# Shopify Checkout Funnel Analysis: Find Where Shoppers Drop Off

URL: https://geofraudshield.com/blog/shopify-checkout-funnel-analytics
Published: 2026-09-19
Reading time: 8 min read
Category: Analytics
Updated: 2026-11-03
Author: Robert John, Founder & CEO at Blockly (https://geofraudshield.com/about#robert-john)
Publisher: Blockly (https://geofraudshield.com)

## TL;DR

Checkout conversion is not one number, it is a funnel. Learn which steps to track, which metrics matter, how to use Shopify's native reports and checkout customer events, and how to diagnose each drop-off.

## Key points

- Checkout conversion rate: completed checkouts divided by started checkouts.
- Step drop-off: the share of shoppers who reach a step but not the next one.
- Revenue lost at checkout: the cart value of checkouts that were started but not completed. It is an upper bound, not recoverable revenue, but it shows the size of the problem.
- Average order value (AOV): important when you add upsells or minimums, since conversion and AOV can move in opposite directions.
- Time to complete: how long from checkout started to purchase. A sudden increase can signal a confusing new field or a slow payment method.
- checkout_started

## Frequently asked questions

Q: What is checkout funnel analysis?
A: Measuring how many shoppers reach each checkout step and how many leave before the next one, so you can see exactly where checkout loses buyers instead of looking at one conversion number.

Q: What are the steps of the Shopify checkout funnel?
A: Checkout started, contact and information, shipping, payment, and purchase completed.

Q: Which checkout metrics should I track?
A: Checkout conversion rate, drop-off per step, revenue lost at checkout, average order value and time to complete, segmented by device, market, traffic source and new versus returning customers.

Q: Why do shoppers drop off at the shipping step?
A: Usually because of shipping cost, slow delivery or no suitable delivery option.

## Citation format

Blockly (2026). Shopify Checkout Funnel Analysis: Find Where Shoppers Drop Off. https://geofraudshield.com/blog/shopify-checkout-funnel-analytics