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