Conversion Benchmarks · Every source re-fetched · 2026
Shopify Conversion Rate Benchmarks 2026: Your Percentile
The answer The average Shopify conversion rate is 1.4%, and that is the middle of a wide distribution, not a target. A store above 3.2% is in the top 20% of Shopify stores and one above 4.7% is in the top 10% (Littledata, 2,800 Shopify sites, 2023 data). Split by device the averages are 1.2% on mobile and 1.9% on desktop, so the first question is never "am I above 1.4%" but "which row am I in, and where on that row do I sit."
The 2026 Shopify conversion rate benchmarks by device, industry, traffic source, region and funnel stage, each row with its source and data date, a percentile ladder, and a three-step check for whether your own number is normal.
| Segment | Benchmark | Top 20% / top 10% | Source (data date) |
|---|---|---|---|
| All Shopify stores | 1.4% | 3.2% / 4.7% | Littledata, 2,800 Shopify sites (2023) |
| All ecommerce, global visits | 1.4% | n/a | Statista (Q2 2026) |
| All ecommerce, UK sessions | 2.26% | n/a | IRP Commerce (July 2026) |
| All ecommerce, larger brands | 2.72% | n/a | Dynamic Yield (trailing 12 months as read September 6, 2026) |
| Shopify, mobile | 1.2% | n/a / 3.9% | Littledata (2023) |
| Shopify, desktop | 1.9% | n/a / 6.5% | Littledata (2023) |
| Retail, desktop vs mobile | 3.7% vs 2.0% | n/a | Contentsquare, as quoted by Shopify (Aug 2026) |
| Shopify, food & beverage | 1.5% | 4.1% / 6.2% | Littledata (2023) |
| Shopify, fashion | 1.9% | 4.3% / 6.1% | Littledata (2023) |
| Beauty & personal care, larger brands | 5.39% | n/a | Dynamic Yield (trailing 12 months as read September 6, 2026) |
| Luxury & jewelry, larger brands | 0.72% | n/a | Dynamic Yield (trailing 12 months as read September 6, 2026) |
| Email traffic (B2C) | 2.8% | n/a | FirstPageSage, 150+ accounts (updated Oct 2023) |
| Organic search traffic (B2C) | 2.1% | n/a | FirstPageSage (Oct 2023) |
| Paid search traffic (B2C) | 1.2% | n/a | FirstPageSage (Oct 2023) |
| Display ads traffic (B2C) | 0.7% | n/a | FirstPageSage (Oct 2023) |
| Shopify add-to-cart rate | 4.6% | 7.5% / 9.6% | Littledata (2023) |
| Shopify checkout completion | 45% | 59% / 66% | Littledata (2023) |
| Cart abandonment | 70.22% | n/a | Baymard, 50 studies (updated Sep 22, 2025) |
Every row was re-read from its source on September 6, 2026. Littledata is the only Shopify-specific panel and still shows 2023 data on its live pages. Dynamic Yield, IRP and Statista count different populations with different denominators, so read down a column, not across. Full sourcing in the methodology table.
Almost every Shopify founder ends up asking the same question. Is my conversion rate normal? The one-number answer you get from a search result, 1.4%, is true and nearly useless on its own, because the table above is really a distribution. Most Shopify stores sit under 1.4%. A store at 1.2% on mobile is average. A store at 1.9% on desktop is also average. The same 1.5% is strong in furniture and weak in beauty.
So this page does two things the one-number answer cannot. It gives you the whole ladder, from the middle of the pack to the top 10%, for every cut a merchant can actually measure. And it walks you through placing your own store on it in three steps, so you leave knowing whether your number is a mix problem, a category ceiling, or a leak on the page.
Is my Shopify conversion rate normal? The 3-step self-check
Ten minutes, three steps, and you will know whether your number is normal for a store like yours or whether something on the page is costing you orders. You need your own sessions and orders, split by device, and the ladder below.
A worked example. A store converts 1.1% overall and feels broken. Split by device it converts 2.1% on desktop, above the 1.9% desktop average, and 0.7% on mobile, well under the 1.2% mobile average, with most sessions on phones. That store is not below average. It has a mobile product page that loses the click, which is the single most common leak we find, and the fix is a design change, not a marketing budget. The mobile conversion guide walks the specific fixes.
What is a good Shopify conversion rate in 2026?
