Ecommerce platform market share is one of those topics that looks simple until you try to chart it. You can measure stores, you can measure technology detections, or you can measure revenue and those will all produce different answers. This page sticks to one consistent view so we can talk about the trend without arguing about definitions the whole time.
13,211,613
Live stores tracked by StoreLeads across 100 platforms, updated 20 February 2026
What you are about to see
- A 2026 snapshot showing the biggest platforms plus an Other bucket
- A clean over time comparison for major platforms from 2020 to 2026
- A quick explanation of why different sources can disagree without anyone being “wrong”
If you want a practical takeaway, it is this. Store counts show where the volume is, but they do not automatically describe merchant size or revenue. So the interesting story is the direction of change, not a single percentage as a trophy number.
Where stores are today
Let’s start with the snapshot most people care about right now. The table below shows the big names, plus an Other bucket that captures the long tail of platforms and custom carts. That Other bucket matters because it stops the conversation turning into “it is only WooCommerce versus Shopify”. In reality, there is still a huge number of stores living outside the top handful.
2026 Q1 to date snapshot
Denominator is StoreLeads total live stores, 13,211,613.
| Platform | Active stores | Share of StoreLeads total |
|---|---|---|
| WooCommerce | 4,293,292 | 32.50% |
| Shopify | 2,823,680 | 21.37% |
| Wix | 975,003 | 7.38% |
| Squarespace | 453,791 | 3.43% |
| OpenCart | 171,217 | 1.30% |
| PrestaShop | 164,240 | 1.24% |
| Magento | 112,565 | 0.85% |
| BigCommerce | 39,110 | 0.30% |
| Other | 4,178,715 | 31.63% |
Other includes Custom Cart, Square Online, Ecwid, Big Cartel and many smaller platforms. It is large because ecommerce is still fragmented outside the top few.
This is simplified so the main buckets pop. The detailed breakdown is above in the table.
Quick read on the snapshot
WooCommerce and Shopify are the main story by store count, but it is not a two horse race. Wix and Squarespace together account for a meaningful slice, which is a reminder that website builders are now serious ecommerce players for smaller merchants. And the long tail still represents almost a third of stores in this dataset, which is why platform choice stays fragmented.
How the big platforms shifted since 2020
Now for the more interesting bit. The chart below compares the major platforms over time within a selected set. It is a practical way to show who is gaining ground without pretending we know the exact behaviour of every smaller platform in every year.
Small but important detail. This chart is share within the selected group, not share of the entire ecommerce universe. That makes it far more defensible as a trend chart.
This is the cleanest trend view because it avoids modelling assumptions about the long tail. It is best read as movement within the biggest platforms rather than a claim about every platform on earth.
How to interpret the trend without overclaiming
WooCommerce stays the biggest in this selected group across the entire period, but you can see it cool off after 2024. Shopify moves the other way, gaining share into 2025 and holding it into the latest point. Wix holds a stable position and Squarespace trends upward, which fits the general market feel that “website builder plus ecommerce” has become a default option for many smaller businesses. Magento is still present, but it is a small share by store count in this view.
One reminder before anyone turns this into platform propaganda. Store count share does not equal revenue share, and it definitely does not equal merchant sophistication. It is still a very useful view because it tells you where the mass of storefronts lives.
Why different sources can disagree
If you have ever seen someone quote wildly different platform market share numbers, it is usually because they are mixing measurement types. StoreLeads is closer to store counts, while tools like BuiltWith and W3Techs detect technologies on websites. BuiltWith even warns that WooCommerce detections can include sites that are not really ecommerce. That does not make the data useless, it just means you should not treat every chart as interchangeable.
