Ecommerce Core Web Vitals: the Biggest Stores Pass 36%, the Smallest 65%

    We ranked online stores by popularity and expected the biggest, best-funded retailers to lead. Google's field data runs the other way: just 36% of the top stores pass on mobile, versus about 65% of the small ones, and the whole difference is responsiveness.

    Core Web Vitals pass rate by store popularity tier (mobile)
    Top 1,000,000
    66.3%
    Long tail
    64.7%
    Top 100,000
    50.8%
    Top 10,000
    36%

    Source: Source: PageSpeed Matters analysis of 1.07 million stores with CrUX field data, May 2026.

    Among online stores, popularity and passing move in opposite directions. The flagships carry the most.

    Median tap response (INP) by store popularity tier (mobile)
    Top 10,000
    225 ms
    Top 100,000
    175 ms
    Top 1,000,000
    125 ms
    Long tail
    100 ms

    Source: Source: PageSpeed Matters analysis, median mobile INP, May 2026. The passing threshold is 200 ms.

    The median top store now sits past Google's 200 ms bar for responsiveness. The small store answers in a fraction of the time.

    Source: Ecommerce Core Web Vitals: the Biggest Stores Pass 36%, the Smallest 65% - PageSpeed Matters