A good Shopify conversion rate is anything above the 1.4% average, a strong one clears 3.2% (top 20%), and an elite one clears 4.7% (top 10%). Those are Littledata's figures across 2,800 Shopify sites, 2023 data, reported as an average. As of September 6, 2026, that is still the number on Littledata's live page, and no other public panel measures Shopify stores specifically.
Two things to hold onto. Most stores sit under the average, so being below 1.4% is ordinary, not a verdict. And the 3.2% and 4.7% marks are percentile thresholds, the points where the top fifth and top tenth of stores begin. They are not targets a store has to hit to be profitable.
Now the part that makes the one-number answer misleading. Look past Shopify and the "average" moves with the crowd being counted. Statista's global figure is 1.4% of visits in Q2 2026. IRP Commerce's UK panel measured 2.26% in July 2026, up from 1.94% a year earlier. Dynamic Yield's pool of larger brands, a pool Shopify's blog describes as more than 400 brands, shows 2.72% for the trailing 12 months as read September 6, 2026. Shopify's own blog, updated August 22, 2026, quotes the Statista 1.4%, quotes Dynamic Yield at 2.66%, and still tells readers that "average conversion rates tend to sit around 2% to 3%." All in one article. None of those numbers is wrong. They are answers to different questions.
The famous "2% to 3% is good" line is a mean pulled from larger, better-instrumented brands. The typical Shopify store, the one that behaves like the middle of the distribution, sits near 1.4%. If a benchmark looks high, check whose stores are in it.
For the ecommerce-wide picture beyond Shopify, see our average ecommerce conversion rate by industry breakdown. Here, find your row in the tables below, place yourself on the ladder, then put the benchmark down.
What is a good mobile vs desktop conversion rate?
On Shopify, mobile converts 1.2% on average and desktop 1.9%, and the top 10% lines are 3.9% and 6.5% (Littledata, 2,800 sites, 2023). Retail data from Contentsquare, quoted on Shopify's blog in August 2026, shows the same shape at a higher level: 3.7% on desktop against 2% on mobile. Phones bring most of the visitors and convert the worst, which is exactly why a blended number hides your biggest leak.
The gap is structural but it is not a law. In Dynamic Yield's pool of larger brands, mobile converts at 2.88% and desktop at 2.37% over the trailing 12 months as read September 6, 2026, with tablet at 2.85%. Among brands with the budget to build for phones first, the device gap has closed and reversed. That is the strongest evidence that the mobile shortfall on an ordinary Shopify store is a design problem, and design problems are fixable.
A blended conversion rate is the average of two very different stores: a desktop one that mostly works and a mobile one that mostly does not. Split them before you judge either.
In our audit of 5,858 live Shopify stores, 73% put Add to Cart below the fold on mobile. That single placement sits on the device that already converts lowest. So judge mobile against the mobile ladder, desktop against the desktop ladder, and treat a large gap between the two as the first thing to fix, not as background noise.
Conversion rate by industry
Your category sets your ceiling more than your skill does. Among larger brands, beauty and personal care converts at 5.39% and luxury and jewelry at 0.72% (Dynamic Yield, trailing 12 months as read September 6, 2026), a spread of more than seven times driven by price and decision complexity, not by store quality.
Shopify-specific numbers run lower because they count ordinary stores rather than big multi-channel brands. Littledata puts Shopify food and beverage at 1.5% (top 20% above 4.1%, top 10% above 6.2%) and Shopify fashion at 1.9% (top 20% above 4.3%, top 10% above 6.1%), 2023 data. Same categories, very different absolute numbers. That is the whole reason you cannot lift a figure from one table and compare it to a figure from another.
IRP Commerce adds a third view, UK sessions in July 2026, which moves every month and is the only one of the three that publishes year-over-year change. Here is the full picture, high to low.
| Industry | Shopify stores (Littledata, 2023) | Larger brands (Dynamic Yield, trailing 12 months as read Sep 6, 2026) | UK sessions (IRP, Jul 2026) |
|---|---|---|---|
| Arts & crafts | n/a | n/a | 5.23% |
| Beauty & personal care | n/a | 5.39% | in Health & Wellbeing |
| Food & beverage | 1.5% (top 10% 6.2%+) | 4.8% | 1.47% |
| Pet care | n/a | 4.71% | 2.95% |
| Health & wellbeing | n/a | n/a | 3.57% |
| Kitchen & home appliances | n/a | n/a | 3.34% |
| Multi-brand retail | n/a | 3.01% | n/a |
| Fashion & apparel | 1.9% (top 10% 6.1%+) | 2.77% | 1.81% |
| Consumer goods | n/a | 2.47% | n/a |
| Sports & recreation | n/a | n/a | 2.12% |
| Toys, games & collectables | n/a | n/a | 1.72% |
| Home & furniture | n/a | 1.22% | n/a |
| Luxury & jewelry | n/a | 0.72% | n/a |
| Baby & child | n/a | n/a | 0.55% |
| All stores in the panel | 1.4% | 2.72% | 2.26% |
Three populations, three denominators. Littledata is ordinary Shopify stores, reported as an average with percentile bands. Dynamic Yield is a pooled figure across larger brands; the 400-plus brand count comes from Shopify's blog, not from Dynamic Yield's own page. IRP is a UK merchant panel that publishes monthly and swings hard: in July 2026 fashion was up 33% year over year and toys were down 30%. Compare a row to itself over time, not across the table.
