Insights into the state of e-commerce in 2024 [Store Leads]

How has the e-commerce ecosystem evolved? What are the top e-commerce platforms in 2024? And what categories are leading this market?

This article will unpack these questions in depth by exploring the ongoing transformations within the online retail sector. We will provide many insights based on the Store Leads findings, exploring everything from the most popular e-commerce platforms in 2024, their categories, and essential third-party technologies to the leading shipping carriers. 

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E-commerce worldwide: The most exciting changes

Since 2023, we’ve seen some pretty intriguing shifts that are reshaping how businesses operate online and how consumers shop.

First off, personalization has taken center stage. Retailers are now leveraging advanced AI to offer highly personalized shopping experiences. Imagine logging onto a website and seeing products curated just for your style and preferences – this is becoming the norm. Nowadays, 71% of customers feel frustrated when an impersonal shopping experience is delivered. Thus, you’ll probably annoy your customers if you don’t deliver personalization.

Another trend is the rise of social commerce. More and more, platforms like Instagram, TikTok, and Facebook are being used not just for marketing but as direct sales channels. The most popular social commerce platform is Facebook, expected to reach 64.6 million buyers in 2024. The integration of shopping features into these platforms means that clicking on an ad and buying the product can happen in just a few taps. 

Sustainability is also becoming a crucial factor. Consumers are increasingly aware of their environmental impact and are looking for brands that commit to sustainable practices. On average, consumers are prepared to pay even 9.7% more for sustainably produced or sourced goods. This evolution pushes companies to rethink their operations, from sourcing materials to packaging and shipping.

Mobile commerce, or m-commerce, continues to grow – sales are expected to reach $2.52 trillion in 2024. This change is driven by improvements in mobile technology, increased smartphone penetration, and the convenience of shopping on mobile devices. Also, with more secure payment methods becoming available, consumers feel safer making purchases this way.

A lot is happening in the e-commerce scene, but let’s take a closer look at the best e-commerce platforms now.

These platforms allow brands to build their online stores, and without them, many companies would not be able to function online. Therefore, today, we will focus on which e-commerce platforms are the most popular in 2024 – which ones are leading the way, and which ones, despite being popular, are at the bottom of the list.

Scroll down and find out!

Top 20+ e-commerce platforms in 2024

According to Store Leads, there are 12,980,017 live stores operating across 100 different e-commerce platforms. WooCommerce and Shopify lead the pack in terms of merchant count, with WooCommerce hosting 4,716,175 active shops and Shopify behind with 2,401,295 active businesses.

Magento and PrestaShop – two other popular platforms – host hundreds of thousands of merchants. Despite Magento being lower on the list, its stores tend to be larger on average. 

What’s more, Square Online has shown the highest percentage growth among the platforms. It predominantly serves micro-merchants with a total of 261,142 active e-shops.

Here is how the top 20 e-commerce platforms list presents for 2024:

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The rest of the list includes:

• BigCommerce: 43,386
• I’m Web: 37,769
• Kajabi: 36,903
• Thinkific: 34,760
• Loja Integrada: 34,160
• SHOPLINE: 33,899
• prom: 33,030
• Shopware: 32,607
• Spring: 31,653
• Shoptet: 30,524
• Alibaba Minisite: 30,320
• Teachable: 29,100
• Color Me Shop: 29,099
• Tray Commerce: 24,245
• ePages: 22,111
• And more

The most popular categories among e-commerce platforms

The e-commerce landscape is as diverse as the needs and interests of its global customer base. Let’s delve into some of the most popular categories that attract the highest number of online stores.

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The top 5 categories are:

1. Apparel: With 1,152,937 stores, the apparel category dominates the e-commerce scene. This sector thrives on variety and caters to different fashion tastes and trends. From high-end designer outfits to budget-friendly streetwear, apparel shops offer options for every age, size, and style preference.
2. Home & Garden: With 767,625 stores, this category includes everything from furniture and home decor to garden tools and supplies. The rise of home improvement projects and the desire to personalize living spaces have propelled this category’s growth.
3. Food & Drink: Represented by 564,618 stores, this category has expanded beyond grocery delivery to include specialty foods, gourmet ingredients, and ready-to-eat meals. This sector answers the growing demand for convenience, variety, and quality in the culinary space, especially among time-pressed consumers who still wish to enjoy a good meal at home.
4. Beauty & Fitness: With 538,415 stores, this category merges cosmetic products with wellness and health goods. From skincare goods and makeup to fitness supplements and equipment, consumers are increasingly turning to online solutions to maintain their health and aesthetics.
5. Arts & Entertainment: Hosting 418,351 stores, this vibrant category includes books, music, crafts, and collectibles. It caters to a wide range of hobbies and interests, providing a platform for niche markets and independent creators to reach a broader audience.

What about the rest of the categories?

The high number of stores in the People & Society category reflects a rising trend in ethical purchasing and community support. Meanwhile, online retailers in the Business & Industrial sector, crucial for various industries, offer tools and supplies essential for business operations. E-shops in the Health category provide pharmaceuticals and wellness products, while retailers in the Sports industry can benefit from personal fitness trends. Stores for Jobs & Education supports professional development and offers educational materials or resources.

