What Is a Good Checkout Completion Rate? 2026 Shopify Benchmarks
Short answer
A good checkout completion rate is above 66%. The median Shopify store completes 49% of the checkouts it starts, the top 10% reach 74% or more, and a rate below 26% is in the bottom 20%. Source: Littledata, 435 Shopify stores, GA4 data for July 27 to October 24, 2026.
Checkout completion rate is sessions with a purchase divided by sessions that started checkout. Compare mobile and desktop separately: the medians are 63% and 35%.
What checkout completion rate means
Of the sessions that started checkout, it is the share that went on to buy. It is the last of three steps in a store funnel: session to cart, cart to checkout, and checkout to order. This page covers the last step. The first is covered in Shopify add-to-cart rate by category.
It is not the same as overall conversion rate, which starts from every session. It is also close to the mirror image of checkout abandonment, but not the same as cart abandonment, which starts earlier. See Shopify cart abandonment rate for that number and why sources disagree.
Checkout completion rate benchmarks by percentile
Littledata works out the rate for each store from 90 days of GA4 data, then ranks the stores. Its own definition of a good rate is the top-20% cut-off.
| Position | Rate | What it marks |
|---|---|---|
| Top 10% | 74% | The top 10% of stores reach this or more |
| Top 20% | 66% | A good rate is above this |
| Median | 49% | Half of stores are below it |
| Bottom 20% | 26% | Below this is the bottom 20% |
| Bottom 10% | 15% | The bottom 10% marker |
Source: Littledata checkout completion rate benchmark, 435 Shopify stores, 90 days from July 27 to October 24, 2026, figures generated October 28, 2026, accessed October 31, 2026.
The spread is wide: from 15% to 74% between the bottom 10% and the top 10%. A store at 49% is typical, not weak. A store at 30% has room to move.
Mobile vs desktop checkout completion rate
Littledata publishes the two devices separately. The medians are far apart, so one blended number hides the picture. A store with a different device mix than the sample will have a different blended rate even if each device is average.
| Device | Bottom 10% | Bottom 20% | Median | Top 20% | Top 10% | Stores |
|---|---|---|---|---|---|---|
| Mobile | 32% | 45% | 63% | 75% | 82% | 414 |
| Desktop | 7.4% | 14% | 35% | 58% | 71% | 412 |
Source: Littledata checkout completion rate benchmark. A store counts toward a device figure only with at least 500 sessions and 30 orders on that device. Accessed October 31, 2026.
Compare each device with its own row. The source does not explain why mobile is higher, so this page does not guess.
Checkout completion rate by industry
Medians run from 48% for Fashion & Apparel to 60% for Health & Supplements, according to Littledata. That is a narrow band next to the spread between stores, so an industry median is a rough guide, not a target.
| Industry | Median | Top 20% | Stores |
|---|---|---|---|
| All Shopify stores | 49% | 66% | 435 |
| Fashion & Apparel | 48% | 61% | 76 |
| Home & Furniture | 51% | 64% | 63 |
| Beauty & Skincare | 50% | 71% | 39 |
| Health & Supplements | 60% | 76% | 35 |
| Food & Beverage | 53% | 69% | 32 |
Source: Littledata checkout completion rate benchmark. Littledata publishes an industry only with at least 30 stores, so Jewelry & Accessories, Sports & Outdoor, Pet Supplies, Baby & Kids and Electronics & Gadgets are not listed. Accessed October 31, 2026.
The industry samples are small (32 to 76 stores). Read a gap of a point or two between industries as noise.
How to find your own checkout completion rate
Use the same window and device split as the benchmark. Littledata uses 90 days. A short window with few checkouts is noisy.
In Shopify
From the Shopify admin, open Analytics, then Reports, and set the category filter to Behavior. Open the Conversion rate breakdown report. Its funnel runs from all sessions, to sessions with cart additions, to sessions that reached checkout, to sessions that completed checkout. Divide completed by reached. Shopify's report guide describes each step. The guide does not say this report can be split by device, so use GA4 for the mobile and desktop rates.
In GA4
Open Explore, then Funnel exploration. Use begin_checkout and purchase as steps and break the funnel down by device category. GA4 defines begin_checkout as a user beginning a checkout and purchase as one or more items purchased, in its event reference. Check whether your report counts users or sessions: the GA4 funnel exploration guide explains the difference and how to count sessions.
Why your checkout conversion rate in Shopify may not match
A benchmark number and your own report can both be right and still differ. Three reasons:
- Different sources. Littledata counts sessions from GA4, using its own server-side event schema. Your GA4 setup or your Shopify report may count a started checkout differently.
- Shopify changed how it counts checkout starts. Since its October 2024 analytics update, Shopify counts a session when checkout starts loading, not only after the customer takes an action in checkout. Shopify says this can lower checkout conversion rate and raise reached checkout rate.
