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ead list generators is a red ocean. Thousands of companies offer multiple ways to filter company or technology data to narrow down a segment of potential clients.
The challenge: Precision is quite poor as data is not contextualised.
Customer problem: Lead list is very inaccurate, leading to many disqualified leads and lost of time. (And irritation.)
How we’ve created a world-class categorisation system using analytics
Our machines have been learned and optimised over the course of years to automatically categorise webshops based on product category. We started with 16 categories two years ago, and today we have 38 product categories (i.e. Shoes, Fashion, Beauty, Car parts, Beverages, etc.).
This is how we do it, and this is why our clients see a reduction of disqualified leads with over 80% after switching to Tembi. (If time is money, then an 80% reduction is quite a lot of money.)
Web Scraping
We’ve built custom web scraping tools that automate the collection of data from each webshop. We run hundreds of different scrapers to ensure we can gather the right data.
Data Cleaning
We process the scraped data to remove irrelevant information, correct errors, and prepare it for analysis.
Natural Language Processing (NLP)
We use NLP techniques to analyse the text data from webshops and product descriptions and names. Which helps us understand the context and categorising products based on their characteristics.
Machine Learning (ML) Classification
We've trained a machine learning model on a dataset where the product types are already known. This model is used to classify the products in webshops into predefined categories.
Manual Review and Feedback Loop
We constantly review the process to ensure accuracy and continually improve the ML model through a feedback loop.
And this is why when you look for a website that sells clothes on Tembi, you will only find webshops that sell clothes.
To date we have validated over 1 million webshops around Europe, and update our data several times per month to ensure a very high quality that help sales and marketing teams find the webshops that match their ICP.
Interested in knowing more about our e-commerce solution and how we categorise webshops? Download the product presentation or book a meeting for a demo.
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E-commerce
category
hen we talk about e-commerce opportunity, the conversation often starts, and ends, with the size of a market. How many webshops are there? Which countries have the highest absolute numbers?
At Tembi, we believe that raw totals only tell part of the story. To really understand where e-commerce is thriving, and where it’s just starting to take hold, you need to look at density, digital integration, and market readiness.
We recently analysed data across 20+ European countries, looking not only at total webshop numbers but how they compare to population size and national business ecosystems.
A Look at the Numbers
Some of the results are surprising:
- Iceland has just 1,807 webshops. But with a population of 384,000, that translates to 4.7 webshops per 1,000 people - making it one of the densest e-commerce markets in Europe.
- Estonia leads the pack with 7.9 webshops per 1,000 inhabitants, signalling a highly digitised economy.
- The Netherlands has over 119,000 webshops and 6.6 per 1,000 people - combining scale and density.
- Germany, by contrast, has 134,000 webshops, but a much lower density: 1.6 per 1,000 people.
Why This Matters
Knowing how many webshops exist per capita or per company tells us more than just the size of the e-commerce sector. It signals how deeply online sales are embedded into the economy.
Here’s what high webshop density suggests:
- Digitally mature SMEs that prioritise online channels from the start
- Robust delivery infrastructure that supports fulfilment at scale
- Strong consumer trust and demand for buying online
- Markets where e-commerce is no longer a trend - it’s the default
For commercial teams, this is essential context. Are you entering a market where most companies already sell online? Or one where there’s room to help businesses go digital? Are you facing established competitors, or discovering a still-fragmented field?
This kind of intelligence can shape your go-to-market plan, sales motions, and even your product localisation strategy.
Looking Beyond Market Size
In short: don’t just look at the number of webshops. Look at who they serve, how they scale, and how densely they operate within the economy. Because the future of e-commerce isn’t just about growth -it’s about depth, integration, and staying power.
hen we talk about e-commerce opportunity, the conversation often starts, and ends, with the size of a market. How many webshops are there? Which countries have the highest absolute numbers?
At Tembi, we believe that raw totals only tell part of the story. To really understand where e-commerce is thriving, and where it’s just starting to take hold, you need to look at density, digital integration, and market readiness.
We recently analysed data across 20+ European countries, looking not only at total webshop numbers but how they compare to population size and national business ecosystems.
A Look at the Numbers
Some of the results are surprising:
- Iceland has just 1,807 webshops. But with a population of 384,000, that translates to 4.7 webshops per 1,000 people - making it one of the densest e-commerce markets in Europe.
