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Top Ecommerce Platforms Market Share in 2017

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Do you know that the USA alone saw a 15% growth in the dollar figure of ecommerce transactions in 2017? This is just one indication that ecommerce will continue its dominance in the coming years.

At the core of every ecommerce business lies a platform that powers the store. Since there are a number ecommerce platforms to choose from, the question becomes important because of its short-term and long-term impact on the future of the business.

To help our readers decide upon a platform, I decided to conduct a survey of the market share of the popular ecommerce platforms in 2017. I believe this data would prove to be an essential help in choosing the best ecommerce platform for their business.

2017 global market share for top ecommerce platforms – Builtwith

Top Ecommerce Platforms by Market Share

I will start with a general description of the market share of the popular ecommerce platform.

  1. WooCommerce
  2. Magento
  3. Shopify
  4. BigCommerce

1. WooCommerce

In 2017, WooCommerce has about 11 percent market share in the global ecommerce, mainly due to the fact that it is actually a (free) plugin for WordPress, the most popular CMS in the world today.

2. Magento

The second biggest ecommerce platform in 2017 was Magento with a 9 percent of the overall global ecommerce market share. The open source platform comes with tools for analytics, monitoring and conversion optimization. On the development side, Magento supports both OOP and MVC architecture. This might be a challenge for users who do not possess enough technical skills to modify Magento to their business model.

3. Shopify

The third largest ecommerce platform in 2017 was Shopify. At the time of writing, it powers more than 500,000 ecommerce stores with a gross sales volume of $45 billion. The majority of the users opt for Shopify because of its simple interface. the recent integration of Amazon services has greatly improved the market share of the platform.

4. BigCommerce

BigCommerce comes fourth in 2017, with a yearly growth of 680%. Although it is a new player in the market, it has become a significant challenge because of an aggressive acquisition strategy.

These were the top ecommerce platforms in the world. But, interestingly, these alone are not the top contenders regionally. There are many more ecommerce platforms that are not mentioned in our global statistics. Therefore, we have split the article into regions.

Top Ecommerce Platforms by Region

Next, I decided to check out the regional ecommerce platform market share, the numbers proved to be very interesting. Here is the ecommerce platform market share breakdown into major regions:

The United States

The US ecommerce platforms market share – Builtwith

Note: The following statistics are based only on web stores with ‘.com’ suffix.

The US has an interesting mix of ecommerce platforms. Popular names include Wix Stores (18%), Shopify (18%) Squarespace (13%), OpenCart (7%), Weebly (7%), Magento (6%) and PrestaShop (6%).

Out of these, Wix, Weebly, and Shopify are based on website builder modules that make it easy for the users to set up and launch ecommerce stores.

In contrast, Magento, OpenCart, Prestashop, and Zencart are custom ecommerce platforms that allow store owners to fully customize the store to the specifications of their business model.


Australia and New Zealand Ecommerce Platform Market share – Builtwith

In Australia, the popular ecommerce platforms include Shopify (23%), Wix Stores (14%), Squarespace (11%), Magento (11%). These are closely followed by OpenCart (9%), Weebly (6%), and BigCommerce (5%).

While in New Zealand, popular choices were Shopify (21%), Squarespace and Zencart (11%), Open Cart and Wix (9%), and Magento and Weebly ( 7%).

As you could see, automated store building platforms are in the lead, followed very closely by custom ecommerce platforms that offer flexibility, and most importantly, scalability to the users.


I decided to cover important ecommerce hubs in Europe separately:

In the UK, Zen Cart (17%) is on the top, closely followed by Wix (13.65%) and OpenCart at (12.28%). In addition, Magento (11%), and Shopify (10%) also have a solid presence in the region.

UK’s market share of ecommerce platforms – Builtwith

In Germany, Gambio, a local ecommerce platform, has a market share of 12%. Next up are Magento (12%), ePages (11%), Zen Cart (9%), and Shopware (8%).

Germany’s market share of ecommerce platforms – Builtwith

In the Netherlands, Magento has the top spot with a 23% market share, with OpenCart (14%), Zen Cart (13%), osCommerce (6%), and PrestaShop (6%) in the close lead.

