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The State of Ecommerce

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 5,210,799 live stores running on various 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.
  • Similarly, BigCommerce and Square Online are almost the same size by merchant count. Square is growing much faster (it 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
2,033,781
1,508,837
547,829
197,682
147,420
146,677
138,003
95,103
82,977
62,786
50,393
47,207
42,662
15,568
12,090
9,038
8,774
8,499
7,701
4,376
3,995
3,554
3,488
2,352
2,025
1,942
1,817
1,241
858
136

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
72,141
2017 Q2
109,888
2017 Q3
67,157
2017 Q4
64,615
2018 Q1
116,486
2018 Q2
623,703
2018 Q3
216,017
2018 Q4
186,514
2019 Q1
377,671
2019 Q2
228,581
2019 Q3
248,643
2019 Q4
236,417
2020 Q1
319,749
2020 Q2
362,730
2020 Q3
313,135
2020 Q4
438,365
2021 Q1
426,335
2021 Q2 (to date)
247,076
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
The Home Depot
1
HCL Commerce
2016/12/30
Shop Online at Selfridges
2
HCL Commerce
2016/12/30
Patagonia
3
Salesforce Commerce Cloud
2018/09/07
L.L.Bean
4
HCL Commerce
2016/12/30
boohoo
5
Salesforce Commerce Cloud
2016/12/30

New Stores

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

Name
Domain
Rank
Platform
Created
Restaurant Ordering Solutions
379
Squarespace
2021/05/07
PRX
483
Squarespace
2021/05/07
Twingly
705
Squarespace
2021/05/07
Tilray
1,007
Squarespace
2021/05/07
Shoppable
1,202
Squarespace
2021/05/07

Category Breakdown

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

Category
Stores
Apparel
727,400
Home & Garden
390,410
Beauty & Fitness
353,846
Food & Drink
285,581
People & Society
191,265
Arts & Entertainment
186,277
Health
149,598
Sports
145,812
Business & Industrial
127,279
Jobs & Education
89,555
Autos & Vehicles
86,048
Toys & Hobbies
82,136
Computers
76,482
Gifts & Special Events
67,034
Pets & Animals
64,738
Consumer Electronics
61,518
Internet
47,151
Travel
45,234
Books & Literature
32,516

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
1,431,189
None
1,050,658
United Kingdom
319,270
Australia
198,550
Canada
186,865
France
154,970
Germany
136,842
Italy
124,099
Spain
123,667
Netherlands
111,946

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
2,792,508
Facebook
2,586,358
Instagram
2,266,037
Phone
1,837,590
Twitter
841,895
YouTube
593,556
Pinterest
350,646
LinkedIn
264,270
Facebook Group
44,050
Tiktok
15,617

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 277 different technologies that have 12,290,316 collective installs.

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

Technology
Stores
1,305,814
1,164,958
1,102,357
985,463
874,735
744,643
726,680
695,719
599,902

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
3,073,344
.co.uk
179,259
.com.au
135,216
.de
102,935
.org
102,656
.net
89,361
.nl
87,690
.com.br
85,856
.fr
82,026
.it
76,526

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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