- Estonia leads the pack with 7.9 webshops per 1,000 inhabitants, signalling a highly digitised economy.
- The Netherlands has over 119,000 webshops and 6.6 per 1,000 people - combining scale and density.
- Germany, by contrast, has 134,000 webshops, but a much lower density: 1.6 per 1,000 people.
Why This Matters
Knowing how many webshops exist per capita or per company tells us more than just the size of the e-commerce sector. It signals how deeply online sales are embedded into the economy.
Here’s what high webshop density suggests:
- Digitally mature SMEs that prioritise online channels from the start
- Robust delivery infrastructure that supports fulfilment at scale
- Strong consumer trust and demand for buying online
- Markets where e-commerce is no longer a trend - it’s the default
For commercial teams, this is essential context. Are you entering a market where most companies already sell online? Or one where there’s room to help businesses go digital? Are you facing established competitors, or discovering a still-fragmented field?
This kind of intelligence can shape your go-to-market plan, sales motions, and even your product localisation strategy.
Looking Beyond Market Size
In short: don’t just look at the number of webshops. Look at who they serve, how they scale, and how densely they operate within the economy. Because the future of e-commerce isn’t just about growth -it’s about depth, integration, and staying power.
The fierce e-commerce market competition: 11% of webshops in Denmark shut down the last six months.
Most of us can name the biggest online retailers—but what about the thousands of smaller webshops that make up the real fabric of e-commerce? In Denmark alone, a country of just under six million people, there are over 30,000 webshops actively selling products online. And if we include service-based and other categories, the number climbs beyond 40,000.
That prompted us to ask: how many of these webshops are actually surviving?
Webshop Closures: What the Data Tells Us
By comparing webshop and company data from August 2024 to February 2025, Tembi identified over 3,300 webshops that had ceased activity. That represents 11% of the total market - a significant churn, even if mostly made up of small to medium-sized players.
In the last 6 months in Denmark:
- ✅ 2,645 new webshops launched
- ❌ 3,300 webshops shut down
- 🏪 Total active product-based webshops: ~30,000
This does not signal an 11% drop in e-commerce overall, but it does indicate high volatility - particularly among smaller players.
Which Categories Were Hit Hardest?
Looking at category distribution, Clothes and Shoes make up 13.2% of all Danish webshops, followed by Furniture at 10.2%.
When we analysed closures, the category that took the biggest hit was also Clothes & Shoes, with 530 webshops closed - accounting for 16% of all closures. Beauty & Personal Care and Furniture followed, with around 170 closures each.
This aligns with overall category size: more webshops in a category generally mean more closures. But fashion clearly over-indexes in both size and risk.
Why Is Running a Fashion Webshop So Hard?
Fashion e-commerce is fiercely competitive. Dominated by global players and shaped by constantly shifting consumer preferences, it also faces the operational challenge of seasonal inventory cycles.
To stand out, local brands need a differentiated marketing approach. But with advertising costs rising sharply, that’s easier said than done. It’s not uncommon for B2C fashion stores to increase their spend by 20% just to maintain business-as-usual - often still being outbid by global giants. This forces a tough choice: either reach fewer customers or spend at unsustainable levels.
Add to this the so-called Temu effect. Chinese dropshipping marketplaces like Temu use aggressive, loss-leading strategies to offer ultra-low prices. Danish webshops can’t compete without sacrificing quality or profitability. Even environmentally conscious shoppers can be swayed by endless product options at rock-bottom prices.
Each of these pressures is significant on its own. Together, they create a perfect storm of market conditions that are difficult for local fashion players to survive.
Furniture E-commerce: Logistics Overload
While furniture hasn’t been hit by dropshipping platforms in the same way, it faces a different challenge: logistics.
Shipping large, heavy items is expensive. Rising freight costs in 2024 made margins even tighter. Add in the complexities of delivery windows, assembly services, and returns, and it becomes tough for smaller players to compete with established brands that can absorb those costs or optimise operations at scale.
While we can't say shipping prices are solely to blame for rising closure rates in this category, they are a critical factor impacting profitability.
The Broader Context
With over 50% of Danish consumers buying clothing online, and nearly 40% purchasing shoes, these categories are massively popular—and saturated.
