Varnish Technology Adoption in E-commerce
Discover 40.6k verified e-commerce stores using Varnish. Analyze technology adoption, market trends, integration patterns, and business insights.
Detected across 72.7k domains. 40.6k 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.
40.6k verified active stores out of 72.7k detected · 55.8% verification rate
E-commerce Platforms Distribution
WooCommerce stores with 36.9% of stores with physical delivery (14,970 stores) , followed by Custom (33.6%) and Magento (8.7%) .
Base: 40,582 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)
14,970 stores
13,622 stores
3,541 stores
1,651 stores
1,520 stores
933 stores
881 stores
557 stores
458 stores
448 stores
Visual Distribution
14,970 stores
13,622 stores
3,541 stores
1,651 stores
1,520 stores
933 stores
881 stores
557 stores
458 stores
448 stores
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| WooCommerce | 14970 | 36.89% |
| Custom | 13622 | 33.57% |
| Magento | 3541 | 8.73% |
| EasyStore | 1651 | 4.07% |
| MyCashFlow | 1520 | 3.75% |
| Anifit | 933 | 2.30% |
| PrestaShop | 881 | 2.17% |
| ScanNet Webshop, DanDomain Webshop | 557 | 1.37% |
| ShopUp | 458 | 1.13% |
| DanDomain Webshop, ScanNet Webshop | 448 | 1.10% |
Show broader dataset (all e-commerce signals)
Websites with E-commerce Signals
WooCommerce holds 55.8% share of detected Varnish e-commerce signals (40,617) , with Custom at 18.7% and Magento at 5.7% (June 2026) .
Base: 72,727 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)
40,617 websites
13,622 websites
4,137 websites
1,723 websites
1,628 websites
934 websites
939 websites
581 websites
974 websites
461 websites
Visual Distribution
40,617 websites
13,622 websites
4,137 websites
1,723 websites
1,628 websites
934 websites
939 websites
581 websites
974 websites
461 websites
| Platform | Websites with Signals | Percentage |
|---|---|---|
| WooCommerce | 40617 | 55.85% |
| Custom | 13622 | 18.73% |
| Magento | 4137 | 5.69% |
| EasyStore | 1723 | 2.37% |
| MyCashFlow | 1628 | 2.24% |
| Anifit | 934 | 1.28% |
| PrestaShop | 939 | 1.29% |
| ScanNet Webshop, DanDomain Webshop | 581 | 0.80% |
| ShopUp | 974 | 1.34% |
| DanDomain Webshop, ScanNet Webshop | 461 | 0.63% |
Categories Distribution
Clothing & Accessories stores with 19.1% of all stores (7,731 stores) , followed by Health & Beauty (9.6%) and Food & Beverages (8.9%) .
Base: 40,582 active verified stores, including stores without a detected category. Percentages use this full population, not only the displayed categories.
Top 10 Categories
7,731 stores
3,879 stores
3,606 stores
2,636 stores
2,344 stores
2,006 stores
1,641 stores
1,582 stores
1,556 stores
1,524 stores
Visual Distribution
7,731 stores
3,879 stores
3,606 stores
2,636 stores
2,344 stores
2,006 stores
1,641 stores
1,582 stores
1,556 stores
1,524 stores
| Category | Number of Stores | Percentage |
|---|---|---|
| Clothing & Accessories | 7731 | 19.05% |
| Health & Beauty | 3879 | 9.56% |
| Food & Beverages | 3606 | 8.89% |
| Sporting Goods & Outdoor Gear | 2636 | 6.50% |
| Home & Garden | 2344 | 5.78% |
| Arts & Entertainment | 2006 | 4.94% |
| Gifts & Special Occasions | 1641 | 4.04% |
| Toys & Games | 1582 | 3.90% |
| Business & Industrial | 1556 | 3.83% |
| Electronics & Technology | 1524 | 3.76% |
Payment Providers Distribution
PayPal accounts for 27.2% of displayed detection occurrences (5,578 occurrences) , followed by Klarna (15.0%) and MasterCard (12.7%) .
