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 4,116,005 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
1,698,739
1,304,178
514,065
172,258
132,869
113,111
88,394
46,468
18,658
10,501
6,830
3,491
1,309

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
69,937
2017 Q2
102,937
2017 Q3
65,308
2017 Q4
62,971
2018 Q1
113,949
2018 Q2
556,187
2018 Q3
206,944
2018 Q4
183,715
2019 Q1
355,303
2019 Q2
222,915
2019 Q3
246,652
2019 Q4
258,207
2020 Q1
394,642
2020 Q2
426,028
2020 Q3 (to date)
340,201
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
Grifo210 Store
2
Magento
2016/12/30
M.Video
3
Oracle Commerce
2016/12/30
Zumiez
4
Magento
2016/12/30
CELINE
5
Salesforce Commerce Cloud
2017/01/27

New Stores

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

Name
Domain
Rank
Platform
Created
iShop Colombia
2,538
Magento
2020/09/11
www.passarela.com.br
3,640
Oracle CX Commerce
2020/09/11
Cartloot
10,731
Magento
2020/09/11
Cadbury
13,033
Magento
2020/09/11
lightmyfire.com
19,947
Magento
2020/09/11

Category Breakdown

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

Category
Stores
Apparel
537,189
Home & Garden
280,614
Beauty & Fitness
265,138
Food & Drink
193,875
People & Society
109,369
Health
99,926
Arts & Entertainment
99,016
Sports
98,169
Business & Industrial
70,118
Autos & Vehicles
56,519
Jobs & Education
52,548
Toys & Hobbies
50,899
Consumer Electronics
49,402
Computers
46,486
Pets & Animals
46,356
Gifts & Special Events
46,341
Internet
37,772
Travel
28,975
Smoking & Vaping
20,316

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
1,320,082
None
718,553
United Kingdom
247,795
Australia
148,399
Canada
147,502
France
135,699
Spain
107,797
Germany
104,750
Italy
103,311
Netherlands
94,536

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
2,191,647
Facebook
1,987,219
Phone
1,676,629
Instagram
1,671,963
Twitter
478,150
YouTube
455,635
Pinterest
285,754
LinkedIn
277,655
Snapchat
10,941
Tiktok
3,174

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 157 different technologies that have 5,686,595 collective installs.

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

Technology
Stores
1,161,636
995,389
838,442
484,449
174,017
125,926
119,204
83,205

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
2,521,627
.co.uk
127,885
.com.au
91,965
.org
83,078
.de
78,082
.nl
75,133
.net
72,742
.fr
66,267
.it
63,540
.com.br
47,818

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.