Matomo Analytics Technology Adoption in E-commerce

Discover 1.4k e-commerce stores using Matomo Analytics. Analyze technology adoption, market trends, integration patterns, and business insights.

· · Next full refresh: December 2025

E-commerce Platforms Distribution

Custom leads with 97.3% of stores with physical delivery (1,388 stores) , followed by WooCommerce (1.1%) and Magento (0.5%) .

Note: This distribution covers only stores selling physical products with active shopping carts and physical product shipping. Digital products, services, and non-transactional sites are excluded. All stores are verified by our proprietary AI model to ensure accurate e-commerce classification.

Top 10 Platforms (Physical Delivery)

Custom 97.3%

1,388 stores

16 stores

7 stores

4 stores

3 stores

Ecwid 0.1%

2 stores

1 stores

1 stores

1 stores

Visual Distribution

Distribution of top 10 platforms by stores with physical delivery (November 2025)
E-commerce platforms distribution for stores with physical delivery in Matomo Analytics
Platform Stores with Physical Delivery Percentage
Custom 1388 97.34%
WooCommerce 16 1.12%
Magento 7 0.49%
Shopware 4 0.28%
PrestaShop 3 0.21%
Ecwid 2 0.14%
SAP Commerce Cloud 1 0.07%
xtCommerce 1 0.07%
OXID eShop Community Edition 1 0.07%
Shopify 1 0.07%
Miva 1 0.07%
Proximis Unified Commerce 1 0.07%
Gumroad 0 0.00%
osCommerce 0 0.00%
Modified eCommerce, Modified 0 0.00%

All Stores Distribution

Custom holds 7.9% share of all Matomo Analytics e-commerce stores (1,388) , with WooCommerce at 89.5% and Magento at 0.6% (November 2025) .

Note: This broader distribution includes all stores with e-commerce indicators such as platform detection, shopping cart presence, or payment integration. This liberal approach may include some false positives (e.g., WooCommerce installations used for non-commercial purposes) but provides comprehensive market coverage for lead generation and competitive analysis.

Top 10 Platforms (All Stores)

1,388 stores

15,697 stores

108 stores

56 stores

114 stores

Ecwid 0.3%

48 stores

8 stores

6 stores

73 stores

Visual Distribution

Distribution of top 10 platforms by all stores (November 2025)
E-commerce platforms distribution for all stores in Matomo Analytics
Platform Total Stores Percentage
Custom 1388 7.92%
WooCommerce 15697 89.51%
Magento 108 0.62%
Shopware 56 0.32%
PrestaShop 114 0.65%
Ecwid 48 0.27%
SAP Commerce Cloud 8 0.05%
xtCommerce 6 0.03%
OXID eShop Community Edition 12 0.07%
Shopify 73 0.42%
Miva 5 0.03%
Proximis Unified Commerce 5 0.03%
Gumroad 1 0.01%
osCommerce 14 0.08%
Modified eCommerce, Modified 1 0.01%

Categories Distribution

Clothing & Accessories leads with 15.6% of all stores (163 stores) , followed by Health & Beauty (14.1%) and Vehicles & Parts (12.4%) .

Top 10 Categories

Clothing & Accessories 15.6%

163 stores

Health & Beauty 14.1%

148 stores

Vehicles & Parts 12.4%

130 stores

Electronics & Technology 10.3%

108 stores

Business & Industrial 9.4%

99 stores

Home & Garden 7.4%

78 stores

Food & Beverages 5.9%

62 stores

Tools & Hardware 3.9%

41 stores

Arts & Entertainment 3.9%

41 stores

Jewelry & Watches 3.2%

34 stores

Visual Distribution

Distribution of top 10 Matomo Analytics store categories (November 2025)
Distribution of categories in Matomo Analytics e-commerce stores
Category Number of Stores Percentage
Clothing & Accessories 163 15.55%
Health & Beauty 148 14.12%
Vehicles & Parts 130 12.40%
Electronics & Technology 108 10.31%
Business & Industrial 99 9.45%
Home & Garden 78 7.44%
Food & Beverages 62 5.92%
Tools & Hardware 41 3.91%
Arts & Entertainment 41 3.91%
Jewelry & Watches 34 3.24%
Pets & Pet Supplies 33 3.15%
Sporting Goods & Outdoor Gear 33 3.15%
Furniture & Home Decor 33 3.15%
Books & Media 25 2.39%
Gifts & Special Occasions 20 1.91%

Payment Providers Distribution

PayPal leads with 14.8% among AI-verified physical stores (23 stores) , followed by MasterCard (12.9%) and American Express (12.3%) .

