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 5,001,800 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, BigCommerce 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
2,006,221
1,449,346
522,811
203,925
151,677
141,743
127,795
86,365
67,842
66,022
47,374
41,728
15,418
11,072
9,477
8,372
7,779
5,742
4,197
3,933
3,455
2,041
1,916
1,423
829
522
127

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
73,456
2017 Q2
112,963
2017 Q3
68,526
2017 Q4
65,502
2018 Q1
119,801
2018 Q2
638,058
2018 Q3
219,326
2018 Q4
189,744
2019 Q1
389,746
2019 Q2
237,744
2019 Q3
253,981
2019 Q4
240,923
2020 Q1
347,089
2020 Q2
392,150
2020 Q3
326,926
2020 Q4
453,080
2021 Q1 (to date)
309,981
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
The Home Depot
1
HCL Commerce
2016/12/30
Lenovo Ukraine
2
SAP Commerce Cloud
2016/12/30
Shop Online at Selfridges
3
HCL Commerce
2016/12/30
Patagonia
4
Salesforce Commerce Cloud
2018/09/07
L.L.Bean
5
HCL Commerce
2016/12/30

New Stores

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

Name
Domain
Rank
Platform
Created
STICKFX
59,964
Shopify
2021/02/26
كلارا
62,665
Zid
2021/02/26
BEGYLE BREWING
79,322
Squarespace
2021/02/26
ResumeWritersInk
79,422
Ecwid
2021/02/26
Whoa Nelly Catering
81,561
Squarespace
2021/02/26

Category Breakdown

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

Category
Stores
Apparel
567,253
Home & Garden
308,015
Beauty & Fitness
291,866
Food & Drink
224,654
People & Society
128,512
Arts & Entertainment
115,522
Health
107,264
Sports
102,981
Business & Industrial
80,185
Autos & Vehicles
60,293
Jobs & Education
57,962
Toys & Hobbies
56,738
Gifts & Special Events
52,234
Computers
49,590
Pets & Animals
48,663
Consumer Electronics
46,701
Internet
37,788
Travel
31,114
Smoking & Vaping
23,259

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
1,369,396
None
1,236,000
United Kingdom
280,193
Canada
171,603
Australia
170,366
France
132,534
Germany
124,227
Italy
110,388
Netherlands
104,160
Spain
98,785

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
2,104,620
Facebook
1,922,265
Instagram
1,650,134
Phone
1,358,624
YouTube
439,196
LinkedIn
277,951
Pinterest
259,151
Twitter
104,501
Facebook Group
35,614
Snapchat
11,519

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 255 different technologies that have 11,596,121 collective installs.

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

Technology
Stores
1,218,011
1,146,961
959,241
877,796
746,558
712,460
696,331
578,500

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
2,980,529
.co.uk
163,363
.com.au
113,040
.de
100,206
.org
99,834
.net
87,226
.nl
86,713
.fr
81,343
.it
75,097
.com.br
59,598

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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