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The State of Ecommerce in 2021

Updated Nov 26 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 9,365,924 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
3,076,737
1,655,149
Custom Cart
1,169,048
Wix
1,105,001
216,604
182,094
179,663
167,034
164,000
163,116
156,805
131,111
72,412
62,733
59,746
48,220
39,641
32,081
24,676
23,866
21,822
21,347
20,480
18,532
16,889
16,370
15,770
14,961
14,086
13,113
12,738
10,569
9,377
8,891
8,672
8,584
8,410
8,210
6,728
6,582
6,445
6,089
5,497
5,352
5,094
4,958
4,511
4,366
4,361
3,870
3,215
2,847
2,463
Zid
2,345
2,338
2,039
1,910
1,902
1,667
1,636
1,504
1,404
1,234
QDM
1,183
893
692
624
572
423
340
302
285
176
158
101
71

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
86,991
2017 Q2
157,333
2017 Q3
81,058
2017 Q4
79,504
2018 Q1
149,664
2018 Q2
700,983
2018 Q3
258,726
2018 Q4
234,621
2019 Q1
471,912
2019 Q2
275,566
2019 Q3
286,649
2019 Q4
284,877
2020 Q1
385,935
2020 Q2
434,408
2020 Q3
383,265
2020 Q4
621,109
2021 Q1
811,191
2021 Q2
1,006,422
2021 Q3
1,370,570
2021 Q4 (to date)
506,270
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
Amazon
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
TOUCHSTONE ESSENTIALS
87,403
Custom Cart
2021/11/26
Alibaba.com
88,774
Custom Cart
2021/11/26
RINGANA – RINGANA
91,646
Custom Cart
2021/11/26
Buchhandlung Jan Stümpel
96,096
HCL Commerce
2021/11/26
ProSafe
96,220
Custom Cart
2021/11/26

Category Breakdown

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

Category
Stores
Apparel
1,081,501
Home & Garden
664,142
Beauty & Fitness
538,447
Food & Drink
448,838
Arts & Entertainment
367,523
People & Society
341,853
Health
256,915
Business & Industrial
252,736
Sports
223,816
Jobs & Education
167,509
Autos & Vehicles
144,287
Computers
141,213
Toys & Hobbies
132,677
Gifts & Special Events
115,750
Pets & Animals
105,840
Consumer Electronics
96,617
Internet
90,488
Travel
78,375
Books & Literature
61,079

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
3,145,864
United States
1,873,846
United Kingdom
463,417
Brazil
249,185
Australia
245,560
Canada
237,360
Germany
226,285
France
188,687
Russian Federation
181,307
Netherlands
165,761

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
4,772,661
Facebook
3,901,098
Phone
3,657,341
Instagram
3,570,932
Twitter
1,237,875
YouTube
947,056
LinkedIn
515,514
Pinterest
482,544
Facebook Group
93,338
Tiktok
71,411

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 364 different technologies that have 22,538,504 collective installs.

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

Technology
Stores
2,770,890
2,453,931
2,173,453
1,930,373
1,374,992
1,134,284
1,026,009
900,641
864,362

Shipping Carriers

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

Shipping Carrier
Stores
UPS
1,812,498
USPS
466,385
Fedex
130,191
Royal Mail
83,607
Correios
61,727
Australia Post
51,199
Canada Post
32,114
Correos
18,783
DHL
18,096
Japan Post
7,333

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
5,505,816
.co.uk
285,597
.com.br
213,729
.net
183,766
.org
177,610
.de
175,734
.com.au
169,181
.ru
159,392
.nl
134,463
.shop
123,847

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
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