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: March 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.

March 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 just hit its highest indexed reading.

   It's been climbing since October. Health & Wellness buyers don't add to cart the way Consumer Goods buyers do. They stack. A supplement routine includes a probiotic, a collagen, a greens powder. A skincare routine has a cleanser, a serum, and a moisturizer. That behavioral pattern (high-intent, category-educated, repeat-purchase-oriented) is what's driving AOV to its best indexed position across all six verticals we track. What to do: Audit your free shipping threshold. If it's at or below your current AOV, you're not stretching the basket. You're gifting the shipping margin on orders that were coming anyway.

2. Free shipping pulled back 10 points from January's peak.

   Health & Wellness brands are recalibrating post-New Year. The Health & Wellness free shipping rate came in at 0.98x baseline in February, down from 1.08x in January, the highest reading the vertical had seen. What to do: If you moved your free shipping threshold up in February, check your new-visitor abandonment rate at the shipping reveal step against January's baseline.

3. Health & Wellness conversion holds at 1.06x baseline: small outperformance, structurally consistent.

   The Health & Wellness conversion rate has sat above the all-industry baseline for eight consecutive months. What to do: If your conversion rate is below the vertical index, the diagnosis almost always starts at the shipping reveal step.

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.