Beauty industry conversion rate and benchmarks

A good ecommerce conversion rate is above 3.8%: that puts a store in the top 20% of the 33 beauty and skincare stores on Shopify we benchmark. The median is 2.6%, so half of stores sit below it, and the top 10% reach 5.8% or more. Below 1.4% puts a store in the bottom 20%. Across all Shopify stores the median is 1.4%.

The median average order value is $66 for beauty and skincare stores on Shopify, against $110 for all Shopify stores. The top 20% of beauty and skincare stores have an AOV above $128.

A good add to cart rate is above 22%: that puts a store in the top 20% of the 33 beauty and skincare stores on Shopify we benchmark. The median is 14%, so half of stores sit below it, and the top 10% reach 29% or more. Below 7.8% puts a store in the bottom 20%.

33 Shopify stores whose products place them in beauty, cosmetics, skincare, personal care and fragrance brands. Each store counts toward one industry, and toward the all-store benchmarks.

From 421 Shopify stores that use Littledata to send their data to Google Analytics 4, covering the 90 days from Jun 29 – Sep 26, 2026. The figures were generated on Oct 2, 2026. Stores are only included when they meet every rule below:

• Shopify stores using Littledata with a connected Google Analytics 4 property.
• At least 1,000 sessions and 90 purchases in the 90-day period.
• Stores with implausible data are excluded: conversion rate outside 0.05%–20%, checkout completion above 100%, or average order value outside $5–$5,000.
• Each Google Analytics property counts once, even when several stores send data to it.
• Cart metrics use only stores that track add-to-cart events at least as often as purchases.
• Mobile and desktop figures use only stores with at least 500 sessions and 30 orders on that device.
• A sector or device figure is published only when at least 30 stores contribute to it. No individual store's data is shown.

Every store in the benchmark is tracked by the same Littledata implementation, with one event schema. A purchase, an add to cart or a checkout step is recorded server-side from Shopify and defined the same way for every store. Benchmarks built from mixed tracking setups compare different definitions as well as different stores; these compare stores only.

Ecommerce metrics are skewed: a few very large or very unusual stores can pull a simple average a long way from a typical store. The median is the store in the middle, so half of stores are above it and half below. We also publish the mean, and the percentiles (top 10%, top 20% and so on) show the full spread.

Percentiles use linear interpolation between stores. The mean is calculated after capping each store's value at the 1st and 99th percentiles (winsorizing), so a handful of extreme stores cannot skew it. A group is only published when it has at least 30 stores, which is why Jewelry & Accessories, Food & Beverage, Sports & Outdoor, Pet Supplies, Baby & Kids and Electronics & Gadgets are not shown yet.

Revenue is reported in each Google Analytics property's own currency and converted to US dollars at the daily exchange rate on the day that store's data was collected (ExchangeRate-API).

Each store is mapped to one industry from its product categories and company profile. Stores that don't match an industry still count toward the all-store figures. See every industry.