Magento Market Share and Competitor Report July 2016

In this article you can read about the following:

  1. Share of the Magento systems
  2. Is Magento dominant?
  3. Share of Magento 2
  4. Segments, industrial sectors, languages
    1. Language use
    2. Average Alexa rank
    3. Typical product categories
    4. Average prices
    5. Division by countries
  5. What are the trends for the future?

Market share of Magento

On the basis of Alexa data, Datanyze carried out an interesting analysis: they examined how many of the one million websites with the most hits globally (Alexa Top 1 million) use the different eCommerce store software applications.

The two most powerful pieces of software are beyond doubt WooCommerce and Magento.

WooCommerce reaches a market share of 30% while Magento 10% among all the websites using some sort of online shop software.

(According to this survey Shopify, BigCommerce and Virtuemart have a relatively significant market share as well.)

But are these numbers correct? Well…

The analyses by AheadWorks and BuiltWith are somewhat different:

Figures of the market share of Magento are provided by AheadWorks. Their latest study was published in March 2016.

They also used the data of Alexa examining the one million most popular websites.

According to their analysis, Magento is undoubtedly dominant on the market: it has a share of 29.1%, while the proportion of those using the software of WooCommerce is only 26.5%. Shopify and Prestashop are the other two that also have significant segments, these are 10.9 and 9.4 percent, respectively.

The analysis shows that even though the share of WooCommerce is growing, its expansion is slowing down, it grew by only 2 percent in the last six months in comparison with the previous 6 percent.

On the other hand, the number of Magento users only slightly decreased, by a relative 2.3 percent.

Data of BuiltWith, however, do not show any decrease in the number of Magento users: the number basically has not changed within the 100,000 most visited sites (roughly 1700). They found more than 19 thousand Magento online shops within the Top one million (note: their Top 1 m isn’t Alexa’s), and they measure 235,000 Magento-based online stores on the entire web.

And the market share chart for the Top 1 million websites:


On the right, next to the graph, we can read that 281,000 currently live websites use Magento, within the Top 1 million there are 14 thousand (red line on the graph).

Now, how many websites use Magento globally in the Top 1 million? 19,000 or 14,000?  What about the market share figures? We can only guess it seems…

The analysis of AheadWorks also mentions that the majority of the platforms realizing the biggest growth are among the top 10: although the market of eCommerce systems is growing, on the whole, those other than the biggest ones are fighting for survival.

Market share of Magento 2

Since this is the first analysis of AheadWorks in which Magento 2 is also examined, separate results have been published on that. According to which:

  1. Most users of Magento 2 are of American interest, but Indian, Australian, Canadian, Estonian, and Vietnamese eCommerce stores use the system as well.
  2. 19 out of 20 Magento 2 systems are used in the English language.
  3. The vast majority of Magento online shops are selling clothing products and accessories, on the other hand, Magento 2 stores are rather selling electronic devices, servers, footwear, or toys for the time being – so they show a quite mixed picture for the time being, and there is no obviously dominant market segment.
  4. The average rank position of Magento 2 online stores within Alexa is 635 834.

According to BuiltWith, Magento 2 has gained only a minimum foothold within the one million: 75 eCommerce stores run on Magento 2 at the moment (July 2016) and more than 2500 on the entire Internet. Most of them switched from WooCommerce.

1600 businesses using Magento 2 are in the US, other major locations include the UK, the Netherlands, Germany, and Australia.

Some “ancient” versions still in use

We can find data about older versions of Magento on BuiltWith’s website. We can see that version 1.9 is the most widespread, however, we can still find 11 online stores that use 1.2, released back in 2008. 1.3 and 1.4 are used by 100 and 400 websites respectively.


On this page ( we see that in the Top 1 million there are 2600 websites that use version 1.9, we don’t see any figure for the entire Internet and in the right-hand paragraph, we see that 5000 live websites use it.

Isn’t this number too low?

Moreover, if we add up all the numbers of currently live websites using any Magento version, we come to the sum of approx. 20,000, which is very far away from the 235,000 figure mentioned before. (

Are we missing or overlooking something here?

