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The State of Ecommerce in 2024

Updated Dec 6 2024

Ecommerce platform usage has exploded over recent years as the world's economy transitions to online. Our mission is to observe and inform on ecommerce usage trends so that app developers and marketers can help merchants succeed. To that end, we are tracking 13,312,350 live stores running on 100 different ecommerce platforms.

Platform Distribution

Here is a summary of the current state of the ecommerce platforms wars:

  • By merchant count, WooCommerce and Shopify dominate. Shopify is growing slightly faster, appears to have greater mindshare and has larger merchants on average.
  • Magento and PrestaShop are quite close, in terms of merchant count, but the average Magento merchant is much larger.
  • Square Online is the ecommerce platform with the highest percentage growth, though it mostly powers micro-merchants.
  • Salesforce Commerce Cloud powers relatively few stores but their stores are some of the biggest merchants around (Patagonia, PUMA, etc.)

Platform
Active Stores
4,766,875
2,434,415
1,670,775
Wix
690,482
315,052
264,253
259,702
200,297
197,370
192,340
189,744
131,509
125,369
110,101
78,964
66,675
61,958
54,427
50,975
43,007
42,440
38,966
38,851
35,069
35,036
33,327
31,588
31,323
30,827
29,844
27,601
24,296
21,125
21,079
19,284
18,934
17,429
17,297
17,146
16,728
16,645
16,426
14,658
14,333
14,182
13,300
11,465
11,204
11,024
10,865
10,600
10,461
10,425
10,207
9,713
9,461
9,038
8,874
8,568
8,558
Zid
8,438
8,075
7,972
7,823
7,488
7,328
7,131
7,099
6,841
6,816
6,744
6,654
6,627
6,553
6,552
6,513
6,251
6,176
6,015
5,939
5,829
5,765
4,678
4,660
4,552
4,404
4,360
4,343
4,064
3,874
3,733

Top Stores

Here are the top 0 ecommerce stores, across the platforms we track, ordered by worldwide store rank.

Name
Domain
Rank
Platform
Created
Amazon.com
1
Custom Cart
2016/12/30
Walmart
2
Custom Cart
2016/12/30
eBay
3
Custom Cart
2016/12/30
Target
4
Custom Cart
2016/12/30
Etsy
5
Custom Cart
2016/12/30

New Stores

Here are the 0 highest-ranked stores added most recently.

Name
Domain
Rank
Platform
Created
AROOO
46,972
Custom Cart
2024/12/06
Snow Man
121,125
Custom Cart
2024/12/06
www.alheb.hyattinclusivecollection.com
126,200
Custom Cart
2024/12/06
Captain Jack's
136,503
Wix
2024/12/06
Glo Gang Worldwide
142,979
WooCommerce
2024/12/06

Category Breakdown

Here are the top 20 industry verticals for stores on the platforms we track.

Category
Stores
Apparel
1,147,910
Home & Garden
764,003
Food & Drink
567,083
Beauty & Fitness
537,701
Arts & Entertainment
462,956
People & Society
413,471
Business & Industrial
358,756
Health
306,628
Sports
271,999
Jobs & Education
232,522
Computers
204,843
Autos & Vehicles
191,058
Toys & Hobbies
167,922
Gifts & Special Events
129,881
Pets & Animals
126,523
Travel
118,122
Consumer Electronics
115,961
Internet
101,188
Books & Literature
90,927

Country Breakdown

Across the platforms we track, the largest install base is within the United States. But the platforms have a solid presence within the United Kingdom, Canada and Australia as well.

Country
Stores
None
3,629,903
United States
2,856,157
United Kingdom
595,099
Brazil
434,476
Germany
379,353
Canada
330,771
Australia
315,941
France
297,290
India
283,325
Netherlands
258,383

Social Media and Contact Info

Facebook, Twitter, Instagram and Pinterest have significant presence across stores, with Facebook and Instagram especially showing quite strongly.

As expected, email remains an extremely popular communication channel.

Type
Stores
Email
6,754,051
Phone
6,052,969
Instagram
5,264,605
Facebook
4,416,889
YouTube
1,439,711
Twitter
1,244,660
LinkedIn
710,022
Tiktok
594,049
WhatsApp
555,957
Pinterest
498,081

Third-Party Technologies

Many merchants run third-party technologies on their store in addition to apps from their ecommerce platform's App Store. We're tracking 831 different technologies that have 61,989,199 collective installs.

Here are the top 10 third-party technologies, ordered by number of installs, across all stores.

Technology
Stores
4,703,786
4,427,231
4,238,116
4,034,369
3,702,078
2,899,654
2,757,391
2,620,062
2,275,410
2,156,906

Shipping Carriers

Here are the top 10 shipping carriers, ordered by frequency of use, across all stores.

Shipping Carrier
Stores
USPS
536,738
UPS
498,865
Fedex
269,180
Correios
116,611
Royal Mail
103,968
Australia Post
68,291
Canada Post
47,990
Correos
45,447
DHL
28,722
InPost
14,417

Top-level Domain Distribution

.com is the most popular top-level domain for ecommerce stores. This is not surprising since alternate top-level domains have only recently been introduced and there is still a certain cachet associated with .com domains.

Top-level Domain
Stores
.com
7,151,815
.shop
435,849
.com.br
360,046
.de
311,448
.co.uk
304,643
.org
218,815
.net
211,131
.nl
205,074
.ru
199,589
.com.au
192,893

Get more insights on stores

Our search interface is easy to use and helps you find the stores that are relevant to you.

You can segment stores on a variety of dimensions:

  • Social Media accounts
  • Email address
  • Phone numbers
  • Country
  • Installed Apps
  • Creation date
  • Platform
  • Top-level domains
  • Domain status
  • Domain type
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