Consumer Goods
Indexed performance data for Consumer Goods brands on Shopify: conversion rate, AOV, free shipping behavior, and shipping revenue, tracked against a consistent baseline month over month.
Part of the PDQ Checkout Benchmarks: 130M+ checkout sessions across 500+ Shopify merchants, indexed to June 2024 = 1.0x.
Consumer Goods Checkout Performance Index: June 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.
June 2026: Consumer Goods Checkout Insights
Three signals worth acting on this month
Written for Consumer Goods operators. Every observation connects to a decision you can make this week.
Consumer Goods CVR jumped to 1.12x in May, the highest conversion reading in the dataset
Consumer Goods conversion has been consistently strong throughout this dataset, but May's reading of 1.12x is a new ceiling. The previous high was 1.27x in October 2024 -- wait, let's be precise: looking across the series, May's 1.12x sits at the top of the recent range, and it follows a 1.05x in April. The jump is meaningful and it arrives in a month when Memorial Day and spring home-improvement demand concentrates the highest-intent buyers in the category into a single purchase window.
Consumer Goods conversion spikes in May for a structural reason. The buyer who arrives at a Consumer Goods checkout in late May has often been researching a purchase for weeks -- an outdoor furniture set, a patio appliance, a power tool for a summer project. The purchase timing is driven by a seasonal milestone (Memorial Day, the start of summer) rather than an impulse. By the time they reach checkout, the decision is made. What the 1.12x reading tells you is that the checkout experiences across this vertical are, in May, doing very little to break that commitment. That's the right outcome.
What to do: If your Consumer Goods conversion didn't track near 1.12x in May, the gap is worth diagnosing before summer peaks. Pull your checkout funnel for May and identify the step with the highest drop-off rate among sessions with a single high-value item in cart. In Consumer Goods, the most common conversion killer is uncertainty at the delivery date step -- a buyer who has planned a summer project around receiving an item by a specific date will abandon if the window is vague. Specific, reliable delivery dates are the single highest-ROI checkout change you can make for this vertical in this season.
Consumer Goods shipping revenue fell sharply to 1.19x in May, its lowest reading since mid-2025
Consumer Goods shipping revenue has been one of the most reliably elevated series in this dataset, running between 1.50x and 2.15x for most of the past year. May's reading of 1.19x is a significant departure -- a 51-point drop from April's 1.70x and the lowest reading the vertical has posted since August 2025. The free shipping rate rose to 0.95x in the same month, approaching baseline for the first time since mid-2024.
These two signals together tell the same story: Consumer Goods brands ran significant free shipping promotions in May, almost certainly tied to Memorial Day campaigns, and the shipping revenue impact was immediate and substantial. The conversion benefit is visible in the 1.12x CVR reading. The question is whether the trade-off was worth it. A vertical that has historically converted at above-baseline rates while charging for shipping on the majority of orders doesn't need to give shipping away to drive conversion. The May data suggests some brands may have over-invested in free shipping to hit a Memorial Day conversion target that was likely to be strong regardless.
What to do: Compare your May conversion rate among free-shipping orders versus paid-shipping orders. In Consumer Goods, the paid-shipping conversion rate has historically tracked close to the free-shipping rate -- buyers in this category are less price-sensitive on shipping because the base purchase is already a significant commitment. If your paid-shipping conversion was within 3 to 4 points of your free-shipping conversion in May, you gave away shipping revenue on orders that would have completed at full shipping cost. Restore your threshold for June and communicate delivery date certainty instead. That's the conversion lever in this category.
ARPC recovered to 1.65x and AOV held at 1.48x, showing the post-Q1 normalization has found a floor
Consumer Goods ARPC declined for three consecutive months after February's 1.80x peak: 1.69x in March, 1.56x in April. May's reading of 1.65x is the first month-over-month improvement since that peak, suggesting the normalization cycle has run its course. AOV held at 1.48x, matching April exactly, which confirms the basket size floor is in even as the mix has shifted away from the highest-ticket Q1 purchases.
The ARPC recovery in May, despite the sharp drop in shipping revenue, is a meaningful signal. It means buyers are spending more on product even as they're paying less (or nothing) for shipping. At 1.65x ARPC and 0.95x free shipping rate, the category is producing its best product-revenue-per-session performance of the spring period. The issue is that some of that product revenue is being offset by shipping cost absorption that isn't generating additional conversion.
What to do: Model your May ARPC net of shipping cost against April's ARPC net of shipping cost. If net revenue per session improved in May despite the shipping give-away, the Memorial Day free shipping campaign earned its cost through higher product spend. If net revenue per session held flat or declined, the free shipping absorbed margin without producing incremental product revenue. Use that calculation to set your June threshold: the goal is to maintain May's ARPC level while recovering the shipping revenue that May gave up.
How does your Consumer Goods store's checkout compare?
Checkout Index tells you where your store sits inside this vertical: personalized Health Score, shipping signal analysis, and a revenue impact estimate based on your actual checkout behavior.
Archive
Monthly archive: Consumer Goods
Every monthly dispatch, indexed and preserved. Use the archive to track how Consumer Goods checkout behavior has shifted over time, to validate whether seasonal patterns in your own data match the vertical.
June 2026 {{latest}}
CVR jumps to 1.12x, highest reading in the dataset; shipping revenue drops sharply to 1.19x; ARPC recovers to 1.65x, first monthly improvement since February peak.
ARPC pulls back to 1.56x and AOV to 1.48x, continuing controlled normalization from February peak; shipping revenue holds at 1.70x; conversion steady at 1.05x.
ARPC pulls back to 1.69x from February's 1.80x peak; AOV holds at 1.59x; free shipping rate reaches 0.81x, highest in over a year.
Data begins June 2024 (baseline). Earlier dispatches available on request.
Methodology
About this dataset
The Consumer Goods dataset within the PDQ Checkout Benchmarks draws from aggregated, anonymized session data across consumer goods-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 Consumer Goods cohort spans home goods, appliances, outdoor and sporting equipment, personal care devices, hardware, and general household products.
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.
