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The State of Ecommerce in 2021

Updated Jul 30 2021

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 6,811,638 live stores running on 71 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
2,536,515
1,593,872
Custom Cart
755,222
210,937
Wix
208,398
164,178
160,227
158,011
145,746
139,799
99,217
72,133
62,247
55,558
47,883
23,375
19,504
17,746
17,418
17,318
15,905
15,374
14,114
12,479
11,979
11,906
11,052
8,939
8,747
8,295
7,864
5,004
4,653
4,626
4,618
4,295
3,725
3,012
2,781
2,545
2,315
Zid
1,957
1,864
1,830
1,756
1,421
1,152
1,075
285
216
168
140

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
83,587
2017 Q2
144,110
2017 Q3
77,580
2017 Q4
75,905
2018 Q1
139,621
2018 Q2
623,086
2018 Q3
240,076
2018 Q4
211,735
2019 Q1
444,906
2019 Q2
247,884
2019 Q3
270,583
2019 Q4
262,989
2020 Q1
354,136
2020 Q2
379,854
2020 Q3
369,733
2020 Q4
554,338
2021 Q1
607,657
2021 Q2
778,937
2021 Q3 (to date)
218,385
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 ecommerce stores, across the platforms we track, ordered by worldwide store rank.

Name
Domain
Rank
Platform
Created
www.amazon.com
1
Custom Cart
2016/12/30
Amazon.in
2
Custom Cart
2016/12/30
Amazon
3
Custom Cart
2016/12/30
eBay
4
Custom Cart
2016/12/30
Samsung US
5
Custom Cart
2016/12/30

New Stores

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

Name
Domain
Rank
Platform
Created
www.sportsfeelgoodstories.com
4,785
Custom Cart
2021/07/30
www.u-buy.co.nz
6,296
Magento
2021/07/30
PythonProgramming.in
21,347
Magento
2021/07/30
www.blogofapps.com
22,264
Custom Cart
2021/07/30
Lemon Squeezy
23,423
Custom Cart
2021/07/30

Category Breakdown

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

Category
Stores
Apparel
871,829
Home & Garden
479,367
Beauty & Fitness
391,144
Food & Drink
335,366
Arts & Entertainment
265,053
People & Society
224,681
Health
177,504
Sports
171,471
Business & Industrial
164,445
Jobs & Education
107,848
Autos & Vehicles
106,065
Computers
102,887
Toys & Hobbies
100,668
Gifts & Special Events
88,296
Consumer Electronics
77,392
Pets & Animals
76,513
Internet
60,481
Travel
53,421
Books & Literature
40,664

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
1,894,430
United States
1,501,552
United Kingdom
369,805
Australia
216,011
Brazil
199,700
Canada
198,717
Germany
187,422
France
161,811
Netherlands
146,307
Italy
136,168

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
3,581,786
Facebook
3,071,259
Instagram
2,512,816
Phone
2,312,910
Twitter
1,041,182
YouTube
764,919
Pinterest
412,825
LinkedIn
315,797
Facebook Group
71,750
Tiktok
27,477

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 316 different technologies that have 15,218,144 collective installs.

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

Technology
Stores
1,719,241
1,688,745
1,664,318
1,631,735
1,187,481
1,012,498
746,475
401,302
264,343

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
3,903,640
.co.uk
214,617
.com.br
172,360
.de
148,983
.com.au
148,343
.ru
121,297
.nl
119,271
.org
118,684
.net
118,218
.fr
90,643

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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