Base: 419 AI-verified physical stores with detectable payment providers (2.3% coverage of all stores). Percentages show share of detected provider instances (stores may use multiple providers).

Detected from checkout/payment scripts and provider tags; off-site/manual payments excluded where undetectable.

Top 10 Payment Providers

PayPal 14.8%

23 stores

20 stores

19 stores

Bolt 11.6%

18 stores

18 stores

10 stores

VISA 5.8%

9 stores

7 stores

6 stores

6 stores

Visual Distribution

Distribution of top 10 Matomo Analytics payment providers (November 2025)
Distribution of payment providers in Matomo Analytics e-commerce stores
Payment Provider Store Count Market Share
PayPal 23 14.84%
MasterCard 20 12.90%
American Express 19 12.26%
Bolt 18 11.61%
Stripe Connect 18 11.61%
Klarna 10 6.45%
VISA 9 5.81%
AliPay 7 4.52%
BitCoin 6 3.87%
Google Pay 6 3.87%
Apple Pay 6 3.87%
JCB 5 3.23%
Paddle 4 2.58%
PayU 2 1.29%
LiteCoin 2 1.29%

Shipping Carriers Distribution

GLS leads with 16.4% among AI-verified physical stores (35 stores) , followed by DPD (13.6%) and UPS (12.6%) .

Base: 405 AI-verified physical stores with detectable shipping carriers (2.2% coverage of all stores). Percentages show share of detected carrier instances (stores may use multiple carriers).

Detected from checkout/shipping pages and shipment widgets; cross-border carriers included where visible.

Top 10 Shipping Carriers

GLS 16.4%

35 stores

DPD 13.6%

29 stores

UPS 12.6%

27 stores

DHL 12.1%

26 stores

21 stores

TNT 6.5%

14 stores

9 stores

FedEx 3.3%

7 stores

7 stores

Visual Distribution

Distribution of top 10 Matomo Analytics shipping carriers (November 2025)
Distribution of shipping carriers in Matomo Analytics e-commerce stores
Shipping Carrier Store Count Market Share
GLS 35 16.36%
DPD 29 13.55%
UPS 27 12.62%
DHL 26 12.15%
Ceska Posta 21 9.81%
Почта России 20 9.35%
TNT 14 6.54%
Slovenska posta 9 4.21%
FedEx 7 3.27%
Speedy 7 3.27%
FMX 5 2.34%
Hermes 5 2.34%
Estes 3 1.40%
Magyar Posta 3 1.40%
ASM 3 1.40%

Store Launch Timeline

Over the past 12 months, 54 new stores were launched in Matomo Analytics , with the highest activity in 2025-10 (2 stores) , demonstrating ongoing growth in the e-commerce market.

Last 12 Months

2025-10 3.7%

2 stores launched

2025-09 3.7%

2 stores launched

2025-08 18.5%

10 stores launched

2025-07 14.8%

8 stores launched

2025-06 3.7%

2 stores launched

2025-05 5.6%

3 stores launched

2025-04 11.1%

6 stores launched

2025-03 5.6%

3 stores launched

2025-02 1.9%

1 stores launched

2025-01 14.8%

8 stores launched

2024-12 11.1%

6 stores launched

2024-11 5.6%

3 stores launched

Monthly Trend

Monthly store launches in Matomo Analytics (November 2025)
Monthly store launches in Matomo Analytics over the past 12 months
Month Stores Launched Percentage
2025-10 2 3.70%
2025-09 2 3.70%
2025-08 10 18.52%
2025-07 8 14.81%
2025-06 2 3.70%
2025-05 3 5.56%
2025-04 6 11.11%
2025-03 3 5.56%
2025-02 1 1.85%
2025-01 8 14.81%
2024-12 6 11.11%
2024-11 3 5.56%

Active Stores by Launch Year

Currently, 1,365 active stores in Matomo Analytics are tracked in our database , with the most stores launched in 2025 (45 stores still active) . This shows the distribution of currently active stores by their original launch year.