Base: 20,492 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
5,578 occurrences
3,065 occurrences
2,602 occurrences
1,852 occurrences
1,841 occurrences
1,634 occurrences
1,417 occurrences
997 occurrences
834 occurrences
672 occurrences
Visual Distribution
5,578 occurrences
3,065 occurrences
2,602 occurrences
1,852 occurrences
1,841 occurrences
1,634 occurrences
1,417 occurrences
997 occurrences
834 occurrences
672 occurrences
| Payment Provider | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| PayPal | 5578 | 27.22% |
| Klarna | 3065 | 14.96% |
| MasterCard | 2602 | 12.70% |
| American Express | 1852 | 9.04% |
| Stripe Connect | 1841 | 8.98% |
| VISA | 1634 | 7.97% |
| Apple Pay | 1417 | 6.91% |
| Google Pay | 997 | 4.87% |
| Bancontact | 834 | 4.07% |
| Mollie | 672 | 3.28% |
Shipping Carriers Distribution
DHL accounts for 26.7% of displayed detection occurrences (3,445 occurrences) , followed by GLS (16.1%) and UPS (13.3%) .
Base: 12,893 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
3,445 occurrences
2,082 occurrences
1,719 occurrences
1,706 occurrences
990 occurrences
755 occurrences
685 occurrences
510 occurrences
508 occurrences
493 occurrences
| Shipping Carrier | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| DHL | 3445 | 26.72% |
| GLS | 2082 | 16.15% |
| UPS | 1719 | 13.33% |
| DPD | 1706 | 13.23% |
| PostNord | 990 | 7.68% |
| PostNL | 755 | 5.86% |
| FedEx | 685 | 5.31% |
| Postin | 510 | 3.96% |
| USPS | 508 | 3.94% |
| Hermes | 493 | 3.82% |
Store Launch Timeline
Over the past 12 months, 4,326 new stores were launched in Varnish , with the highest activity in 2026-05 (356 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
356 stores launched
390 stores launched
376 stores launched
501 stores launched
364 stores launched
302 stores launched
381 stores launched
408 stores launched
377 stores launched
306 stores launched
440 stores launched
125 stores launched
Monthly Trend
8.2% of last 12 months
9.0% of last 12 months
8.7% of last 12 months
11.6% of last 12 months
8.4% of last 12 months
7.0% of last 12 months
8.8% of last 12 months
9.4% of last 12 months
8.7% of last 12 months
7.1% of last 12 months
10.2% of last 12 months
2.9% of last 12 months
| Month | Stores Launched | Percentage |
|---|---|---|
| 2026-05 | 356 | 8.23% |
| 2026-04 | 390 | 9.02% |
| 2026-03 | 376 | 8.69% |
| 2026-02 | 501 | 11.58% |
| 2026-01 | 364 | 8.41% |
| 2025-12 | 302 | 6.98% |
| 2025-11 | 381 | 8.81% |
| 2025-10 | 408 | 9.43% |
| 2025-09 | 377 | 8.71% |
| 2025-08 | 306 | 7.07% |
| 2025-07 | 440 | 10.17% |
| 2025-06 | 125 | 2.89% |
Active Stores by Launch Year
Currently, 38,287 active stores in Varnish are tracked in our database , with the most stores launched in 2026 (2,018 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
2,018 active stores
3,872 active stores
3,021 active stores
2,763 active stores
2,768 active stores
3,122 active stores
2,540 active stores
1,898 active stores
2,217 active stores
1,968 active stores
1,096 active stores
971 active stores
835 active stores
1,184 active stores
772 active stores
Distribution by Launch Year
5.3% of tracked active stores
10.1% of tracked active stores
7.9% of tracked active stores
7.2% of tracked active stores
7.2% of tracked active stores
8.2% of tracked active stores
6.6% of tracked active stores
5.0% of tracked active stores
5.8% of tracked active stores
5.1% of tracked active stores
2.9% of tracked active stores
2.5% of tracked active stores
2.2% of tracked active stores
3.1% of tracked active stores
2.0% of tracked active stores
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2026 | 2018 | 5.27% |
| 2025 | 3872 | 10.11% |
| 2024 | 3021 | 7.89% |
| 2023 | 2763 | 7.22% |
| 2022 | 2768 | 7.23% |
| 2021 | 3122 | 8.15% |
| 2020 | 2540 | 6.63% |
| 2019 | 1898 | 4.96% |
| 2018 | 2217 | 5.79% |
| 2017 | 1968 | 5.14% |
| 2016 | 1096 | 2.86% |
| 2015 | 971 | 2.54% |
| 2014 | 835 | 2.18% |
| 2013 | 1184 | 3.09% |
| 2012 | 772 | 2.02% |
Geographic Distribution
United States stores with 12.4% (5,043 active verified stores) , followed by Germany (10.7%) and Netherlands (7.0%) .
