Shopify's stated share of US ecommerce

Version 1. 6 rows, 14 columns. Next update February 11, 2027.

By Martin DejnickiUpdated October 13, 2026Data through December 31, 2025

Short answer

About this dataset

The dataset quotes Shopify's stated share of US ecommerce for each sales year from 2019 to 2025, from its investor decks and results releases. The figures are about 10% (2021), 10% (2022), over 10% (2023), over 12% (2024) and over 14% (2025); the 2019 row is a rank, not a percentage. Shopify does not publish its US GMV, so no one can recompute the percentages. Each row also quotes the footnote that names where the size of the US market comes from (eMarketer, then the US Census Bureau, then Census data plus internal estimates) and what the numerator is (US GMV excluding point of sale). There is no statement for 2020.

Version: 1
Coverage in time: January 1, 2019 to December 31, 2025
Coverage in space: United States (Shopify merchants' US GMV, excluding POS)
Last updated: October 13, 2026
Next update: February 11, 2027
License: CC BY 4.0. Deploi's compilation is CC BY 4.0. The underlying statements belong to Shopify and are cited to its investor decks and SEC-filed results releases.

Variables

The CSV header uses the column name.

Variables in Shopify's stated share of US ecommerce
Column name	Label	Type	Unit	Meaning
rowKey	Row key	string		Stable key of the row (the GMV year as text); matches provenance rowKey.
year	GMV year	number	year	The year of Shopify's US sales on which the statement is based, as the footnote names it ("Shopify's 2024 US GMV"); for 2019 the sentence ends 'based on 2019 sales'. It is not the year in which the statement was made (see statedOn).
claimType	Type of claim	string		'share' for a percentage of the US ecommerce market; 'rank' for the 2019 statement that Shopify's US merchants ranked second-largest, which contains no percentage.
sharePct	Stated share of US ecommerce	number	%	The percentage exactly as printed in the statement of record, without its symbol (10 for '10%', '~10%', 'Over 10%' and '>10%'; 12 for '>12%'). Read it together with qualifier: 'over' means more than this figure, so it is a lower bound. Null for the 2019 rank claim. Whole numbers only; the one figure with a decimal (10.3% for 2021) is in the row note.
qualifier	Qualifier printed with the figure	string		'approximately' when the figure is printed with '~'; 'over' when it is printed with '>' or 'Over'; 'none' when it is a plain percentage; null for the rank claim.
claimAsStated	Claim, as printed	string		The claim as the statement of record prints it. Deck slides keep the figure, the label and the 'expect further penetration' clause in separate text boxes, so the pieces are joined with ' [...] '; results-release cells keep ' \| ' between the figure and its label.
marketSource	Market size source, as printed	string		What the footnote of the statement of record says the size of the US ecommerce market is taken from ('eMarketer, October 2021'; 'US Census Bureau'; 'a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates'). Null for the rank claim, which has no footnote.
gmvBasisAsStated	Numerator, as printed	string		The sentence of the footnote that says what Shopify's side of the ratio is: Shopify's GMV in the United States for the year, excluding merchant sales made through POS. Shopify does not publish that US GMV figure. Null for the rank claim.
methodFootnoteAsStated	Method footnote, as printed	string		The whole footnote of the statement of record (market size source and numerator), verbatim; ' [...] ' marks text printed between the pieces on the slide (a page number, a footnote marker). Null for the rank claim.
statedIn	Statement of record is in	string		Document and place that contain the statement of record: the latest statement Shopify filed with the SEC for that GMV year; where there is none, the latest quarterly Investor Overview deck (a slide number is given for decks).
statedOn	Statement of record dated	date		Date of the statement of record: the date printed on the deck's first slide, the dateline of the results release, or the signature date of the Form 6-K that filed the 2019 Year In Review.
firstStatedIn	First statement found	string		The earliest statement for that GMV year among the documents found. Earlier documents may exist (see the caveats on decks not found).
otherStatementsAsPrinted	Other statements for the GMV year, as printed	string		Every other statement found for the same GMV year, oldest first: the document and slide, then the claim as printed. Entries are separated by ' \|\| '. The footnotes of these statements are in the provenance (field otherStatementsAsPrinted). Null where there is none.
note	Row notes	string		Comparability notes: changes of wording or of the market size source between statements, the chart value for 2021, and what the 2019 rank claim does and does not say.

