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Which brings us to July's actual story.",{"type":22,"tag":35,"props":1723,"children":1725},{"id":1724},"julys-story-conversion-up-baskets-down",[1726],{"type":27,"value":1727},"July's story: conversion up, baskets down",{"type":22,"tag":23,"props":1729,"children":1730},{},[1731],{"type":27,"value":1732},"The all-verticals row says conversion improved 7.0% month on month. Sounds like a good month. But average order value fell 6.9% over the same period, and revenue per visitor, the number that actually pays your bills, moved just 0.5%.",{"type":22,"tag":23,"props":1734,"children":1735},{},[1736],{"type":27,"value":1737},"In other words, stores converted more of their visitors and earned almost nothing extra per visitor. Across the index, July's conversion gains were bought with smaller baskets. Some of that is seasonal (July is historically the low point of the ecommerce year, and summer promotions trade margin for volume), but the mechanism is worth naming because we see it on individual stores all the time: discount-led conversion wins that leave revenue exactly where it was.",{"type":22,"tag":23,"props":1739,"children":1740},{},[1741,1743,1749,1751,1757],{"type":27,"value":1742},"This is why we push clients to steer by revenue per visitor rather than conversion rate. CVR and AOV each tell half a story and each can be gamed at the other's expense. RPV is the product of the two and can't be. If a change lifts your conversion rate but your RPV is flat, you haven't grown, you've just rearranged the same revenue into more orders, each carrying its own shipping, fees and support cost. Our ",{"type":22,"tag":47,"props":1744,"children":1746},{"href":1745},"\u002Finsights\u002Fthe-ecommerce-maths-toolkit",[1747],{"type":27,"value":1748},"ecommerce maths toolkit",{"type":27,"value":1750}," has a calculator for exactly this arithmetic, and if you want to see what those extra orders cost you in platform fees, the ",{"type":22,"tag":47,"props":1752,"children":1754},{"href":1753},"\u002Flabs\u002Fshopify-fee-calculator",[1755],{"type":27,"value":1756},"Shopify fee calculator",{"type":27,"value":1758}," will do that per market.",{"type":22,"tag":35,"props":1760,"children":1762},{"id":1761},"read-the-stores-up-column-before-trusting-any-average",[1763],{"type":27,"value":1764},"Read the \"stores up\" column before trusting any average",{"type":22,"tag":23,"props":1766,"children":1767},{},[1768],{"type":27,"value":1769},"The most useful column in the table is the one most benchmark reports leave out: the share of brands whose own conversion rate actually improved.",{"type":22,"tag":23,"props":1771,"children":1772},{},[1773],{"type":27,"value":1774},"Here's why it matters. Coffee & Tea posted the most dramatic CVR gain in the index, up 39.8%. But only 38% of coffee brands improved. The category average was dragged up by a minority of big winners while most stores in the vertical flatlined or declined. If you run a coffee brand and your rate was flat in July, you didn't fall behind the pack; you were the pack.",{"type":22,"tag":23,"props":1776,"children":1777},{},[1778],{"type":27,"value":1779},"Compare Beauty: conversion up 25.3%, add-to-cart up 31.9%, and 58% of stores improved. That's a broad-based move. The tide genuinely rose, and a beauty store that went sideways in July really did lose ground against its category.",{"type":22,"tag":23,"props":1781,"children":1782},{},[1783],{"type":27,"value":1784},"The rule of thumb: a category move is only real when \"stores up\" sits well away from 50%. Anything hovering around half is noise wearing a trend's clothing. It's the same discipline as reading any average: ask about the distribution before you believe the headline.",{"type":22,"tag":23,"props":1786,"children":1787},{},[1788],{"type":27,"value":1789},"Two other rows worth a glance. Gifting's AOV collapsed 35.3% in a single month, a reminder that one month of category data is weather, not climate. And Arts & Media at 67% of stores up was July's quietest genuine winner, consistent with