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Top Ecommerce Platforms Worldwide in 2024

Ecommerce platforms are the backbone of the current online retail market. Offering differing features and capabilities, selecting the right one for your ecommerce business is crucial, as it can make or break buyers’ online shopping experience.

In 2024, there are 2.71 billion people shopping online worldwide, and this figure is forecast to rise to 2.77 billion next year. With the right ecommerce platform, you can expand your reach and grow your business. This raises the question: What are the top ecommerce platforms worldwide? In this article, we dive into the top five ecommerce platforms, ranked by their global market shares.

Most popular ecommerce platforms  of 2024 ranked by their market shares

Ecommerce platform

Global market share (as of August 2024)

Shopify

27%

Wix Stores

19%

WooCommerce Checkout

18%

Squarespace Add to Cart

12%

Ecwid

5%

Other

20%

1. Shopify

  • Global market share: 27%
  • US market share: 29%
  • Known for: User-friendliness, AI integration, comprehensive features

Ranked as the most-used ecommerce platform worldwide, with a market share of 27%, Shopify is used by more than one-quarter of all online businesses.

Shopify offers a robust, user-friendly interface that caters to a broad range of businesses, from startups to large enterprises. Known for its comprehensive features that include everything from inventory management to a responsive checkout system, Shopify supports a wide array of plug-ins and themes that brands can take advantage of to customize and enhance any storefront.

Shopify also proves extremely useful for merchants exploring new business ideas. Its free trial comes with more than 100 online store themes, and after the trial ends, it costs just $1 per month for the first three months. Other features include Shopify Fulfillment, which allows merchants easy inventory management, and Shopify’s AI assistant, which helps with crafting product descriptions.

2. Wix Stores

  • Global market share: 19%
  • US market share: 21%
  • Known for: Simplicity, drag-and-drop feature

Wix Stores ranks second among the leading ecommerce platforms, with a share of 19%. Its biggest appeal to small businesses and individuals is its simplicity and intuitive drag-and-drop website builder. This platform is ideal for those with limited technical skills who still want an attractive and functional online store. While it offers less advanced ecommerce tools than Shopify, its ease of use makes it an attractive option for new and inexperienced business owners.

3. WooCommerce Checkout

  • Global market share: 18%
  • US market share: 15%
  • Known for: WordPress integration, flexibility to customize

WooCommerce completes the top three ecommerce platforms. Its market share is one percentage point lower than that of Wix Stores. 

WooCommerce is an extremely popular choice among those familiar with WordPress. This is because it integrates seamlessly into the WordPress ecosystem and allows users to convert any WordPress site into a fully functioning ecommerce store.

One of WooCommerce’s biggest strengths is its flexibility and potential to customize stores via numerous plug-ins and themes. The main drawback is that it requires a bit more technical skill to set up and maintain.

4. Squarespace Add to Cart

  • Global market share: 12%
  • US market share: 15%
  • Known for: Attractive designs, beginner-friendly features

Squarespace ranks fourth on the list of the biggest ecommerce platforms, with a market share of 12%. Renowned for its stunning design capabilities, Squarespace is perfect for creatives and those who prioritize aesthetics. While it provides less extensive ecommerce features than Shopify or WooCommerce, it is known to be user-friendly and offers enough functionality, especially for small to medium-sized businesses. That said, the platform’s limitations in third-party apps can be a deal-breaker for some merchants.

5. Ecwid

  • Global market share: 5%
  • US market share: 4%
  • Known for: Ability to easily convert existing sites into ecommerce stores

Rounding out the top five ecommerce platforms is Ecwid, with a global market share of 5%. Ecwid offers the possibility to add a shopping cart to an existing website. It works across multiple platforms including WordPress, Wix, and more, allowing users to manage multiple online stores from one place. It may not be as comprehensive as Shopify, but many consider it to be a great add-on for those expanding their online presence.

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