The data

Shopify's stated share of US ecommerce
Row key	GMV year	Type of claim	Stated share of US ecommerce (%)	Qualifier printed with the figure	Claim, as printed	Market size source, as printed	Numerator, as printed	Method footnote, as printed	Statement of record is in	Statement of record dated	First statement found	Other statements for the GMV year, as printed	Row notes
2019	2019	rank	Not stated		our U.S. merchants, in aggregate, ranked as the second-largest ecommerce [...] retailer in the United States based on [...] 2019 sales.				2019 Year in Review (annual report letter, Form 6-K exhibit), filed 2020-04-21	Apr 21, 2020	2019 Year in Review (annual report letter, Form 6-K exhibit), filed 2020-04-21		A rank, not a percentage: Shopify's Year In Review says its US merchants "in aggregate" ranked second-largest among ecommerce retailers in the United States, based on 2019 sales. It names no data source, does not define 'sales' (no GMV or POS wording), does not name the largest retailer and gives no figure. It is the only US ranking statement in the documents read. There is no statement of any kind for 2020.
2021	2021	share	10	approximately	~10% [...] US ecommerce market share* [...] and expect further penetration	eMarketer, October 2021	Shopify market share based on Shopify’s 2021 US GMV (excluding merchant sales made through POS)	*Source: eMarketer, October 2021 Shopify market share based on Shopify’s 2021 US GMV (excluding merchant sales made through POS)	Investor Overview presentation, Q3 2022 (October 27, 2022), slide 3	Oct 27, 2022	Investor Overview presentation, Q2 2022 (July 2022), slide 19 (bar chart)	Investor Overview presentation, Q2 2022 (July 2022), slide 19 (bar chart): Share of US retail ecommerce sales 2021 (the Shopify bar is labelled 10.3% in the slide image; see the row note)	The statement of record rounds the figure ("~10%"). The first statement, in the Q2 2022 deck (July 2022), is a bar chart (slide 19) titled "Share of US retail ecommerce sales 2021" with the source "Source: eMarketer, October 2021"; its data labels give Shopify 10.3%, second behind Amazon (41.0%) and ahead of Walmart (6.6%). Those labels are part of the slide image and not of its text layer: they were read from the rendered slide and cross-checked by OCR (script), and only appear in this note. No deck earlier than Q2 2022 was found, so the claim may be older.
2022	2022	share	10	none	10% [...] US ecommerce market share2 [...] and expect further penetration	US Census Bureau	Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	US Census Bureau - Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	Investor Overview presentation, Q3 2023 (November 2, 2023), slide 3	Nov 2, 2023	Investor Overview presentation, Q4 2022 (February 15, 2023), slide 3	Investor Overview presentation, Q4 2022 (February 15, 2023), slide 3: ~10% [...] US ecommerce market share* [...] and expect further penetration \|\| Investor Overview presentation, Q1 2023 (May 4, 2023), slide 3: 10% [...] US ecommerce market share* [...] and expect further penetration \|\| Investor Overview presentation, Q2 2023 (August 2, 2023), slide 3: 10% [...] US ecommerce market share* [...] and expect further penetration \|\| Investor Day 2023 presentation (no date printed on the deck), slide 3: 10% U.S. ecommerce market share	First stated in the Q4 2022 deck (February 15, 2023) as "~10%" with "Source: eMarketer, November 2022". From the Q1 2023 deck (May 4, 2023) the footnote names "Source: US Census Bureau" and the '~' is gone; the percentage is the same and Shopify does not comment. The one-off Investor Day 2023 presentation repeats "10% U.S. ecommerce market share" and words its footnote "excluding merchant sales made through offline" instead of "excluding merchant sales made through POS".
2023	2023	share	10	over	>10% [...] US ecommerce market [...] share2 and expect further penetration	US Census Bureau	Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales made through POS)	US Census Bureau - Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales made through POS)	Investor Overview presentation, Q2 2024 (August 7, 2024), slide 3	Aug 7, 2024	Investor Overview presentation, Q1 2024 (May 8, 2024), slide 3	Investor Overview presentation, Q1 2024 (May 8, 2024), slide 3: Over 10% [...] US ecommerce market [...] share2 and expect further penetration	First stated in the Q1 2024 deck (May 8, 2024) as "Over 10%"; the Q2 2024 deck, the statement of record, prints ">10%" for the same claim. No Q4 2023 deck (February 2024) and no Q3 2024 deck was found.
2024	2024	share	12	over	>12% \| US ecommerce market share (5)	a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates	Shopify market share represents sales by Shopify merchants based on Shopify’s 2024 US GMV (excluding merchant sales made through POS).	The US ecommerce market is based on a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates. Shopify market share represents sales by Shopify merchants based on Shopify’s 2024 US GMV (excluding merchant sales made through POS).	Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	Feb 11, 2025	Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11 and Investor Overview presentation, Q4 2024 (February 11, 2025), slide 3	Investor Overview presentation, Q4 2024 (February 11, 2025), slide 3: >12% [...] US ecommerce market share2 and expect further [...] penetration \|\| Investor Overview presentation, Q1 2025 (May 8, 2025), slide 3: >12% [...] US ecommerce market share and expect further penetration \|\| Investor Overview presentation, Q2 2025 (August 6, 2025), slide 3: >12% [...] US ecommerce market share and expect further penetration \|\| Investor Overview presentation, Q3 2025 (November 4, 2025), slide 4: >12% [...] US ecommerce market share** and expect further penetration	Statement of record: the Q4 2024 results release (Form 8-K), whose footnote says the market is based on "a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates"; the Q4 2024 deck of the same day words it identically. The Q1, Q2 and Q3 2025 decks repeat ">12%" but say the market is based on "US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) for 2024" and no longer mention internal estimates. Shopify gives no reason for the change.
2025	2025	share	14	over	>14% \| US ecommerce market share	a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates	Shopify market share represents sales by Shopify merchants based on Shopify’s 2025 US GMV (excluding merchant sales made through POS).	The US ecommerce market share is based on a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates. Shopify market share represents sales by Shopify merchants based on Shopify’s 2025 US GMV (excluding merchant sales made through POS).	Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Feb 11, 2026	Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Investor Overview presentation, Q4 2025 (February 2026), slide 5: >14% [...] US ecommerce market [...] share** and expect further penetration	Statement of record: the Q4 2025 results release (Form 8-K, February 11, 2026), whose footnote says the market is based on "a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates". The Q4 2025 deck (February 2026) prints the same ">14%" but says the market is based on "US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) for 2025", without internal estimates. This is the latest statement found; the Q1 2026 and Q2 2026 results releases and Forms 10-Q contain no such statement (script check) and the Q1 and Q2 2026 decks were not found.

