Ecommerce store benchmarks
What 180 real online stores score, how the platforms compare and which checks most of them fail. Every number comes from a live scan of a store's public pages. Updated 26 October 2026.
180
stores scanned
69
average score out of 100
73
Shopify average (116 stores)
64
Woocommerce average (24 stores)
What the numbers say
Weakest area
Speed averages 59
It is the lowest of the five areas. Store discovery is the strongest at 94, a gap of 35 points.
Platforms
Shopify leads Woocommerce by 9 points
Shopify stores average 73 across 116 audits, and Woocommerce stores 64 across 24.
Most failed check
93% fail "The home page has a back-to-top link"
Measured across the 99 stores where the check applies.
Grades
61% of stores score a B or better
18% score a D or F, the stores with the most to gain from a first fix pass.
Average score by area
Each area is scored on its own from 0 to 100. A critical failure caps an area at 49.
Store discovery
Trust and policies
Tracking and tech
Conversion and UX
Speed
How the platforms compare
Average area score per platform. A platform appears once enough of its stores have been scanned to be reliable.
| Platform | Stores | Overall | Store discovery | Trust and policies | Conversion and UX | Tracking and tech | Speed |
|---|---|---|---|---|---|---|---|
| Shopify | 116 | 73 | 97 | 82 | 71 | 74 | 57 |
| Woocommerce | 24 | 64 | 87 | 50 | 58 | 75 | 60 |
| Bigcommerce | 11 | 72 | 89 | 75 | 63 | 83 | 58 |
Where stores land
A
21 stores (12%)
85 and up
B
89 stores (49%)
70 and up
C
37 stores (21%)
55 and up
D
25 stores (14%)
40 and up
F
8 stores (4%)
below 40
The checks most stores fail
Share of stores that fail each check, among the stores where it applies. Each links to a guide when one is published.
- 93% The home page has a back-to-top link Conversion and UX 99 stores
- 79% The home page offers a wishlist Conversion and UX 99 stores
- 72% Home page highlights press or celebrity endorsement logos Conversion and UX 32 stores
- 71% The home page transfers under 2MB Speed 180 stores
- 61% A cookie consent mechanism is present Tracking and tech 180 stores
- 53% The header and navigation stay reachable while the shopper scrolls Conversion and UX 32 stores
- 48% Top offer bar shows urgency or scarcity Conversion and UX 52 stores
- 39% Product and collection pages load as fast as the rest of the site Speed 31 stores
- 38% Third-party scripts stay within a reasonable weight Speed 175 stores
- 37% Largest Contentful Paint is under 2.5s Speed 164 stores
What goes wrong in each area
Store discovery
- An XML sitemap lists the store's pages 17%
- The product page publishes Product structured data with an offer 16%
- The www and non-www addresses lead to one version of the store 9%
- The home page links to the store's social profiles 9%
Trust and policies
- Ratings or reviews are shown on the product page 19%
- Privacy, returns, shipping and terms pages are linked 14%
- Shoppers can find a way to make contact 3%
- The store is served over HTTPS with no insecure requests 1%
Conversion and UX
- The home page has a back-to-top link 93%
- The home page offers a wishlist 79%
- Home page highlights press or celebrity endorsement logos 72%
- The header and navigation stay reachable while the shopper scrolls 53%
Tracking and tech
- A cookie consent mechanism is present 61%
- Google Analytics 4 is installed and collecting 33%
- Only one GA4 property is collecting from the page 14%
- The Meta Pixel fires a PageView event 4%
Speed
- The home page transfers under 2MB 71%
- Product and collection pages load as fast as the rest of the site 39%
- Third-party scripts stay within a reasonable weight 38%
- Largest Contentful Paint is under 2.5s 37%
The checks most stores pass
100%
The store loads for visitors
180 stores
100%
Pages are sent compressed (gzip or Brotli)
35 stores
100%
The http address reaches the store in one redirect, with no chains or loops
35 stores
99%
The store is served over HTTPS with no insecure requests
180 stores
99%
No assets are loaded over plain HTTP
180 stores
97%
Shoppers can find a way to make contact
180 stores
How these numbers are built
Latest audit per store
A store audited many times counts once, using its newest completed audit, so frequent testers do not skew the averages.
Public pages only
Every audit reads the home page and a product page the way a visitor does. Nothing behind a login is read.
Enough stores behind every figure
A benchmark, a check and a platform each appear only once enough stores sit behind them to be reliable.
Anonymous
Only aggregates are published. No store is named, and nothing here lets you identify one.
Treat the figures as a guide to what is common among the stores we have scanned, not as a census of every shop.
About the benchmarks
001How many stores are in these benchmarks?
The latest completed audit of each store, 180 in total. A store audited many times counts once, using its newest audit.
002What is a good Store Health Score?
A score of 70 or more is a B or better. Across the stores we have scanned the average is 69. Grades run A from 85, B from 70, C from 55, D from 40, and F below that.
003Which area do stores struggle with most?
Speed has the lowest average, at 59 out of 100.
004Are these numbers real?
Yes. Every figure comes from the stored results of completed audits on public pages. Nothing is estimated or taken from another source, and a figure is hidden until enough stores sit behind it.
005Are stores identified?
No. Stores are anonymous and only aggregates are published. Nothing on this page identifies one.
006How often is this page updated?
The figures refresh every few hours as new audits complete. The updated date at the top shows the last refresh.
Where does your store land?
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