- Shopify changed how it counts sessions. A September 2026 update, rolled out September 21 to 23, lets sessions follow customer activity instead of ending at midnight UTC and filters out identified bots. Shopify says reached checkout rate and checkout conversion rate may shift while orders and sales stay the same.
Before you compare, check how your report defines each metric. Treat a small gap with caution, and look at a trend in your own numbers over time.
Why shoppers leave checkout
Some abandonment cannot be fixed. The Baymard Institute reports that 42% of US online shoppers have abandoned a cart because they were just browsing or not ready to buy. The table leaves that group out and shows the other reasons. The shares add up to more than 100%, so read each one on its own.
| Reason | Share | What to check |
|---|---|---|
| Extra costs too high (shipping, tax, fees) | 40% | Show shipping and tax before checkout starts |
| Delivery was too slow | 20% | Show delivery dates and options early |
| Did not trust the site with card details | 19% | Add trust cues near the payment form |
| Site wanted me to create an account | 18% | Offer guest checkout |
| Too long or complicated checkout | 17% | Cut form fields and steps |
| Website had errors or crashed | 17% | Test checkout on a real phone |
| Returns policy was not satisfactory | 13% | State the returns policy before payment |
| Could not see total order cost up front | 12% | Keep the order total visible throughout |
| Credit card was declined | 10% | Offer a second payment option |
| Not enough payment methods | 9% | Add wallets and PayPal |
Source: Baymard Institute, cart abandonment rate statistics, survey of US online shoppers. The "What to check" column is general advice from Oran, not Baymard data. Accessed October 31, 2026.
On form length, Baymard's checkout research finds that the average US checkout shows 23.48 form elements by default, while an ideal one can be as short as 12. Baymard's testing is based on leading e-commerce sites. Use them as a direction, not a promise.
A 10-point checkout checklist
These are things to check, tied to the reasons above. Whether a change helps depends on your store, so test one at a time.
- Shipping and tax are shown before checkout starts.
- Guest checkout is available.
- The form has the fewest fields you can get away with.
- Address autofill works.
- The order total stays visible on every step.
- Express wallets are offered (Apple Pay, Google Pay, and Shop Pay on Shopify).
- Cards and PayPal are both accepted.
- Delivery times and the returns policy are clear before payment.
- Trust cues sit near the payment form.
- You have placed a test order on a real phone and watched for errors.
Is your gap real, and what is it worth?
A gap counts only if it is more than noise. Chance alone moves a small store's rate by a lot. In a month with 100 checkout starts at a true 49% rate, a typical swing is about 5 orders either way, or 5 points. With 1,000 starts it is about 16 orders, or 1.6 points. That is basic binomial arithmetic, not a benchmark figure. Oran only calls a gap a leak when your own data shows it is unlikely to be chance (z of at least 1.96).
Then put a dollar value on it. This example uses assumptions, not real data.
| Step | Value |
|---|---|
| Checkout starts per month (assumed) | 1,000 |
| Average order value (assumed) | $80 |
| Your completion rate (assumed) | 40% |
| Orders at your rate | 400 |
| Orders at the 49% median | 490 |
| Gap: 90 orders x $80 | $7,200 a month |
| If you close 30% of the gap (assumed) | $2,160 a month |
The 30% is a planning assumption, the same one Oran's calculator starts with. It is not a market statistic. The 49% median is from Littledata, October 2026.
To run this with your own numbers, try the free Checkout Leak Calculator. For a drop in conversion rate over time, see Why did my Shopify conversion rate drop?
Frequently asked questions
What is a good checkout completion rate for a Shopify store?
How is checkout completion rate calculated?
Is checkout completion rate different on mobile and desktop?
Why do shoppers leave during checkout?
How can I tell if my checkout gap is real?
Sources
- Littledata: Checkout completion rate benchmark. Percentiles, device and industry tables, definition and inclusion rules. 435 Shopify stores with a connected GA4 property, 90 days from July 27 to October 24, 2026, figures generated October 28, 2026. Accessed October 31, 2026.
- Baymard Institute: Cart abandonment rate statistics. Reasons for abandonment among US online shoppers, and the 42% "just browsing" share. List last updated September 22, 2025. Accessed October 31, 2026.
- Baymard Institute: Ecommerce checkout usability report and benchmark. Form elements in the average US checkout (23.48) versus an ideal flow (12). Accessed October 31, 2026.
- Shopify Help Center: Behavior reports. Path to the Conversion rate breakdown report and its funnel steps. Accessed October 31, 2026.
- Shopify Help Center: Analytics updates. The October 2024 change in how a started checkout is counted. Accessed October 31, 2026.
- Shopify Help Center: Session measurement update. The September 2026 change in how sessions are counted. Accessed October 31, 2026.
- Google Analytics: GA4 events reference. Definitions of
begin_checkoutandpurchase. Accessed October 31, 2026.
Benchmark numbers refresh quarterly. Next refresh: January 2027.