The State of E-Commerce

E-Commerce platform usage has exploded over recent years as the world's economy transitions to online. Our mission is to observe and inform on e-commerce usage trends so that app developers and marketers can help merchants succeed. To that end, we are tracking 2,903,241 live stores running on various e-commerce platforms.

Platform Distribution

Here is a summary of the current state of the e-commerce 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.
  • Similary, Big Commerce and Square Online Store are almost the same size by merchant count. Square is growing much faster (it is the e-commerce 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
1,435,039
1,062,232
167,405
135,288
46,636
13,889
3,699

Read our platform-specific reports for more detailed information:

Quarterly Growth

Quarter-over-quarter growth across all platforms has been quite impressive over the last few years. With the world's economy continuing to move online, there is little reason to expect it to change.

Quarter
Active Stores
2017 Q1
68,232
2017 Q2
99,871
2017 Q3
65,740
2017 Q4
62,902
2018 Q1
114,971
2018 Q2
354,490
2018 Q3
167,756
2018 Q4
153,129
2019 Q1
289,775
2019 Q2
206,714
2019 Q3
229,825
2019 Q4
227,491
2020 Q1 (to date)
399,021
Cumulative Stores by Quarter

It's hard to know exactly when a store was first created but we use a heuristic combining DNS and WHOIS data that provides a reasonable approximation.

Top Stores

Here are the top 5 e-commerce stores, across the platforms we track, ordered by worldwide store rank.

Name
Domain
Rank
Platform
Created
Patagonia
1
Salesforce Commerce Cloud
2018/09/07
PrettyLittleThing
2
Magento
2016/12/30
Zumiez
3
Magento
2016/12/30
CELINE
4
Salesforce Commerce Cloud
2017/01/27
Mytheresa
5
Magento
2017/01/27

New Stores

Here are the 5 highest-ranked stores added most recently.

Name
Domain
Rank
Platform
Created
Grifo210.com
7
Magento
2020/03/27
Home - Alternative Press
288
Shopify
2020/03/27
MFJ Enterprises Inc.
2,008
Shopify
2020/03/27
www.swissgear.com
2,675
Magento
2020/03/27
4moms.com
4,476
Shopify
2020/03/27

Category Breakdown

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

Category
Stores
None
1,479,402
Apparel
403,626
Home & Garden
203,817
Beauty & Fitness
162,821
Food & Drink
121,548
Sports
70,668
People & Society
67,285
Health
67,275
Arts & Entertainment
55,195
Business & Industrial
46,796
Consumer Electronics
41,822
Autos & Vehicles
41,753
Toys & Hobbies
35,768
Pets & Animals
34,041
Gifts & Special Events
33,942
Computers
33,551
Jobs & Education
31,171
Travel
20,207
Smoking & Vaping
14,947
Internet
12,280

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
United States
875,358
None
449,203
United Kingdom
175,537
Australia
113,477
France
110,608
Canada
106,475
Spain
86,179
Germany
82,705
Italy
82,215
Netherlands
78,589

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 with the majority of stores providing an email address for customer communication.

Type
Stores
Email
1,567,785
Facebook
1,382,825
Phone
1,241,334
Instagram
1,088,122
Twitter
588,231
YouTube
344,019
Pinterest
224,571
LinkedIn
122,063
Snapchat
8,265

Third-Party Technologies

Many merchants run third-party technologies on their store in addition to apps from their e-commerce platform's App Store. We're tracking 77 different technologies that have 4,229,123 collective installs.

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

Technology
Stores
1,048,573
780,567
709,266
361,606
144,220
86,432
71,812
54,936

Top-level Domain Distribution

The vast majority of stores use a .com domain. 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
1,696,352
.co.uk
90,834
.com.au
71,983
.nl
63,787
.de
62,339
.fr
56,017
.org
54,629
.it
52,767
.net
48,850
.com.br
34,021

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 state
  • Domain type
Domains with Facebook accounts.

For more insights on stores, create a free account and have a look for yourself.