The benchmarks: 1.39% median conversion rate, $381 median AOV. Consumer Electronics ranks eighth in CVR across the 10 published industries. In Q2 2026, the category posted the steepest quarter-over-quarter CVR decline (−9.5%) and the largest AOV gain (+14.4%) of any category in the dataset — in the same quarter.
The CVR decline is the sharpest in the dataset — 16.8 percentage points below the +7.4% gain recorded in Q1→Q2 2025. Fewer sessions turned into orders in Q2 compared to Q1. But the customers who did convert spent considerably more: same-store matched AOV jumped from $352 in Q1 to $403 in Q2, a +14.4% gain that leads all industries.
One possible reading: as conversion rates fell, the buyer pool may have shifted toward more deliberate, higher-ticket purchasers — the kind of shopper who researches before committing and buys something more expensive when they do.
In Consumer Electronics, we’re seeing that Q2 2026 produced fewer orders at higher values.
Consumer Electronics had both the steepest CVR decline (−9.5%) and the largest AOV gain (+14.4%) in Q2 2026. No other category in the H1 2026 dataset shows this combination at this scale.
The median Consumer Electronics CVR in H1 2026 was 1.39%, eighth among the 10 published industries.
A 1.39% median CVR is not surprising for a category built on considered purchases. Consumer electronics purchases — whether a new laptop, a set of wireless headphones, or a home theater component — typically involve comparison shopping, specification research, and pricing evaluation before checkout.
Sessions are longer and more deliberate than in repeat-purchase categories, and many visitors leave to continue research before returning to buy.
The P25-to-P75 CVR range is 0.75%–2.06%. The spread is relatively tight, meaning most CE merchants in this cohort cluster within a narrow band.
The P75 (2.06%) is the second-lowest top-quartile ceiling in the dataset, reinforcing that even the best-converting CE stores don’t reach the conversion rates common in health, beauty, or food.
If your Consumer Electronics store is converting above 2.06%, you’re in the top quartile of the category. Below 0.75%, you’re in the bottom quartile. The 1.39% median is the right benchmark — not the cross-industry median of 1.74%.
The graph below shows monthly median CVR and bounce rate for active Consumer Electronics stores in Shogun’s conversion tracking network.
The 18-month CVR trend is notable for what didn’t happen. In H1 2025, Consumer Electronics ran in a 1.27%–1.74% range without a clear directional trend. July–September 2025 were stronger months (1.68%–1.88%). Then the category moved sideways through Q4 2025 and into Q1 2026, before declining through Q2 2026. June 2026 at 1.10% was the lowest single-month reading in the window.
The bounce rate trend is the clearest signal in the data. H1 2025 and H2 2025 both ran mostly in the 32%–37% range — among the lowest in the full dataset, suggesting visitors in this category were engaged with the content when they arrived. Then Q2 2026 saw a sharp move upward: April hit 44.4%, May reached 48.0%, and June settled at 43.4%. That’s a 10–15 percentage point increase from the prior-year range in the same months. CVR fell in lockstep.
Whether the bounce rate increase reflects a change in traffic quality, shifts in how product pages are presented, or something broader in consumer behavior is hard to determine from aggregate data alone. But the directional relationship between rising bounces and falling CVR is consistent across Q2 2026.
Consumer Electronics had some of the lowest bounce rates in the dataset through all of 2025 — consistently 32%–37%. Q2 2026 broke from that pattern sharply, with bounce rates climbing to 43%–48% as CVR declined to its lowest levels in 18 months.
The H1 2026 median AOV for Consumer Electronics was $381. This data covers full-store Shopify order data, separate from the CVR cohort above.
The P25-to-P75 spread — $136 to $1,104 — is the widest in the dataset at 8.1×. No other category comes close. That spread reflects the enormous range of what “consumer electronics” actually means: a phone case merchant at the P25 and a high-end audio equipment retailer at the P75 are operating in completely different markets. The $381 median sits toward the lower end of that range, pulled down by the volume of smaller-ticket accessory and peripheral merchants in the cohort.
