Health & Wellness Checkout Performance Index | PDQ Checkout Benchmarks
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June 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.
Health & Wellness Checkout Performance Index: June 2026
PDQ Checkout Benchmarks – By Industry
https://checkoutindex.prettydamnquick.com/pdq-widget-health-june2026.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.
June 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.
Health & Wellness free shipping rate surged to 0.99x in May, a 23-point jump from April. Something changed at scale.
Health & Wellness free shipping rate has been one of the most persistently below-baseline series in this dataset, spending most of the past two years in the 0.52x to 0.86x range. May's reading of 0.99x is essentially baseline -- a level the vertical hasn't been near since the dataset began in June 2024. The 23-point jump from April's 0.76x is not a gradual drift. It's a step change, and it almost certainly reflects a deliberate category-wide shift in how Health & Wellness brands structured their May checkout offers.
What to do: If your free shipping rate jumped in May, identify what changed. If it was a deliberate threshold reduction or a first-order free shipping offer tied to a specific campaign, measure the conversion lift and new buyer acquisition rate against the shipping cost absorbed. If the campaign-period conversion improved by more than 3 percentage points and new buyer share increased, the investment is defensible. If neither moved, you absorbed shipping cost on existing buyers who were coming anyway. Restore the threshold before June and use a progress bar to do the basket-stretching work instead.
Shipping revenue fell to 0.69x in May, the lowest reading in the Health & Wellness dataset by a wide margin.
The free shipping surge and shipping revenue collapse are the same story from opposite directions. Health & Wellness shipping revenue peaked at 1.56x in March 2025 and has been declining since, but May's 0.69x reading is a sharp acceleration of that trend -- 12 points below April's 0.81x and the lowest the vertical has ever posted.
What to do: Run a revenue-per-session comparison for May versus March. If revenue per session fell by more than 5%, the free shipping expansion cost more than it recovered in conversion lift. The sustainable position for Health & Wellness shipping is a threshold set above current AOV -- the vertical's buyers have historically converted at above-baseline rates even when paying for shipping. The goal isn't to match the all-industry free shipping rate. It's to set a threshold that stretches the basket while keeping per-session economics intact.
Conversion held at 1.06x for the twenty-fourth consecutive above-baseline month. AOV ticked up to 0.89x.
Health & Wellness CVR at 1.06x in May extends the vertical's above-baseline conversion streak to twenty-four months. The streak is the defining performance characteristic of this vertical, and it held through a month of significant checkout configuration change -- the free shipping surge -- without disruption. That stability is itself informative: Health & Wellness buyers are so committed by the time they reach checkout that even large changes to shipping mechanics don't move their completion rate much in either direction.
What to do: If your own Health & Wellness AOV is trending below 0.89x, this is the moment to test a routine-completion prompt at checkout. The vertical's buyers are arriving with high intent and completing reliably. The gap between where they're landing on AOV and where the vertical was twelve months ago is almost entirely compositional -- single-item versus multi-product baskets. A specific, cart-aware "complete your routine" suggestion tied to what's already in the cart is the lever. Not a generic cross-sell. A routine-coherent addition.
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 in your own data match the vertical.
Data begins June 2024 (baseline). Earlier dispatches available on request.
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 and must meet a minimum session threshold for inclusion. The H&W cohort spans supplement, skincare, personal care, and wellness device categories.
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. Absolute conversion rates are not published; all metrics represent relative indexed change against the baseline cohort.
To compare your store's actual performance against this vertical, use Checkout Index.