Checkout Benchmarks
Shopify stores complete about 45% of started checkouts, and the top 10% complete more than 66% (Littledata). Here are sourced checkout and cart-completion benchmarks by vertical, device and region, plus how to read where your store sits.
Checkout Benchmarks
Reference rates for the share of shoppers who finish an order once they reach the cart or start checkout, segmented by industry, device and platform.
Checkout benchmarks tell you whether your checkout performs normally for your vertical. Three different metrics get published under this label. Cart abandonment counts everyone who added to cart. Checkout-started completion counts only shoppers who began checkout. Form completion counts people who viewed or started the checkout form. Each one has a different baseline, so a 45% figure and a 70% figure can describe the same store.
A completion rate below the band for your vertical points to friction: surprise costs, forced accounts or weak payment options. A rate well above the band usually means your tracking is off, or that your traffic mix leans heavily on returning customers.
Start with the widest number. Baymard Institute's meta-analysis puts average documented cart abandonment at 70.19% across 49 studies. Its 2026 update across 50 studies gives 70.22%. That figure has barely moved in more than a decade, which means about 3 in 10 carts become orders.
Live session data runs higher. Dynamic Yield's cohort of participating stores recorded 78.36% cart abandonment in July 2026. The two figures measure different things, so neither cancels the other out. Whichever number you compare against, make sure your own report uses the same definition.
Cart abandonment and implied cart-to-order completion by vertical (implied completion = 100% minus abandonment)
| Vertical | Cart abandonment | Implied cart-to-order completion | Period | Source |
|---|---|---|---|---|
| Luxury & jewellery | 81.39% | 18.61% | Jul 2024 | Oberlo |
| Beauty & personal care | 80.35% | 19.65% | Jul 2026 | Dynamic Yield |
| Fashion, accessories & apparel | 78.79% | 21.21% | Jul 2026 | Dynamic Yield |
| Multi-brand retail | 76.90% | 23.10% | Oct 2024 | Oberlo |
| Home & furniture | 75.54% | 24.46% | Jul 2026 | Dynamic Yield |
| Food & beverage | 63.62% | 36.38% | Oct 2024 | Oberlo |
| Pet care | 54.78% | 45.22% | Oct 2024 | Oberlo |
| All industries (live cohort) | 78.36% | 21.64% | Jul 2026 | Dynamic Yield |
| All industries (meta-analysis) | 70.22% | 29.78% | 2026 | Baymard Institute |
The spread follows purchase type. Pet care and food & beverage are replenishment categories: the shopper already knows what they want, so carts convert. Beauty, apparel and jewellery carts often work as wishlists or price-comparison tools, so abandonment of 78-81% is normal there and not, on its own, a sign that something is broken.
Cart abandonment mixes intent problems with checkout problems. To isolate the checkout itself, look at the share of started checkouts that end in an order. On Shopify, Littledata's 2,800-store benchmark is the most widely cited reference for that metric.
Shopify checkout-started completion rate: average vs top performers
The average Shopify store completes 45% of started checkouts. The top 20% complete more than 59%, and the top 10% more than 66%. Mobile trails desktop by about 5 points on average (44% vs 49%), and the gap widens to 6 points at the top (64% vs 70%).
Form analytics give a second view. Zuko's Shopify checkout research found 38.5% of checkout viewers and 56.1% of checkout starters completed. Across all form types, Zuko's 2022-2025 dataset of about 93 million form views shows 45% view-to-completion and 66% starter-to-completion.
Cart abandonment by device and region, July 2026
| Segment | Cart abandonment | Implied cart-to-order completion |
|---|---|---|
| Mobile | 79.98% | 20.02% |
| Tablet | 75.81% | 24.19% |
| Desktop | 71.17% | 28.83% |
| Americas | 75.10% | 24.90% |
| EMEA | 79.30% | 20.70% |
| APAC | 83.07% | 16.93% |
For a store selling across Europe, the EMEA figure of 79.30% is the closer comparison than the global average. Mobile carts convert about 9 points worse than desktop carts. So a mostly-mobile traffic mix, which is typical for stores driven by Meta and TikTok ads, will drag your blended number down even if your checkout is well built.
Reading your position against the band
Below the band means friction. In Baymard's 2025 US shopper survey, 40% of shoppers had abandoned an order because extra costs (shipping, tax, fees) were too high. Slow delivery was cited by 20%, distrust of the site with card details by 19%, a required account by 18%, and a long or complicated checkout by 17%.
