We analyzed 65 million WooCommerce orders from 6,000+ stores. Here are some of the most interesting things we found.

Hey r/woocommerce, Luke here from Metorik 👋 We've been lurking on this sub for years but never actually posted from our official account, so we figured it was about time we changed that and brought something useful to the table!

We just published our second edition of the WooCommerce Insights report, built from anonymized data across 65 million orders and $6.6B in revenue from a randomized sample of 6,000+ Woo stores.

I thought this community would find some of the findings interesting and hopefully helpful in providing some benchmarks for WooCommerce in general, and for your specific industry.

Here are some of the big findings that stood out to us:

Quick aside, all currencies were converted to USD, and this is the currency the report uses.

Customers spend $30 less on weekends. AOV peaks at $116 on Tuesdays and drops to $86 on Saturdays and Sundays. 🇦🇺 Australian stores get hit the hardest with a 31% weekend drop. Bigger stores feel it more than smaller ones.

📱 Mobile won the order count, but desktop still wins the wallet. 72% of orders are now mobile, but desktop AOV is 2.3x higher ($167 vs $71). If you sell anything over $100, your desktop experience still matters a lot.

Returning customers spend more at the typical store, but it's very industry-dependent. 🐶 Pet supplies sees a 42% uplift from returning customers. Cosmetics sees 33%. Online learning is the opposite at -29%.

🚚 74% of orders now include free shipping (up from 65% in 2023). And free shipping orders actually have a higher AOV ($123) than paid ($80) at the typical store level. Suggests that free shipping thresholds are doing their job as an upsell lever.

✈️ Customers who live 1,000-5,000km away spend roughly 2x more than local buyers. This one was our favourite. The "distance premium" is remarkably consistent across industries and store sizes.

📉 Refund rates have nearly halved, from 2.4% in 2023 to 1.4% in 2025. Clothing is still the outlier at 6.5%, but that's structural for apparel.

The average Woo store runs 58 plugins 😲 Hasn't changed since 2023. Larger stores average 66. Also, Storefront has fallen to just 0.8% theme share, which feels like the end of an era.

Anyway, that's just a few of the highlights. If you have any questions about it, or wanted to see any of the reports for your specific industry, just comment below and we can grab a screenshot for you :)

The full report is 34 pages and covers a bunch more (subscriptions, payment gateways, discounting by industry, cart abandonment, etc). It's free and doesn't require an email if anyone wants to dig in: metorik.com/insights

Curious to hear how your stores compare to these numbers. Anything here that surprises you, or matches what you're seeing?