One warning about the industry ladder you will see in the AI Overview for this search. It is Dynamic Yield's ladder as republished on Shopify's blog for a single month, June, where pet care reads 5.7%, food and beverage 4.58% and luxury 0.63%. The twelve-month figures on Dynamic Yield's own page are 4.71%, 4.8% and 0.72%. Neither is wrong. One is a month and the other is a year, and a monthly cut of a pooled panel moves by a full point between one month and the next.
A 1% conversion rate is a triumph for a furniture store and a quiet emergency for a store selling lip balm. Before you judge your number, find your own row.
So find the row that matches what you sell, then stop comparing. A food brand at 1.4% is doing fine against ordinary Shopify stores and underperforming against the larger direct-to-consumer brands in its category, and both are true at once. Your industry sets the ceiling. What you do on the product page decides how close you get to it, and the page-by-page version of that work is Shopify conversion rate optimization.
Conversion rate by traffic source
Where your visitors come from changes what good even means, and this is the cut with the thinnest public data. The one channel table we could re-verify today is FirstPageSage's, averaged across 150-plus client accounts from 2018 to 2023 and last updated October 4, 2023. In its B2C column, email converts at 2.8%, organic search at 2.1%, paid search at 1.2% and display ads at 0.7%.
Read it as a ranking, not as 2026 absolutes: it is agency client data, not Shopify-specific, and three years old. A second channel table used to sit here; its source could not be reached on our verification pass, so it is gone. No primary source publishes a fresh, public, Shopify-only rate by channel, so any precise 2026 decimal you see for "Shopify email conversion rate" is a recycled aggregate.
| Traffic source | B2C conversion rate | What it tells you |
|---|---|---|
| 2.8% | owned, already knows you | |
| Organic social | 2.4% | followers, warm |
| Organic search | 2.1% | active intent |
| Paid social | 2.1% | interrupted, but targeted |
| Referral | 1.8% | borrowed trust |
| Direct | 1.6% | mixed bag, often untagged |
| Paid search | 1.2% | intent, but you pay per click |
| Display ads | 0.7% | cold |
FirstPageSage, "averages taken from 150+ clients' accounts from 2018-2023", B2C column, last updated October 4, 2023. Four-fold spread from top to bottom. Not Shopify-specific; use the order, not the decimals.
The practical point survives the caveats. Your blended store conversion rate is your channel mix in disguise. A store that pulls most of its sessions from display and cold paid campaigns will sit under 1.4% while every channel performs normally for what it is. Before you decide your store is broken, split your conversion rate by source. You are often looking at a traffic-mix question, not a conversion one. The newest channel, visits referred by AI assistants, is still a rounding error at 0.2% of traffic (Contentsquare, 2026 benchmark), and we cover how to earn it in getting your store cited in AI search.
Does conversion rate vary by region and country?
Yes, but the free, primary, per-country table does not exist, so treat any tidy one with suspicion. What we could confirm today: the global rate is 1.4% of visits (Statista, Q2 2026), UK ecommerce sessions converted at 2.26% in July 2026 (IRP Commerce), and among larger brands EMEA runs 2.89%, the Americas 2.66% and Asia-Pacific 1.51% (Dynamic Yield, trailing 12 months as read September 6, 2026).
Statista's public page adds one directional fact without a figure: ecommerce sites have recorded higher conversion rates in Switzerland than in the United States since 2025. The per-country and per-device tables behind it are paywalled, and we would rather leave that gap visible than fill it with a number nobody can check.
Country gaps track payment habits, shipping trust and device mix, not store quality. If you sell into several countries, split your rate by country and compare each one to itself over time.
