Last Updated on
April 25, 2024

Ecommerce Platform Market Share Trends in the USA [Updated 2024]

Key takeaways:

In this article, we'll show you the latest eCommerce platform market share distribution in the United States.

The US is the second largest eCommerce market in the world. Total US ecommerce revenue is expected to top $875 billion this year. That's a huge market for the top ecommerce platforms to fight over.

If you're a retailer, or thinking of launching an online store, this post will offer clarity on how today's top online stores are built, and the distribution between the leading ecommerce platforms and lesser-known players in the eCommerce industry.

We went into this topic on our YouTuber channel. Check out the video below:

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

Shopify ranks as the #1 eCommerce platform in for US-based websites, with 28.41% market share (powering more than 2.8 million sites in the US).

The race for #2 is hotly contested between Squarespace (20.51% market share, >2 million websites), Wix (18.28% market share, >1.8 million sites) and WooCommerce (17.40% market share, >1.7 million sites).

After that, it's a steep drop off to the next most popular eCommerce platforms in the US.

Here's a full list of the top 10 ecommerce platforms, their market shares and the number of sites currently on each platform.

  1. Shopify (2,831,742 sites) - 28.41% market share
  2. Squarespace (2,044,156 sites) - 20.51%
  3. Wix (1,821,887 sites) - 18.28%
  4. WooCommerce (1,734,701 sites) - 17.40%
  5. Ecwid (424,094 sites) - 4.25%
  6. Weebly (96,202 sites) - 0.97%
  7. OpenCart (81,328 sites) - 0.82%
  8. AVADA (59,582 sites) - 0.60%
  9. Big Cartel (56,802 sites) - 0.57%
  10. PrestaShop (54,921 sites) - 0.55%

Data sourced from BuiltWith

Ecommerce Platform Market Share - Top 1 Million Sites

Of the top 1 million websites by traffic around the world, Shopify retains the top spot, with 28.81% market share for eCommerce websites in this segment.

WooCommerce ranks second, with 18.19% market share, followed by Magento, PrestaShop and Salesforce Commerce.

  1. Shopify - 28.81% market share
  2. WooCommerce -18.19%
  3. Magento - 9.23%
  4. PrestaShop - 3.54%
  5. Salesforce Commerce - 2.67%

eCommerce Platform Market Share - Top 10k Sites

Among the very top - the top 10,000 websites by traffic around the world - a little under 2,000 are eCommerce websites.

Shopify powers 22.07% of these websites. Amplience, Magento, WooCommerce and Squarespace round out the top 5, while nearly half of all eCommerce websites in this segment run on other platforms.

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Most Popular eCommerce Platforms in the US

Read on to learn more about the top eCommerce platforms in the USA.

Shopify

Market Share: 28.41%

Shopify was founded in 2006, as a content management system (CMS) for eCommerce businesses.

Today it’s possibly the easiest way to start an eCommerce store. It’s well suited for beginners, with a variety of plugins, themes and third-party tools to make it easy to build and run a store, without needing to code. Yet it also offers the power to suit larger and more advanced businesses.

It requires a monthly subscription, ranging from $29 to $299 per month, as well as charging a percentage to facilitate online payments (2.4% to 2.9%, depending on your plan level).

Related Article: check out the best Shopify mobile app builders on the market today.

Wix Stores

Market Share: 18.28%

Wix is a website-building platform, similar to Shopify, but not solely for e-Commerce. It provides everything you need to build and launch a website quickly, with hosting included, and a drag and drop builder to design your site’s UI.

And as the 2nd leading eCommerce platform in the US, its eCommerce features are clearly very popular.

Wix’s ecommerce platform is catered primarily towards beginners, but it does have all the features eCommerce websites need to scale and grow.

Their eCommerce subscriptions start from $17 per month, and go up to $35 per month. You’ll also pay a fee for taking payments, in line with what Shopify charges.

WooCommerce

Market Share: 17.40%

Worldwide, WooCommerce is generally seen as the biggest competitor to Shopify in the eCommerce market.

Built on WordPress, WooCommerce is the top eCommerce solution for the top website building platform in the world. It’s easy and convenient for people who enjoy the power and flexibility of WordPress, and want to add eCommerce into the mix.

The WooCommerce plugin itself is free, just like WordPress. Of course, you’ll need hosting and a domain on top of that (included in Shopify and Wix, but not with WordPress/WooCommerce). There is a fee for card payments (the same as other platforms, 2.9% per transaction in the US), and some WooCommerce plugins and tools come with an added cost. But overall, WooCommerce is more or less free to use.

