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The State of Ecommerce in 2024

Updated Jul 12 2024

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 13,377,685 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
4,784,829
2,424,924
1,723,072
Wix
709,438
309,347
264,636
259,220
221,332
206,790
193,194
188,803
144,508
109,418
108,784
74,538
68,608
57,981
55,595
51,498
46,649
43,781
37,281
36,770
34,632
33,877
33,829
33,161
30,391
30,070
29,394
24,302
22,389
22,265
21,757
18,988
17,385
17,246
17,088
16,709
16,599
16,240
15,892
15,652
14,660
13,946
13,785
13,423
12,537
11,723
11,187
11,162
10,950
10,457
9,821
8,701
8,639
8,585
Zid
8,524
8,480
8,304
8,020
7,745
7,667
7,458
7,447
7,414
7,401
7,182
6,879
6,801
6,628
6,546
6,511
6,351
6,273
6,034
5,740
5,494
5,476
5,325
5,223
4,784
4,520
4,492
4,184
4,138
3,928
3,574

Top Stores

Here are the top 0 ecommerce stores, across the platforms we track, ordered by worldwide store rank.

Name
Domain
Rank
Platform
Created
Amazon
1
Custom Cart
2016/12/30
Walmart
2
Custom Cart
2016/12/30
The Depot
3
Custom Cart
2016/12/30
Target
4
Custom Cart
2016/12/30
eBay
5
Custom Cart
2016/12/30

New Stores

Here are the 0 highest-ranked stores added most recently.

Name
Domain
Rank
Platform
Created
Parks Victoria
3,872
Custom Cart
2024/07/12
Loja Oficial do Flamengo
17,585
VTEX
2024/07/12
ReidMyLips
24,160
Custom Cart
2024/07/12
RUS Programs Services
31,293
Custom Cart
2024/07/12
Job Posting Portal
32,537
Custom Cart
2024/07/12

Category Breakdown

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

Category
Stores
Apparel
1,174,953
Home & Garden
784,543
Food & Drink
567,748
Beauty & Fitness
541,660
Arts & Entertainment
459,117
People & Society
412,110
Business & Industrial
358,860
Health
308,549
Sports
281,905
Jobs & Education
225,405
Computers
206,091
Autos & Vehicles
192,250
Toys & Hobbies
167,130
Gifts & Special Events
131,370
Pets & Animals
126,821
Consumer Electronics
119,350
Travel
116,531
Internet
105,544
Books & Literature
90,513

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
3,658,151
United States
2,898,125
United Kingdom
601,881
Brazil
456,620
Germany
385,075
Canada
333,138
Australia
317,504
France
289,998
India
270,877
Netherlands
256,125

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
6,734,482
Phone
6,086,765
Instagram
5,223,959
Facebook
4,546,426
YouTube
1,436,309
Twitter
1,225,267
LinkedIn
697,530
Tiktok
578,200
WhatsApp
553,421
Pinterest
524,713

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 803 different technologies that have 59,845,133 collective installs.

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

Technology
Stores
4,364,916
4,191,214
3,964,998
3,709,889
2,887,197
2,765,158
2,729,018
2,363,337
2,329,857
2,237,890

Shipping Carriers

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

Shipping Carrier
Stores
USPS
582,033
UPS
507,135
Fedex
290,968
Correios
123,474
Royal Mail
107,437
Australia Post
70,541
Canada Post
45,730
Correos
38,992
DHL
29,683
InPost
14,591

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
7,305,873
.com.br
368,583
.de
318,605
.co.uk
310,046
.shop
304,038
.net
221,984
.org
219,212
.ru
206,867
.nl
206,551
.com.au
195,725

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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