Active Stores by Launch Year

2025 3.3%

45 active stores

2024 8.1%

111 active stores

2023 7.0%

96 active stores

2022 10.5%

143 active stores

2021 13.6%

186 active stores

2020 6.9%

94 active stores

2019 4.8%

65 active stores

2018 4.5%

62 active stores

2017 6.3%

86 active stores

2016 4.6%

63 active stores

2015 3.2%

43 active stores

2014 3.2%

43 active stores

2013 3.3%

45 active stores

2012 3.3%

45 active stores

2011 2.1%

29 active stores

Distribution by Launch Year

Active stores in Matomo Analytics by original launch year (November 2025)
Active stores in Matomo Analytics by launch year
Launch Year Active Stores Percentage
2025 45 3.30%
2024 111 8.13%
2023 96 7.03%
2022 143 10.48%
2021 186 13.63%
2020 94 6.89%
2019 65 4.76%
2018 62 4.54%
2017 86 6.30%
2016 63 4.62%
2015 43 3.15%
2014 43 3.15%
2013 45 3.30%
2012 45 3.30%
2011 29 2.12%
2010 30 2.20%
2009 22 1.61%
2008 30 2.20%
2007 23 1.68%
2006 18 1.32%
2005 11 0.81%
2004 14 1.03%
2003 9 0.66%
2002 9 0.66%
2001 14 1.03%
2000 9 0.66%
1999 9 0.66%
1998 6 0.44%
1997 4 0.29%
1995 1 0.07%

Social Media Usage

Facebook leads with 32.0% among stores with at least one detectable social profile (726 stores) , followed by Instagram (21.7%) and YouTube (13.6%) .

Base: 2,536 stores with any detectable social profile (13.6% of all stores). Percentages show share of detected platform instances (stores may use multiple platforms).

Links and embeds detected on public pages; private/hidden profiles not counted.

Top 10 Social Platforms

Facebook 32.0%

726 stores

Instagram 21.7%

492 stores

YouTube 13.6%

308 stores

Twitter 9.6%

218 stores

LinkedIn 9.1%

207 stores

Pinterest 5.3%

121 stores

WhatsApp 3.3%

76 stores

TikTok 2.6%

59 stores

X 2.2%

51 stores

Reddit 0.5%

11 stores

Visual Distribution

Distribution of social media platforms in Matomo Analytics (November 2025)
Distribution of social media platforms in Matomo Analytics e-commerce stores
Social Platform Store Count Market Share
Facebook 726 32.00%
Instagram 492 21.68%
YouTube 308 13.57%
Twitter 218 9.61%
LinkedIn 207 9.12%
Pinterest 121 5.33%
WhatsApp 76 3.35%
TikTok 59 2.60%
X 51 2.25%
Reddit 11 0.48%

Geographic Distribution

Czechia leads with 20.0% (191 AI-verified stores) , followed by Spain (9.9%) and Slovakia (7.9%) .

Base: 956 AI-verified stores across 20 countries. Percentages show share among AI-verified stores.

Top 10 Countries

Czechia 20.0%

191 AI-verified stores

Spain 9.9%

95 AI-verified stores

76 AI-verified stores

72 AI-verified stores

71 AI-verified stores

China 6.3%

60 AI-verified stores

47 AI-verified stores

47 AI-verified stores

44 AI-verified stores

Japan 4.2%

40 AI-verified stores

Visual Distribution

Geographic distribution of stores using Matomo Analytics (November 2025)
Geographic distribution of stores using Matomo Analytics
Country AI-Verified Store Count Market Share
Czechia 191 19.98%
Spain 95 9.94%
Slovakia 76 7.95%
France 72 7.53%
United States 71 7.43%
China 60 6.28%
United Kingdom 47 4.92%
Germany 47 4.92%
Hungary 44 4.60%
Japan 40 4.18%
Iran 36 3.77%
Poland 29 3.03%
Bangladesh 25 2.62%
Italy 20 2.09%
Russia 20 2.09%
Bulgaria 19 1.99%
Romania 19 1.99%
Sweden 16 1.67%
Denmark 15 1.57%
South Korea 14 1.46%

Dataset Coverage

Field Rows count Coverage
Website 18.6k 100.00%
Emails 1.5k 7.87%
Phones 1.6k 8.56%
Ecommerce platform 18.4k 98.78%
Couriers 405.0 2.18%
Payment Providers 419.0 2.25%
Categories 1.1k 6.03%
Social Media 2.5k 13.62%

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