Not every webshop can survive in such a crowded, price-sensitive market. Despite relative economic stability, consumer confidence in Denmark remains cautious. Reports from BCG and Nordea show low discretionary spending, which hits fashion and beauty especially hard.
Is This a Crisis?
An 11% closure rate may sound alarming, but it’s not entirely surprising. Tools like Shopify and WooCommerce have made it incredibly easy to launch a webshop - sometimes in less than a day. But low barriers to entry also mean low resilience. The easier it is to start, the easier it is to fail.
While a few large retailers have gone under, our data suggests that the majority of closures come from small and medium-sized businesses.
Still, it’s not all bad news. Over the same period, 2,645 new webshops were successfully launched. So while the market is churning, it’s also replenishing.
Why Continuous Monitoring Matters
E-commerce is dynamic, and understanding it requires continuous tracking. At Tembi, we monitor 600,000+ webshops across Europe, updating our database bi-weekly. This enables us to:
- Track which webshops are entering or exiting the market
- Understand historical trends and category shifts
- Provide commercial teams with better foresight
Because in a market that never stands still, real-time intelligence is your competitive edge.
Most of us can name the biggest online retailers—but what about the thousands of smaller webshops that make up the real fabric of e-commerce? In Denmark alone, a country of just under six million people, there are over 30,000 webshops actively selling products online. And if we include service-based and other categories, the number climbs beyond 40,000.
That prompted us to ask: how many of these webshops are actually surviving?
Webshop Closures: What the Data Tells Us
By comparing webshop and company data from August 2024 to February 2025, Tembi identified over 3,300 webshops that had ceased activity. That represents 11% of the total market - a significant churn, even if mostly made up of small to medium-sized players.
In the last 6 months in Denmark:
- ✅ 2,645 new webshops launched
- ❌ 3,300 webshops shut down
- 🏪 Total active product-based webshops: ~30,000
This does not signal an 11% drop in e-commerce overall, but it does indicate high volatility - particularly among smaller players.
Which Categories Were Hit Hardest?
Looking at category distribution, Clothes and Shoes make up 13.2% of all Danish webshops, followed by Furniture at 10.2%.
When we analysed closures, the category that took the biggest hit was also Clothes & Shoes, with 530 webshops closed - accounting for 16% of all closures. Beauty & Personal Care and Furniture followed, with around 170 closures each.
This aligns with overall category size: more webshops in a category generally mean more closures. But fashion clearly over-indexes in both size and risk.
Why Is Running a Fashion Webshop So Hard?
Fashion e-commerce is fiercely competitive. Dominated by global players and shaped by constantly shifting consumer preferences, it also faces the operational challenge of seasonal inventory cycles.
To stand out, local brands need a differentiated marketing approach. But with advertising costs rising sharply, that’s easier said than done. It’s not uncommon for B2C fashion stores to increase their spend by 20% just to maintain business-as-usual - often still being outbid by global giants. This forces a tough choice: either reach fewer customers or spend at unsustainable levels.
Add to this the so-called Temu effect. Chinese dropshipping marketplaces like Temu use aggressive, loss-leading strategies to offer ultra-low prices. Danish webshops can’t compete without sacrificing quality or profitability. Even environmentally conscious shoppers can be swayed by endless product options at rock-bottom prices.
Each of these pressures is significant on its own. Together, they create a perfect storm of market conditions that are difficult for local fashion players to survive.
Furniture E-commerce: Logistics Overload
While furniture hasn’t been hit by dropshipping platforms in the same way, it faces a different challenge: logistics.
Shipping large, heavy items is expensive. Rising freight costs in 2024 made margins even tighter. Add in the complexities of delivery windows, assembly services, and returns, and it becomes tough for smaller players to compete with established brands that can absorb those costs or optimise operations at scale.
While we can't say shipping prices are solely to blame for rising closure rates in this category, they are a critical factor impacting profitability.
The Broader Context
With over 50% of Danish consumers buying clothing online, and nearly 40% purchasing shoes, these categories are massively popular—and saturated.
Not every webshop can survive in such a crowded, price-sensitive market. Despite relative economic stability, consumer confidence in Denmark remains cautious. Reports from BCG and Nordea show low discretionary spending, which hits fashion and beauty especially hard.
Is This a Crisis?
