What counts as a good conversion rate right now Shopify’s own merchant data and third party tracking studies (Littledata has tracked this for years across thousands of stores) put the platform wide average conversion rate somewhere between 1. Food and drink, home goods, and gift stores often run higher, closer to 3%, because the buying decision is quicker and cheaper. B2B Shopify stores can look “bad” on paper, sometimes under 1%, purely because the buying cycle is longer and involves more than one person clicking approve. A real example from a client store A couple of years ago I worked with a home fragrance brand doing around 40,000 sessions a month, mostly from Meta ads pointed at cold audiences. The traffic was the problem: cold, scroll stopping ad creative sending people to a product page with no reviews, no size guide, and a checkout that made you create an account before you could pay.