early back-to-school buying.",{"type":22,"tag":35,"props":1791,"children":1793},{"id":1792},"what-to-actually-do-with-a-benchmark",[1794],{"type":27,"value":1795},"What to actually do with a benchmark",{"type":22,"tag":23,"props":1797,"children":1798},{},[1799],{"type":27,"value":1800},"Three moves, in order.",{"type":22,"tag":23,"props":1802,"children":1803},{},[1804,1809,1811,1817],{"type":22,"tag":75,"props":1805,"children":1806},{},[1807],{"type":27,"value":1808},"Locate yourself properly.",{"type":27,"value":1810}," Find your vertical's row and note the RPV, not just the CVR. Remember the visitor-versus-session caveat: your Shopify dashboard's rate is calculated differently, so track your own trend against the category's trend rather than comparing raw numbers. If you want to see what closing the gap to your category is worth in revenue, our ",{"type":22,"tag":47,"props":1812,"children":1814},{"href":1813},"\u002Flabs\u002Fconversion-rate-calculator",[1815],{"type":27,"value":1816},"conversion rate calculator",{"type":27,"value":1818}," does that arithmetic with your own traffic and AOV.",{"type":22,"tag":23,"props":1820,"children":1821},{},[1822,1827],{"type":22,"tag":75,"props":1823,"children":1824},{},[1825],{"type":27,"value":1826},"Diagnose with the pair, not the single metric.",{"type":27,"value":1828}," If your CVR is below your category and your AOV is above it, you may simply be positioned premium, and forcing conversion up with discounts would trade away the thing that makes your economics work. If both are below category, you have a genuine site problem, and that's a design, speed and merchandising conversation rather than a promotion.",{"type":22,"tag":23,"props":1830,"children":1831},{},[1832,1837,1839,1845],{"type":22,"tag":75,"props":1833,"children":1834},{},[1835],{"type":27,"value":1836},"Move the needle that's yours to move.",{"type":27,"value":1838}," Category tides (July slumps, back-to-school lifts, BFCM) will move your numbers whether you act or not. The compounding gains come from the store itself: page speed, product page clarity, checkout friction, and the offer structure that determines basket size. That's the work we do at ",{"type":22,"tag":47,"props":1840,"children":1842},{"href":1841},"\u002Fshopify-agency-dubai",[1843],{"type":27,"value":1844},"Studio Future",{"type":27,"value":1846},", and it's also the honest reason this page exists: stores that measure themselves against real numbers make better decisions about what to fix.",{"type":22,"tag":35,"props":1848,"children":1850},{"id":1849},"this-page-updates-monthly",[1851],{"type":27,"value":1852},"This page updates monthly",{"type":22,"tag":23,"props":1854,"children":1855},{},[1856],{"type":27,"value":1857},"New index data lands mid-month, and we update this page when it does, with the table refreshed and a short note on what moved. Updates so far:",{"type":22,"tag":67,"props":1859,"children":1860},{},[1861],{"type":22,"tag":71,"props":1862,"children":1863},{},[1864,1869],{"type":22,"tag":75,"props":1865,"children":1866},{},[1867],{"type":27,"value":1868},"July 2026",{"type":27,"value":1870}," (published 15 August 2026): first edition. Conversion up 7.0%, AOV down 6.9%, RPV flat. Beauty the broad-based winner at 58% of stores up; Coffee & Tea the cautionary average.",{"type":22,"tag":23,"props":1872,"children":1873},{},[1874],{"type":27,"value":1875},"If you'd rather get the update by email than remember to come back, leave your details in the form below and we'll add you to the monthly send.",{"title":7,"searchDepth":1877,"depth":1877,"links":1878},2,[1879,1880,1881,1882,1883,1884,1885],{"id":37,"depth":1877,"text":40},{"id":109,"depth":1877,"text":112},{"id":1703,"depth":1877,"text":1706},{"id":1724,"depth":1877,"text":1727},{"id":1761,"depth":1877,"text":1764},{"id":1792,"depth":1877,"text":1795},{"id":1849,"depth":1877,"text":1852},"markdown","content:insights:shopify-conversion-rate-benchmarks.md","content","insights\u002Fshopify-conversion-rate-benchmarks.md","insights\u002Fshopify-conversion-rate-benchmarks","md",1786800354388]