Shopify's own session funnel — sessions → cart → checkout → completed — for the last 11 weeks. Two things are dragging conversion: traffic is down ~22%, and starting the first week of June, checkout completion broke.
People who reach checkout stopped finishing. Completion held ~52% all spring, then fell to ~45% starting ~June 4–6 — a ~13% relative drop. Something in checkout changed. This is the most fixable loss.
Traffic fell from ~25k/day in April to ~19k/day in June. A volume problem layered on top of the conversion problem — orders take the hit from both.
Conversion is at its lowest of the period — the June weeks (1.92%, 1.81%) sit well below the Apr–May ~2.4% baseline. Lower add-to-cart and a leaking checkout compound here.
Daily share of checkout-reaching sessions that actually completed. Flat at ~50–53% for two months, then a clean step down starting the week of June 1, settling ~45%. The 7-day average makes the break unmistakable.
Lower traffic and softer add-to-cart explain part of the CVR decline — but checkout completion collapsing ~7 points in a week is a different, sharper signal. Visitors did the hard part (added to cart, clicked checkout) and then didn't finish at the rate they used to. That points at the checkout experience itself: a payment/wallet issue, a shipping-cost or tax change, a new required field, an app/script error, or a promo/free-shipping threshold that ended around June 4. Worth an urgent check of what shipped to checkout that week.
Add-to-cart rate and conversion rate track together (upper-funnel softness), while reached-checkout rate drifts down. Conversion's June low is the combination of all three weakening at once.
Δ columns are change vs. the prior week. The June rows are shaded where the checkout break lands.
| Week of | Sess/day | ATC % | Reached chk % | Checkout compl. % | CVR % | Δ CVR |
|---|
Weeks are Mon–Sun. Week of 3/30 (5 days) and 6/8 (5 days) are partial. June 13 excluded from all charts/weeks (partial day).
Source: Shopify "Conversion rate breakdown" export, daily Apr 1 – Jun 13 2026 — sessions, sessions with cart additions, sessions that reached checkout, sessions that completed checkout. This is Shopify's own session data (source of truth), not GA4. Step rates computed from raw counts; weeks aggregated Mon–Sun. June 13 is a partial day and is excluded from weekly/chart figures.
Consistency check: Shopify's June CVR (~1.8–1.9%) aligns with GA4 (~1.7%) and with the GA4 × Shopify corroboration. The checkout-completion break is visible here because Shopify's completed-checkout counts are reliable — GA4's begin-checkout event has been undercounting since ~May 18, which is why this break didn't show cleanly there.
Related: Funnel Deep Dive (12mo) · LP→PDP & PDP→ATC · The May Break.