Health & Wellness Checkout Performance Index | PDQ Checkout Benchmarks
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.
Health & Wellness Checkout Performance Index: July 2026
PDQ Checkout Benchmarks – By Industry
https://checkoutindex.prettydamnquick.com/pdq-widget-health-july2026.html
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 Health & Wellness operators. Every observation connects to a decision you can make this week.
- Health & Wellness CVR fell to 1.03x in June, the lowest reading since March 2025 and the first crack in the vertical's long-running above-baseline streak
Health & Wellness conversion has been above baseline without interruption for twenty-four months. June's reading of 1.03x keeps that streak technically intact -- 1.03x is still above baseline -- but it's the lowest the vertical has posted since March 2025, and it represents a meaningful step down from the 1.05x to 1.10x range.
A CVR decline from 1.06x to 1.03x in a single month in a category where buyers are high-consideration and arrive with strong intent is a signal worth investigating before attributing to seasonal noise. The most likely explanations are a shift in traffic mix or a checkout configuration change.
What to do: Audit your checkout funnel step by step and compare drop-off rates at shipping reveal against May.
- Coupon usage fell to 0.67x in June, the lowest reading in the Health & Wellness dataset
Health & Wellness coupon usage has been running below baseline for the entire dataset, but June's 0.67x is a new floor. The direction has been consistently downward since the May 2026 reading.
What to do: Avoid introducing coupon promotions in response to the CVR dip, as the issue likely lies elsewhere.
- The free shipping rate pulled back to 0.85x in June after May's 0.99x surge. The May spike was event-driven.
June's pullback confirms that reading was event-driven. The 0.85x reading in June is above most of 2024 and 2025.
What to do: Check your current free shipping threshold against April's setting to ensure it hasn't dropped unintentionally.
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 Health & Wellness checkout behavior has shifted over time, to validate whether seasonal patterns match the vertical.
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 according to 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, reflecting the prior month's activity.
To compare your store's actual performance against this vertical, use Checkout Index.