Shopify health & wellness stores converted at a median of 2.2% in the most recent benchmark cohort, against an overall Shopify median of 1.4%. That's roughly 57% above the platform median — but the niche median is a floor, not a target.
The top 20% of health & wellness stores hit approximately 3.7%. The gap between median and top 20% is where the revenue leak actually lives: a store at niche median is leaving roughly 40% of conversion-attributable revenue on the table compared to its own niche ceiling. Most of that gap is execution, not strategy — the categories LeakAudit scores below routinely separate top-quintile stores from the rest.
Where wellness brands lose customers between "interested" and "checked out". The 8-category audit framework (first impression, copy, UX, SEO, trust, performance, mobile, conversion architecture) consistently shows that health & wellness stores below niche median fail the same 2–3 categories — typically trust signals on mobile, slow Largest Contentful Paint, and a checkout flow that lacks Shop Pay or surprises shoppers with shipping costs at the final step.