An 11% closure rate may sound alarming, but it’s not entirely surprising. Tools like Shopify and WooCommerce have made it incredibly easy to launch a webshop - sometimes in less than a day. But low barriers to entry also mean low resilience. The easier it is to start, the easier it is to fail.
While a few large retailers have gone under, our data suggests that the majority of closures come from small and medium-sized businesses.
Still, it’s not all bad news. Over the same period, 2,645 new webshops were successfully launched. So while the market is churning, it’s also replenishing.
Why Continuous Monitoring Matters
E-commerce is dynamic, and understanding it requires continuous tracking. At Tembi, we monitor 600,000+ webshops across Europe, updating our database bi-weekly. This enables us to:
- Track which webshops are entering or exiting the market
- Understand historical trends and category shifts
- Provide commercial teams with better foresight
Because in a market that never stands still, real-time intelligence is your competitive edge.
e’re excited to share that Tembi has officially launched in Germany, bringing our e-commerce intelligence to one of Europe's largest markets. With Germany now on board, Tembi covers 17 markets, offering commercial teams actionable insights to drive strategic decisions and accelerate growth.
At Tembi, our approach goes beyond basic data collection. Over the past month, our system has visited and analysed more than 500,000 websites, systematically verifying each one. Through this process, we identified and validated over 94,800 genuine, operating webshops - ensuring that our insights are based on high-quality, accurate data. Each webshop is individually assessed, capturing detailed insights into their operations, product offerings, and category performance. This level of precision provides commercial teams with unmatched visibility into Germany’s e-commerce landscape, helping them pinpoint exactly where to focus their efforts - whether strengthening their local presence or expanding internationally.
Our robust intelligence monitors the technology stack of webshops, including commerce platforms like Shopify, WooCommerce, Shopware, ePages,AVADA, and Magento, as well as other software solutions they use. This empowers businesses with clear insights to strategically optimise their tech infrastructure and drive growth.
Tembi’s comprehensive analysis of the German market includes:
• Last-mile delivery marketshare - identifying logistics providers, delivery methods and prices for every webshop.
• Tracking of payment providers used by webshops, including PayPal, Klarna, Google Pay, Apple Pay,Sofort, Shopify Pay, ShopPay, and Opay (and many others).
• Webshop growth data andproduct sold, revealing emerging market trends and growth opportunities.
This launch highlights Tembi's dedication to delivering verified, actionable e-commerce intelligence that helps commercial teams proactively identify growth potential and optimise their strategies in Germany and beyond.
Keep an eye out for future updates, insights, and trends straight from Europe's e-commerce hub.
Want to know more? Reach out to our sales team.
e’re excited to share that Tembi has officially launched in Germany, bringing our e-commerce intelligence to one of Europe's largest markets. With Germany now on board, Tembi covers 17 markets, offering commercial teams actionable insights to drive strategic decisions and accelerate growth.
At Tembi, our approach goes beyond basic data collection. Over the past month, our system has visited and analysed more than 500,000 websites, systematically verifying each one. Through this process, we identified and validated over 94,800 genuine, operating webshops - ensuring that our insights are based on high-quality, accurate data. Each webshop is individually assessed, capturing detailed insights into their operations, product offerings, and category performance. This level of precision provides commercial teams with unmatched visibility into Germany’s e-commerce landscape, helping them pinpoint exactly where to focus their efforts - whether strengthening their local presence or expanding internationally.
Our robust intelligence monitors the technology stack of webshops, including commerce platforms like Shopify, WooCommerce, Shopware, ePages,AVADA, and Magento, as well as other software solutions they use. This empowers businesses with clear insights to strategically optimise their tech infrastructure and drive growth.
Tembi’s comprehensive analysis of the German market includes:
• Last-mile delivery marketshare - identifying logistics providers, delivery methods and prices for every webshop.
• Tracking of payment providers used by webshops, including PayPal, Klarna, Google Pay, Apple Pay,Sofort, Shopify Pay, ShopPay, and Opay (and many others).
• Webshop growth data andproduct sold, revealing emerging market trends and growth opportunities.
This launch highlights Tembi's dedication to delivering verified, actionable e-commerce intelligence that helps commercial teams proactively identify growth potential and optimise their strategies in Germany and beyond.
Keep an eye out for future updates, insights, and trends straight from Europe's e-commerce hub.