Base: 40,582 active verified stores, including stores with unknown country. Percentages use the full population, not only the displayed countries.
Top 10 Countries
5,043 active verified stores
4,342 active verified stores
2,859 active verified stores
2,822 active verified stores
2,551 active verified stores
2,328 active verified stores
2,228 active verified stores
1,798 active verified stores
1,755 active verified stores
1,508 active verified stores
Visual Distribution
5,043 active verified stores
4,342 active verified stores
2,859 active verified stores
2,822 active verified stores
2,551 active verified stores
2,328 active verified stores
2,228 active verified stores
1,798 active verified stores
1,755 active verified stores
1,508 active verified stores
| Country | AI-Verified Store Count | Market Share |
|---|---|---|
| United States | 5043 | 12.43% |
| Germany | 4342 | 10.70% |
| Netherlands | 2859 | 7.04% |
| Denmark | 2822 | 6.95% |
| Sweden | 2551 | 6.29% |
| France | 2328 | 5.74% |
| Italy | 2228 | 5.49% |
| Finland | 1798 | 4.43% |
| United Kingdom | 1755 | 4.32% |
| Belgium | 1508 | 3.72% |
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.
Custom
Custom - Furniture & Home Decor
Custom
Custom
Custom - Arts & Entertainment
New Stores
Recently launched stores detected by ShopRank in the last full month.
Custom - Health & Beauty
Custom - Clothing & Accessories
Custom - Clothing & Accessories
WooCommerce - Furniture & Home Decor
Custom
Data Coverage
Coverage among all domains with this detected signal, including non-active profiles; not just active stores.
| Field | Rows count | Coverage |
|---|---|---|
| Website | 72.7k | 100.00% |
| Emails | 42.3k | 58.14% |
| Phones | 38k | 52.25% |
| Ecommerce platform | 71.7k | 98.58% |
| Couriers | 12.3k | 16.95% |
| Payment Providers | 15.1k | 20.74% |
| Categories | 37.8k | 51.96% |
| Social Media | 46k | 63.29% |
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 Varnish e-commerce landscape:
Analyze 40.6k verified e-commerce stores on Varnish - technology adoption, market share, competitive positioning.
- Track Competitive Shifts
-
Monitor platform migrations, technology adoption, and market share changes across Varnish 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 Varnish e-commerce intelligence?
-
We track 40.6k verified Varnish 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 31.7% of displayed detection occurrences (21,782 occurrences) , followed by Instagram (29.2%) and YouTube (12.6%) .
Base: 68,812 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
21,782 occurrences
20,119 occurrences
8,674 occurrences
4,736 occurrences
3,883 occurrences
3,797 occurrences
3,315 occurrences
1,291 occurrences
1,037 occurrences
178 occurrences
Visual Distribution
21,782 occurrences
20,119 occurrences
8,674 occurrences
4,736 occurrences
3,883 occurrences
3,797 occurrences
3,315 occurrences
1,291 occurrences
1,037 occurrences
178 occurrences