Benchmarks / Health and wellness / v2.0.1

Health and wellness agentic commerce benchmark v2.0.1

Across 25 health and wellness stores Ottom measured at every stage in the 90 days to 9 October 2026, the median agentic readiness score was 92 out of 100. 60% of them let an AI shopping agent reach the payment step.

n = 25 of 25 stores · 11 July 2026 to 9 October 2026 · v2.0.1 · bench-v5 · methodology

A store enters Ottom’s survey only if a catalogue of at least ten products can be read from it in one request, which in practice means Shopify and WooCommerce storefronts. These figures therefore describe the storefronts Ottom can read in bulk rather than health and wellness as a whole. The methodology sets out what that excludes.

Readiness score

The median of the 25 health and wellness stores Ottom measured at every stage in the 90 days to 9 October 2026 scored 92 out of 100, and a quarter of them scored 57 or below.

The spread of overall readiness scores across the category. We publish quartiles rather than a best and worst store, because the best and the worst are each one identifiable merchant.

Where agents stall

Of the 25 health and wellness stores Ottom measured at every stage, 60% scored 80 or better at the buy stage, against 88% at the compare stage.

Each stage of the journey, and the share of health and wellness stores whose score at that stage was 80 or better.

Reaching the payment step

60% of the 25 health and wellness stores Ottom measured let an AI shopping agent reach the payment step. Ottom stops there and never submits payment.

What stops them

The most common stall on health and wellness stores is products have no GTIN or MPN to match against, found on 56% of the 25 stores Ottom scanned in the category in the 90 days to 9 October 2026.

The most common stalls in this category, as a share of all 25 stores scanned. A stall found on fewer than 5 stores is withheld, because at that count it points at a merchant rather than at a category.

What to change first

• No product identifier

  Populate the barcode field (GTIN, EAN or UPC) on each variant, which most platforms already have a field for.

7 further stalls were found in this category but withheld: too few stores showed them to report a share without pointing at an individual store.

Citing this benchmark

These figures are published under CC BY 4.0. Quote them freely, with this attribution:

Ottom, Health and wellness agentic commerce benchmark v2.0.1, 11 July 2026 to 9 October 2026, methodology bench-v5. https://ottom.io/benchmarks/health-and-wellness/v2.0.1. Licensed CC BY 4.0.

The same figures as JSON.