What is a healthy Shopify conversion rate?
Short answer
Above 2% is healthy for most product categories, above 3% is excellent, and below 1% almost always signals a product/audience-fit problem rather than a CRO problem.
Shopify's own published median (around 1.4%) hides huge category-level variance. Apparel sits closer to 1.0%. Supplements and consumables push 2.5–4%. Mature DTC brands with strong brand recall routinely run 3%+ on returning visitors.
Conversion rate alone is misleading — pair it with AOV and revenue-per-session. A 1% CR at $200 AOV is healthier than 3% at $30 AOV.
| Segment | Low | Typical | High |
|---|---|---|---|
| Apparel / accessories | 0.6% | 1.2% | 2.5% |
| Beauty / supplements | 1.5% | 2.8% | 5% |
| Home & furniture | 0.4% | 0.9% | 1.8% |
| Mature DTC (returning traffic) | 2% | 3.5% | 6% |
Caveats
- Mobile CR is typically 30–50% below desktop — that's normal, not a bug.
- Paid traffic CR is usually well below organic/email — high-intent vs cold matters.
- Single-product stores convert 2–4× better than multi-product catalogs.