The funnel: add-to-cart, abandonment, checkout
On Shopify, 4.6% of sessions add a product to cart and 45% of started checkouts finish (Littledata, 2,800 sites, 2023). Around 70% of carts are abandoned (Baymard's average across 50 studies is 70.22%, updated September 22, 2025). Keep cart abandonment and checkout abandonment apart: they measure different stages, so do not add them together.
Upstream, the add-to-cart rate tells you whether the product page is doing its job. Littledata's Shopify average is 4.6%, with 7.5% marking the top 20% and 9.6% the top 10%. Across larger brands on all platforms the figure is 6.08%, and it is higher on mobile (6.35%) than desktop (5.21%) (Dynamic Yield, trailing 12 months as read September 6, 2026). A rate well under 4.6% points to a product-page problem, not a checkout one.
Downstream, checkout completion is where the cheapest money sits. Littledata puts Shopify at 45%, 44% on mobile and 49% on desktop, with 59% marking the top 20% and 66% the top 10%. Fewer than half of the people who reach checkout buy. Baymard's ten years of checkout testing puts the upside from better checkout design alone at a 35.26% increase in conversion rate for a large site, and the single most controllable reason people leave is surprise cost: 40% cite extra costs for shipping, tax and fees (Baymard, September 2025).
Our companion piece on ecommerce conversion funnel drop-off at every stage lays these out one transition at a time, with sample sizes and denominators in every cell.
| Funnel stage | What it measures | Benchmark | Top 20% / top 10% | Source |
|---|---|---|---|---|
| Add-to-cart rate | sessions that add a product | 4.6% Shopify (6.08% larger brands) | 7.5% / 9.6% | Littledata 2023 / Dynamic Yield, trailing 12 months as read Sep 6, 2026 |
| Cart abandonment | carts started, not purchased (lower is better) | 70.22% (77.55% larger brands) | n/a | Baymard, Sep 2025 / Dynamic Yield, trailing 12 months as read Sep 6, 2026 |
| Checkout completion | started checkouts that finish | 45% (mobile 44%, desktop 49%) | 59% / 66% | Littledata 2023 |
| Checkout design upside | conversion gain from better checkout | +35.26% | n/a | Baymard, 10 years of testing |
| Overall conversion | sessions ending in a purchase | 1.4% | 3.2% / 4.7% | Littledata 2023 |
Baymard's 70.22% is an average of 50 third-party studies, not a live reading, and Baymard publishes no device split. The device split you see elsewhere is Dynamic Yield's: 79.84% mobile, 72.67% tablet, 69.48% desktop. Cart abandonment (from cart creation) is a wider stage than checkout abandonment (from checkout entry), so do not double-count.
You will never get cart abandonment to zero, and chasing that number is a trap. The honest target is a checkout that completes more orders this month than it did last month.
The place to start is usually further up the path to purchase, where the fixes are cheaper and the traffic already wants to buy. Whatever you change, the only way to know it worked on your store is to test the change against your own baseline.
Price point and revenue per visitor
Price and conversion pull against each other. The same panel that shows luxury converting at 0.72% and beauty at 5.39% shows a $192 average order (Dynamic Yield, trailing 12 months as read September 6, 2026), and the device split runs the other way from conversion: desktop orders average $265 against $169 on mobile. Mobile converts worse and spends less per order, so mobile revenue per visit takes the hit twice.
The point lands in one line: a store selling $20 products can convert at 3% and earn less per visit than a store selling $200 products converting at 1%. Conversion rate alone is a vanity number. Revenue per visitor is the scoreboard, and raising average order value moves it just as surely as raising conversion does.
Why most stores sit below average
If your store sits under 1.4% and the self-check did not explain it, the most likely reason is not bad traffic or the wrong category. In our audit of 5,858 live Shopify stores, 95% had at least one conversion leak you could see just by loading the page on a phone. That is the gap, and it is the cheap one to close.
The leaks were not subtle. 73% of the stores we audited put Add to Cart below the fold on mobile, the device that carries most of the traffic and already converts worst. 65% had no free-shipping threshold to lift order value. 38% loaded a slow, heavy homepage on a phone. 38% showed nothing reassuring, no returns or guarantee line, near the buy button.
Here is the part that should change how you read the benchmark. Price does not explain the leaks. We captured prices on 693 of the audited stores, and 510 of them sell at least one product at $100 or more. Of those 510, 33% show no returns, guarantee or shipping line near the buy button, almost exactly the 31% rate across all stores in the June baseline (n=1,013), the wave this price cut comes from. Free shipping tells the same story: 61.7% of stores whose priciest captured product sits under $50 show no threshold, against 61.9% of stores selling at $50 and up.
