OWL Carousel Technology Adoption in E-commerce
Discover 549.1k verified e-commerce stores using OWL Carousel. Analyze technology adoption, market trends, integration patterns, and business insights.
Detected across 1m domains. 549.1k verified as active stores with physical delivery.
This is a public report preview. Use the catalog, exports or API for account lists. Fields depend on your plan; coverage varies by merchant.
549.1k verified active stores out of 1m detected · 54.8% verification rate
E-commerce Platforms Distribution
WooCommerce stores with 42.4% of stores with physical delivery (232,977 stores) , followed by Custom (29.4%) and PrestaShop (4.9%) .
Base: 549,051 active verified stores, including those without a detected platform. Rankings show leading platform combinations; displayed percentages need not sum to 100%. 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)
232,977 stores
161,306 stores
26,691 stores
22,323 stores
21,623 stores
20,388 stores
11,782 stores
8,338 stores
3,295 stores
2,902 stores
Visual Distribution
232,977 stores
161,306 stores
26,691 stores
22,323 stores
21,623 stores
20,388 stores
11,782 stores
8,338 stores
3,295 stores
2,902 stores
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| WooCommerce | 232977 | 42.43% |
| Custom | 161306 | 29.38% |
| PrestaShop | 26691 | 4.86% |
| Shopify | 22323 | 4.07% |
| Magento | 21623 | 3.94% |
| OpenCart | 20388 | 3.71% |
| Imweb | 11782 | 2.15% |
| 1C-Bitrix | 8338 | 1.52% |
| VirtueMart | 3295 | 0.60% |
| Botble CMS | 2902 | 0.53% |
Show broader dataset (all e-commerce signals)
Websites with E-commerce Signals
WooCommerce holds 58.8% share of detected OWL Carousel e-commerce signals (588,900) , with Custom at 16.1% and PrestaShop at 3.0% (June 2026) .
Base: 1,001,912 domains in this report's signal population, including domains without a detected platform. This is not a store count: it can include redirects and non-transactional sites. Displayed percentages need not sum to 100%.
Top 10 Platforms (All Signals)
588,900 websites
161,306 websites
29,617 websites
24,144 websites
27,718 websites
23,998 websites
56,874 websites
21,382 websites
5,176 websites
4,813 websites
Visual Distribution
588,900 websites
161,306 websites
29,617 websites
24,144 websites
27,718 websites
23,998 websites
56,874 websites
21,382 websites
5,176 websites
4,813 websites
| Platform | Websites with Signals | Percentage |
|---|---|---|
| WooCommerce | 588900 | 58.78% |
| Custom | 161306 | 16.10% |
| PrestaShop | 29617 | 2.96% |
| Shopify | 24144 | 2.41% |
| Magento | 27718 | 2.77% |
| OpenCart | 23998 | 2.40% |
| Imweb | 56874 | 5.68% |
| 1C-Bitrix | 21382 | 2.13% |
| VirtueMart | 5176 | 0.52% |
| Botble CMS | 4813 | 0.48% |
Categories Distribution
Clothing & Accessories stores with 13.2% of all stores (72,604 stores) , followed by Health & Beauty (12.2%) and Food & Beverages (9.7%) .
Base: 549,051 active verified stores, including stores without a detected category. Percentages use this full population, not only the displayed categories.
Top 10 Categories
72,604 stores
66,844 stores
53,107 stores
41,956 stores
40,415 stores
35,494 stores
33,026 stores
31,408 stores
21,896 stores
19,491 stores
Visual Distribution
72,604 stores
66,844 stores
53,107 stores
41,956 stores
40,415 stores
35,494 stores
33,026 stores
31,408 stores
21,896 stores
19,491 stores
| Category | Number of Stores | Percentage |
|---|---|---|
| Clothing & Accessories | 72604 | 13.22% |
| Health & Beauty | 66844 | 12.17% |
| Food & Beverages | 53107 | 9.67% |
| Home & Garden | 41956 | 7.64% |
| Electronics & Technology | 40415 | 7.36% |
| Tools & Hardware | 35494 | 6.46% |
| Business & Industrial | 33026 | 6.02% |
| Sporting Goods & Outdoor Gear | 31408 | 5.72% |
| Vehicles & Parts | 21896 | 3.99% |
| Gifts & Special Occasions | 19491 | 3.55% |
Payment Providers Distribution
PayPal accounts for 27.9% of displayed detection occurrences (43,256 occurrences) , followed by MasterCard (19.8%) and Stripe Connect (11.5%) .
