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The State of Ecommerce in 2024

Updated Feb 23 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 12,949,791 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
4,656,893
2,358,287
1,639,085
Wix
680,979
289,567
258,006
257,425
227,201
212,425
188,653
177,397
145,530
109,192
96,620
73,799
56,680
55,268
49,216
46,201
44,836
37,147
36,222
35,650
34,860
34,842
34,518
34,335
30,458
29,048
28,876
24,049
23,010
21,839
19,736
18,403
17,632
16,961
16,920
16,166
16,090
16,082
15,475
14,650
14,611
14,113
12,535
12,230
12,104
11,893
11,366
11,179
10,045
10,025
8,910
8,330
8,267
8,076
7,721
7,396
6,993
6,806
6,749
6,615
6,549
Zid
6,411
6,407
6,310
6,244
6,008
5,597
5,556
5,283
5,144
4,941
4,546
4,470
4,434
4,397
4,307
4,205
3,732
3,613
3,597
3,558
3,370
3,213
3,128

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
74,161
2017 Q2
132,434
2017 Q3
66,129
2017 Q4
66,313
2018 Q1
120,490
2018 Q2
604,048
2018 Q3
210,504
2018 Q4
183,783
2019 Q1
384,417
2019 Q2
196,256
2019 Q3
239,979
2019 Q4
217,085
2020 Q1
270,816
2020 Q2
312,566
2020 Q3
283,417
2020 Q4
413,560
2021 Q1
561,196
2021 Q2
594,110
2021 Q3
536,896
2021 Q4
327,641
2022 Q1
296,505
2022 Q2
281,800
2022 Q3
722,757
2022 Q4
371,269
2023 Q1
465,276
2023 Q2
841,214
2023 Q3
1,184,185
2023 Q4
1,297,525
2024 Q1 (to date)
975,343
Active Store Count by Quarter

It's hard to know exactly when a store was first created but we use a heuristic that includes historical DNS data which 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
Walmart
2
Custom Cart
2016/12/30
The Depot
3
Custom Cart
2016/12/30
Target
4
Custom Cart
2016/12/30
People.com
5
Custom Cart
2016/12/30

New Stores

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

Name
Domain
Rank
Platform
Created
Bluefit
32,895
Custom Cart
2024/02/23
www.pier48fresh.com
68,133
Custom Cart
2024/02/23
Norfolk Healthy Produce
83,551
Wix
2024/02/23
www.securewirelessworks.com
84,270
Custom Cart
2024/02/23
Burlsworth Trophy
118,639
WooCommerce
2024/02/23

Category Breakdown

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

Category
Stores
Apparel
1,147,383
Home & Garden
767,179
Food & Drink
565,555
Beauty & Fitness
535,510
Arts & Entertainment
443,585
People & Society
405,085
Business & Industrial
342,224
Health
298,682
Sports
273,906
Jobs & Education
222,451
Computers
199,032
Autos & Vehicles
183,365
Toys & Hobbies
165,874
Gifts & Special Events
127,959
Pets & Animals
125,538
Consumer Electronics
119,014
Travel
108,317
Internet
102,677
Books & Literature
88,486

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
3,499,987
United States
2,878,895
United Kingdom
595,230
Brazil
443,087
Germany
374,038
Canada
323,213
Australia
317,375
France
287,352
India
250,492
Netherlands
247,383

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
6,315,824
Phone
5,797,852
Instagram
5,050,455
Facebook
4,556,017
YouTube
1,362,642
Twitter
1,283,656
LinkedIn
662,392
Tiktok
543,795
Pinterest
536,292
WhatsApp
517,453

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 725 different technologies that have 52,784,175 collective installs.

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

Technology
Stores
4,058,685
3,982,138
3,773,147
3,646,651
3,213,800
2,832,358
2,704,696
2,291,525
1,806,355
1,792,787

Shipping Carriers

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

Shipping Carrier
Stores
USPS
504,273
UPS
454,153
Fedex
234,839
Correios
109,651
Royal Mail
96,769
Australia Post
61,667
Canada Post
36,836
Correos
35,288
DHL
24,228
InPost
13,466

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
7,109,080
.com.br
359,655
.co.uk
305,875
.de
304,863
.shop
271,768
.net
213,201
.org
212,539
.ru
205,834
.nl
202,269
.com.au
194,012

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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