Netherlands’ market share of ecommerce platforms – Builtwith

In Spain, PrestaShop is the most popular ecommerce platform with a 33% share. Next up are Zen Cart (28%), osCommerce (11%), OpenCart (8%), and Magento (6%).

Spain’s market share of ecommerce platforms – Builtwith

However, in the overall analysis, the most popular ecommerce platforms in Europe were Magento, OpenCart, Prestashop, and osCommerce.

Top Ecommerce Platforms in Asia

Asia is an emerging market for ecommerce platforms. Last year alone, it saw a 25% increase in revenues of all ecommerce channels. This year, the expected growth is even higher at $ 2 trillion.

In Hong Kong, the most popular ecommerce platform is OpenCart (34%), closely followed by Wix store (13%), Magento (11%), Shopify (8%), and BigCommerce (6%).

Hong Kong’s market share of ecommerce platforms – Builtwith

In Japan, MakeShop (38%) is dominant ecommerce platform with EC-Cube (19%), Wix (11%), Zen Cart (4%), and Magento (4%) following closely.

Japan’s market share of ecommerce platforms – Builtwith

In India, OpenCart (37%) is the most popular and is closely followed by Magento (22%), Shopify (11%), PrestaShop (7%), and Wix (5%).

India’s market share of ecommerce platforms – Builtwith

In Singapore, Shopify (21%) is the top choice with OpenCart (18%), Magento (17%), Wix (13%), and PrestaShop(4%) in respective positions.

Singapore’s market share of ecommerce platforms – Builtwith

In Malaysia, OpenCart (52%) has the major market share. Other popular choices include Magento (8%), PrestaShop (7%), Shopify (6%), and Wix (4%).

Malaysia’s market share of ecommerce platforms – Builtwith

In Asia, Magento, OpenCart, Shopify, Prestashop, and Zen Cart are the top ecommerce platforms. on the other hand, India, Singapore, and Malaysia prefer OpenCart and Magento based platforms for hosting online shopping stores. An important reason for the popularity of PHP-based ecommerce platform is the low cost of development and maintenance of these platforms. Hong Kong and Japan prefer Prestashop and several small locally hosted ecommerce platforms such as EC-Cube.

However, the general trend in Asia indicates that OpenCart has an upper hand in the market because of easy customizations and low hosting and maintenance requirements.

Points to Note

  • WooCommerce is the top ecommerce platform in 2017 globally with an overall market share of 11%.
  • Shopify has a lead over other platforms in Australasia, where it covers 22% of the online market.
  • Most ecommerce stores in Asia are powered by custom ecommerce platforms like OpenCart and Magento.
  • Magento, Prestashop, and Shopify are prominent in the European market.
  • Most small ecommerce store owners in the USA prefer Wix, Weebly and other easy web-builder platforms for hosting ecommerce stores like Shopify or 3dcart.

A common trend is a general move toward custom ecommerce management solutions for hosting ecommerce stores. Small store owners appear to prefer website-builder based solutions because of ease of use of these platforms. In contrast, large stores prefer open source frameworks because of customizability and flexibility of the platform and hosting solutions.

Best Ecommerce Platform for Your Business in 2018

Many store owners make the mistake of prioritizing short-term goals over long-term gains. This often results in opting for a platform that is ill-suited for expanding the store after the initial success.

Every platform mentioned above has its own set of pros and cons. Before finalizing the choice, the store owners should carefully match their business objectives, strategy and growth projections with the benefits offered by each platform. Remember that budget is a major restriction on the selection of the ecommerce platform.

Another important point to consider is the technical prowess of the store management. If there is no technical expertise on the team, there is no business sense in opting for an open source platform such as Magento or OpenCart that require extensive development time for store setup and maintenance. In such cases, WooCommerce is the best solution for setting up an ecommerce store.

Finally, the hosting solution makes all the difference in daily performance and load management of the store. In many cases, managed ecommerce web hosting offers the best hosting experience for a majority of ecommerce platforms.

Sajjad Shahid :Sajjad is an Ecommerce Community Manager at Cloudways. He loves helping out Ecommerce store owners, merchants and marketers in establishing their businesses and startups. Sajjad enjoys playing table tennis and cricket over the weekend.