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: 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: 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 1.12x for the second consecutive month, matching the dataset high it first set in May
Consumer Goods conversion first reached 1.12x in May, the highest reading in this dataset. June matched it exactly. Two consecutive months at the highest conversion rate the vertical has ever produced is no longer a peak reading -- it's a new operational ceiling, and the question is whether it represents a structural shift or a sustained seasonal effect.
The case for structural shift is compelling. Consumer Goods CVR has been consistently strong throughout this dataset, rarely dipping below baseline, and the 2026 readings have pushed to levels that reflect both strong buyer intent and checkout experiences that are meeting that intent without friction. The buyers arriving at Consumer Goods checkouts in May and June are high-consideration purchasers who have completed their research cycle. A checkout that provides delivery date certainty, visible return terms, and transparent shipping costs converts these buyers at 1.12x because it doesn't introduce any uncertainty that could interrupt a decision that was already made.
What to do: If your Consumer Goods CVR isn't tracking near 1.12x in May and June, the gap is almost certainly at the delivery information step. Run a session recording sample on Consumer Goods sessions where the buyer had a single high-ticket item in cart and didn't complete. Watch specifically for hesitation at shipping reveal and at the payment step. In the vast majority of cases, what you'll see is a buyer who paused because they couldn't determine exactly when the item would arrive. Specific delivery dates -- not ranges, not "3 to 5 business days" -- are the fix.
Consumer Goods shipping revenue recovered to 1.54x in June after May's sharp drop to 1.19x
May's shipping revenue reading of 1.19x was the lowest the Consumer Goods vertical had posted since August 2025, driven by Memorial Day free shipping expansions that absorbed margin without producing proportional conversion gains. June's recovery to 1.54x is a 35-point rebound, confirming that May's dip was event-driven and the category's structural shipping economics remain intact.
A 1.54x shipping revenue reading means Consumer Goods buyers are paying for shipping at rates well above the all-industry baseline, and they're doing so at the same time the vertical is posting a dataset-high conversion rate. That combination -- 1.12x CVR and 1.54x shipping revenue in the same month -- is the clearest evidence in this dataset that Consumer Goods buyers are not abandoning over shipping costs. They're completing, and they're paying for the delivery options they need.
What to do: June's shipping revenue recovery is the signal to use when making the case internally against unnecessary free shipping expansion in Consumer Goods. If you expanded free shipping in May to hit a Memorial Day conversion target and saw shipping revenue drop 35 points, you now have the before and after data to quantify the cost. June's 1.54x with 1.12x conversion is your baseline configuration. Protect it going into the summer peak.
Consumer Goods AOV softened to 1.39x in June, continuing the gradual step-down from February's 1.64x peak
Consumer Goods AOV has been on a controlled step-down since February: 1.64x, 1.59x, 1.48x, 1.48x, 1.39x. Five months of gradual normalization from a peak that was itself historically anomalous. At 1.39x, the vertical is still running well above baseline and above anything it produced before the January 2026 surge, but the direction is clearly toward a lower equilibrium than the Q1 peak.
The AOV softening in June alongside stable conversion at 1.12x and recovering shipping revenue at 1.54x tells a coherent story: the buyer mix is shifting toward mid-ticket items as the high-ticket Q1 cycle fully winds down, but the buyers in that mid-ticket range are converting reliably and paying for shipping. The revenue per session may be lower than February, but the checkout economics are sound. This is a demand-side normalization, not a checkout problem.
What to do: If your Consumer Goods AOV has been declining since February, model whether your free shipping threshold needs adjustment for the new AOV level. A threshold calibrated to a 1.64x AOV environment in February that hasn't been touched may now be set below where your June buyers are landing, which means you're either absorbing shipping cost on orders that don't need the incentive or sitting at a threshold that no longer stretches the basket. Recalibrate to 10 to 15% above your June AOV and add a progress bar. The buyers are still there. The basket-stretching mechanics just need to reflect where they're actually landing.
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.
July 2026 {{latest}}
CVR holds at 1.12x for second consecutive month at dataset high; shipping revenue recovers to 1.54x after May's 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; 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.
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.
