Health & Wellness
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.
Health & Wellness Checkout Performance Index: July 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.
July 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.
Health & Wellness CVR fell to 1.03x in June, the lowest reading since March 2025 and the first crack in the vertical's long-running above-baseline streak
Health & Wellness conversion has been above baseline without interruption for twenty-four months. June's reading of 1.03x keeps that streak technically intact -- 1.03x is still above baseline -- but it's the lowest the vertical has posted since March 2025, and it represents a meaningful step down from the 1.05x to 1.10x range the vertical had been operating in for most of 2025 and early 2026.
A CVR decline from 1.06x to 1.03x in a single month in a category where buyers are high-consideration and arrive with strong intent is a signal worth investigating before attributing to seasonal noise. The most likely explanations are a shift in traffic mix toward colder acquisition traffic in June -- post-Memorial Day campaigns often bring in less brand-committed buyers -- or a checkout configuration change that introduced friction for a segment of buyers who were previously completing reliably. The free shipping pullback from May's 0.99x to 0.85x in June is one candidate: buyers who arrived in May expecting free shipping based on a promotional offer may have encountered a threshold they weren't prepared for in June.
What to do: Pull your June checkout funnel step by step and compare drop-off rates at shipping reveal against May. If the drop-off rate increased at that specific step, the free shipping threshold change from May to June is the most likely cause. The fix is either restoring the threshold to its May position, adding clearer pre-checkout communication about what qualifies for free shipping, or increasing the threshold back to May's level with a progress bar to close the gap. Don't wait for July data to diagnose this -- identify the step and test the fix now.
Coupon usage fell to 0.67x in June, the lowest reading in the Health & Wellness dataset
Health & Wellness coupon usage has been running below baseline for the entire dataset, but June's 0.67x is a new floor -- 7 points below the prior low and the lowest individual reading the vertical has produced in twenty-five months. The direction has been consistently downward since the May 2026 reading of 0.74x, which was itself near the bottom of the historical range.
The timing of June's coupon low alongside the conversion dip to 1.03x is worth examining together. In most verticals, a coupon usage decline would suggest brands pulling back on promotional activity, which could explain some conversion softness if buyers expected a discount they didn't find. In Health & Wellness, the dynamic is more nuanced: this category's buyers have never been strongly code-motivated, and a coupon rate of 0.67x is unlikely to be causing meaningful abandonment. The conversion dip is almost certainly coming from a different source.
What to do: Don't respond to the CVR dip by introducing coupon promotions. That's the wrong lever for this buyer type and will compress margin without addressing the actual friction. The Health & Wellness conversion problem, when it appears, is almost always a trust signal failure at the shipping reveal or payment step. Audit those two steps specifically, and check whether your delivery date presentation changed in June relative to May.
The free shipping rate pulled back to 0.85x in June after May's 0.99x surge. The May spike was event-driven.
May's free shipping reading of 0.99x was a 23-point surge from April's 0.76x, driven by Memorial Day promotional campaigns and spring acquisition pushes. June's pullback to 0.85x confirms that reading was event-driven: brands restored their standard threshold settings after the promotional window closed, and the free shipping rate returned to a level more consistent with the vertical's historical range.
The 0.85x reading in June is actually above where Health & Wellness was running for most of 2024 and 2025 -- the vertical spent most of that period between 0.52x and 0.76x. The post-Memorial Day floor appears to have settled higher than the pre-Memorial Day baseline, which suggests some brands permanently lowered their thresholds during the May campaign and haven't fully restored them. That's worth auditing: a threshold set lower than intended after a promotional event is silently absorbing shipping margin on every order until it's corrected.
What to do: Check your current free shipping threshold against where it was in April -- before the Memorial Day changes. If it's lower than April's setting and you didn't deliberately make a permanent change, restore it now. Every month that passes with a too-low threshold is shipping margin given away on orders that would have converted at the higher threshold. Calculate the April versus June shipping revenue per session difference; that number is the monthly cost of the unintended threshold reduction.
How does your H&W 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.
Archive
Monthly archive: Health & Wellness
Every monthly dispatch, indexed and preserved. Use the archive to track how Health & Wellness checkout behavior has shifted over time, to validate whether seasonal patterns in your own data match the vertical.
July 2026 {{latest}}
CVR falls to 1.03x, lowest since March 2025; coupon usage hits dataset low at 0.67x; free shipping rate pulls back to 0.85x after May's Memorial Day surge.
Free shipping rate surges to 0.99x, a 23-point jump and highest reading in the dataset; shipping revenue falls to 0.69x, series low; CVR holds at 1.06x for twenty-fourth consecutive above-baseline month.
CVR holds at 1.06x for twenty-third consecutive above-baseline month; AOV stays at 0.87x for second consecutive month at series low; coupon usage dips to 0.88x.
Data begins June 2024 (baseline). Earlier dispatches available on request.
Methodology
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.
