The Green Reaper - Magento vs Shopify

Statement of Confidentiality

This document and other supplemental information are provided in confidence, for the sole purpose of reviewing the performance of The Green Reaper’s eCommerce store, and may not be disclosed to any third-party or used for any other purpose without the express written permission of Real Agency.

Three Months In: The Headlines

Conversion rate

1.22%

Up from 1.09% on Magento

Average order value

£376

Up from £350 on Magento

Checkout completion

67%

Up 20 points from 47% on Magento

Needs work: add to basket. On mobile, where the data is clean, add to basket from a product view fell from 8.4% to 6.5%. The all-users figure, 11% to 5.6%, is exaggerated by bot traffic on desktop, but the fall is real. The product page is the next job.

Shopify figures are for 1 - 28 Aug 2026: the same 28-day length as the audit, measured by the same Google tag. Over the full three months the average order is £287, because September and October sold more, smaller items. The Three Months on Shopify slide shows the detail.

What We Compared

Magento - the UX audit

Google Analytics 4

15 Jul - 11 Aug 2025 (28 days)

Purchase journey, devices, age, gender, time on site

Average order value from GA4

Shopify - three months in

The same GA4 property, plus Shopify Analytics

1 - 28 Aug 2026 (28 days), and 1 Aug - 29 Oct 2026 for trading

Human sessions only: the bot flood of 15 - 22 Jul 2026 is left out

Orders and order value from Shopify itself

The same Google tag ran on both platforms, so the GA4 figures are measured the same way before and after the move.

GA4 / Shopify Observations

Conversion rate

Magento 2025

1.09%

Shopify 2026

1.22%

Up 0.13 points

Average order value

Magento 2025

£350

Shopify 2026

£376

Up £26, web orders

Male audience

Magento 2025

72%

Shopify 2026

72%

Unchanged

Largest age group

Magento 2025

34-54

Shopify 2026

25-34

Younger: 25-34 is 22%, 35-54 is 39%

Browsing on mobile

Magento 2025

58%

Shopify 2026

57%

Unchanged, and mobile now converts better: 1.30% vs 1.12%

Time on site

Magento 2025

2 min

Shopify 2026

None

Not recorded since the move: a tracking gap

Purchase Journey - All Users

Magento, Jul - Aug 2025

Shopify, Aug 2026

Moved the wrong way

Share of people who completed each step, of those who completed the step before it

66.6%

60.4%

11%

5.6%

39%

54.1%

47.1%

67.0%

View product

Down 6.2 pts *

Add to basket

Down 5.4 pts

Begin checkout

Up 15.1 pts

Purchase

Up 19.9 pts

Buyers per 100 session starts: Magento 1.09, Shopify 1.23. Magento: GA4 Purchase journey, 15 Jul - 11 Aug 2025. Shopify: GA4 events by user, 1 - 28 Aug 2026. * Shopify’s View product and Add to basket figures include about 6,000 bot users from Singapore and China, almost all on desktop, which pull them down.

Purchase Journey - Mobile

Magento, Jul - Aug 2025

Shopify, Aug 2026

Moved the wrong way

Mobile only: the clean comparison, as the 2026 bot traffic is almost all desktop

69.1%

65.7%

8.4%

6.5%

45.8%

56.8%

44.9%

62.0%

View product

Down 3.4 pts

Add to basket

Down 1.9 pts

Begin checkout

Up 11.0 pts

Purchase

Up 17.1 pts

1.5 mobile buyers per 100 session starts on Shopify; mobile is 57% of sessions and converts at 1.30% against 1.12% on desktop. Magento: GA4 Purchase journey, Mobile traffic, 15 Jul - 11 Aug 2025. Shopify: GA4 events by user, mobile, 1 - 28 Aug 2026.

Purchase Journey - View Product

The audit flagged the View Product page as the key area for attention. Three months into Shopify it has moved the wrong way: of every 100 people who view a product, 94 now leave without adding to basket, against 89 on Magento.

For a considered purchase we would look for a drop off of 85% - 90%. The store was at the top of that range on Magento and is now outside it on every device.

Mobile, where the data is clean: drop off up from 91.6% to 93.5%.

