eCommerce Platform Statistics – eCommerce Market Share By Platform

Market share acts as a mirror reflecting the effectiveness of an eCommerce platform. 

A higher market share often indicates not just popularity, but also user satisfaction, competitive pricing, and innovative features. 

I’ll break down the numbers, showcasing how they reflect an eCommerce platform’s popularity and effectiveness.

And the best thing? I’ve scraped data off the web to show you numbers before just this year – you’ll find a proper timeline of the market share for each platform so you can make the right choice. 

Let’s get started.

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eCommerce Platform Statistics

eCommerce Platforms Market Share Graph

Here’s a close look at the top 4 platforms.


  • In 2017, Shopify held a 13.60% market share, solidifying its position as a significant player in the eCommerce industry. While not leading, it demonstrated steady growth.
  • Shopify’s market share continued to ascend in 2018, making it the second most popular eCommerce platform with a 20% share. This marked a substantial increase, indicating its growing appeal among businesses.
  • The momentum persisted in 2019, as Shopify achieved a 23% market share based on the number of websites. This rise reflected its reliability and scalability.
  • 2020 was a milestone year for Shopify, where it became the top choice in the U.S. eCommerce software market, serving nearly 30% of websites. Globally, it commanded an impressive 17.69% share, showcasing its widespread adoption.
  • Shopify’s reign continued into 2021, maintaining its leading position in the U.S. market with a 29% share, even with a minor 1% decrease. This indicated its resilience and enduring popularity, especially with the rising complications of the COVID pandemic from the previous two years.
  • In 2022, Shopify faced heightened competition and slipped to the third position among dropshipping platforms, holding an 11.80% share. This shift highlighted the evolving landscape of eCommerce platforms.
  • As of 2023, Shopify’s market shares have slightly receded both globally (10.32%) and in the U.S. (28%). Nevertheless, it remains a formidable presence, adapting to changing market dynamics while retaining a substantial user base.

Shopify has come a long way in the eCommerce realm.

In 2017, it held a respectable 13.60% market share, and by 2021, it had surged to the top spot in the U.S. with 29%. While experiencing minor fluctuations in 2022 and 2023, both globally and in the U.S., this could hint at a maturing market and heightened competition.

Nevertheless, Shopify’s ability to weather these changes underscores its enduring appeal, solidifying its standing as a key player in the constantly evolving eCommerce sector. Its journey emphasizes the vital role of adaptability in navigating the intricacies of the digital marketplace.

Sources: Aheadworks, Pagely, BuiltWith, eCommerce Platforms Market Share U.S. (Archives Of Various Years) – Statista, Cart2Cart, Global E-commerce Software Platform Market Share Report – Statista, SaveMyCent (Archived Page)


  • In 2017, WooCommerce reached its peak with a commanding 41% market share, establishing itself as the top choice for online retail at the time. The platform’s strong features and user-friendly design were likely key factors in this success.
  • Despite a slight decline in 2018, WooCommerce sustained its leadership with a resilient 26% market share. This stability demonstrated the platform’s ability to withstand market fluctuations while retaining a significant user base.
  • In 2019, amidst the challenges of the COVID-19 pandemic, WooCommerce showcased resilience, holding a commendable 23% market share among the top 1 million websites. This reflected the platform’s adaptability during times of global uncertainty.
  • In 2020, WooCommerce rebounded impressively, securing a market share of 28.24%. This resurgence highlighted the platform’s agility and responsiveness to evolving market demands, attracting businesses seeking stability and flexibility.
  • Once more, with a slight dip in 2021 with a 23.43% market share, WooCommerce still remained a strong player in eCommerce. The nuanced decline could be attributed to changing market dynamics and emerging competition, but the platform’s enduring popularity was evident.
  • By September 2021, WooCommerce held an 11% market share in the U.S., emphasizing its impact on one of the largest eCommerce markets globally. The platform’s ability to resonate with U.S. businesses highlighted its relevance and adaptability to regional preferences.
  • In 2022, WooCommerce made a triumphant return, reclaiming global leadership with an impressive market share of 36.68%, thanks to the increase in people interested in eCommerce during the peak of the pandemic. This resurgence could also be attributed to some of its strategic enhancements and technological advancements.
  • Now, back to the present in 2023 – WooCommerce continued its upward trajectory, reaching a robust market share of 38.74%. This sustained growth shows the platform’s ability to stay relevant and meet evolving business needs. WooCommerce’s commitment to user satisfaction and innovation likely contributed to this continued success.
  • Simultaneously, WooCommerce expanded its influence in the U.S. this year, securing a 14% market share. This growth in the U.S. market highlights the platform’s adaptability to local trends and preferences, solidifying its position as a major player in the American eCommerce landscape.

