Shopify Store Audit Checklist: 47 Checks That Find Lost Sales

A Shopify store audit checks six areas in order: tracking, speed and mobile experience, product pages, cart and checkout, retention flows, and SEO basics. Use this checklist to find the problems that cost the most money first. Most stores find their biggest wins in tracking errors, slow mobile pages and a weak checkout, not in design.

1. Tracking and analytics

• GA4 installed once, not twice (duplicate tags inflate sessions)
• GA4 purchase events match Shopify orders within about 10 percent
• Meta pixel and Conversions API connected through the Facebook and Instagram channel
• Google Ads conversion tracking with enhanced conversions
• UTM tags on all ads, emails and influencer links
• Test purchase confirms add to cart, checkout and purchase fire once each

If tracking is wrong, every later decision is a guess. More in why ad platforms and analytics disagree.

2. Speed and mobile

• Mobile PageSpeed Insights score checked for the homepage, a collection page and a product page
• Images compressed and sized correctly (WebP where possible)
• Unused apps uninstalled, and leftover app code removed from the theme
• No heavy pop-ups blocking the first screen on mobile
• Price, rating and Add to Cart visible without much scrolling on a phone
• Tap targets large enough, text readable without zooming

3. Homepage and navigation

• Clear statement of what you sell and why it is better, in the first screen
• Bestsellers easy to find
• Menu uses words customers use, not internal names
• Search works and handles common misspellings
• Trust signals: reviews, press, guarantees, delivery promise

4. Product pages

• At least 5 to 7 images, including scale, detail and in-use shots
• A short video where useful
• Benefit-led bullets above the fold, details below
• Customer reviews with photos near the price
• Delivery date or estimate by pincode
• Size guide, ingredients or specs, and the returns policy linked
• Bundles or "frequently bought together" to raise order value
• Sticky Add to Cart on mobile

5. Cart and checkout

• Shipping cost shown before checkout
• Free shipping threshold set slightly above average order value
• UPI, cards, wallets and COD available (for India)
• Accelerated checkout enabled for returning buyers
• Pincode auto-fills city and state
• No surprise fees at the final step
• COD confirmation in place to reduce RTO (see how to reduce RTO)

6. Retention

• Welcome, abandoned checkout and post-purchase flows live
• Review request sent after delivery
• Replenishment reminders for consumables
• Win-back flow for lapsed customers
• Repeat purchase rate tracked monthly

Full list in email and SMS flows every D2C store should have live.

7. SEO basics

• Unique title tags and meta descriptions on collections and bestsellers
• Collection pages with a short, useful description
• Product image alt text describes the product
• No duplicate product URLs indexed (Shopify handles canonicals, but check apps that create extra pages)
• Sitemap submitted in Google Search Console
• Blog posts answering real customer questions, linking to products

See also our on-page SEO checklist.

8. Trust and policies

• Contact details, including WhatsApp, easy to find
• Clear shipping, returns and refund policies
• Company name and address on the site
• Secure checkout badges and payment logos

How to prioritise what you find

Score each issue on impact (how many visitors it affects and how badly) and effort. Fix high-impact, low-effort items first, usually tracking, speed and checkout. Then move to product pages and retention. Redesigns come last, if at all.

FAQ

How often should I audit my Shopify store?

A full audit every 6 months, and a quick check of tracking and speed after every new app or theme change.

Can I audit my store myself?

Yes. This checklist plus Shopify Analytics, GA4, PageSpeed Insights and Microsoft Clarity covers most of it for free.

What is the most common problem in Shopify audits?

Broken or duplicated tracking, followed by slow mobile product pages weighed down by apps.

Want a done-for-you audit with a prioritised fix list? See our Shopify marketing service or request a free audit.