Shopify Statistics 2026: GMV, Revenue and Market Share Data

Shopify in 2026: Headline Figures

Shopify’s two headline measures are gross merchandise volume (GMV), the value of orders merchants process through the platform, and revenue, what Shopify itself earns from subscriptions, payments and other services. In 2025 GMV rose 29% to $378.4 billion and revenue rose 30% to $11.6 billion. Both grew faster in the first half of 2026.

Shopify gives its merchant count only as “millions”, across more than 175 countries. Its estimate that merchants account for more than 14% of US ecommerce compares its US online GMV with US Census Bureau data; it is Shopify’s calculation, not a Census figure.

Revenue and Financial Data

Shopify earns money in two ways. Subscription solutions are plan fees, POS Pro subscriptions and sales of apps, themes and domains. Merchant solutions are mainly payment processing and currency conversion fees from Shopify Payments, plus lending, shipping labels, POS hardware, partner referral fees and advertising. Merchant solutions made up 76% of revenue in 2025 and 77% in the first half of 2026, because they grow with merchants’ sales.

Shopify says gross margins on Shopify Payments are typically lower than on subscriptions because of third-party processing costs, and the overall margin has eased as merchant solutions grew: gross profit was 48.1% of revenue in 2025 against 50.4% in 2024. Gross profit still rose 24% to $5.6 billion and operating income 37% to $1.5 billion, and free cash flow was $2.0 billion in 2025.

Revenue by Region and International Growth

Shopify reports revenue by where its merchants are based. The United States supplied 63% of 2025 revenue. Growth was fastest in Europe, the Middle East and Africa, where revenue rose 42% to $2.4 billion, and international revenue as a whole grew 36%, after 33% in 2024.

The pattern held into 2026. In the second quarter, revenue from merchants in Europe rose 35% and from merchants in the United States 34%.

Merchants: How Many and Where

Shopify does not publish how many stores or merchants it has. Its filings say “millions”, define a merchant as a unique shop paying for a subscription, and give the regional split: at the end of 2025, 44% of merchants were in the United States, 31% in Europe, the Middle East and Africa and 16% in Asia-Pacific, against 45%, 30% and 15% a year earlier. Third-party store counts come from scanning websites for Shopify’s code, so they count storefronts, not paying merchants.

New merchants keep arriving. Shopify says a shop made its first sale every 26 seconds in 2025, and that its count of first-time sellers in 2025 was seven times the 2018 level. Its economic model puts the activity generated by its merchant and partner ecosystem at $1.2 trillion in the year to June 2026; that is a modelled estimate that includes indirect and induced effects, not a sales figure.

GMV and Shopify Payments

GMV grew 24% in 2024 and 29% in 2025, and the fourth quarter of 2025 set a quarterly record at $123.8 billion. First-quarter GMV then cleared $100 billion in 2026, although Shopify describes the first quarter as consistently its lowest GMV quarter of the year.

Shopify Payments is the biggest source of merchant solutions revenue, and Shopify tracks it by penetration: the share of GMV processed through its own payment service. Penetration rose from 61.9% in 2024 to 65.6% in 2025 and 68% in the second quarter of 2026. The share of merchants using Shopify Payments slipped in 2025 because the service launched in more countries, so Shopify treats penetration, not adoption, as the better measure.

Selling in person is a separate growth line. Offline revenue, from in-person payments, POS Pro and Retail plan subscriptions and POS hardware, grew 27% in 2025.

Black Friday–Cyber Monday

Shopify publishes its Black Friday–Cyber Monday totals within days of the weekend and files them with the SEC. Merchants sold $14.6 billion over the 2025 weekend, up 27% from $11.5 billion in 2024, and the average cart rose to $114.70 from $108.56. The totals include in-store sales as well as online orders.

Shopify notes that its methods change from year to year. From 2025 it counted customers by unique buyer email, so the 81 million customers reported for 2025 and the 76 million for 2024 are not directly comparable. Cross-border orders were 16% of all orders in both years, and Shop Pay was used for 32% of orders in 2025.

Shopify Plus, Enterprise and B2B

Most merchants are on the Basic and Grow plans, but most GMV comes from Shopify Plus and enterprise merchants, according to Shopify’s 10-K. Shopify does not publish how many Plus stores there are. Plus starts at $2,300 a month on a three-year term, or $2,500 on a one-year term, with a variable platform fee for more complex businesses.

B2B (wholesale) GMV grew 96% in 2025 from a small base, when B2B features were available only on Plus. In April 2026 Shopify extended its core B2B features to every plan. For the apps and agents larger merchants are adding, see our breakdown of the Shopify Plus AI commerce stack.