Want to know more? Reach out to our sales team.
hen starting a webshop, you have two options: build a custom site from scratch or choose a ready-to-go commerce platform to manage inventory and sell products or services online. Given that webshops have existed since the early days of the internet, there are now numerous providers catering to both entrepreneurs and established businesses.
A variety of commerce platforms power European webshops, from large international providers like Shopify and WooCommerce to smaller local specialists such as Dandomain in Denmark and Voog in Estonia. Larger platforms often offer the benefits of scale, while local providers might offer specialized solutions and compliance with regional regulations that enhance scalability.
Choosing the right platform is not just important for those building webshops, but also for the ecosystem surrounding commerce platforms. Not all plug-ins and solutions are compatible with every framework, and understanding a platform’s market penetration can be a strong indicator of its success and investment in that region.
In this article, we take a deep dive into the most widely used commerce platforms across 10 European markets, examining which solutions are the most popular. It’s likely no surprise that Shopify and WordPress’s open-source WooCommerce plugin dominate, but who are the other key players?
Looking at Switzerland, The Netherlands, Slovakia, Denmark, Finland, Sweden, Norway, Lithuania, Latvia and Estonia we’ve identified a total of 242.061 active webshops. With over 100.479 webshops, or 32%, Shopify is trailing behind WooCommerce with 9%. Looking at these 10 markets, WooCommerce is today the preferred e-commerce platform with around 129.480 webshops.
The fact that we only identified 6.682 custom-built webshops (2,1% of the dataset), shows just how powerful commerce platforms are today, where both large and small webshops can benefit from the platform's investments in technology and solutions that make it easy, and possible, to operate and grow a business online.
Before diving into the specifics of each market’s platform penetration, let’s quickly explain how we gather and maintain the quality of this data.
Gathering quality webshop data
Monitoring hundreds of thousands of webshops on an ongoing basis demands a robust validation process to maintain high-quality data. At Tembi, we automatically filter out inactive webshops, businesses in bankruptcy, and webshops not registered as official companies, and we can only to this by actually visiting the webshops and analyze their operations continuously. We’re not B2B lead list generation company per se, but our data is used by many companies to improve sales and help identify business opportunities.
Once the validation process is complete, and we’ve analyized the webshops products, our system categorizes each webshop into a product category and enriches the data with for example website traffic data and company data.
If you're interested in learning more about how our technology works, be sure to check out our article: Insights from every Webshop on the Market
Deep dive into commerce platforms in European countries
Having looked how the distribution looks over 10 European countries, let’s examine which E-Commerce platforms are popular in each country and see what insights we can uncover into regional preferences and market trends.
E-commerce platforms in Denmark
In Denmark, we can find a total of 32.720 webshops. We have identified that 13.567 webshops are built using WooCommerce, and 11.703 are built with Shopify. Just as it also shows in the picture of the ten European markets, WooCommerce and Shopify power the majority of the webshops. The remaining 24% (7.450 webshops) utilize various other providers. With 2.164 webshops, Dandomain stands as the third most used platform in Denmark, likely due to its local roots and strong integration with popular hosting services in the country.
E-Commerce Platforms in Estonia
Estonia has a total of 8.568 webshops, with WooCommerce as the clear market leader. WooCommerce is used by 5.846 webshops, representing 68% of all Estonian market. In second place, like in most markets, Shopify follows, but with only 9% of the market, totaling 739 webshops. WooCommerce’s strong presence in Estonia gives it the highest market share in the group of the analysed countries. In third place we find the local e-commerce platform, Estonian Voog, powering 570 webshops. Voog offers native language support and is perfect for small to medium-sized companies, which could also explain why WooCommerce owns such a big portion of the market.
The remaining 23% of E-Commerces, without the ones using WooCommerce and Shopify, are built using various other providers (1.983 webshops).
E-Commerce Platforms in Finland
Finland has a total of 15.092 webshops, with WooCommerce and Shopify being the market leaders. 6.953 webshops in Finland use WooCommerce (45% of the Finnish market), while Shopify is used by 4.014 webshops, accounting for a 26% market share.
The remaining 28% (4,125 webshops) utilize various other providers. Notably, 644 webshops (5% of the market) are custom-built, highlighting a segment of businesses opting for fully tailored E-Commerce solution. With a strong tech and design culture, Finnish businesses likely leverage local expertise to create bespoke solutions cater directly to their target market. MyCashFlow, a Finnish E-Commerce Platform, is the third most used one in the country, accounting with 1.327 webshops, a 9% of the total.
