Benchmark, data from 2026-09-04
How good are product pages in Shopify stores?
We scored the product pages of 487 Shopify stores from our sales prospect research list, with the version of our scoring engine in use on 2026-09-04. Here is what we found.
How scores are spread
| Score band | Stores |
|---|---|
| 0 to 9 | 0 |
| 10 to 19 | 6 |
| 20 to 29 | 15 |
| 30 to 39 | 45 |
| 40 to 49 | 196 |
| 50 to 59 | 199 |
| 60 to 69 | 25 |
| 70 to 79 | 1 |
| 80 to 89 | 0 |
| 90 to 100 | 0 |
By vertical
| Vertical | Stores | Median | Middle half | Low on AI answers |
|---|---|---|---|---|
| Fashion and apparel | 137 | 44 to 54 | 89% of products | |
| Home and living | 121 | 42 to 53 | 93% of products | |
| Jewelry and watches | 57 | 43 to 52 | 95% of products | |
| General retail | 49 | 41 to 50 | 96% of products | |
| Beauty | 44 | 44.8 to 55 | 78% of products | |
| Sports and outdoor | 30 | 40.3 to 53 | 88.5% of products | |
| Food and drink | 24 | 42.8 to 52 | 90% of products | |
| Kids and baby | 21 | 48 to 55 | 70% of products | |
| Pets | 3 | Fewer than 10 stores, not published | ||
137 stores. Middle half 44 to 54. 89% of products low on AI answers.
121 stores. Middle half 42 to 53. 93% of products low on AI answers.
57 stores. Middle half 43 to 52. 95% of products low on AI answers.
49 stores. Middle half 41 to 50. 96% of products low on AI answers.
44 stores. Middle half 44.8 to 55. 78% of products low on AI answers.
30 stores. Middle half 40.3 to 53. 88.5% of products low on AI answers.
24 stores. Middle half 42.8 to 52. 90% of products low on AI answers.
21 stores. Middle half 48 to 55. 70% of products low on AI answers.
- Pets
3 stores. Fewer than 10, not published.
Verticals with fewer than 10 stores are not published.
How we measured
- How stores were chosen
- 541 online stores from our sales prospect research list, checked on 2026-09-04: not a random sample of online stores. 487 had a public Shopify product feed and were scored; 54 had none. Most use a .com domain (397 of 487).
- How we scored
- Each store's public Shopify product feed (/products.json), up to 100 products per store, scored with the version of our scoring engine in use on the run date. Each store counts once, so a store with a large catalog does not outweigh a small one.
- What the score is and is not
- The score is our scoring engine's score of public product pages. It measures how well a page gives shoppers and AI answers what they need. It is not a measure of sales, and it does not mean a store with a low score sells less.
- Honest limits
- A vertical with fewer than 10 stores is withheld, so a few stores cannot stand in for a whole category. 1 store could not be placed in a vertical and counts only in the overall figures. Results describe the Shopify stores we checked, not every online store.
- Named stores
- We publish aggregates. Named stores appear only after legal review, and no store is named today.
- Dataset date
- Run date 2026-09-04.
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