Base: 154,887 provider detection occurrences in the displayed ranking, from active stores. One store can contribute multiple occurrences. These percentages are not the share of unique stores or all detections.
Detected from checkout/payment scripts and provider tags; off-site/manual payments excluded where undetectable.
Top 10 Payment Providers
43,256 occurrences
30,745 occurrences
17,786 occurrences
17,765 occurrences
15,821 occurrences
7,123 occurrences
6,873 occurrences
5,689 occurrences
5,048 occurrences
4,781 occurrences
Visual Distribution
43,256 occurrences
30,745 occurrences
17,786 occurrences
17,765 occurrences
15,821 occurrences
7,123 occurrences
6,873 occurrences
5,689 occurrences
5,048 occurrences
4,781 occurrences
| Payment Provider | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| PayPal | 43256 | 27.93% |
| MasterCard | 30745 | 19.85% |
| Stripe Connect | 17786 | 11.48% |
| American Express | 17765 | 11.47% |
| VISA | 15821 | 10.21% |
| Apple Pay | 7123 | 4.60% |
| Klarna | 6873 | 4.44% |
| Google Pay | 5689 | 3.67% |
| JCB | 5048 | 3.26% |
| Bolt | 4781 | 3.09% |
Shipping Carriers Distribution
UPS accounts for 20.4% of displayed detection occurrences (23,549 occurrences) , followed by DHL (15.8%) and Почта России (10.4%) .
Base: 115,705 carrier detection occurrences in the displayed ranking, from active stores. One store can contribute multiple occurrences. These percentages are not the share of unique stores or all detections.
Detected from checkout/shipping pages and shipment widgets; cross-border carriers included where visible.
Top 10 Shipping Carriers
Visual Distribution
23,549 occurrences
18,259 occurrences
12,082 occurrences
11,979 occurrences
11,395 occurrences
11,331 occurrences
11,209 occurrences
8,175 occurrences
3,950 occurrences
3,776 occurrences
| Shipping Carrier | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| UPS | 23549 | 20.35% |
| DHL | 18259 | 15.78% |
| Почта России | 12082 | 10.44% |
| DPD | 11979 | 10.35% |
| USPS | 11395 | 9.85% |
| СДЭК | 11331 | 9.79% |
| FedEx | 11209 | 9.69% |
| GLS | 8175 | 7.07% |
| TNT | 3950 | 3.41% |
| Correios | 3776 | 3.26% |
Store Launch Timeline
Over the past 12 months, 87,083 new stores were launched in OWL Carousel , with the highest activity in 2026-05 (7,488 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
7,488 stores launched
8,726 stores launched
7,485 stores launched
6,188 stores launched
7,804 stores launched
7,807 stores launched
7,595 stores launched
7,691 stores launched
7,707 stores launched
7,663 stores launched
7,766 stores launched
3,163 stores launched
Monthly Trend
8.6% of last 12 months
10.0% of last 12 months
8.6% of last 12 months
7.1% of last 12 months
9.0% of last 12 months
9.0% of last 12 months
8.7% of last 12 months
8.8% of last 12 months
8.9% of last 12 months
8.8% of last 12 months
8.9% of last 12 months
3.6% of last 12 months
| Month | Stores Launched | Percentage |
|---|---|---|
| 2026-05 | 7488 | 8.60% |
| 2026-04 | 8726 | 10.02% |
| 2026-03 | 7485 | 8.60% |
| 2026-02 | 6188 | 7.11% |
| 2026-01 | 7804 | 8.96% |
| 2025-12 | 7807 | 8.97% |
| 2025-11 | 7595 | 8.72% |
| 2025-10 | 7691 | 8.83% |
