Ecommerce platforms: Which platform is the most popular?

Research highlights: WooCommerce dominates the global ecommerce platform market, powering 39.05% of online stores worldwide, nearly four times larger than Shopify’s 10.56% share. In the United States, however, Shopify leads the ecommerce platform market with a 30% share, followed by Wix Stores at 23%.

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Global ecommerce platform market share 

• WooCommerce powers 39.05% of online stores worldwide, nearly four times larger than Shopify’s 10.56% share

• Woo Themes and Squarespace Online Stores are neck and neck in market share, with 14.75% and 13.96% respectively

• Combined, WooCommerce and Woo Themes control over half the global ecommerce platform market (53.8%)

• Shopify, despite being one of the most recognizable names, trails behind Squarespace by 3.4 percentage points in the global ecommerce platform market share

• WixStores holds only 4.28% of the market, the smallest player among the top five platforms

• There is also a fragmented landscape of smaller e-commerce software providers, which altogether account for 17.40% of the market

Top ecommerce platforms by market share in the US

• In the United States, Shopify leads the ecommerce platform market with a 30% share, holding a 7-point lead over Wix Stores at 23%

• Together, Shopify and Wix Stores control more than half (53%) of the US ecommerce platform market

• Wix Stores secures the second spot with 23% market share, nearly one-fourth of the US market

• Squarespace Add to Cart ranks third at 16%, trailing Wix by 7 percentage points

• WooCommerce Checkout holds 14% of the market, just 2 points behind Squarespace

• Ecwid captures a small slice of the market at 4%, making it the smallest player among the top five platforms

• Smaller, more niche ecommerce platform account for 13% of the US market

WooCommerce market share by product category

• Out of the over four million live stores running on WooCommerce worldwide, roughly 246,800 were Home and Garden stores

• Apparel is the second-most popular category, accounting for 231,201 WooCommerce stores, just 6% fewer than home and garden

• Business & Industrial (171,065), Food & Drink (156,047), and People & Society (151,270) round out the top five categories, each with over 150,000 stores

• The top three categories alone (Home & Garden, Apparel, Business & Industrial) account for nearly 650,000 WooCommerce stores

• Beauty & Fitness (133,870) and Health (120,566) rank sixth and seventh, respectively

• Consumer Electronics (42,529), Toys & Hobbies (39,725), and Pets & Animals (35,984) are among the smaller categories, each with fewer than 50,000 stores

• Gifts & Special Events is the smallest category tracked, with 27,266 WooCommerce stores, nearly 10x fewer than Home & Garden

Countries with the most Shopify stores

• The United States dominates Shopify’s global footprint with 999,009 Shopify stores, over five times more than the second-ranked United Kingdom (186,454)

• The US alone accounts for nearly half of the total Shopify stores across these ten countries

• The UK holds the second spot with 186,454 Shopify stores, 54,215 more than Canada in third place (132,239)

• Canada and Australia rank third and fourth with 132,239 and 118,526 Shopify stores, respectively, a gap of just under 14,000 stores

• France, India, and Germany form a tight cluster around 83,000 Shopify stores each, with less than 600 stores separating them

• The Netherlands (52,620), Brazil (49,838), and Italy (45,681) round out the top ten countries, each with under 55,000 Shopify stores

Sources

• Top global e-commerce platforms market share 2024

• U.S.: e-commerce platforms market share 2025

• WooCommerce stores by category 2024

• Shopify online stores by country 2025