A store selling at $100 and up has every reason to reassure people at the buy button, and it skips that one sentence exactly as often as a store selling cheap consumables. When a store misses the benchmark, the cause is almost never the price. It is the page: a buy button you cannot see on a phone, no shipping nudge, nothing reassuring at the moment someone decides.
So before you keep checking your number against everyone else's, open your own store on a phone and look for those four things first. The store-by-store detail is in our audit of 5,858 Shopify stores, and the fixes in order are in the product page optimization guide.
How to use a benchmark without chasing it
A benchmark has exactly one good job. It tells you which neighborhood you are in. It cannot tell you whether your own house is on fire. Use it to locate yourself, then go beat your own last month.
A blended store average hides the three things that decide your number: device split, traffic mix and price point. So use the benchmark for one move only. Find the most specific number for a store like yours, category plus device, and use it to spot a gap too big to ignore. Then put the benchmark down. Pull your own last 30 days of conversion rate and revenue per visitor, split by device, and compare this month against last month. That is the only comparison where the numbers are actually yours.
A benchmark tells you which neighborhood you live in. Your own last month tells you whether the house is improving. Only the second number is one you can act on.
Then close the gap in funnel order and prove each change honestly. Move Add to Cart above the fold on mobile. Add a free-shipping threshold and a short reassurance line near the buy button, because surprise cost is the top reason 40% of abandoners give (Baymard, September 2025). Trim a slow mobile homepage. None of these need new traffic. Run each one as a proper test, set the sample size before you start, wait for it, and judge the result on revenue per visitor rather than conversion rate alone, because a discount can lift conversion and still shrink the money you keep. Our significance calculator tells you in a minute whether you have the traffic to conclude a test at all, and the Shopify A/B testing guide walks the whole loop.
Close the gap the honest way: watch, build the fix, test it, and confirm a winner on revenue per visitor instead of chasing a benchmark.
How we sourced these numbers
Two reputable benchmarks can both be right and still disagree by two to one. A benchmark almost never shares your store's denominator, what it counts as a visit, or its population, whose stores sit in the sample. Every figure on this page was re-read from its source on September 6, 2026, and anything we could not re-confirm that day was removed rather than left in on trust.
Start with median versus mean. The median is the middle store, and half sit below it. The mean is the arithmetic average, and it usually runs higher because a long tail of high converters drags it up. Littledata reports an average alongside percentile bands, so its 1.4% is a mean, and its 3.2% and 4.7% are the real distribution markers. Dynamic Yield, IRP and Statista report aggregates without stating median or mean. When a source does not say, we say so rather than guess.
Next, the denominator. Shopify's blog defines conversion rate as orders divided by visits, and Shopify Analytics reports sessions, so your own number and Littledata's are on the same basis. Any figure built on unique visitors instead of sessions will run higher for the same store, because one shopper can open several sessions before buying.
Then the sample. Most benchmarks come from the measuring tool's own customers, merchants who already cared enough to install analytics, so they skew optimized, and dead stores quietly leave the dataset. Littledata's panel is 2023 data. It is the only Shopify-specific benchmark in public, it is what the AI Overview and every competing page lean on, and it has not been refreshed, so we label it 2023 in every row.
A number is only comparable to a number measured the same way. Most benchmark fights are not disagreements about reality. They are two correct answers to two different questions.
| Source | What it measures | Sample / scope | Median or mean | Data date |
|---|---|---|---|---|
| Littledata | Shopify conversion, device, food and fashion, add-to-cart, checkout completion, percentiles | 2,800 Shopify sites | "average" + percentile bands | 2023 |
| Dynamic Yield | conversion, add-to-cart, cart abandonment, AOV by industry, device, region | larger brands (400+ per Shopify's blog; Dynamic Yield's page gives no count) | pooled aggregate, unstated | trailing 12 months as read September 6, 2026 |
| IRP Commerce | conversion by sector, year over year | UK merchant panel, monthly | aggregate, unstated | July 2026 |
| Statista | global conversion of visits | global, selected sectors | aggregate, unstated | Q2 2026 |
| Baymard Institute | cart abandonment, reasons, checkout upside | 50 studies | average of studies | updated Sep 22, 2025 |
| Shopify blog | definition; quotes Statista, Dynamic Yield, Contentsquare | secondary | as quoted | Aug 22, 2026 |
| Contentsquare | desktop vs mobile retail (via Shopify); AI-referred traffic share | 99 billion sessions | aggregate, unstated | 2026 edition |
| FirstPageSage | conversion by traffic source, B2C | 150+ client accounts, 2018 to 2023 | average | updated Oct 4, 2023 |
| Our audit | on-page leak prevalence | 5,858 live Shopify stores | prevalence | 2026 |
Removed on this pass because the source could not be reached or no longer shows the figure: a second channel table (Growcode), Contentsquare's device gap, new-versus-returning and channel figures (the 2026 report is gated), the per-country rows behind Statista's paywall, a 21-store price-band table, and Littledata's average order value pages, which now return 404. Where two sources here disagree, it is the denominator or the population, not a factual conflict.
