Trustpilot Technology Adoption in E-commerce
Discover 32.8k verified e-commerce stores using Trustpilot. Analyze technology adoption, market trends, integration patterns, and business insights.
Detected across 41.6k domains. 32.8k 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.
32.8k verified active stores out of 41.6k detected · 78.8% verification rate
E-commerce Platforms Distribution
Shopify stores with 28.9% of stores with physical delivery (9,471 stores) , followed by WooCommerce (28.2%) and Custom (21.5%) .
Base: 32,787 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)
9,471 stores
9,251 stores
7,046 stores
1,581 stores
1,049 stores
859 stores
404 stores
276 stores
225 stores
171 stores
Visual Distribution
9,471 stores
9,251 stores
7,046 stores
1,581 stores
1,049 stores
859 stores
404 stores
276 stores
225 stores
171 stores
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| Shopify | 9471 | 28.89% |
| WooCommerce | 9251 | 28.22% |
| Custom | 7046 | 21.49% |
| Magento | 1581 | 4.82% |
| BigCommerce | 1049 | 3.20% |
| PrestaShop | 859 | 2.62% |
| Wix eCommerce | 404 | 1.23% |
| Shopware | 276 | 0.84% |
| Squarespace Commerce | 225 | 0.69% |
| Quickbutik | 171 | 0.52% |
Show broader dataset (all e-commerce signals)
Websites with E-commerce Signals
Shopify holds 23.9% share of detected Trustpilot e-commerce signals (9,928) , with WooCommerce at 36.2% and Custom at 16.9% (June 2026) .
Base: 41,596 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)
9,928 websites
15,061 websites
7,046 websites
1,721 websites
1,138 websites
918 websites
907 websites
300 websites
725 websites
174 websites
Visual Distribution
9,928 websites
15,061 websites
7,046 websites
1,721 websites
1,138 websites
918 websites
907 websites
300 websites
725 websites
174 websites
| Platform | Websites with Signals | Percentage |
|---|---|---|
| Shopify | 9928 | 23.87% |
| WooCommerce | 15061 | 36.21% |
| Custom | 7046 | 16.94% |
| Magento | 1721 | 4.14% |
| BigCommerce | 1138 | 2.74% |
| PrestaShop | 918 | 2.21% |
| Wix eCommerce | 907 | 2.18% |
| Shopware | 300 | 0.72% |
| Squarespace Commerce | 725 | 1.74% |
| Quickbutik | 174 | 0.42% |
Categories Distribution
Health & Beauty stores with 14.9% of all stores (4,878 stores) , followed by Clothing & Accessories (11.5%) and Food & Beverages (9.0%) .
Base: 32,787 active verified stores, including stores without a detected category. Percentages use this full population, not only the displayed categories.
Top 10 Categories
4,878 stores
3,764 stores
2,948 stores
2,832 stores
2,635 stores
1,877 stores
1,843 stores
1,620 stores
1,474 stores
1,344 stores
Visual Distribution
4,878 stores
3,764 stores
2,948 stores
2,832 stores
2,635 stores
1,877 stores
1,843 stores
1,620 stores
1,474 stores
1,344 stores
| Category | Number of Stores | Percentage |
|---|---|---|
| Health & Beauty | 4878 | 14.88% |
| Clothing & Accessories | 3764 | 11.48% |
| Food & Beverages | 2948 | 8.99% |
| Home & Garden | 2832 | 8.64% |
| Sporting Goods & Outdoor Gear | 2635 | 8.04% |
| Tools & Hardware | 1877 | 5.72% |
| Electronics & Technology | 1843 | 5.62% |
| Furniture & Home Decor | 1620 | 4.94% |
| Arts & Entertainment | 1474 | 4.50% |
| Business & Industrial | 1344 | 4.10% |
Payment Providers Distribution
PayPal accounts for 27.6% of displayed detection occurrences (6,664 occurrences) , followed by Klarna (14.1%) and MasterCard (12.2%) .