The chart below tracks monthly median AOV for the 51 qualifying Consumer Electronics stores.
The AOV trend shows the sharpest single-period movement of any category in this dataset. From August–September 2025, when AOV ran at $280–$292, October 2025 jumped to $401 — a $120 increase in one month. November 2025 held at $400. Then December dropped back to $309, and January–March 2026 ranged $283–$296, back near the summer 2025 lows.
The Oct–Nov 2025 spike is the most striking feature in the 13-month window. Consumer electronics purchases tend to increase in the pre-holiday period as buyers research and purchase gifts, upgrades, or seasonal deals — the timing is consistent with that kind of behavior, though the data alone doesn’t confirm the cause.
April 2026 ($365) recovered from the Q1 lows, consistent with the same-store matched Q1→Q2 AOV gain of +14.4% ($352→$403 in the matched cohort). May and June ($323–$329) settled lower within Q2, suggesting the AOV improvement was concentrated in April rather than sustained through the quarter.
On a matched same-store basis (n=28 stores active in both H1 2025 and H1 2026), median AOV grew from $381 to $451 — a +18.6% year-over-year increase. Note: the matched cohort for Consumer Electronics is the smallest in the dataset; treat this figure as directionally informative rather than statistically definitive.
Consumer Electronics in H1 2026 is defined by a sharp divergence between CVR and AOV — and that divergence intensified in Q2. The category went into Q2 with a CVR trend that had been holding steady, then saw the steepest quarterly decline in the dataset. Simultaneously, the customers who did convert spent more than in any prior period.
This kind of pattern — fewer conversions, higher order values — can reflect several things. It may mean that lower-intent shoppers are bouncing before checkout (consistent with the jump in bounce rates). It may mean that promotional pricing on lower-ticket items faded in Q2 while higher-ticket items held demand. It may reflect a broader consumer shift toward fewer but more deliberate purchases. All of these are plausible. None is confirmed by the aggregate data alone.
For Consumer Electronics merchants, the bounce rate trend is the most concrete signal. A 10–15 point bounce rate increase in Q2 2026 — in a category that had been one of the lowest in the dataset — is the kind of shift that shows up in revenue before it shows up clearly in attribution reports. If your Q2 CVR softened, the entry experience and page performance are worth examining closely.
Consumer Electronics is a category where the AOV range ($136–$1,104) means the benchmark median ($381) may not describe your store at all. Whether your CVR is high or low relative to 1.39% is less meaningful without knowing where your AOV sits in that spread — and what your buyer’s research cycle looks like.
The 8.1× spread from P25 ($136) to P75 ($1,104) is the widest of any category in the H1 2026 dataset — and it matters more here than in almost any other industry. Unlike a category like Health & Wellness, where most merchants operate at similar price points, Consumer Electronics is not one market. It’s several, stacked inside a single label.
At the low end — closer to the P25 — are merchants selling accessories, cables, cases, and peripherals. These stores typically see higher purchase frequency and lower per-order revenue. Their CVR profile may look more like a repeat-purchase category than the headline CE median suggests. At the high end — closer to the P75 and above — are merchants selling premium audio equipment, professional gear, or high-ticket consumer devices. Those stores likely convert at rates well below 1.39% and carry AOVs that pull the upper quartile to $1,104 and beyond.
The $381 median sits between these two worlds. For many CE merchants, it’s the wrong benchmark — not because the data is wrong, but because the sub-market you’re in shapes both what’s achievable in CVR and what’s normal in AOV. A merchant selling $80 phone cases and converting at 2.5% is performing well for their sub-market. A merchant selling $1,200 home theater systems and converting at 0.8% may also be performing well for theirs.
Before benchmarking against the $381 median AOV or the 1.39% CVR, identify where your store sits in the $136–$1,104 range. The sub-market you’re in is a better reference point than the category aggregate. If your AOV is above $700, compare your CVR against considered-purchase benchmarks — not the CE headline.
See the full H1 2026 data — and benchmarks across nine other ecommerce categories — in the Shogun Benchmark Reports.
View the CVR report | View the AOV report
