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April 2026 data now live

Health & Wellness

Checkout Benchmarks

Conversion, AOV, free shipping behavior, and shipping revenue for H&W brands on Shopify, indexed against a consistent baseline, updated monthly.

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

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Health & Wellness Checkout Performance Index: April 2026

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.

April 2026: Health & Wellness Checkout Insights

Three signals worth acting on this month

Written for Health & Wellness operators. Every observation connects to a decision you can make this week.

1. Health & Wellness AOV has pulled back to 0.87x, its lowest reading in the dataset.

The five-month climb is over. From October through February, Health & Wellness AOV had been on one of the more consistent upward runs in the dataset, reaching 1.04x in November 2025. March's reading of 0.87x reverses all of that and then some, landing below the previous floor of 0.89x set back in January and February 2025. This is the sharpest single-month AOV decline the vertical has seen.

What to do: Before treating this as a checkout optimization problem, check your product mix for March. If a single lower-priced SKU drove a disproportionate share of sessions, the AOV decline is compositional, not structural.

2. Conversion has held above baseline for twenty-two consecutive months.

That consistency is the vertical's most valuable checkout asset. Health & Wellness CVR at 1.05x in March continues a run of above-baseline conversion that is now the longest in this dataset across all verticals. The opportunity is in what happens upstream: what's in the cart when the buyer arrives.

What to do: If your conversion is below the vertical's 1.05x benchmark, the audit starts at trust signals, not UX.

3. Coupon usage jumped to 0.91x in March, its highest reading since October 2024.

One month doesn't make a trend, but the direction warrants attention.

What to do: If you ran a code-based campaign in March, measure whether it drove incremental sessions or incremental conversion from existing traffic.

How does your H&W 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.

Monthly archive: Health & Wellness

Every monthly dispatch, indexed and preserved. Use the archive to track how H&W checkout behavior has shifted over time.

Methodology

About this dataset

The Health & Wellness dataset within the PDQ Checkout Benchmarks draws from aggregated, anonymized session data across H&W-categorized merchants on Shopify's platform. Merchants are classified using Shopify's standard industry taxonomy. All figures are indexed to June 2024 = 1.0x.