Consumer Goods

Checkout Benchmarks

Indexed performance data for Consumer Goods brands on Shopify: conversion rate, AOV, free shipping behavior, and shipping revenue, tracked against a consistent baseline month over month.

Part of the PDQ Checkout Benchmarks: 130M+ checkout sessions across 500+ Shopify merchants, indexed to June 2024 = 1.0x.

Compare your Consumer Goods store

Consumer Goods Checkout Performance Index: May 2026

PDQ Checkout Benchmarks – By Industry

An index of 1.15x means that metric is 15% above baseline. 0.92x means it's 8% below. We publish relative change rather than absolute numbers because absolute rates vary too much by merchant size and category to be meaningful as cross-merchant benchmarks.

Shopify checkout benchmarks by vertical

Checkout behavior varies by category more than most merchants expect. Select your vertical for a full analysis.

Three signals worth acting on this month

Written for Consumer Goods operators. Every observation connects to a decision you can make this week.

1

Consumer Goods ARPC pulled back to 1.56x and AOV to 1.48x in April. Still extraordinary. Still worth examining.

February's 1.80x ARPC was the highest reading of any vertical in this dataset. March was 1.69x. April came in at 1.56x -- a third consecutive monthly decline, but a level that remains well above anything the vertical had produced before the January 2026 surge. AOV at 1.48x follows the same gradual step-down pattern: 1.64x in February, 1.59x in March, 1.48x in April.

This is not a collapse. It's a controlled normalization from a peak that was itself historically anomalous. The Consumer Goods buyer cycle that concentrated in Q1 -- tax refund season, home improvement planning, winter appliance and equipment decisions -- is winding down naturally as spring settles in.

What to do: If your ARPC and AOV have been declining since February, resist the temptation to react with checkout changes designed for a different problem. The normalization is demand-side, not checkout-side.

2

Shipping revenue held at 1.70x, the most elevated reading of any vertical in the dataset.

Consumer Goods shipping revenue has been running well above baseline for the entire dataset, and April's 1.70x reading -- down slightly from March's 1.74x -- is consistent with the gradual normalization pattern across all revenue metrics this month.

What to do: If you've been considering expanding free shipping in Consumer Goods in response to competitive pressure or conversion softness, April's data is a useful check.

3

Coupon usage edged up to 0.68x, its second consecutive monthly increase after the January floor.

Consumer Goods coupon usage hit a low of 0.49x in February 2026 and has been gradually climbing since: 0.62x in March, 0.68x in April.

What to do: If you're planning a May promotional campaign in Consumer Goods, test non-code value mechanics before reaching for a percentage-off code.

How does your Consumer Goods store's checkout compare?

Checkout Index tells you where your store sits inside this vertical: personalized Health Score, shipping signal analysis, and a revenue impact estimate based on your actual checkout behavior.

Monthly archive: Consumer Goods

Every monthly dispatch, indexed and preserved. Use the archive to track how Consumer Goods checkout behavior has shifted over time, to validate whether seasonal patterns in your own data match the vertical.

Latest

ARPC pulls back to 1.56x and AOV to 1.48x, continuing controlled normalization from February peak; shipping revenue holds at 1.70x; conversion steady at 1.05x.

Methodology

About this dataset

The Consumer Goods dataset within the PDQ Checkout Benchmarks draws from aggregated, anonymized session data across consumer goods-categorized merchants on Shopify's platform. Merchants are classified using Shopify's standard industry taxonomy and must meet a minimum session threshold for inclusion.

All figures are indexed to June 2024 = 1.0x. Figures exclude bot traffic, draft orders, and point-of-sale transactions. Data refreshes monthly, typically in the first week, reflecting the prior month's activity.