Ecommerce Platform Market Share in the USA [Updated 2026]

US ecommerce revenue hit $1.2 trillion in 2025, up from around $875 billion just a couple of years ago. That growth has turned the question of which platform merchants choose into a meaningful market dynamic. Every percentage point of platform market share represents billions in processed transactions.

This article breaks down current ecommerce platform market share data in the United States, with comparisons across traffic tiers (top 10K, top 1M, and all sites), global context, and a closer look at the biggest platforms driving online commerce today.

All data is sourced from BuiltWith, StoreLeads, and Statista unless otherwise noted.

What Are the Biggest Ecommerce Platforms by Market Share in the US?

Shopify has a strong grip on the position as the most popular ecommerce platform in the United States.

Based on the latest tracking data, here's how the US market breaks down:

Sources: Soax Research, StoreLeads, BuiltWith

A few things stand out.

• Shopify and Wix together account for more than half of US ecommerce sites.
• Wix's rise to second place reflects its growth as a general-purpose website builder that now includes solid ecommerce functionality. 
• WooCommerce, despite dominating the global market, sits in fourth place in the US, behind both Wix and Squarespace.
• The United States alone accounts for roughly 3.17 million ecommerce stores out of the 13.4 million tracked globally, making it the largest single-country market by a wide margin.

How Market Share Changes at Different Traffic Tiers

Raw market share numbers tell one story. But the picture shifts significantly when you look at higher-traffic, more established ecommerce sites.

All Ecommerce Sites

When you count every detectable ecommerce site, including small stores, hobby shops, and side projects, the data looks like what you see in the table above. Shopify's 30% share, Wix at 23%, and so on. 

But many of these sites generate minimal revenue or traffic.

Top 1 Million Ecommerce Sites

Once you filter for the top 1 million sites by traffic, the rankings change:

Source: BuiltWith, Yaguara

WooCommerce jumps ahead of Wix and Squarespace in this tier because more established businesses tend to run WordPress-based stores. 

Magento also becomes a significant player here, despite barely registering in the overall count. 

And Salesforce Commerce Cloud shows up, which doesn't even appear in the "all sites" data because it powers a small number of very large enterprise operations.

Top 10,000 Ecommerce Sites

At the very top of the market, the landscape shifts again:

Among the largest ecommerce sites in the US, nearly half run on custom or proprietary platforms. These are retailers like Amazon, Walmart, and Target, companies large enough to build and maintain their own technology stacks.

Shopify still holds the largest share among identifiable third-party platforms, but its dominance is less pronounced at the enterprise level.

US vs Global Ecommerce Platform Market Share

The US and global markets look quite different. While Shopify leads domestically, WooCommerce is the clear global leader:

Sources: StoreLeads, Soax Research, Red Stag Fulfillment

Why such a big gap? 

WooCommerce is free, open-source, and works in any language or currency out of the box. That makes it the default choice in many markets outside the US, especially in Europe and Asia where WordPress adoption is high. 

Shopify's strength is concentrated in English-speaking markets, particularly the US, Canada, UK, and Australia.

According to StoreLeads, the top countries by total ecommerce store count are:

1. United States - 3,168,000 stores
2. United Kingdom - 654,000
3. Germany - 448,000
4. Brazil - 395,000
5. Canada - 353,000
6. India - 351,000‍
7. Australia - 332,000

Ecommerce Platform Trends: What's Changing

The ecommerce platform market isn't static. Here are a few trends worth watching:

Record new store creation

Q4 2025 saw 1,067,000 new ecommerce stores created globally, the highest quarter on record. Ecommerce is still growing, and new merchants are entering the market at an accelerating pace.

Shopify's increasing enterprise push

Shopify has been steadily moving upmarket with Shopify Plus, its enterprise tier. While Shopify's overall share has held relatively steady (around 10% globally, 28-30% in the US), its share among higher-traffic sites has been climbing as larger brands adopt the platform.

WooCommerce's long tail

WooCommerce's global dominance is largely driven by the sheer number of WordPress sites worldwide. But many WooCommerce stores are small operations. Among the top 1 million sites, WooCommerce's share (18.2%) is closer to Shopify's (28.8%) than the global "all sites" numbers would suggest.

Square Online's quiet rise

Square Online has accumulated nearly 289,000 stores, largely through Square's existing base of POS merchants adding online storefronts. It's one of the fastest-growing platforms by percentage, though most merchants are micro-businesses.

Enterprise platforms holding steady

Salesforce Commerce Cloud and Adobe Commerce (Magento) serve relatively few stores by count, but those stores tend to be among the largest merchants in ecommerce. Their market share by revenue processed would look very different from their share by site count.

The Most Popular Ecommerce Platforms: A Closer Look

Here's a brief overview of each major platform and what it's known for.

Shopify

Shopify is the largest ecommerce platform in the US by market share, powering roughly 2.8 million US stores and 4.8 million globally. Founded in 2006, it has grown from a simple online store builder into a full commerce operating system.

It’s known for ease of use, an extensive app ecosystem (thousands of third-party apps), and a managed hosting model where merchants don't need to worry about servers or security updates.

Best for: Merchants who want a fully hosted, all-in-one solution without managing their own infrastructure. Shopify works well across the range, from first-time store owners to large DTC brands.

Learn more: How to Turn Your Shopify Store into a Mobile App

WooCommerce

WooCommerce is an open-source ecommerce plugin for WordPress, and it's the most widely used ecommerce platform globally by site count, with roughly 4.3 million active stores.

