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The State of Ecommerce in 2024

Updated Oct 4 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 13,312,707 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
4,652,494
2,375,807
1,792,185
Wix
697,554
310,126
263,410
258,888
212,435
202,651
202,132
190,609
141,397
123,494
108,972
82,098
65,889
62,631
53,443
53,187
44,014
42,960
39,820
39,463
35,420
32,670
32,555
32,111
31,738
31,357
30,774
29,449
24,324
22,477
21,291
18,183
17,546
17,172
17,062
16,729
16,410
16,114
15,483
15,075
14,880
13,854
13,494
11,559
11,132
11,087
11,078
10,893
10,685
10,132
9,983
9,608
9,590
9,547
8,676
Zid
8,529
8,428
8,178
8,047
7,981
7,964
7,809
7,437
7,307
7,177
7,009
6,972
6,795
6,666
6,346
6,294
6,242
6,226
5,996
5,952
5,788
5,488
5,005
4,785
4,668
4,508
4,368
4,342
3,991
3,743

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
Robot or human?
2
Custom Cart
2016/12/30
Target
3
Custom Cart
2016/12/30
Etsy
4
Custom Cart
2016/12/30
eBay
5
Custom Cart
2016/12/30

New Stores

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

Name
Domain
Rank
Platform
Created
Señor Bear
60,988
Custom Cart
2024/10/04
Dr. John Littell
83,887
Wix
2024/10/04
www.vegastickets.com
96,541
Custom Cart
2024/10/04
www.riverheadlibrary.org
98,876
Custom Cart
2024/10/04
BuyForMeRetail
138,485
Magento
2024/10/04

Category Breakdown

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

Category
Stores
Apparel
1,146,122
Home & Garden
775,233
Food & Drink
568,747
Beauty & Fitness
538,407
Arts & Entertainment
463,959
People & Society
410,112
Business & Industrial
357,186
Health
307,059
Sports
274,280
Jobs & Education
231,018
Computers
209,786
Autos & Vehicles
191,290
Toys & Hobbies
167,044
Gifts & Special Events
129,813
Pets & Animals
126,084
Consumer Electronics
117,714
Travel
116,444
Internet
103,155
Books & Literature
90,737

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
3,619,537
United States
2,848,695
United Kingdom
598,110
Brazil
441,559
Germany
390,169
Canada
333,544
Australia
316,493
France
292,607
India
276,980
Netherlands
260,144

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
6,738,170
Phone
6,058,446
Instagram
5,234,468
Facebook
4,476,624
YouTube
1,434,812
Twitter
1,261,759
LinkedIn
711,121
Tiktok
576,035
WhatsApp
556,536
Pinterest
509,361

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 815 different technologies that have 61,764,466 collective installs.

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

Technology
Stores
4,609,362
4,350,016
4,187,419
3,995,359
3,656,750
2,917,243
2,734,777
2,682,279
2,342,149
2,157,542

Shipping Carriers

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

Shipping Carrier
Stores
USPS
550,423
UPS
499,931
Fedex
272,763
Correios
114,785
Royal Mail
103,391
Australia Post
68,217
Canada Post
44,253
Correos
38,714
DHL
28,932
InPost
14,443

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
7,106,236
.shop
419,547
.com.br
365,253
.de
322,596
.co.uk
310,041
.org
218,248
.net
214,075
.nl
208,552
.ru
206,154
.com.au
194,622

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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