The benchmarks: 3.31% median CVR, $177 median AOV. Health & Wellness ranks first in conversion rate across the 10 published industries — the only category in the dataset above 3.16%.
CVR declined modestly from Q1 to Q2 (−1.8%), in a quarter where the category had historically gained. In Q1→Q2 2025, Health & Wellness grew +7.5% — so H1 2026 came in 9.3 percentage points below that prior-year pattern. The category didn’t collapse, but it moved against the prior-year trend while peers like Food & Beverage posted a +22.6% Q1→Q2 gain. Health & Wellness held its position at the top of the dataset while others closed the gap.
On order value: $177 is the second-lowest in the dataset, just above Food & Beverage ($172). The P25-to-P75 range is $122–$300, a 2.5× spread — the tightest of any category. Health & Wellness merchants tend to operate at consistent price points, with relatively little distance between top and bottom quartiles. AOV moved modestly higher from Q1 to Q2 (+1.7%, $173 to $176), tracking close to flat.
Health & Wellness leads all 10 published categories in CVR at 3.31% — the highest median of any industry in the H1 2026 dataset. The category also has the tightest AOV distribution (2.5× from P25 to P75), suggesting that price points across the cohort are more standardized than in most categories.
The median Health & Wellness CVR in H1 2026 was 3.31%, first among the 10 published industries.
The gap between Health & Wellness and the cross-industry median (1.74%) is the widest in the dataset — 1.57 percentage points. The P25 for Health & Wellness is 1.61% and the P75 is 5.94%, a 3.7× spread. At the top end, some stores in this category convert at rates typically seen in subscription or highly loyal DTC brands.
One pattern worth noting: the three top-converting categories — Health & Wellness, Beauty & Personal Care, and Food & Beverage — are also the three with the lowest median AOVs. The likely mechanism is repeat purchasing. Customers who know the product, trust the brand, and are restocking rather than evaluating for the first time tend to convert faster and in smaller dollar amounts per transaction. That’s a hypothesis the data supports but doesn’t prove.
If your Health & Wellness store is converting below 3.31%, you’re below the category median. If you’re above 5.94%, you’re in the top quartile of a category that already leads the dataset.
The graph below shows monthly median CVR and bounce rate for active Health & Wellness stores in Shogun’s conversion tracking network.
Two things stand out in the 18-month trend. The first is the late-2025 CVR surge: October through December 2025 all exceeded 4.5%, with December reaching 4.73%. That’s well above the H1 2025 range of 3.35%–3.74%. Whether that reflects year-end demand, a more engaged buyer mindset heading into the new year, or something specific to the stores in the cohort is unclear — but the signal is consistent across three consecutive months.
The second is the bounce rate trend in 2026. In H1 2025, bounce rates ran mostly in the 48%–52% range. By early 2026, they had climbed into the 53%–57% range, and April–May 2026 saw readings of 60.2% and 59.7% — the highest bounce rates in the 18-month window for this category. June 2026 pulled back to 53.1%. The CVR held up despite the higher bounce rates in those months, but it’s a pattern that may be worth watching.
On a month-by-month year-over-year basis, H1 2026 was mixed. February, March, and April each came in above their 2025 equivalents — March in particular jumped from 3.58% to 4.07%. January, May, and June ran modestly below: May 2026 (3.55%) vs May 2025 (3.64%), and June 2026 (3.21%) vs June 2025 (3.42%). The category did not post a clean sweep of year-over-year gains, though the Q1→Q2 movement within 2026 stayed muted.
The H1 2026 median AOV for Health & Wellness was $177. This data covers full-store Shopify order data, separate from the CVR cohort above.
The graph below tracks monthly median AOV for the 217 qualifying Health & Wellness stores.
The AOV trend is the most tightly bounded in the dataset. With one exception, every month in the 13-month window sits between $166 and $183 — a $17 range. That is not volatility. Health & Wellness merchants appear to operate at highly stable price points, and that stability held across a period that saw meaningful movement in other categories.
The exception is November 2025 ($203). That’s also the month where CVR hit 4.57% — one of the two highest readings in the 18-month window. Both metrics peaked at the same time. One possible explanation is that health and wellness products see increased purchasing around the holidays, as people stock up, gift supplements or wellness items, or make purchase decisions they’ve been putting off. But that’s a hypothesis, not a conclusion the data can confirm on its own.
The H1 2026 monthly figures sit in the $166–$178 range, somewhat below the midyear 2025 readings ($178–$183). That comparison is influenced by seasonality — Q3/Q4 AOV tends to run higher than Q1/Q2 across most categories, so comparing H1 2026 to mid-2025 is not apples-to-apples.
On a matched same-store basis (n=127 stores active in both H1 2025 and H1 2026), median AOV grew from $180 to $188 — a +4.4% year-over-year increase.
Health & Wellness occupies an unusual position in the dataset. It has the highest CVR of any category. It also has the second-lowest median AOV and the tightest price-point distribution. That combination — frequent, confident purchasing at consistent, modest amounts — is the hallmark of a category built on repeat buying.
The Q1→Q2 CVR story is worth context. At −1.8%, the decline runs counter to the prior-year pattern (+7.5%) — a 9.3pp gap versus 2025. But the category entered Q2 already at the top of the dataset, and the −1.8% move is modest in absolute terms. Holding near 3.31% while bounce rates climbed is a different result than the acceleration seen in Food & Beverage, but it’s not a breakdown.
The bounce rate trend is the one area of the H1 2026 data that invites closer attention. The 60%+ readings in April and May 2026 are the highest for this category in the 18-month window. CVR stayed above 3.5% in those months, so it didn’t translate into a conversion problem — yet. But a sustained increase in bounce rates alongside flat CVR could eventually put pressure on conversion volume, especially as traffic costs rise.
Health & Wellness is the highest-converting category in the H1 2026 dataset, but CVR dipped modestly from Q1 to Q2 (−1.8%) at a time when the prior-year pattern called for a gain. Peers like Food & Beverage accelerated. The category held its lead — it didn’t extend it.
The P25-to-P75 spread of $122–$300 is the tightest in the dataset at 2.5×. Most Health & Wellness merchants in this cohort operate within a relatively narrow AOV band. That said, the category covers a wide range of products — vitamins and supplements, personal care devices, fitness equipment, sleep aids, and more. The 2.5× spread likely reflects that the bulk of this cohort sits in the consumables end of the market, where orders are smaller and more frequent.
Merchants in the medical devices or fitness equipment segments may see AOVs well above the P75 ($300) and CVRs below the category median — those sub-markets behave more like considered-purchase categories than repeat-purchase ones. If your store sells high-ticket wellness products, the $177 median AOV benchmark is probably the wrong reference point. The CVR benchmark is more universally applicable.
At 3.31% median CVR with a P75 of 5.94%, Health & Wellness offers the highest upside in the dataset for stores that can replicate the repeat-purchase dynamics of the top performers in the category.
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