Base: 24,142 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
6,664 occurrences
3,393 occurrences
2,953 occurrences
2,618 occurrences
2,372 occurrences
1,814 occurrences
1,453 occurrences
1,327 occurrences
880 occurrences
668 occurrences
Visual Distribution
6,664 occurrences
3,393 occurrences
2,953 occurrences
2,618 occurrences
2,372 occurrences
1,814 occurrences
1,453 occurrences
1,327 occurrences
880 occurrences
668 occurrences
| Payment Provider | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| PayPal | 6664 | 27.60% |
| Klarna | 3393 | 14.05% |
| MasterCard | 2953 | 12.23% |
| American Express | 2618 | 10.84% |
| Stripe Connect | 2372 | 9.83% |
| Apple Pay | 1814 | 7.51% |
| VISA | 1453 | 6.02% |
| Google Pay | 1327 | 5.50% |
| Bancontact | 880 | 3.65% |
| iDEAL | 668 | 2.77% |
Shipping Carriers Distribution
DHL accounts for 21.9% of displayed detection occurrences (3,354 occurrences) , followed by UPS (13.8%) and DPD (13.3%) .
Base: 15,329 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
3,354 occurrences
2,108 occurrences
2,040 occurrences
1,921 occurrences
1,920 occurrences
1,265 occurrences
796 occurrences
783 occurrences
652 occurrences
490 occurrences
| Shipping Carrier | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| DHL | 3354 | 21.88% |
| UPS | 2108 | 13.75% |
| DPD | 2040 | 13.31% |
| Royal Mail | 1921 | 12.53% |
| GLS | 1920 | 12.53% |
| FedEx | 1265 | 8.25% |
| USPS | 796 | 5.19% |
| PostNL | 783 | 5.11% |
| PostNord | 652 | 4.25% |
| TNT | 490 | 3.20% |
Store Launch Timeline
Over the past 12 months, 2,484 new stores were launched in Trustpilot , with the highest activity in 2026-05 (162 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
162 stores launched
182 stores launched
223 stores launched
199 stores launched
188 stores launched
191 stores launched
188 stores launched
315 stores launched
234 stores launched
239 stores launched
247 stores launched
116 stores launched
Monthly Trend
6.5% of last 12 months
7.3% of last 12 months
9.0% of last 12 months
8.0% of last 12 months
7.6% of last 12 months
7.7% of last 12 months
7.6% of last 12 months
12.7% of last 12 months
9.4% of last 12 months
9.6% of last 12 months
9.9% of last 12 months
4.7% of last 12 months
| Month | Stores Launched | Percentage |
|---|---|---|
| 2026-05 | 162 | 6.52% |
| 2026-04 | 182 | 7.33% |
| 2026-03 | 223 | 8.98% |
| 2026-02 | 199 | 8.01% |
| 2026-01 | 188 | 7.57% |
| 2025-12 | 191 | 7.69% |
| 2025-11 | 188 | 7.57% |
| 2025-10 | 315 | 12.68% |
| 2025-09 | 234 | 9.42% |
| 2025-08 | 239 | 9.62% |
| 2025-07 | 247 | 9.94% |
| 2025-06 | 116 | 4.67% |
Active Stores by Launch Year
Currently, 32,410 active stores in Trustpilot are tracked in our database , with the most stores launched in 2026 (965 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
965 active stores
2,918 active stores
2,645 active stores
2,101 active stores
2,110 active stores
2,623 active stores
2,552 active stores
1,636 active stores
1,800 active stores
1,664 active stores
950 active stores
939 active stores
891 active stores
1,009 active stores
780 active stores
Distribution by Launch Year
3.0% of tracked active stores
9.0% of tracked active stores
8.2% of tracked active stores
6.5% of tracked active stores
6.5% of tracked active stores
8.1% of tracked active stores
7.9% of tracked active stores
5.0% of tracked active stores
5.6% of tracked active stores
5.1% of tracked active stores
2.9% of tracked active stores
2.9% of tracked active stores
2.7% of tracked active stores
3.1% of tracked active stores
2.4% of tracked active stores
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2026 | 965 | 2.98% |
| 2025 | 2918 | 9.00% |
| 2024 | 2645 | 8.16% |
| 2023 | 2101 | 6.48% |
| 2022 | 2110 | 6.51% |
| 2021 | 2623 | 8.09% |
| 2020 | 2552 | 7.87% |
| 2019 | 1636 | 5.05% |
| 2018 | 1800 | 5.55% |
| 2017 | 1664 | 5.13% |
| 2016 | 950 | 2.93% |
| 2015 | 939 | 2.90% |
| 2014 | 891 | 2.75% |
| 2013 | 1009 | 3.11% |
| 2012 | 780 | 2.41% |
Geographic Distribution
United Kingdom stores with 25.2% (8,262 active verified stores) , followed by United States (10.3%) and Italy (9.6%) .