| 2025-09 | 7707 | 8.85% |
| 2025-08 | 7663 | 8.80% |
| 2025-07 | 7766 | 8.92% |
| 2025-06 | 3163 | 3.63% |
Active Stores by Launch Year
Currently, 542,146 active stores in OWL Carousel are tracked in our database , with the most stores launched in 2026 (38,196 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
38,196 active stores
75,440 active stores
46,241 active stores
39,575 active stores
33,972 active stores
39,257 active stores
40,018 active stores
29,610 active stores
31,072 active stores
26,347 active stores
16,389 active stores
13,419 active stores
13,053 active stores
16,759 active stores
10,950 active stores
Distribution by Launch Year
7.0% of tracked active stores
13.9% of tracked active stores
8.5% of tracked active stores
7.3% of tracked active stores
6.3% of tracked active stores
7.2% of tracked active stores
7.4% of tracked active stores
5.5% of tracked active stores
5.7% of tracked active stores
4.9% of tracked active stores
3.0% of tracked active stores
2.5% of tracked active stores
2.4% of tracked active stores
3.1% of tracked active stores
2.0% of tracked active stores
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2026 | 38196 | 7.05% |
| 2025 | 75440 | 13.92% |
| 2024 | 46241 | 8.53% |
| 2023 | 39575 | 7.30% |
| 2022 | 33972 | 6.27% |
| 2021 | 39257 | 7.24% |
| 2020 | 40018 | 7.38% |
| 2019 | 29610 | 5.46% |
| 2018 | 31072 | 5.73% |
| 2017 | 26347 | 4.86% |
| 2016 | 16389 | 3.02% |
| 2015 | 13419 | 2.48% |
| 2014 | 13053 | 2.41% |
| 2013 | 16759 | 3.09% |
| 2012 | 10950 | 2.02% |
Geographic Distribution
United States stores with 11.9% (65,446 active verified stores) , followed by Russia (10.2%) and India (4.9%) .
Base: 549,051 active verified stores, including stores with unknown country. Percentages use the full population, not only the displayed countries.
Top 10 Countries
65,446 active verified stores
56,023 active verified stores
27,081 active verified stores
20,910 active verified stores
19,355 active verified stores
19,194 active verified stores
17,267 active verified stores
16,107 active verified stores
15,068 active verified stores
14,776 active verified stores
Visual Distribution
65,446 active verified stores
56,023 active verified stores
27,081 active verified stores
20,910 active verified stores
19,355 active verified stores
19,194 active verified stores
17,267 active verified stores
16,107 active verified stores
15,068 active verified stores
14,776 active verified stores
| Country | AI-Verified Store Count | Market Share |
|---|---|---|
| United States | 65446 | 11.92% |
| Russia | 56023 | 10.20% |
| India | 27081 | 4.93% |
| Vietnam | 20910 | 3.81% |
| Italy | 19355 | 3.53% |
| United Kingdom | 19194 | 3.50% |
| Turkey | 17267 | 3.14% |
| Spain | 16107 | 2.93% |
| France | 15068 | 2.74% |
| South Korea | 14776 | 2.69% |
Featured Stores
A selection of notable and recently launched stores in this segment.
Notable Stores
A sample of well-known stores in this segment tracked by ShopRank.
Salesforce Commerce Cloud
Custom - Clothing & Accessories
Salesforce Commerce Cloud
Custom
Custom - Home & Garden
New Stores
Recently launched stores detected by ShopRank in the last full month.