E-shops in the Computers category cater to tech enthusiasts with advanced computing solutions, paralleled by the Autos & Vehicles sector with 190,036 stores, revolutionizing how people shop for automotive needs due to a surge in online car sales. Online retailers in Toys & Hobbies and Gifts & Special Events categories meet the demand for leisure and special occasion products, respectively. The Pets & Animals stores thrive by connecting deeply with pet owners – they can offer everything from food to accessories.

Shops with Consumer Electronics remain vital for tech-savvy consumers, driven by continuous technological advancements. On the other hand, retailers in the Travel category are benefiting from a renewed demand for global exploration. Stores in the Internet category, vital for the digital economy, encompass diverse online services. Lastly, Books & Literature e-shops cater to readers and educational needs across various formats.

Country breakdown

And which country has the most online stores?

It’s not really surprising that it’s the United States – it houses 2,821,878 e-shops across various platforms. Its significant presence underscores the country’s role in shaping digital commerce. 

Following the U.S., the United Kingdom also boasts a substantial number of stores, totaling 583,443. Then comes Brazil, with 445,759 shops. It stands out in Latin America and indicates a rapidly expanding e-commerce sector driven by increasing internet penetration and consumer familiarity with online shopping.

Further, in Europe, Germany and France show strong e-commerce activity with 379,272 and 287,395 stores, respectively, powered by their large economies and high consumer purchasing power. 

Canada and Australia are also key players in the e-commerce arena, with 325,237 and 312,361 stores, respectively, demonstrating solid growth and consumer engagement in these regions.

India and the Netherlands round out the major markets with 274,550 and 256,110 stores. These countries are highlighted by growing digital consumer base and cross-border e-commerce activities.

Here is the overview:

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The fresh new stores

The latest entrants to the e-commerce scene showcase an interesting mix of niches and platforms. Among the most recently added stores, here’s a closer look at these emerging online venues:

1. Loja Oficial Philips at www.loja.philips.com.br stands out with a rank of 44,854. It runs on the VTEX platform. Launched on August 16, 2024, this official store represents Philips in Brazil. It offers a direct consumer touchpoint for their electronics and personal care products.
2. dloc.com is another notable new store, ranked at 61,753 and built on Magento. This platform choice suggests a focus on customizable shopping experiences, indicative of dloc.com’s likely emphasis on providing tailored products or services.
3. The top three is rounded out by Kip Cannabis (www.kipcan.com). It ranks 68,254 and uses Wix to reach its audience. Launched recently, Kip Cannabis taps into the growing market for cannabis products.

Among the highest-ranked stores added recently are Style Miami Fishing Charters and IPSY.

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Top 10 third-party technologies and shipping carriers

Merchants extensively utilize third-party technologies to enhance their online stores, enrich user experiences, and optimize operations. Currently, an impressive array of 810 different technologies are in use, with 63,449,680 installs across various e-commerce platforms.

Here’s a closer look at the top 10 third-party technologies:

1. WordPress – Lead the group with 4,681,879 installs. Many e-commerce sites leverage their robust CMS capabilities to manage content effectively alongside their retail operations.
2. Cloudflare – With 4,288,328 installs, Cloudflare enhances website security and performance, providing crucial benefits like DDoS protection and fast content delivery.
3. Google Tag Manager – Installed in 4,185,555 stores, this tool simplifies the management of analytics and marketing tags and controls various tracking technologies efficiently.
4. Google Adsense – Utilized by 3,958,188 stores, it allows e-commerce sites to earn revenue through targeted ad placement.
5. Cloudflare CDN – A specific service by Cloudflare, with 3,647,839 installs. This content delivery network speeds up the loading times of e-commerce pages.
6. Google Ads Pixel – This tracking technology, with 2,902,447 installs, helps stores refine their advertising strategies by measuring the effectiveness of their Google Ads.
7. Facebook Pixel – Found on 2,726,624 stores, this pixel enables sophisticated ad targeting and performance tracking on Facebook.
8. reCAPTCHA – With 2,675,085 installs, Google’s reCAPTCHA helps protect e-commerce sites from spam and abuse.
9. Arrive – This technology, installed in 2,367,003 stores, enhances logistics and tracking capabilities.
10. Google Analytics – A fundamental digital analytics tool installed on 2,239,940 stores, offers deep insights into customer behavior, traffic sources, and overall website performance.

When it comes to shipping carriers, USPS leads with usage in 575,502 stores, closely followed by UPS with 504,348 e-shops. FedEx ranks third, serving 289,530 ones. 

These top carriers are preferred due to their reliability and extensive network. Internationally, Correios in Brazil and Royal Mail in the UK also make the list, servicing 121,533 and 103,757 stores, respectively. Australia Post and Canada Post are pivotal in their regions, while Correos is one of the top choices in Spain. DHL with InPost offers specialized services across various markets.

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Conclusion

These insights show a dynamic industry that continues to evolve and is driven by technology, consumer demands, and the global marketplace. 

It’s an exciting time for both businesses and consumers in the e-commerce world!

If you’re a burgeoning online merchant or a developer looking to tap into this booming market, understanding these trends and platform dynamics is the first step to leveraging the vast opportunities in e-commerce today.

This overview not only reflects the current state of the e-commerce platform battles but also underscores the evolving preferences of online merchants and the diverse needs they fulfill. As the e-commerce sphere continues to expand, these platforms are set to play a big role in shaping the future of online retail.

So, evaluate your e-commerce, adjust accordingly, and stay on top of the game!