Base: 32,787 active verified stores, including stores with unknown country. Percentages use the full population, not only the displayed countries.
Top 10 Countries
8,262 active verified stores
3,366 active verified stores
3,157 active verified stores
2,811 active verified stores
2,269 active verified stores
2,058 active verified stores
1,800 active verified stores
1,268 active verified stores
910 active verified stores
655 active verified stores
Visual Distribution
8,262 active verified stores
3,366 active verified stores
3,157 active verified stores
2,811 active verified stores
2,269 active verified stores
2,058 active verified stores
1,800 active verified stores
1,268 active verified stores
910 active verified stores
655 active verified stores
| Country | AI-Verified Store Count | Market Share |
|---|---|---|
| United Kingdom | 8262 | 25.20% |
| United States | 3366 | 10.27% |
| Italy | 3157 | 9.63% |
| Netherlands | 2811 | 8.57% |
| Germany | 2269 | 6.92% |
| Denmark | 2058 | 6.28% |
| France | 1800 | 5.49% |
| Sweden | 1268 | 3.87% |
| Spain | 910 | 2.78% |
| Belgium | 655 | 2.00% |
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.
SAP Commerce Cloud - Tools & Hardware
Custom - Sporting Goods & Outdoor Gear
Custom
Custom
Custom - Toys & Games
New Stores
Recently launched stores detected by ShopRank in the last full month.
Custom - Vehicles & Parts
Shopify - Sporting Goods & Outdoor Gear
Shopify - Home & Garden
Custom - Jewelry & Watches
Custom
Data Coverage
Coverage among all domains with this detected signal, including non-active profiles; not just active stores.
| Field | Rows count | Coverage |
|---|---|---|
| Website | 41.6k | 100.00% |
| Emails | 20.7k | 49.75% |
| Phones | 23.8k | 57.13% |
| Ecommerce platform | 40.7k | 97.93% |
| Couriers | 11.6k | 27.82% |
| Payment Providers | 14k | 33.57% |
| Categories | 32.1k | 77.07% |
| Social Media | 34.9k | 83.99% |
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 Trustpilot e-commerce landscape:
Analyze 32.8k verified e-commerce stores on Trustpilot - technology adoption, market share, competitive positioning.
- Track Competitive Shifts
-
Monitor platform migrations, technology adoption, and market share changes across Trustpilot 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 Trustpilot e-commerce intelligence?
-
We track 32.8k verified Trustpilot 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 28.2% of displayed detection occurrences (25,384 occurrences) , followed by Instagram (27.3%) and YouTube (12.6%) .
Base: 90,139 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
25,384 occurrences
24,645 occurrences
11,360 occurrences
6,871 occurrences
6,826 occurrences
6,226 occurrences
4,645 occurrences
2,571 occurrences
1,394 occurrences
217 occurrences
Visual Distribution
25,384 occurrences
24,645 occurrences
11,360 occurrences
6,871 occurrences
6,826 occurrences
6,226 occurrences
4,645 occurrences
2,571 occurrences
1,394 occurrences
217 occurrences