On Magento, mobile drop off was 7.1 points higher than desktop. Now desktop is the higher of the two.

Left without adding to basket

Of every 100 people who viewed a product

Magento 2025

Shopify 2026

94.4

Expected for a considered purchase: 85 to 90

Desktop 84.5 to 95.1 (the 2026 figure is bot-affected). Mobile 91.6 to 93.5.

Purchase Journey - Product Page

The audit’s product page checks re-run on the live Shopify store on 30 Oct 2026, on the same Webb WEHC600 page, at phone and desktop sizes.

Fixed since the audit

Delivery timescale shown: next working day if ordered before 3pm, plus a free delivery line

3 Year Manufacturer’s Warranty badge

Stock shown with quantity: Available in stock (20)

Full specification table and manuals to download

10 related products under You May Also Like (the audit found 1)

Sticky buy area on desktop follows you down the page

Filters named Filter on phone and desktop; Out Of Stock shown on listings

Express checkout with Shop Pay, PayPal and Google Pay

Still open

Add to basket is 200px below the fold on a phone

Stock, delivery and warranty sit below the fold on both devices; the offer box takes the space

Mobile sticky bar is 22% of the screen; with the sticky header, 38%

Product reviews empty; Trustpilot is company-wide only

Blade material not listed; measurements metric only

New: warranty says 3 years in the badge and 2 years in the description

Purchase Journey - Checkout

The checkout is where the new store earns its keep. Shoppers who put something in the basket are far more likely to start the checkout, and far more of those who start it finish.

Two in three checkout starters now buy; on Magento it was under one in two.

On mobile the same two steps went from 46% to 57% and from 45% to 62%.

Express checkout now offers Shop Pay, PayPal and Google Pay.

Basket to checkout

Magento 2025

39%

Shopify 2026

54%

Up 15 points

Checkout to purchase

Magento 2025

47%

Shopify 2026

67%

Up 20 points

Three Months on Shopify

81,329

sessions

1,626

web orders

1.14%

conversion, above Magento’s 1.09%

£287

average web order

Month (online store)	Orders	Sales	Average order
August 2026	498	£185,396	£372
September 2026	668	£169,779	£254
October 2026 (to the 29th)	460	£111,420	£242

Why the average order fell after August. September brought more orders but smaller ones. Parts and accessories sold 500 units in September and October against 180 in August, while chipper shredders fell from £33,400 in August to £11,700 across both months.

Tracking Observations

Bot traffic. Between 15 and 22 Jul 2026 up to 35,000 sessions a day hit the store and Shopify counted them as real visitors; a smaller desktop burst followed on 11 - 16 Sep. GA4 still counts bots: in October 192,000 of 203,000 users were desktop bots. A bot rule at Cloudflare would clean both reports.

Time on site is no longer recorded. Since the move, GA4 shows zero engagement time for every visitor, because the Google tag now runs inside Shopify’s pixel sandbox. The audit’s 2 minutes desktop and 1 minute mobile cannot be compared until this is fixed.

Untracked orders. Shopify records one completed-checkout session for every 1.8 web orders, because visitors who decline cookies are not tracked. Its own conversion rate therefore understates; GA4 saw 417 purchases against 460 web orders in August.

Age and gender are recorded for 13% of users, so the demographic split is indicative rather than exact.

Shopify changed how it counts sessions on 21 Sep 2026. Trends that cross that date need care.

Real Recommendations

The new store is far better at finishing the sale, but only half as many product viewers add to basket. The product page is where the next gains are.

Product page first. Add to basket from a product view has fallen from 11% to 5.6% (mobile 8.4% to 6.5%). Fix what the product page check found: buyability, availability and deliverability all visible above the fold.

Design for mobile first. Mobile is 57% of sessions and now converts better than desktop (1.30% against 1.12%), so product page changes should be judged on a phone.

Leave the checkout alone. Checkout completion is up from 47% to 67%; it is the strongest part of the new store.

Clean the data. Block the bot traffic at Cloudflare and restore engagement time in GA4, so the next comparison is on clean numbers.

Re-measure 28 days after the product page changes, on the same GA4 property and the same steps, so the before and after line up.