# 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.

[Compare your H&W store](https://checkoutindex.prettydamnquick.com/)

## 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.

1. **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.

2. **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.

3. **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.

- [July 2026](/content/shopify-checkout-benchmarks/health-wellness-july-2026/index.html) Latest
- [June 2026](/content/shopify-checkout-benchmarks/health-wellness-june-2026/index.html)
- [May 2026](/content/shopify-checkout-benchmarks/health-wellness-may-2026/index.html)

## 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](https://checkoutindex.prettydamnquick.com/?utm_source=PDQSite&utm_campaign=CheckoutBenchmarks).