The Shopify Checkout Experience Leaderboard

The largest vertical in this edition and the hardest to top. Apparel purchases happen on impulse, on mobile, and get abandoned just as fast. Comfrt ranked first in a field that includes some of the biggest DTC names in the country. Their score holds where apparel brands most commonly lose it: Delivery Transparency and Mobile Parity. Finishing first here takes more than one thing going right.

Beauty checkouts fail most often at trust and mobile. Apothekary scored highest in this vertical by doing both well, with particular strength in Mobile Parity and Cart Psychology, two dimensions most beauty brands treat as optional. Their score reflects consistent performance across all six dimensions. The brands that win this vertical don't just close the obvious gaps. They build experiences where nothing is obviously broken and nothing is left to chance.

Gear brands carry more checkout complexity than almost any other vertical: weight tiers, carrier constraints, customers who read the fine print. Wolfpak scored highest by doing the hard thing cleanly. Their Shipping Clarity score reflects a checkout that accounts for that complexity and presents it plainly. This vertical is new to the leaderboard. Wolfpak set the opening standard.

The only brand in this edition holding two awards. First in Home & Garden and the Cart Psychology Pioneer Award in the same edition. High AOVs and long consideration cycles make checkout trust architecture especially consequential here. Standout performance in the dimension most brands in this vertical haven't touched yet. Two awards. One checkout. Worth studying.

Electronics buyers arrive researched, price-sensitive, and skeptical. The margin for checkout friction is thin. Wynwood Sound ranked first with a checkout built for that buyer: clear on delivery, consistent across devices, strong on the trust signals that tip a considered purchase toward completion. This vertical is new to the leaderboard. Wynwood Sound set the standard.

Health and wellness checkouts carry an implicit trust requirement that goes beyond the transaction. Customers are putting something in their body. They need to feel the brand earned that confidence before completing the purchase. Promix scored highest in a category defined by subscriptions, loyalty-sensitive buyers, and repeat purchase behavior. In a vertical where most brands compete on product claims, competing on checkout quality is a different kind of signal.

Jewelry purchases are often gifts, often milestones, and almost always emotional. A checkout that's vague about delivery timing or thin on trust signals doesn't just lose a sale. It fails the moment the customer was trying to create. GLD ranked first with a checkout built with that weight in mind: clear on when it arrives, consistent across devices, deliberate about making a high-value transaction feel secure. Most brands in this vertical rely on brand equity to carry the checkout. GLD earns it on execution.

When someone orders tea, coffee, or anything consumable, "when does it arrive?" carries more weight than in almost any other vertical. Rishi Tea ranked first by building a checkout around that reality. Their Delivery Transparency score reflects a brand that understands timing isn't a logistics detail in this category. It's the product. Their score holds across trust and shipping clarity too: a customer ordering from Rishi never has to guess whether their order is safe, trackable, or worth completing.