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 3,749,524 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.
  • Similary, Big Commerce and Square Online Store 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
1,504,119
1,254,030
547,237
167,773
128,377
45,587
12,891
10,937
6,178
989

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
67,997
2017 Q2
98,121
2017 Q3
64,822
2017 Q4
61,870
2018 Q1
110,602
2018 Q2
546,365
2018 Q3
193,721
2018 Q4
177,178
2019 Q1
304,680
2019 Q2
219,407
2019 Q3
262,728
2019 Q4
254,950
2020 Q1
398,061
2020 Q2
490,130
2020 Q3 (to date)
21,377
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
CELINE
3
Salesforce Commerce Cloud
2017/01/27
Mytheresa
4
Magento
2017/01/27
Boohoo Group PLC
5
Salesforce Commerce Cloud
2016/12/30

New Stores

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

Name
Domain
Rank
Platform
Created
Mountain Rose Herbs
340
Big Commerce
2020/07/03
Best Drop Shipping Companies
445
Magento
2020/07/03
Samma3a Online Store
1,164
Magento
2020/07/03
Born In Colour
1,453
Magento
2020/07/03
www.smartmedicalbuyer.com
2,076
Shopify
2020/07/03

Category Breakdown

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

Category
Stores
Apparel
500,317
Home & Garden
263,279
Beauty & Fitness
244,628
Food & Drink
176,119
People & Society
99,795
Health
93,021
Sports
91,615
Arts & Entertainment
88,091
Business & Industrial
62,903
Autos & Vehicles
52,563
Consumer Electronics
48,842
Jobs & Education
47,341
Toys & Hobbies
47,240
Pets & Animals
44,875
Gifts & Special Events
44,014
Computers
42,866
Internet
37,407
Travel
26,547
Smoking & Vaping
18,759

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
1,173,277
None
626,333
United Kingdom
237,587
Australia
141,233
Canada
139,225
France
132,270
Spain
101,529
Germany
98,187
Italy
97,024
Netherlands
90,072

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
2,028,919
Facebook
1,809,916
Phone
1,543,591
Instagram
1,512,565
Twitter
673,145
YouTube
414,676
Pinterest
266,662
LinkedIn
177,269
Snapchat
10,434

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 145 different technologies that have 5,137,352 collective installs.

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

Technology
Stores
1,101,310
928,939
748,141
431,437
144,188
116,031
96,425
81,418

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
2,269,849
.co.uk
121,320
.com.au
86,872
.org
78,465
.de
73,092
.nl
70,997
.net
68,596
.fr
63,900
.it
58,519
.com.br
47,424

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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