Segments, industrial sectors, languages

Let’s take a look at an AheadWorks report published in February.

Another chart for market shares:

Language use

You can learn from it for example in what language Magento is typically used:

  1. Magento Enterprise Edition: 71% in English, 7% in Spanish and in the German language, and the proportion of online shops operated in the Italian language are also significant.
  2. Magento Community Edition: English has a proportion of only 62% here, while the proportion of Spanish and German is 9%, and besides Italian, the Polish language is represented in a higher number as well.
  3. The division is quite similar in the case of WooCommerce, while Shopify is used exclusively in English, PrestaShop on the other hand shows a much more colorful picture. Russian and Persian are also represented here in a higher proportion.

Average Alexa rank

The study of AheadWorks shows that the users of WooCommerce mainly come from among the less visited sites: most of them rank between the 800-900 thousandth positions.

Magento EE has a more significant share here as well, but it strongly appears around the 500-600 thousandth ranks, while the majority of the users of Community Edition are between the 100 and 300 thousandth ranks.

What can you read out of this? First of all, that eCommerce stores with a significant number of visitors, like for example websites of major international brands are typically more willing to choose Magento.

Typical product categories

Most Magento users, both in the case of Enterprise Edition and Community Edition are selling clothing products and accessories, around 14-16 percent. The proportion of those selling sporting goods and electronic devices is considerable as well.

Also, a lot of users of EE sell furniture and books, or various software applications, while the other most popular industrial sectors of Community Edition are cosmetics, mobile accessories, and online shops operating as markets.

Averages prices

Among the dominant eCommerce platforms, it is Magento EE that principally sells products to large companies: according to AheadWorks, an average product costs the most in these online stores, 538 dollars. In the case of Community Edition, the average price is only 260 dollars.

Shopify (82 dollars), PrestaShop (180 dollars), and WooCommerce (178 dollars) are all lagging far behind this.

Distribution by country

This is a real challenge as the statistics vary from source to source.

E.g. according to the June 2015 analysis of AheadWorks:

The USA’s share of Magento CE was 38% (Stores by Countries), it was 10% for the UK, while in February 2016 it was 14% for the USA, 13% for the UK.

Analysis June 2015

Analysis February 2016

In the case of Magento Enterprise, in June 2015 it was mainly used in the UK (27%), and secondly in the USA (13%), but in February 2016 (after only half a year) the situation is quite different: UK: 14%, USA: 57%.

We just wonder: how could such a big change take place in such a short time?

Based on recent data of BuiltWith, taking into account currently live websites, we could calculate the following figures /number of physical locations of businesses using a particular system divided by the total number of currently live websites using that particular system (=%)/:

Half (50%) of websites using Magento Community Edition 1.9 operate in the USA, the second-largest market in the UK (10%).

Looking at the Enterprise Edition: the largest user base is in the USA (56%), while it is 6% for the UK and 5% for Australia.

So it seems that, if we take more sources into account, we can only make rough estimates for the distribution of different Magento systems across countries.

What will the future bring?

It seems that only trends and approximate proportions can be defined on the basis of the statistics:

Currently, there is no major serious challenger that could threaten the position of the market leaders. The smaller players are not able to get near the podium, they are present with an average of 4-6% of the market share. At the same time, it seems that more than three-fourths of the market is covered by the four systems having the biggest shares, and within these four, WooCommerce and Magento cover more than 50% of the entire market.

For the time being, Magento 2 has not been able to make a breakthrough on the market, it is used only by a few thousand online shops, its growth curve is getting steeper week by week though – there is a good chance that the system will slowly but definitely take its rightful place.

It is also interesting that despite the major fluctuations the two market leaders could not really change the balance of power in the last few years – at the same time, an overwhelming proportion of Magento 2 users shifted from WooCommerce. For now, their number is too low of course to let us draw major conclusions from this, but it is possible that with Magento2, Magento created a worthy challenger for its rival.

by Gábor Imre | Digital Marketing Manager

Kishan Gediya - Head of Open Source Department Kishan Gediya

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