers preferred free standard shipping to paid expedited delivery, according to findings published in February 2025.
In a May 2024 FedEx and Morning Consult survey of 2,103 US consumers, 81% said they were willing to spend more to reach a retailer’s free-shipping threshold.
In Deloitte’s late-2025 survey of 330 global retail executives, 67% foresaw raising their free-shipping threshold in 2026.
DeloittePublished Jan 2026 · Oct 13 to Nov 19, 2025
8%
In Loqate’s 2021 report based on a December 2020 survey, retail executives’ data indicated that 8% of first-time US deliveries failed at an average cost of $17.20 each.
Baymard Institute found that about 80% of ecommerce sites offered search autocomplete, but only 19% of implementations got all the design details right.
After useit.com’s homepage replaced a search link with a search box, use of the site’s search engine increased 91%, according to a 2001 account by Jakob Nielsen.
Google’s analysis of millions of page impressions found that users on shopping sites meeting the Core Web Vitals thresholds were 24% less likely to abandon a page before any content was painted.
In Deloitte’s 2020 study with Google of 37 brands and more than 30 million sessions, a 0.1-second improvement across the mobile journey was associated with 8.4% more retail conversions and 9.2% higher average order value.
After performance work with Shopify, Carpe reported a 52% improvement in Largest Contentful Paint, a 5% higher conversion rate, and 15% revenue growth.
Over the 12 months through September 2026, mobile devices accounted for 75.67% of visitors in Dynamic Yield’s ecommerce panel, compared with 23.33% for desktop and 1% for tablet.
Dynamic YieldLive benchmark, checked Oct 2026 · 12 months through Sep 2026
56.4%
Adobe Analytics found that smartphones handled 56.4% of US online transactions from November 1 through December 31, 2025, and drove 66.5% of online sales on Christmas Day.
Over the 12 months through September 2026, Dynamic Yield measured conversion rates of 2.86% on mobile, 2.78% on tablet and 2.23% on desktop across its ecommerce panel.
Dynamic YieldLive benchmark, checked Oct 2026 · 12 months through Sep 2026
2%
Retail sites in Contentsquare’s Q4 2025 benchmark converted at 3.7% on desktop and 2% on mobile.
ContentsquarePublished Sep 2025, updated Feb 2026 · Q4 2025
52%
Baymard Institute reported in May 2018 that 52% of mobile ecommerce sites did not enlarge product images proportionally in landscape mode.
Baymard Institute’s 2015 benchmark of 48 leading US mobile ecommerce sites found that 54% failed to invoke the appropriate touch keyboard for phone, ZIP-code or credit-card fields.
In a 2018 desktop eyetracking study of 120 participants, Nielsen Norman Group found that users spent about 57% of page-viewing time above the fold and 74% within the first two screenfuls.
Baymard Institute’s 2025 benchmark found mediocre-or-worse Product List UX at 58% of desktop ecommerce sites and 78% of mobile ecommerce sites.
Baymard InstitutePublished Aug 2024, updated Sep 2025 · 2025 benchmark
95%
Baymard Institute’s 2025 benchmark of leading US and European ecommerce sites found that 95% did not highlight the shopper’s current scope in the main navigation.
Baymard InstitutePublished Aug 2024, updated Sep 2025 · 2025 benchmark
51%
Baymard Institute’s 2025 benchmark found that 51% of ecommerce sites did not provide all five essential product-list filters when applicable: price, average user rating, color, size and brand.
Baymard InstitutePublished Aug 2024, updated Sep 2025 · 2025 benchmark
In Pew Research Center’s study of 68,879 Google queries made by tracked U.S. adults in March 2025 and rerun in April, 18% produced an AI summary; users clicked a traditional result in 8% of visits when a summary appeared, compared with 15% when one did not.
In an Ahrefs analysis published in February 2026, the presence of an AI Overview correlated with a 58% lower average desktop click-through rate for the top-ranking page across a 300,000-keyword sample using December 2025 data.
In a March 2026 180 Marketing analysis of 20,900,323 keywords that produced a paid or organic Google Shopping box, 14.0% also produced an AI Overview.
180 MarketingPublished Mar 2026 · Mar 2026, vs Nov 2025
42%
Adobe Analytics reported that AI-referred visits to U.S. retail sites converted 42% better than non-AI visits in March 2026, after converting 38% worse a year earlier.
Salesforce estimated that AI and agents influenced 20% of global online holiday retail sales from Nov. 1 through Dec. 31, 2025, or $262 billion, including personalized recommendations and retailer agents.
SalesforcePublished Jan 2026 · Nov 1 to Dec 31, 2025
43%
In HTTP Archive’s July 2025 crawl, JSON-LD appeared on 43% of desktop and mobile home pages, 39% of desktop inner pages, and 37% of mobile inner pages.
For writers and journalists. Quote a figure with its sample and date, and link to the study it comes from. Each study has a citation line you can copy as it is.
Last updated: . We review this page every quarter.
We last checked the third-party figures against their original sources on . For rolling benchmarks such as Dynamic Yield’s, the 12-month window is shown next to each figure.
Shopify Speed Benchmark 2026
We sourced 11,464 Shopify domains from ecommerce directories and sorted them into nine industries. We removed password-protected, pre-launch, headless and B2B-only stores, service businesses and stores with fewer than 10 products. 1,533 stores had real-user data and full lab results. We tested each store’s homepage, a product page and a collection page in PageSpeed Insights, 3 runs per page and device, and report the median.
The data is open under CC BY 4.0 (version 1.1, with anonymized store IDs). You can reuse it if you credit Ecomhint.
Suggested citation
Ecomhint, Shopify Speed Benchmark 2026 (1,533 Shopify stores, tested March 19 to 24, 2026), ecomhint.com/blog/shopify-speed-benchmark
Shopify CRO Benchmarks
We took 421 audits that store owners ran in Ecomhint, removed duplicate URLs and failed renders, and kept 190 Shopify stores selling mainly to the US, judged by store language and shipping. The audit scores the homepage and a product page from 0 to 100, and only results with 80% or higher detection confidence count. The study does not measure conversion.
The store-level data is not published.
Suggested citation
Ecomhint, Shopify CRO Benchmarks (190 US-focused Shopify stores, audited August 29 to September 16, 2025), ecomhint.com/blog/shopify-cro-benchmarks
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