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: August 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.
August 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 held at 1.11x in July, its third consecutive month above 1.10x. This is no longer a peak reading.
Consumer Goods conversion first crossed 1.10x in May at 1.12x, matched it in June at 1.12x, and held at 1.11x in July. Three consecutive months at or above 1.10x is enough of a run to reframe what we should call the vertical's baseline. From June 2024 through April 2026, Consumer Goods CVR averaged roughly 1.08x. The last three months suggest the vertical has shifted to a higher operating level, not just produced a seasonal peak.
The mechanism is the same one that drove the initial May spike: Consumer Goods buyers are high-consideration purchasers who complete their research before they reach checkout. The brands that have been sustaining 1.10x+ conversion through May, June, and July are the ones whose checkout experiences meet that buyer without friction -- specific delivery dates, clear return terms, transparent shipping costs. Those are configuration elements that don't degrade month over month once they're in place, which is why the conversion level is holding rather than reverting.
What to do: If your Consumer Goods CVR has been tracking above 1.10x for three months, run a systematic checkout audit to document exactly what's in place. Not to change anything -- to protect it. Fall is the highest-volume period for Consumer Goods, and the checkout configuration that's producing 1.11x in July is the one you want carrying into September and October. Identify the three most impactful elements (almost certainly delivery date specificity, returns visibility, and shipping cost predictability) and make sure they're locked in before fall traffic arrives.
Consumer Goods coupon usage jumped to 0.84x in July, the largest single-month gain in the vertical's dataset history
Consumer Goods coupon usage has been running well below baseline for the entirety of this dataset, typically between 0.35x and 0.68x. July's reading of 0.84x is a 21-point jump from June's 0.63x -- by far the largest single-month increase the vertical has ever produced. The previous single-month record was 13 points. At 0.84x, the vertical is still below baseline, but the rate of change is extraordinary and points to a deliberate promotional event rather than a gradual shift.
The most likely driver is Fourth of July and Amazon Prime Day adjacency. July is when Consumer Goods brands compete most aggressively on price -- home appliances, outdoor equipment, and home improvement products are all heavy Prime Day categories, and DTC brands in these spaces often run promotional codes to capture buyers who are in active comparison shopping mode. A buyer evaluating a $250 outdoor grill or a $180 kitchen appliance in July is comparing prices across channels, and a code-based offer can be the deciding factor between completing on your site versus a marketplace.
What to do: Pull your July coupon-attached orders and split them by new versus returning buyer status and by price point. In Consumer Goods, code-based promotions during Prime Day adjacency are most defensible when they're acquiring new buyers at ticket sizes above your AOV -- these are buyers doing active comparison shopping where the code genuinely tips the decision. If your July code redemptions were concentrated among existing buyers or on below-AOV orders, you gave margin away on transactions that didn't need the incentive. Use that analysis to scope your Labor Day code strategy: target new buyers, target high-ticket SKUs, and build in a basket threshold that prevents the code from subsidizing small orders.
Consumer Goods AOV softened further to 1.30x in July, continuing the step-down from February's 1.64x peak
Consumer Goods AOV has been declining in a controlled pattern since February: 1.64x, 1.59x, 1.48x, 1.48x, 1.39x, 1.30x. Six months of gradual step-down from a peak that was historically anomalous. At 1.30x, the vertical is still running well above its pre-2026 range -- it spent most of 2024 and early 2025 between 0.86x and 1.19x -- but the direction remains consistent and the pace is not accelerating.
The July softening arrived alongside the coupon usage spike to 0.84x, raising the question of whether the two are related. If the July promotional activity drove incremental volume at lower ticket sizes -- buyers using codes on entry-level products rather than the high-ticket items that drove the February ARPC peak -- the AOV decline and the coupon spike are telling the same story. Higher promotional volume at lower basket sizes will compress AOV even as conversion holds strong.
What to do: Model the relationship between your July coupon-attached orders and your July AOV distribution. If coupon orders averaged significantly below your non-coupon orders in July, the promotional activity is pulling your AOV down. The fix for Labor Day is a minimum basket requirement on any code -- set it at or above your current AOV to ensure the promotional incentive is driving basket growth rather than subsidizing small purchases. A code that requires $150 minimum to activate does more for AOV than a blanket 15% off with no floor.
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.
August 2026 {{latest}}
CVR holds at 1.11x for third consecutive month above 1.10x; coupon usage jumps to 0.84x, largest single-month gain in the dataset; AOV softens to 1.30x continuing controlled step-down.
CVR holds at 1.12x for second consecutive month at dataset high; shipping revenue recovers to 1.54x after May Memorial Day drop; AOV softens to 1.39x.
CVR jumps to 1.12x, highest reading in the dataset; shipping revenue drops sharply to 1.19x on Memorial Day free shipping campaigns; ARPC recovers to 1.65x.
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.