Related Article: WooCommerce vs Shopify: market share, statistics and key differences.

Squarespace

Market Share: 20.51%

Squarespace is a direct competitor to Wix, as a visual, no-code site building and hosting platform. Like Wix, it provides eCommerce capabilities, which are certainly popular, powering over 2 million eCommerce sites in the US.

Squarespace costs a little more than Wix, but the difference is not significant. The features offered are similar too, with the only real difference in the two platforms being personal preference in terms of the user experience.

Ecwid

Market Share: 4.25%

Ecwid powers over 400,000 online stores in the US, and nearly 1 million worldwide. Unlike Shopify, Wix and Squarespace, which are end-to-end site building platforms, Ecwid is designed to let you start selling products on an existing website.

The name Ecwid is short for “eCommerce widget”. So it’s a bit like WooCommerce, in that it works on top of your existing website platform - you can add product collections and a shopping cart to any kind of site, from WordPress, to Joomla, to Squarespace and Wix.

Magento (Adobe Commerce)

Market Share: 0.47%

Magento has been around for a while, as a flexible, scalable, yet ultimately a bit complicated alternative to some of the more popular CMS platforms. It’s recently been acquired by heavyweight Adobe, and is being rebranded as Adobe Commerce.

Though they are adding more visual drag-and-drop tools, like other site builders out there, it’s still clearly catered towards enterprises, with users needing to contact them and go through a demo just to get any pricing information. 

This is also clear by Magento’s usage stats. It’s the 12th most used ecommerce technology in the US, yet it’s more popular with big, worldwide brands - #3 in eCommerce market share for both the top 1 million and top 10k sites around the world.

OpenCart

Market Share: 0.82%

OpenCart is a free, open source shopping cart solution, which is used for 132,000 online stores in the US. It really is free - there are no paid plans, no limits on what you can do with the free version. Like WordPress, it’s fully community-driven and supported.

That does mean it’s not as powerful and as user-friendly as many of the other leading eCommerce platforms. It’s a little dated as well, which is why a lot more businesses today go towards site builders like Shopify and Wix.

PrestaShop

Market Share: 0.55%

PrestaShop is an open source CMS designed specifically for eCommerce - it’s essentially WordPress for online stores.

Like WordPress, you’ll need to buy hosting and a domain name separately, but the PrestaShop software itself is totally free. You can customize your store yourself, or use the themes and modules available for PrestaShop (some of which are free, some paid).

In the US, PrestaShop is slightly more popular than Magento/Adobe Commerce, powering 70,000 websites. Worldwide, it powers nearly 300,000 websites, including 2,000 of the world’s top 1 million eCommerce sites.

BigCommerce

Market Share: 0.33%

BigCommerce is an end-to-end eCommerce platform, supporting a range of different user types, from small stores to enterprises. Plans range from $29.95 per month, to $299.95 per month, with custom enterprise pricing for businesses with more extensive needs than the $300 plan allows.

BigCommerce is flexible and scalable, offering all the tools to build a site with no code, yet the ability to tweak and customize your site’s HTML and CSS if that’s something you want to do. It also comes with all major ecommerce features already built in to the platform.

It’s not as popular as some of the other leading eCommerce platforms on this list, but still powers nearly 40,000 ecommerce sites in the US.

Amplience

Market Share: 0.02%

Amplience is an enterprise-focused ecommerce platform, used by brands such as Boohoo, Crate & Barrel, Mizuno and Traeger Grills. It’s definitely not for beginners, and not as widely used as other platforms on this list, with just 2,000 sites in the US.

However, it’s the second leading eCommerce platform among the world’s top 10,000 sites, which makes it worth mentioning. It trails just Shopify in this segment, powering nearly 10%of the eCommerce sites in the top 10k sites overall - showing its popularity with high-end brands and enterprise-level online stores.

Wrapping Up

So what can we take away from this data on the eCommerce platform market share in the USA?

It’s clear that Shopify is the biggest player in the US eCommerce market. This is not surprising, as it’s the world’s 2nd largest CMS overall, trailing only WordPress in market share.

WooCommerce is another popular platform, but not as dominant in the US as it is in the global market share. There's also rising competition from user-friendly site builders Wix and Squarespace, with the latter now the #2 most popular eCommerce platform for US stores, with more than 20% market share.

What this data shows is the range of options for online businesses in the US today. Whether it’s Shopify, Wix, WooCommerce, or less popular (but equally viable) e-commerce platforms like BigCommerce or PrestaShop, there are many tools out there to help you build a professional eCommerce website.

For more insights and helpful resources for online store owners, check out the following related articles:

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