Benchmark FAQ
What is the average Shopify conversion rate?
1.4%. That is Littledata's benchmark across 2,800 Shopify sites (2023 data, still the figure on its live page as of September 6, 2026), reported as an average. Above 3.2% puts a store in the top 20% of Shopify stores and above 4.7% in the top 10%. Most stores sit below that average.
What is a good conversion rate for a Shopify store?
Anything above 1.4% beats the Shopify average, 3.2% and up is top 20%, and 4.7% and up is top 10% (Littledata, 2,800 stores, 2023). Judge it by device first: the Shopify mobile average is 1.2% and the desktop average is 1.9%, so a 1.5% mobile rate is good while a 1.5% desktop rate is below par.
Is 2.5% a good conversion rate for a Shopify store?
Yes for most stores. 2.5% is well above Littledata's 1.4% Shopify average and about three quarters of the way to the 3.2% top-20% line. It is only ordinary if you sell cheap consumables, where Dynamic Yield's larger-brand pool runs 4.8% for food and beverage and 5.39% for beauty (trailing 12 months as read September 6, 2026).
What is the average ecommerce conversion rate in 2026?
It depends on who is counting. Statista puts global ecommerce at 1.4% of visits in Q2 2026. Dynamic Yield's pool of larger brands shows 2.72% for the trailing 12 months as read September 6, 2026. IRP Commerce measured 2.26% across UK ecommerce in July 2026. The honest spread is 1.4% to 2.7%, and the differences are sample and denominator, not disagreement about reality.
What is a good mobile conversion rate for Shopify?
The Shopify mobile average is 1.2%, and 3.9% and up is the top 10% (Littledata, 2023). Desktop averages 1.9% with a 6.5% top-10% line. Retail data Contentsquare shared with Shopify (August 2026) shows the same shape at a higher level: 3.7% desktop against 2% mobile. Compare mobile to mobile, never to a blended number.
What is a good add-to-cart rate on Shopify?
The Shopify average add-to-cart rate is 4.6% of sessions, with 7.5% and up in the top 20% and 9.6% and up in the top 10% (Littledata, 2,800 sites, 2023). Across larger brands on all platforms it runs 6.08% (Dynamic Yield, trailing 12 months as read September 6, 2026). A rate well under 4.6% points at the product page, not at checkout.
What is a good checkout completion rate?
Littledata's Shopify average is 45% of started checkouts finishing, 44% on mobile and 49% on desktop, with 59% marking the top 20% and 66% the top 10% (2023 data). Fewer than half of the people who reach checkout buy, which is why checkout is usually the cheapest stage to improve.
What is a good cart abandonment rate?
Around 70% is normal. Baymard's average across 50 studies is 70.22%, last updated September 22, 2025. Dynamic Yield's larger-brand pool is higher at 77.55% for the trailing 12 months as read September 6, 2026, with mobile at 79.84% and desktop at 69.48%. Extra costs at checkout are the top stated reason, cited by 40% of abandoners (Baymard).
Why is my Shopify conversion rate so low?
Usually it is a mix problem before it is a store problem. A mobile-heavy, paid-social-heavy or high-ticket store will sit under 1.4% while every segment is normal for its kind. Once you have ruled those out, look at the page: in our audit of 5,858 live Shopify stores, 95% had at least one visible conversion leak and 73% put Add to Cart below the fold on mobile.
How do I find my Shopify conversion rate percentile?
Take orders divided by sessions for your last 30 days, overall and split by device, then place each number on Littledata's ladder: 1.4% is the Shopify average, 3.2% is the top 20% line and 4.7% the top 10% line (mobile 1.2% average and 3.9% top 10%; desktop 1.9% and 6.5%). Then check device mix, traffic mix and price point before you decide the number is a problem.
