I spent a July weekend running the Google PageSpeed Insights API against 269 live Shopify and DTC storefronts, one mobile audit each. I expected mediocre scores. I did not expect the biggest brands to be the worst offenders.

Here is what the data says, and what almost every store gets wrong.

The headline numbers

Median mobile Performance score: 48 (out of 100)

53.4% of stores score under 50. Only 9.4% hit 90 or above.