WooCommerce’s journey in the eCommerce landscape has been quite a saga.

Starting robustly at 41% in 2017, it’s been a rollercoaster since. Fast forward to 2023, and we’re looking at a solid 38.74% globally.

That’s still a high figure, telling a tale of resilience and strategic growth. Sure, there were some shifts in 2022 and 2023, both globally and in the U.S., but WooCommerce’s ability to adapt and maintain a strong market presence highlights its lasting relevance.

This history positions WooCommerce not just as a player but as a formidable force in the dynamic eCommerce space, navigating the twists and turns and emerging as a leader.

Sources: HollerBox, Pagely, BuiltWith, eCommerce Platforms Market Share U.S. (Archives Of Various Years) – StatistaGlobal E-commerce Software Platform Market Share Report (Archives Of Various Years) – Statista, BigCommerce


  • Squarespace started its journey in 2018 with a modest 0.7% market share. This initial market presence indicated a challenging beginning, highlighting the uphill battle to establish a recognizable identity in a competitive market.
  • The year 2019 witnessed significant progress, with Squarespace leaping to a 1.3% market share, marking an impressive 85.71% YoY growth. While still relatively small in the grand scheme, this indicated a positive trajectory and growing appeal.
  • In 2020, Squarespace experienced a substantial surge, capturing a global market share of 17.69%, with a notable 10% share in the U.S. This expansion demonstrated widespread adoption, particularly in its home market, suggesting increasing acceptance and relevance.
  • The pinnacle came in 2021 when Squarespace briefly held a global market share of 23.51% and maintained a solid 11% share in the U.S. This not only surpassed competitors but also showcased effective strategies or unique features that resonated with users.
  • In 2022, despite yielding the top spot to WooCommerce, Squarespace held a resilient 14.49% market share. This shows off an ability to retain a substantial user base, even amidst growing competition, likely indicating the brand loyalty or differentiated offerings they have.
  • As of 2023, Squarespace currently commands a 14.95% global market share, with at least 14% in the U.S. This consistent performance reflects adaptability and strategic positioning according to market dynamics, affirming a mature and enduring presence in the market.

Squarespace’s market share trajectory reveals a consistent pattern of growth and adaptability since 2018.

From a tiny 0.7% to a current 14.95% global market share, Squarespace has demonstrated its ability to carve out a lasting presence in the competitive market, making it a noteworthy player in the web development and hosting industry.

Sources: W3Techs, eCommerce Platforms Market Share U.S. (Archives Of Various Years) – StatistaGlobal E-commerce Software Platform Market Share Report (Archives Of Various Years) – Statista


  • Starting small in 2018 with just 0.4% market share, Wix took its time to grow, reaching 1.1% in 2019 and 2.4% in 2020. This gradual approach suggests they were playing the long game, maybe refining their services or building a user base first.
  • A big win came in September 2020 when Wix became Australia’s second-largest website builder, snagging a hefty 26.1% market share. Their user-friendly approach hit the right notes with the Aussie crowd.
  • Wix Stores globally jumped from a 2.4% market share in 2020 to 5.64% in 2021, showing a significant strategy shift. They also grabbed a solid 15% share in the U.S., hinting at successful adjustments to other markets.
  • Fast forward to 2023, and Wix rules the global website builder scene with a whopping 43% market share. Wondering what moves or strategies led to such massive growth becomes a key question – it’s likely because of their huge expansions and acquisitions of various other software that have significant contributions to the online space.
  • Not just stopping at websites, Wix’s 3.6% market share in content management systems CMS suggests they’re not a one-trick pony. This means Wix can provide well-rounded solutions. They can manage content effectively, improving user experiences and boosting sales—a valuable advantage in eCommerce.

Wix’s strategic prowess shines in their eCommerce journey. From a strong start in user-friendly websites, their targeted approach in markets like Australia and agile expansion into content management systems underline their analytical edge.

With a commanding 43% global market share, Wix stands tall as an eCommerce Platform, showcasing the power of astute strategies and adaptability.

Sources: Kinsta, WireDelta, WallStreetZen, Web Builder Tech Market Share 2020 – Statista

Final Thoughts

Now you have an idea of the huge chunks of history of each eCommerce platform. eCommerce is a constant whirlwind, as are market share trends.

With such platform insights, making a decision just got easier. Keep your ear to the ground, understand customer needs, and be ready to adjust your game plan. 

Being flexible keeps you ahead in the eCommerce game.


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