Great post and data Katie. I'm surprised Performance and CRO is so low. I wonder if that's because of HPO and it not being a concern or whether a perception of slowness is stopping people choosing it (so it's not a reason people choose it) CRO again in my opinion that'd be a strong reason for merchants to choose it if you're going to get better conversion rates with Woo than Shopify why wouldn't you choose Woo - I wonder how many case studies like that exist. I also wonder, in the data - we're the people who replied those who went from nothing to Woo or are they people who switched from something else (Shopify, EDD, etc) to Woo?

I’ve never seen any evidence that WooCommerce stores get better conversion rates than Shopify’s, especially with the Shopify checkout being so good. The new WooCommerce block checkout helps but is less extensible than other parts of WooCommerce (Shopify’s is even less customizable, of course), which is slowing down the take-up as you need to disable it in order to use certain plugins.