E-Commerce Platforms in Latvia
There are 4.903 webshops in Latvia. Of this number, 1.841 webshops are built with WooCommerce (37% of Latvian webshops) and 1.201 webshops are built with Shopify (24%). The other 1.861 webshops (38%) use different providers.
E-Commerce Platforms in Lithuania
Lithuania has a total of 12.077 webshops, with WooCommerce as the most popular platform, powering 6.568 stores, or 55% of the market. Shopify is the second most used (2.198 webshops) making up 18% of Lithuanian online stores. The remaining 26% (3.311 webshops) use various other providers, with PrestaShop ranking third, supporting 1.506 webshops and capturing 12% of the market. As we can see, PrestaShop ranks very closely to Shopify. We see how two Lithuanian E-Commerce platforms, such as Shopiteka and Verskis, are too the most used ones.
E-Commerce Platforms in The Netherlands
The Netherlands have a highly developed E-Commerce market with 81.224 webshops. WooCommerce has by far most clients, powering 38,316 stores, or 46% of all online shops. Shopify follows with 21,534 webshops, accounting for 26% of the market. The remaining 27%, or 21.374 stores, are distributed across various other providers.
E-Commerce Platforms in Norway
Norway has an E-Commerce market with 13.469 webshops. WooCommerce leads the way, powering 5.346 webshops, or 39% of the market. Shopify is a close second, used by 4.931 webshops, making up 36% of the market. The remaining 24%, or 3.192 webshops, utilize various other providers. The competition between Shopify and WooCommerce is tight in Norway, with only 415 webshops more (a 3%) built with the latter. The third one is MyStore, an E-Commerce provider created in Norway.
E-Commerce Platforms in Slovakia
There are 15.429 webshops in Slovakia. WooCommerce leads the market, powering 6.399 of these webshops, accounting for 41%. Shoptet follows with 3.502 webshops, making up 22% of the market. The remaining 36%, or 5.528 webshops, are built using a variety of other providers. Slovakia’s case is specially interesting, as Shopify is not the second choice. In its place we find Shoptet, a Czech platform that offers marketplace integrations to the Central European market. This can be relevant for companies looking to increase visibility and brand recognition in the region.
E-Commerce Platforms in Sweden
Sweden's E-Commerce landscape is strong, with a total of 31.588 webshops. WooCommerce has a solid position on the market, powering 13.293 of these stores, or 39%, showcasing its popularity among Swedish businesses. Shopify isn’t far behind, with 11.354 webshops, making up 34% of the market. The other 6.941 webshops, representing 26%, use a variety of different providers. We find similar data in Norway, the competition between WooCommerce and Shopify is close, with only a 4% market share of difference (roughly 2.000 webshops).
E-Commerce Platforms in Switzerland
Switzerland is home to 26.991 webshops, with WooCommerce and Shopify leading the market. 12.168 of these webshops are built with WooCommerce (45% market share), making it the most popular E-Commerce platform in the country. Shopify follows closely, with 9.841 webshops, representing 36% of the market. The remaining 19% (4.739 webshops) are built using different providers. Of the most used platforms in Switzerland, only PepperShop is Swiss company.
Better market intelligence
The data from analyzing 242.061 webshops confirms that WooCommerce and Shopify hold a dominant position, commanding 73% of the market share. Breaking this dominance is no easy task, as it would not only require mass migration but also new solutions that offer greater value than the globally leading commerce platforms.
However, despite the dominance of these major providers, there are still over 80.000 webshops using other frameworks. For instance, with over 15,000 webshops on PrestaShop and more than 13,000 using Magento, there remains a significant opportunity to develop plug-ins and solutions for these platforms.
Whether you're developing plug-ins or building software reliant on specific frameworks, understanding your total addressable market (TAM) is a key indicator of potential and helps determine if an investment is worthwhile. Additionally, knowing how different markets are penetrated provides insights into where to focus future sales and marketing efforts. The more data you have, the better informed your decisions will be.