These problems can be fixed. Baymard found that 62% of sites still don't make guest checkout the most prominent option. Its usability testing suggests a large ecommerce site can gain up to a 35% conversion lift from checkout design changes alone. Showing shipping costs early, putting guest checkout first and adding Shop Pay or PayPal tend to move the number fastest.
Above the band needs a closer look, not a celebration. If your checkout-started completion is above 70% (beyond Littledata's desktop top decile), check your tracking first. Accelerated wallets that skip the checkout_started event, duplicate purchase events, or a GA4 filter that drops sessions can all inflate the rate.
If the tracking is clean, check who is buying. A store where returning subscribers make up most checkouts will complete well above the norm. Some teams strip the checkout down so far that delivery dates, returns terms and security reassurance disappear. Completion holds up, but refund and chargeback rates rise afterwards, and the profit leak moves out of the funnel and into post-purchase.
What a 7-point gap is worth
Take a Shopify apparel store with 8,000 started checkouts a month and an €80 AOV. At the 45% average it books 3,600 orders, or €288,000 a month. Raising completion to 52%, still short of the top-20% line at 59%, adds 560 orders: €44,800 a month or about €537,600 a year, with no extra ad spend.
How to benchmark your own checkout
Pick one definition and stick to it. For checkout health, use orders divided by checkouts started, split by device. Compare it with Littledata's 45% / 59% / 66% bands. Keep cart abandonment for intent problems higher in the funnel, and compare it against your vertical's figure in the table above.
Measure monthly and look at 12-month trends. Seasonal spikes skew the picture: Black Friday browsing inflates abandonment, while a replenishment email flow to loyal customers inflates completion. Bringing your historical GA4 data into one view lets you set the baseline from your own history before you test fixes, so you're not starting from zero.
Then go down to step and field level. A blended completion rate tells you that you have a problem, not where it is. Find the step with the biggest drop-off (shipping, payment or discount code) and run tests there first. Benchmarks are covered across the Benchmarks hub, and fixes are covered in Checkout Optimization.
Checkout benchmarks: common questions
On Shopify, Littledata puts the average checkout-started completion rate at 45%. The top 20% of stores complete more than 59%, and the top 10% more than 66%. Anything above 59% is strong for a typical store.
Baymard Institute's meta-analysis of 50 studies gives 70.22%, up slightly from its earlier 70.19% figure across 49 studies. Dynamic Yield's live cohort measured 78.36% in July 2026. The two use different methods, so compare your store with the one whose definition matches your report.
Cart abandonment counts everyone who added an item to cart and didn't order, including shoppers who never opened checkout. Checkout abandonment counts only shoppers who started checkout. Checkout abandonment is always the smaller share and is the better signal for problems in the checkout itself.
Luxury & jewellery (81.39%, Oberlo 2024) and beauty & personal care (80.35%, Dynamic Yield July 2026) sit at the top. Fashion follows at 78.79%. Pet care (54.78%) and food & beverage (63.62%) are lowest because purchases are routine and high-intent.
On Shopify, Littledata reports 44% mobile vs 49% desktop completion of started checkouts. Dynamic Yield's July 2026 cart data shows 79.98% abandonment on mobile vs 71.17% on desktop. Expect a 5-9 point gap depending on which metric you use.
It can be. Above about 70% of started checkouts, first check for tracking gaps such as wallets skipping the checkout-start event or duplicate purchase events. If the data is clean, make sure the stripped-back checkout hasn't removed returns, delivery or security information that cuts refunds and chargebacks.
In Baymard's 2025 US survey, extra costs being too high was the top reason (40%). Slow delivery followed at 20%, then distrust of the site with card details (19%), forced account creation (18%), and a long or complicated checkout (17%).
Express wallets usually raise completion on mobile because they remove address and card entry. They can also distort your benchmark if wallet orders bypass the checkout-start event. Check your tracking after you enable them, or the rate will look better than it really is.
Use regional data where you can: Dynamic Yield's July 2026 EMEA cart abandonment was 79.30%, against 75.10% for the Americas. Pair it with Littledata's Shopify checkout-completion bands, and segment by market if you run several storefronts or Shopify Markets.
Monthly is enough, read alongside a rolling 12-month trend so seasonal peaks don't mislead you. Re-check after any major change, such as a new payment provider, a shipping-threshold change or a checkout app install, since each can shift completion by several points.
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