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Original research

WooCommerce Statistics & Benchmarks (2026)

Metorik analyzed 65M+ WooCommerce orders totaling $6.6B+ in revenue , placed during 2025 across a randomized sample of 6,000+ anonymized WooCommerce stores . Each figure below is calculated using one of two methods: a weighted average (pools every order; reflects market-level reality) or a per-store median (weights each store equally; reflects the typical merchant). Industry breakdowns use a minimum of 50 stores.

A quick-reference companion to the full 2026 Metorik Insights for WooCommerce report . Each stat links to the report page it came from.

How to cite this page

Metorik. (2026). Metorik Insights for WooCommerce, 2026 Edition. Based on 65M+ orders and $6.6B+ in revenue from 6,000+ WooCommerce stores, for orders placed in 2025. https://metorik.com/woocommerce-statistics

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Dataset at a glance

  • Metorik analyzed 65M+ WooCommerce orders placed in 2025. p. 4
  • Those orders represented $6.6B+ in total revenue . p. 4
  • The data came from a randomized sample of 6,000+ WooCommerce stores using Metorik. p. 4
  • The average WooCommerce store is about 5 years old (4 years, 11 months). p. 7
  • Stores are segmented by 2025 revenue into Starter (<$50k), Small ($50k–$250k), Medium ($250k–$1M), and Large ($1M+). p. 5

Average order value

  • The average WooCommerce order value in 2025 was $105 (weighted average across all stores). p. 14
  • Desktop AOV was $167 vs $71 on mobile — desktop orders are worth 2.3x more (weighted average). p. 21
  • Returning customers spend more at the typical store: $108 vs $99 for new customers (per-store median). On a weighted average this flips to $94 returning vs $117 new — high-volume stores skew it. p. 20
  • AOV by payment gateway: Bank Transfer $281, Stripe $119, PayPal $101, WooPayments $82 (weighted average). Bank Transfer is nearly 3x the overall average. p. 26
  • Free-shipping orders average $123 vs $80 for paid shipping (per-store median). p. 27
  • Orders in a non-default currency average $125 vs $105 in the store's default currency — a ~20% cross-currency premium (weighted average). p. 25

Day, time, and seasonality

  • Weekday AOV peaks at $116 (Monday and Tuesday); weekend AOV falls to $86 — a ~$30 "weekend discount" (weighted average; daily average $105). p. 14
  • Peak AOV occurs Tuesday at 11am; peak order volume occurs Sunday at 8pm (store-local time). p. 15
  • Australian stores show the most extreme weekend AOV drop (~31%). p. 14

Devices

  • 72% of WooCommerce orders are placed on mobile; 28% on desktop (weighted average). p. 21
  • Mobile's share rose ~10 points in two years but is decelerating (+1.2pp from 2024→2025 vs ~8.7pp from 2023→2024). p. 21
  • The US is the most desktop-resilient major market at 44% desktop share . p. 21
  • Fitness has the highest mobile share (79%) but the largest device-AOV gap (2.43x). p. 21

Orders, discounts, and refunds

  • 90% of stores reach 100 orders (median 68 days); 75% reach 1,000 (259 days); 42% reach 10,000 (758 days); 10% reach 100,000 (1,446 days); under 1% reach 1,000,000 (1,953 days). p. 13
  • 25% of orders include a discount , with an average discount of 22% of order value (weighted average). p. 16
  • Cannabis stores discount most, on 45% of orders. p. 16
  • The average refund rate is 1.4% of orders , down from 2.4% in 2023. Clothing is the outlier at 6.5%. p. 17
  • 51% of stores use custom order statuses , up 24% vs 2023. p. 18

Customers and retention

  • Returning-customer AOV uplift by industry (per-store median): Animal & Pet Supplies +42% , Vitamins & Supplements +24%, Cannabis +22%, Cosmetics +22%, Alcohol +21%, Food & Beverage +21%, Health & Wellness +18%, Clothing +13%; while Online Learning is −29% , Consumer Electronics −15%, Software −13%, Fitness −12%, Education −8%. p. 20
  • The Netherlands has the highest returning-customer premium of any major market (+50% weighted, +20% median). p. 20

Carts

  • 21% of placed carts are abandoned; 3.6% are recovered via Metorik Engage (all-store average). p. 22
  • Average cart values: placed $117, abandoned $141, recovered $174. p. 22
  • Clothing has the highest cart abandonment rate at 34% ; "Other" the lowest at 7%. p. 22

Subscriptions

  • 25% of WooCommerce stores sell subscriptions (down 10% vs 2023). p. 7
  • Weekends are a subscription "safe zone" — cancellations drop far more than sign-ups. p. 23
  • Vitamins & Supplements stores start 40% of new subscriptions on Mondays. p. 23

Globalization

  • The median store sells to 3 countries in 3.2 currencies (currency count up 14% since 2023). p. 25
  • Customers 1,000–5,000km away spend roughly 2x more than local buyers ($167 vs ~$77). p. 28
  • The 50–250km zone drives the largest share of orders, at 29%. p. 28

Free shipping

  • 74% of orders include free shipping, up from 65% in 2023. p. 27
  • Average shipping charge when charged: $9.27. p. 27

Infrastructure

  • The average WooCommerce store runs 58 active plugins (stable since 2023); large stores average 66; one store ran 237. p. 10
  • Most common Woo plugin: Stripe Gateway (40%). Most common WordPress plugin: Yoast SEO (49%). p. 11
  • 44% of stores use a child theme. Top theme: Elementor (9.3%), then Flatsome (7.4%). p. 9
  • Version adoption (as of 1 March 2026): 42% on the latest WooCommerce (10.5) , 83% on the 10.x line; 71% on the latest WordPress (6.9) ; PHP 8.2 most common (33%) , with ~12% still on PHP 7.4. p. 8