If you’re interested in more data around the webshops, don’t hesitate to contact us on hello@tembi.io. We are adding more countries continuously so sign up for our newsletter to get the latest updates.
hen starting a webshop, you have two options: build a custom site from scratch or choose a ready-to-go commerce platform to manage inventory and sell products or services online. Given that webshops have existed since the early days of the internet, there are now numerous providers catering to both entrepreneurs and established businesses.
A variety of commerce platforms power European webshops, from large international providers like Shopify and WooCommerce to smaller local specialists such as Dandomain in Denmark and Voog in Estonia. Larger platforms often offer the benefits of scale, while local providers might offer specialized solutions and compliance with regional regulations that enhance scalability.
Choosing the right platform is not just important for those building webshops, but also for the ecosystem surrounding commerce platforms. Not all plug-ins and solutions are compatible with every framework, and understanding a platform’s market penetration can be a strong indicator of its success and investment in that region.
In this article, we take a deep dive into the most widely used commerce platforms across 10 European markets, examining which solutions are the most popular. It’s likely no surprise that Shopify and WordPress’s open-source WooCommerce plugin dominate, but who are the other key players?
Looking at Switzerland, The Netherlands, Slovakia, Denmark, Finland, Sweden, Norway, Lithuania, Latvia and Estonia we’ve identified a total of 242.061 active webshops. With over 100.479 webshops, or 32%, Shopify is trailing behind WooCommerce with 9%. Looking at these 10 markets, WooCommerce is today the preferred e-commerce platform with around 129.480 webshops.
The fact that we only identified 6.682 custom-built webshops (2,1% of the dataset), shows just how powerful commerce platforms are today, where both large and small webshops can benefit from the platform's investments in technology and solutions that make it easy, and possible, to operate and grow a business online.
Before diving into the specifics of each market’s platform penetration, let’s quickly explain how we gather and maintain the quality of this data.
Gathering quality webshop data
Monitoring hundreds of thousands of webshops on an ongoing basis demands a robust validation process to maintain high-quality data. At Tembi, we automatically filter out inactive webshops, businesses in bankruptcy, and webshops not registered as official companies, and we can only to this by actually visiting the webshops and analyze their operations continuously. We’re not B2B lead list generation company per se, but our data is used by many companies to improve sales and help identify business opportunities.
Once the validation process is complete, and we’ve analyized the webshops products, our system categorizes each webshop into a product category and enriches the data with for example website traffic data and company data.
If you're interested in learning more about how our technology works, be sure to check out our article: Insights from every Webshop on the Market
Deep dive into commerce platforms in European countries
Having looked how the distribution looks over 10 European countries, let’s examine which E-Commerce platforms are popular in each country and see what insights we can uncover into regional preferences and market trends.
E-commerce platforms in Denmark
In Denmark, we can find a total of 32.720 webshops. We have identified that 13.567 webshops are built using WooCommerce, and 11.703 are built with Shopify. Just as it also shows in the picture of the ten European markets, WooCommerce and Shopify power the majority of the webshops. The remaining 24% (7.450 webshops) utilize various other providers. With 2.164 webshops, Dandomain stands as the third most used platform in Denmark, likely due to its local roots and strong integration with popular hosting services in the country.
E-Commerce Platforms in Estonia
Estonia has a total of 8.568 webshops, with WooCommerce as the clear market leader. WooCommerce is used by 5.846 webshops, representing 68% of all Estonian market. In second place, like in most markets, Shopify follows, but with only 9% of the market, totaling 739 webshops. WooCommerce’s strong presence in Estonia gives it the highest market share in the group of the analysed countries. In third place we find the local e-commerce platform, Estonian Voog, powering 570 webshops. Voog offers native language support and is perfect for small to medium-sized companies, which could also explain why WooCommerce owns such a big portion of the market.
The remaining 23% of E-Commerces, without the ones using WooCommerce and Shopify, are built using various other providers (1.983 webshops).
E-Commerce Platforms in Finland
Finland has a total of 15.092 webshops, with WooCommerce and Shopify being the market leaders. 6.953 webshops in Finland use WooCommerce (45% of the Finnish market), while Shopify is used by 4.014 webshops, accounting for a 26% market share.
The remaining 28% (4,125 webshops) utilize various other providers. Notably, 644 webshops (5% of the market) are custom-built, highlighting a segment of businesses opting for fully tailored E-Commerce solution. With a strong tech and design culture, Finnish businesses likely leverage local expertise to create bespoke solutions cater directly to their target market. MyCashFlow, a Finnish E-Commerce Platform, is the third most used one in the country, accounting with 1.327 webshops, a 9% of the total.