It stands out for flexibility and control. Because it runs on WordPress, merchants can customize essentially everything. There are thousands of plugins and themes available. The tradeoff is that merchants are responsible for their own hosting, security, and updates.

Best for: Merchants who already use WordPress, want full control over their store, or need highly customized functionality that a hosted platform can't easily provide.

Learn more: Build a Mobile App For Your WooCommerce Store

Wix Stores

Wix has grown from a general-purpose website builder into a serious ecommerce contender, now holding roughly 23% of the US market. With over 1 million ecommerce stores, it's the second-largest platform in the US.

It offers a drag-and-drop visual editor that makes it easy for non-technical users to build attractive storefronts. Wix includes hosting, payments, and basic marketing tools in one package.

Best for: Small businesses and entrepreneurs who want an easy-to-use, all-in-one platform. It's particularly popular among brick-and-mortar businesses adding an online sales channel for the first time.

Learn more: How to Launch Mobile Apps with Wix

Squarespace

Squarespace holds about 16% of the US ecommerce market, powered by its reputation for design-forward templates and a polished visual editing experience.

Squarespace is a no-code platform with hosting included, and provides beautiful, design-focused templates that require minimal customization to look professional. 

Best for: Creative businesses, artists, and brands where visual presentation is a priority. It's also popular with service-based businesses that sell a small number of products alongside their main offering.

Learn more: Launching a mobile app for your Squarespace store

BigCommerce

BigCommerce holds a smaller slice of the overall market (roughly 38,000 stores globally), but it punches above its weight among mid-market and larger merchants.

It’s most well-known for a robust set of built-in features that competing platforms often require paid apps to match: multi-currency, multi-storefront, B2B functionality, and advanced SEO tools are included out of the box.

Best for: Growing businesses that need advanced functionality without relying heavily on third-party apps, and B2B sellers who need features like quote management and customer groups.

Learn more: Turn your BigCommerce Store into a mobile app

Magento / Adobe Commerce

Magento (now Adobe Commerce) powers roughly 113,000 stores globally, but its true significance shows up in the top-tier traffic data, where it holds ~9% of the top 1 million sites and ~7% of the top 10,000.

It comes with enterprise-grade flexibility and scalability. Magento can handle catalogs with hundreds of thousands of SKUs, complex pricing rules, and multi-store architectures. It requires significant development resources to set up and maintain.

Magento Open Source is free, while Adobe Commerce (the managed cloud version) starts at roughly $22,000/year, with pricing scaling based on revenue.

Best for: Large retailers and enterprises with dedicated development teams, complex catalogs, and the budget for a custom-built commerce experience.

Learn more: Launch a fast, low-maintenance mobile app for your Adobe Commerce store

Ecwid

Ecwid takes a different approach: rather than being a standalone platform, it's an ecommerce widget you can add to any existing website, social media page, or marketplace listing.

It stands out for the ability to add a shopping cart to any website without rebuilding it. Ecwid works with WordPress, Wix, Squarespace, and essentially any site where you can embed code.

Best for: Businesses that already have a website on another platform and want to add ecommerce capability without migrating to a new platform entirely.

PrestaShop

PrestaShop is a free, open-source ecommerce CMS with roughly 165,000 stores globally. It has a stronger presence in Europe (particularly France and Spain) than in the US.

Its open-source model is similar to WooCommerce but purpose-built for ecommerce rather than being a plugin. PrestaShop has a large module marketplace and active community.

Best for: European merchants who want an open-source solution with a strong community and don't want to run WordPress.

Learn more: Turn your PrestaShop store into a mobile app

Salesforce Commerce Cloud

Salesforce Commerce Cloud doesn't rank in overall site count, but it's a major player among enterprise retailers. It holds roughly 2.7% of the top 1 million sites and an even larger share among the top 10,000.

It's a fully managed cloud platform designed for large-scale B2C and B2B commerce, with deep integration with the Salesforce ecosystem (CRM, marketing automation, service cloud). 

Best for: Large enterprises already invested in the Salesforce ecosystem, or retailers that need tight integration between commerce, CRM, and marketing automation.

Learn more: How Jack & Jones, John Varvatos and more launch low-maintenance mobile apps for their Salesforce Commerce Cloud Store

What This Means for Ecommerce Brands

Let’s finish with a few takeaways from the data:

Platform choice depends on your stage and needs

There's no single "best" platform.

Shopify dominates the US market because it balances ease of use with scalability.

WooCommerce leads globally because it's free and flexible.

Magento leads among enterprise retailers because it can handle complexity that other platforms can't.

The long tail is real

Most ecommerce sites on any platform are small operations. The platforms that look dominant by site count aren't necessarily the ones processing the most revenue. 

A handful of Salesforce Commerce Cloud sites likely process more total GMV than hundreds of thousands of Ecwid stores.

Mobile is where it's happening

Across all platforms, mobile commerce continues to grow as a share of total ecommerce. 

Regardless of which platform a brand chooses, having a strong mobile experience, whether through a responsive site, a progressive web app, or a native mobile app, is increasingly important for conversion and retention.

For brands already running on any of these platforms and looking to improve their mobile conversion rates, a native mobile app can complement your ecommerce platform by adding push notifications, faster load times, and a more app-like shopping experience. 

And MobiLoud is the single best way for ecommerce brands - from DTC Shopify brands to enterprise brands on Salesforce Commerce Cloud or Adobe Commerce - to launch their own mobile shopping apps.

Book a free strategy call to see how to extend your existing store (no matter the platform) into a fast, revenue-driving mobile app.