The State of Shopify Report in the USA, the UK, Canada, Australia and Germany

Fabrikatör, the leading inventory planning software for Shopify and direct-to-customer brands, today unveiled the comprehensive Shopify Ecosystem Report, highlighting the dynamics of the Shopify market in key global markets, including the USA, UK, Canada, Australia, and Germany.

Shopify is one of the fastest-growing e-commerce software platforms, holding 16.36% of the total e-commerce share globally,  with $7.06B in revenue in 2023 and a YoY 26.07% increase.

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Fabrikatör’s study reveals how the Shopify ecosystem looks in the top five countries with the most active Shopify stores: the USA, the UK, Canada, Australia, and Germany. Even though those markets are quite strong for Shopify, there are some differences among them.

Market share of Shopify in the USA, UK, Canada, Australia and Germany

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Shopify has the biggest market share in the USA with 28%, followed by WooCommerce Checkout with 17%, Wix Stores with 16%, Squarespace with 14%, and Ecwid with 4%, according to Statista report in 2023.

In the UK, the market share of Shopify, with 21%, is slightly lower than WooCommerce Checkout, with 22%. Wix Stores ranked third with a market share of 17 percent, followed by Squarespace with 12% and Ecwid with 10%.

As of April 2024, Shopify was the e-commerce platform with the biggest market share in Canada by quite a large margin at 30 percent, according to Statista. Squarespace followed with their Add to Cart (17 percent), Active Store (three percent), and Commerce service (three percent).

In Australia, as of September 2020, open-source WooCommerce was Australia's leading e-commerce platform application, holding a market share of around 34.38 percent, according to Statista. The Australian market is the most fragmented one with different players in the market. 100sklepow and Adobe Business Catalyst have a 3.39% market share, followed by Magento with 3.05%, BigCommerce with 1.7%, Weebly eCommerce with 1.5% and OpenCart with 1.42%

Germany is the leading country in the EU among Shopify stores, with over 81 thousand active stores, and the fifth country worldwide. At the same time, Shopify, the biggest e-commerce software vendor in Germany, with a 24% market share, followed closely by Ecwid with a 22% market share, according to the Statista report, 2023.  Shopware, a Germany-based platform provider, has a 6% market share, unlike the other markets.

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Active Shopify and Shopify Plus Stores

Among more than 2.4 Million active Shopify stores, 44% of the stores with over 1 Million active stores are located in the United States of America, with the biggest share in the Shopify ecosystem. The number of active stores is distributed quite evenly; UK with 7%, Canada with 5%, Australia with 5% and Germany with 3%.

USA has by far the most active Shopify stores, with over 1 M stores and 44% of all Shopify stores worldwide. 1.29% of the stores are Shopify Plus.

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Category Distribution for Shopify Stores

The apparel category has the highest share in the five countries. Home & Garden has the second highest share of all countries except for the UK. Beauty &Fitness is the third highest category in the USA, Canada, Australia, and Germany, while it’s the second highest category in the UK Shopify market. While the Consumer Electronics category is the third most popular option in the UK, this category is not among the most popular categories in other countries.

Another outlier is that the health category in Germany is the fourth most popular category; it doesn't have a significant weight for the others.

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Apps Used for Shopify and Shopify Plus

Here, comprehensive tables show installed application distribution across five countries: the USA, UK, Canada, Australia, and Germany. You can find insight into which apps belong to which countries are installed either from Shopify or Shopify Plus integration.

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With 203,488 installations, Product Reviews is the most installed application with Shopify integration. The most downloaded application with Shopify Plus integration is the email & marketing tool Klaviyo.

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The most downloaded application with Shopify integration in the UK, downloaded 49,671 times, is Geolocation. Similarly, in the USA, the most downloaded application with Shopify Plus integration, with 1,903 downloads, is Klaviyo.

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In Canada, the most downloaded application with Shopify integration is the same as in the UK. Geolocation, with 36,454 downloads. Also similarly to the UK, the most downloaded application with Shopify Plus integration is Klaviyo.

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The tables showcas the app install numbers by country, displaying the top downloaded apps. There are more than 10.000 apps in the Shopify App Store, making the competition fierce.

In the email & SMS category, Shopify Inbox and Klaviyo are competing closely.  Shopify Inbox is a free app, provided by Shopify. In the category, Klaviyo dominates this market, and with their IPO last year, they’re consolidating market share.

"Geolocation" is popular across all countries, with 49,671 installations in the UK and 36,454 in Canada, indicating a strategic focus on local marketing and user engagement.

Some apps show a distinct preference in specific countries. For example, "Klarna On‑Site Messaging" has a staggering 48,354 installations in Germany, far exceeding its usage in other regions. This suggests a tailored approach to local payment solutions in Germany.

Data Collection:

Shopify active stores data was collected from Storeleads on April 16, 2024. The market share data is collected from Statista as linked in the report.

About Fabrikatör:

Fabrikatör is an inventory management solution designed for Shopify and direct-to-customer brands, enhancing their operational efficiencies and cash flows. Backed by APX, Backbone Ventures, and Investitionsbank Berlin, Fabrikatör allows brands to easily forecast demand, replenish stock, and accept backorder.

For further information, please contact:

Email: contact@fabrikator.io

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