E-Commerce Platforms in Latvia
There are 4.903 webshops in Latvia. Of this number, 1.841 webshops are built with WooCommerce (37% of Latvian webshops) and 1.201 webshops are built with Shopify (24%). The other 1.861 webshops (38%) use different providers.
E-Commerce Platforms in Lithuania
Lithuania has a total of 12.077 webshops, with WooCommerce as the most popular platform, powering 6.568 stores, or 55% of the market. Shopify is the second most used (2.198 webshops) making up 18% of Lithuanian online stores. The remaining 26% (3.311 webshops) use various other providers, with PrestaShop ranking third, supporting 1.506 webshops and capturing 12% of the market. As we can see, PrestaShop ranks very closely to Shopify. We see how two Lithuanian E-Commerce platforms, such as Shopiteka and Verskis, are too the most used ones.
E-Commerce Platforms in The Netherlands
The Netherlands have a highly developed E-Commerce market with 81.224 webshops. WooCommerce has by far most clients, powering 38,316 stores, or 46% of all online shops. Shopify follows with 21,534 webshops, accounting for 26% of the market. The remaining 27%, or 21.374 stores, are distributed across various other providers.
E-Commerce Platforms in Norway
Norway has an E-Commerce market with 13.469 webshops. WooCommerce leads the way, powering 5.346 webshops, or 39% of the market. Shopify is a close second, used by 4.931 webshops, making up 36% of the market. The remaining 24%, or 3.192 webshops, utilize various other providers. The competition between Shopify and WooCommerce is tight in Norway, with only 415 webshops more (a 3%) built with the latter. The third one is MyStore, an E-Commerce provider created in Norway.
E-Commerce Platforms in Slovakia
There are 15.429 webshops in Slovakia. WooCommerce leads the market, powering 6.399 of these webshops, accounting for 41%. Shoptet follows with 3.502 webshops, making up 22% of the market. The remaining 36%, or 5.528 webshops, are built using a variety of other providers. Slovakia’s case is specially interesting, as Shopify is not the second choice. In its place we find Shoptet, a Czech platform that offers marketplace integrations to the Central European market. This can be relevant for companies looking to increase visibility and brand recognition in the region.
E-Commerce Platforms in Sweden
Sweden's E-Commerce landscape is strong, with a total of 31.588 webshops. WooCommerce has a solid position on the market, powering 13.293 of these stores, or 39%, showcasing its popularity among Swedish businesses. Shopify isn’t far behind, with 11.354 webshops, making up 34% of the market. The other 6.941 webshops, representing 26%, use a variety of different providers. We find similar data in Norway, the competition between WooCommerce and Shopify is close, with only a 4% market share of difference (roughly 2.000 webshops).
E-Commerce Platforms in Switzerland
Switzerland is home to 26.991 webshops, with WooCommerce and Shopify leading the market. 12.168 of these webshops are built with WooCommerce (45% market share), making it the most popular E-Commerce platform in the country. Shopify follows closely, with 9.841 webshops, representing 36% of the market. The remaining 19% (4.739 webshops) are built using different providers. Of the most used platforms in Switzerland, only PepperShop is Swiss company.
Better market intelligence
The data from analyzing 242.061 webshops confirms that WooCommerce and Shopify hold a dominant position, commanding 73% of the market share. Breaking this dominance is no easy task, as it would not only require mass migration but also new solutions that offer greater value than the globally leading commerce platforms.
However, despite the dominance of these major providers, there are still over 80.000 webshops using other frameworks. For instance, with over 15,000 webshops on PrestaShop and more than 13,000 using Magento, there remains a significant opportunity to develop plug-ins and solutions for these platforms.
Whether you're developing plug-ins or building software reliant on specific frameworks, understanding your total addressable market (TAM) is a key indicator of potential and helps determine if an investment is worthwhile. Additionally, knowing how different markets are penetrated provides insights into where to focus future sales and marketing efforts. The more data you have, the better informed your decisions will be.
If you’re interested in more data around the webshops, don’t hesitate to contact us on hello@tembi.io. We are adding more countries continuously so sign up for our newsletter to get the latest updates.
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