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 4,234,344 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.
  • Similarly, Big Commerce and Square Online 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
1,703,270
1,344,890
483,740
169,658
133,383
126,520
97,850
73,887
46,784
24,483
9,945
7,273
3,727
1,464
394
235

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
68,939
2017 Q2
101,561
2017 Q3
63,847
2017 Q4
61,161
2018 Q1
111,888
2018 Q2
573,115
2018 Q3
203,759
2018 Q4
177,983
2019 Q1
348,194
2019 Q2
219,067
2019 Q3
234,740
2019 Q4
234,133
2020 Q1
370,986
2020 Q2
380,943
2020 Q3
346,285
2020 Q4 (to date)
228,034
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
Zumiez
2
Magento
2016/12/30
Grifo210 Store
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
Alto Music
3,411
Magento
2020/11/20
The Camera Store
6,006
Shopify
2020/11/20
Buerostuhl24
7,022
Magento
2020/11/20
Bureaustoel24
12,013
Magento
2020/11/20
VisionPros
15,993
Magento
2020/11/20

Category Breakdown

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

Category
Stores
Apparel
557,122
Home & Garden
290,290
Beauty & Fitness
276,464
Food & Drink
207,069
People & Society
117,075
Arts & Entertainment
106,841
Health
102,615
Sports
101,139
Business & Industrial
74,036
Autos & Vehicles
58,375
Jobs & Education
55,419
Toys & Hobbies
53,844
Gifts & Special Events
49,337
Consumer Electronics
47,881
Computers
47,295
Pets & Animals
47,233
Internet
37,695
Travel
30,085
Smoking & Vaping
20,905

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
1,352,049
None
750,060
United Kingdom
258,178
Canada
155,084
Australia
154,908
France
137,713
Spain
107,985
Germany
107,256
Italy
105,445
Netherlands
95,825

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
2,268,243
Facebook
2,068,435
Instagram
1,753,021
Phone
1,732,787
YouTube
478,017
Twitter
315,515
Pinterest
295,324
LinkedIn
286,345
Snapchat
11,235
Tiktok
4,840

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 195 different technologies that have 8,536,096 collective installs.

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

Technology
Stores
1,160,427
1,054,164
846,332
784,242
635,030
603,173
177,097

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
2,588,956
.co.uk
136,701
.com.au
97,722
.org
86,434
.de
80,589
.nl
76,498
.net
73,238
.fr
68,517
.it
64,992
.com.br
49,490

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
Filter stores on social media presence
Filter on stores with Facebook accounts.

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