Apps and Partner Ecosystem

The Shopify App Store listed more than 21,000 apps at the end of 2025, up from more than 16,000 a year earlier. Merchants installed 21 million apps in 2025, and Shopify paid developers more than $1.3 billion. Shopify also says its partners, from app developers to agencies, generated $6.86 of revenue for every $1 Shopify earned in 2025.

Platform changes move through this ecosystem quickly. The retirement of Shopify Scripts in favour of Shopify Functions is one current example, covered in our Shopify Functions migration guide.

Shopify vs Other Platforms: Independent Measurement

Two independent datasets detect which platform runs a website. W3Techs, which updates its surveys daily, puts Shopify at 32.3% of sites using a detected e-commerce system in October 2026, second to WooCommerce at 47.4%. HTTP Archive’s 2025 Web Almanac, based on sites in Chrome’s real-user data, gives Shopify 21.5% of ecommerce sites on desktop and 25.3% on mobile, again behind WooCommerce.

Both count sites, not sales, so a hobby store and a global brand weigh the same. Shopify does better among busier sites: it ranks first among the top 100,000 and top one million desktop sites in HTTP Archive’s data, while WooCommerce leads across all sites.

Shopify’s Share of US Ecommerce

Shopify estimates that its merchants made more than 14% of US ecommerce sales in 2025, up from more than 12% in 2024. It compares its US GMV, excluding in-store POS sales, with the Census Bureau’s quarterly ecommerce data and describes the result as a combination of Census data and internal estimates.

For scale, the Census Bureau’s first estimate puts US retail ecommerce at $340.2 billion in the second quarter of 2026, seasonally adjusted: 17.1% of all retail sales and 12.2% more than a year earlier. Census has flagged that estimate for revision, with updated figures due on November 19. Shopify’s GMV grew 32% in the same quarter, though that figure is global and includes in-store sales.

AI, Sidekick and Agentic Commerce

Shopify does not publish what share of merchants use its AI tools. It reports growth instead: the number of shops using Sidekick, its AI assistant, in a given week was up fourfold year on year in the first quarter of 2026, and nearly half of the Shopify Flow automations created in that quarter were built with it.

The larger change is on the buying side. Since March 2026, Agentic Storefronts have made merchants’ products shoppable in ChatGPT, with Microsoft Copilot, AI Mode in Google Search and the Gemini app managed from the same admin, and Shopify co-developed the Universal Commerce Protocol with Google for agent checkout. Shopify says AI-driven traffic to its stores tripled year on year and that AI-referred sessions converted 80% better than organic search between April and June 2026. These are Shopify’s own measurements across its stores.

Checkout, Shop Pay and Site Performance

Shopify markets its checkout as the best-converting on the web. The evidence it cites is an April 2023 study with an unnamed “Big Three” consulting firm, which found Shopify’s overall conversion rate 15% higher than competing platforms on average and up to 36% higher, and Shop Pay up to 50% better than guest checkout. Shopify does not name the firm or show the study’s data alongside these claims, so treat them as Shopify’s own figures.

Independent data on site speed is more concrete. In HTTP Archive’s 2025 data from real Chrome users, 76% of Shopify sites passed all three Core Web Vitals on both desktop and mobile, against about a third of WooCommerce and Magento sites. Fast pages support conversion but do not measure it.

What Shopify Charges

Shopify’s list prices for US merchants, read on October 21, 2026, are $39 a month for Basic, $105 for Grow and $399 for Advanced when paid monthly, with lower rates for annual billing. Online card fees with Shopify Payments fall from 2.9% + 30¢ on Basic to 2.25% + 30¢ on Plus. Merchants who use another payment provider pay an extra transaction fee, from 2% on Basic to 0.2% on Plus.

Outlook and What to Watch

Shopify has guided to revenue growth at a low-thirties percentage rate for the third quarter of 2026, with results due on November 3, 2026. The Census Bureau’s third-quarter ecommerce estimate follows on November 19, with revised figures for earlier quarters. Shopify reported its 2025 Black Friday–Cyber Monday total on December 2, the day after Cyber Monday.

How to Use These Statistics

Match the measure to the question. GMV measures merchants’ sales; revenue measures what Shopify earns; W3Techs and HTTP Archive count websites; Shopify’s US share is its own estimate. A percentage with no measure and no date attached cannot be checked or compared.

For broader market context, see our ecommerce statistics for 2026. If you are weighing a move to Shopify, the useful numbers are your own: conversion rate, payment costs at your volume and the apps you would need. Our ecommerce team can model those against Shopify’s published plans and fees.

Widely Quoted Shopify Figures, Checked

Several Shopify statistics circulate without a source or with the wrong year. Each one below is checked against Shopify’s filings, its own pages or the measurement source.

Sources

Every figure on this page comes from one of the sources below.