New analysis shows that Shopify is experiencing massive growth across Europe as the preferred platform for thousands of new ecommerce stores. It’s growing in all markets, taking market share from other platforms like WooCommerce and PrestaShop.
However, despite the widespread and significant growth, certain industries and types of businesses still choose other platforms.
Shopify Dominating the European Market
According to recent analysis of new online stores launched throughout Europe in 2025, Shopify was the most popular platform by a wide margin. In seven major markets throughout Europe, 148,044 new ecommerce stores launched on Shopify, compared to 99,140 for WooCommerce and 9,797 for PrestaShop.
Here’s a breakdown by country:
- 54.9% of new online stores in the UK were on Shopify
- 54.3% in the Netherlands
- 48.8% in France
- 44% in Italy
- 40.7% in Spain
- 40.5% in Germany
- 21.7% in Poland
These numbers are all much higher than the all-time market shares for Shopify in these countries, proving that many businesses are flocking to Shopify more than ever before.
Here’s a closer look at the all-time market shares for Shopify in the other regions, to show just how much growth the platform experienced in Europe in 2025:
- 48.1% in the UK
- 31.2% in the Netherlands
- 34.1% in France
- 28.3% in Italy
- 25.8% in Spain
- 29.1% in Germany
- 9.7% in Poland
The popularity extends beyond just Europe, as Shopify is also far and away the most popular platform for ecommerce sites globally. This doesn’t come as a surprise, as the platform offers a comprehensive suite of features for ecommerce merchants, many of which were highlighted in the company’s recent Winter 2026 Edition.
Shopify’s Gains are Coming at the Expense of Other Platforms
As you could imagine, these massive gains for Shopify are coming at the expense of two of their largest competitors in Europe, WooCommerce and PrestaShop. PrestaShop was the largest victim of the shift to Shopify.
While the platform was never very large in the UK, the Netherlands, or Germany, it saw a huge drop in share of new stores across the other European markets, where it was traditionally much stronger.
WooCommerce also saw a drop in share of new stores throughout 2025 in some regions, but the drops weren’t as significant as what PrestaShop experienced. That being said, WooCommerce also experienced growth in the UK, Germany, and Poland in 2025, but not quite to the level that Shopify did.
Platform Choice Varies by Industry
But while Shopify dominates if you look at the ecommerce market as a whole, if you break it down by industry, you see that other platforms still maintain plenty of support, as each platform generally attracts different kinds of businesses.
Shopify is solely atop the direct-to-consumer (DTC) space, as 32.8% of new stores on Shopify were in the Clothing & Accessories category, 19% were in Health & Beauty, and 7.9% were in Jewelry & Watches.
Things are much more spread out for WooCommerce, with top categories including Food & Beverages (10.1% of new stores on WooCommerce), Electronics & Technology (6.9%), Furniture & Home Decor (6.4%), and Vehicles & Parts (4.6%).
PrestaShop’s breakdown is relatively surprising. The top category by far is Clothing & Accessories at 30.6%, with the next highest being Health & Beauty at 10.9% and Home & Garden at 10.5%.
Also, the domain choices of the stores on each platform give deeper insights into who uses them, as well. Shopify stores generally choose global domains like .com or .store. WooCommerce customers are split between global domains and local domains like .de, .fr, etc, while over 60% of PrestaShop customers use local domains specific to their country.
As a result, while Shopify and WooCommerce are often the choice for companies looking to expand and have global ambitions, many who use the PrestaShop platform have local businesses.
Overall, this analysis shows that while Shopify is certainly growing and is far and away the most popular among most ecommerce sellers, some brands, especially in traditional industries and among local businesses, still prefer other platforms.
While there’s room for multiple platforms in the huge ecommerce industry, both in Europe and globally, I’m not surprised to see many companies in Europe shift to Shopify and expect to see the platform continue to grow, especially among brand new ecommerce stores.
