What is a good Shopify conversion rate?
A good Shopify conversion rate is 2.5–3.5% for established stores, with the overall median around 1.8%. Beauty and supplement stores often clear 3–4%, while apparel and furniture stores typically sit at 1.2–2%. Below 1% usually signals a traffic-quality or on-site conversion problem.
Shopify conversion rate benchmarks by vertical
| Vertical | Median | Good |
|---|---|---|
| Beauty / supplements | 2.5–3.5% | 3.5–5% is excellent |
| Fashion / apparel | 1.2–2.0% | 2.5%+ is strong |
| Home / furniture | 1.0–1.8% | Higher AOV lowers rate |
| Electronics / gadgets | 1.5–2.5% | Comparison shopping |
| Food / beverage | 2.0–3.5% | Subscription lifts rate |
| Overall Shopify median | ~1.8% | Across all categories |
How to read this table
- Beauty / supplements sits at the top of the table (2.5–3.5%) — 3.5–5% is excellent. If your situation looks like this row, plan against the upper half of the range rather than the midpoint.
- Home / furniture anchors the bottom (1.0–1.8%) — higher aov lowers rate. Treat this as the conservative case you should still be profitable at.
- The gap between the top and bottom row is roughly 3.5×. That spread is why a single blended average is close to useless here — pick the row that matches your setup instead of averaging the column.
- Most rows are ranges, not single figures. The low end usually reflects a weaker month, a softer audience geography, or an unoptimised setup; the high end reflects a well-run, well-targeted operation of the same size.
- With 6 reference points in the "shopify conversion rate benchmarks by vertical" table, the fastest way to use this page is to find the closest row, take its median, then stress-test it ±30% before you build a plan on it.
Context
Conversion rate is a function of traffic quality, product-market fit, pricing, site speed, trust signals, and checkout friction. A store with 1.5% conversion and $120 AOV can make more than a store with 2.5% conversion and $40 AOV — so conversion must be paired with AOV and sessions to judge health.
What moves this number
Product margin
Gross margin sets the ceiling on what you can pay to acquire a customer. Everything downstream is constrained by it.
Acquisition cost trend
Paid acquisition costs drift upward as you scale spend. A blended CAC that works at $5k/month often breaks at $50k/month.
Repeat purchase rate
Contribution on the second and third order is what makes most stores viable; first-order profitability is rare in paid-heavy models.
Fees and returns
Marketplace fees, payment processing, shipping, and returns commonly consume 15–35% of gross revenue.
Methodology
Benchmarks from Shopify's own industry reports, third-party ecommerce analyses, and RevenueLab's Shopify Store Revenue Calculator defaults.
Assumptions and caveats
- Figures are before returns, chargebacks, and marketplace fees unless noted.
- Category economics vary widely; apparel and electronics behave very differently.
- This page was last reviewed on 2026-07-29. Ranges are updated as new data lands, so re-check before using them in a contract or a plan.
- Use these numbers as a starting range, not a guarantee — your own historical data always beats a benchmark.
Frequently asked questions
What is a good Shopify conversion rate?
A good Shopify conversion rate is 2.5–3.5% for established stores, with the overall median around 1.8%. Beauty and supplement stores often clear 3–4%, while apparel and furniture stores typically sit at 1.2–2%. Below 1% usually signals a traffic-quality or on-site conversion problem.
Which option pays the most in the shopify conversion rate benchmarks by vertical table?
Beauty / supplements, at 2.5–3.5% (3.5–5% is excellent). That row represents the strongest case in this dataset, so use it as an upper bound rather than an expectation.
What is a realistic low-end figure?
Home / furniture at 1.0–1.8% (Higher AOV lowers rate). Plan your costs so the low end still works, then treat anything above it as upside.
Why do the numbers vary so much?
The spread between the highest and lowest row is about 3.5×. Product margin and acquisition cost trend explain most of that gap — see the drivers section above for the full list.
Where do these numbers come from?
Benchmarks from Shopify's own industry reports, third-party ecommerce analyses, and RevenueLab's Shopify Store Revenue Calculator defaults.
How can I estimate my own number instead of using a benchmark?
Use the Shopify Store Revenue Calculator on RevenueLab — it takes your own inputs and returns a figure specific to your setup, which is always more accurate than a published range.
Model your own numbers
Related reading
More answers in this category
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Last updated 2026-07-29.