WooCommerce - Clothing & Accessories
WooCommerce - Furniture & Home Decor
Pancake WebCMS - Clothing & Accessories
Custom - Gifts & Special Occasions
PrestaShop - Home & Garden
Data Coverage
Coverage among all domains with this detected signal, including non-active profiles; not just active stores.
| Field | Rows count | Coverage |
|---|---|---|
| Website | 1m | 100.00% |
| Emails | 651.1k | 64.99% |
| Phones | 515.7k | 51.47% |
| Ecommerce platform | 997.7k | 99.58% |
| Couriers | 130.9k | 13.07% |
| Payment Providers | 144.4k | 14.41% |
| Categories | 526.4k | 52.54% |
| Social Media | 629.1k | 62.79% |
Coverage reflects detectability from public website analysis. Payment providers and shipping carriers are identified from checkout pages and shipping widgets. Stores using off-site payment flows or custom shipping integrations may not be detected. Actual adoption rates are higher than shown.
Market Intelligence
On-demand market analysis
Self-service access to market data and insights
- Search and segment stores by any criteria
- API integration for automated workflows
- Periodic index updates
- Market sizing and segmentation
Strategic Intelligence
Custom research and competitive analysis
Tailored intelligence for strategic decisions
- Custom market reports and analysis
- Competitive landscape monitoring
- Direct support from the founder
- Flexible licensing and enterprise pricing
Market Intelligence
Understand the OWL Carousel e-commerce landscape:
Analyze 549.1k verified e-commerce stores on OWL Carousel - technology adoption, market share, competitive positioning.
- Track Competitive Shifts
-
Monitor platform migrations, technology adoption, and market share changes across OWL Carousel e-commerce.
- Size Your Addressable Market
-
Segment stores by country, platform, category, PSP, carrier, technology, and merchant-size signals to quantify your market opportunity.
- Monitor Adoption Trends
-
Identify which payment providers, shipping carriers, and platforms are gaining or losing traction.
Data Access
- Interactive search and filtering via web app
- REST API for programmatic access and automation
- Index updates; historical datasets by agreement
Use Cases
- Competitive intelligence and market sizing
- Technology adoption and platform migration analysis
- Sales prospecting and account-based targeting
- Investment research and due diligence
Frequently Asked Questions
- What data is included in the OWL Carousel e-commerce intelligence?
-
We track 549.1k verified OWL Carousel e-commerce stores whose profiles can include: e-commerce platform, product counts, categories, payment providers, shipping carriers, technology stack, merchant-size signals, and available business contact fields.
- How is the data collected and how often is it updated?
-
We rebuild the searchable index typically every 2–4 weeks. Observation dates vary by source and field; a rebuild does not mean every website was observed again. This public report has its own publication date and may use an older snapshot than the live catalog. Coverage varies by field and market. A missing payment or carrier signal means we did not detect it, not that the merchant does not use it.
- How do I access the data?
-
Self-service plans give you instant access through our web app and REST API. You can search, filter, and segment stores interactively or integrate programmatically into your workflows. View plans →
- Can I filter by specific segments?
-
Yes. You can segment by country, platform, product category, payment provider, shipping carrier, technology stack, store age, cross-border signals, and merchant-size bands. Some advanced signals are plan-gated, and the same field contract is used by the web app, exports, and API.
- Do you offer enterprise or custom licensing?
-
Yes. For large-scale data needs, custom market reports, or dedicated support, contact us to discuss enterprise pricing.
Social Media Usage
Facebook accounts for 30.7% of displayed detection occurrences (272,676 occurrences) , followed by Instagram (26.4%) and YouTube (10.6%) .
Base: 886,924 social-platform detection occurrences in the displayed ranking, from active stores. One store can contribute multiple occurrences. These percentages are not the share of unique stores or all detections.
Links and embeds detected on public pages; private/hidden profiles not counted.
Top 10 Social Platforms
272,676 occurrences
234,504 occurrences
93,599 occurrences
87,411 occurrences
53,236 occurrences
50,385 occurrences
48,165 occurrences
28,676 occurrences
16,209 occurrences
2,063 occurrences
Visual Distribution
272,676 occurrences
234,504 occurrences
93,599 occurrences
87,411 occurrences
53,236 occurrences
50,385 occurrences
48,165 occurrences
28,676 occurrences
16,209 occurrences
2,063 occurrences