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Where each value comes from

Every value, the document it was read from, the exact place in it and the date it was read. Computed values show their formula.

Show all 85 traced values

Provenance of each value
Row	Field	Value	Source	Where in the source	Read on	Method
2019	GMV year	2019	Shopify Inc., 2019 Year in Review (annual report letter, Form 6-K exhibit), filed 2020-04-21	our U.S. merchants, in aggregate, ranked as the second-largest ecommerce [...] retailer in the United States based on [...] 2019 sales.	October 13, 2026	html
2019	Type of claim	rank	Shopify Inc., 2019 Year in Review (annual report letter, Form 6-K exhibit), filed 2020-04-21	Same passage as GMV year	October 13, 2026	html
2019	Claim, as printed	our U.S. merchants, in aggregate, ranked as the second-largest ecommerce [...] retailer in the…	Shopify Inc., 2019 Year in Review (annual report letter, Form 6-K exhibit), filed 2020-04-21	Same passage as GMV year	October 13, 2026	html
2019	Statement of record dated	2020-04-21	Shopify Inc., Form 6-K cover document of the 2019 annual report package (lists Exhibit 99.1, 2019 Year In Review), filed 2020-04-21	Date: \| April 21, 2020	October 13, 2026	html
2021	GMV year	2021	Shopify Inc., Investor Overview presentation, Q3 2022	Shopify market share based on Shopify’s 2021 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2021	Type of claim	share	Shopify Inc., Investor Overview presentation, Q3 2022	~10% [...] US ecommerce market share* [...] and expect further penetration	October 13, 2026	pdf-text
2021	Stated share of US ecommerce	10 %	Shopify Inc., Investor Overview presentation, Q3 2022	Same passage as Type of claim	October 13, 2026	pdf-text
2021	Qualifier printed with the figure	approximately	Shopify Inc., Investor Overview presentation, Q3 2022	Same passage as Type of claim	October 13, 2026	pdf-text
2021	Claim, as printed	~10% [...] US ecommerce market share* [...] and expect further penetration	Shopify Inc., Investor Overview presentation, Q3 2022	Same passage as Type of claim	October 13, 2026	pdf-text
2021	Market size source, as printed	eMarketer, October 2021	Shopify Inc., Investor Overview presentation, Q3 2022	*Source: eMarketer, October 2021 Shopify market share based on Shopify’s 2021 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2021	Numerator, as printed	Shopify market share based on Shopify’s 2021 US GMV (excluding merchant sales made through POS)	Shopify Inc., Investor Overview presentation, Q3 2022	Same passage as GMV year	October 13, 2026	pdf-text
2021	Method footnote, as printed	*Source: eMarketer, October 2021 Shopify market share based on Shopify’s 2021 US GMV (excluding…	Shopify Inc., Investor Overview presentation, Q3 2022	Same passage as Market size source, as printed	October 13, 2026	pdf-text
2021	Statement of record dated	2022-10-27	Shopify Inc., Investor Overview presentation, Q3 2022	Leading the future of commerce October 27, 2022	October 13, 2026	pdf-text
2021	Other statements for the GMV year, as printed	Share of US retail ecommerce sales 2021	Shopify Inc., Investor Overview presentation, Q2 2022	Share of US retail ecommerce sales 2021	October 13, 2026	pdf-text
2021	Other statements for the GMV year, as printed	Source: eMarketer, October 2021 Shopify market share based on Shopify’s 2021 US GMV (excluding…	Shopify Inc., Investor Overview presentation, Q2 2022	Source: eMarketer, October 2021 Shopify market share based on Shopify’s 2021 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2021	Other statements for the GMV year, as printed	Investor Overview presentation, Q2 2022 (July 2022), slide 19 (bar chart)	Shopify Inc., Investor Overview presentation, Q2 2022	except as required by law. July 2022	October 13, 2026	pdf-text
2022	GMV year	2022	Shopify Inc., Investor Overview presentation, Q3 2023	Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2022	Type of claim	share	Shopify Inc., Investor Overview presentation, Q3 2023	10% [...] US ecommerce market share2 [...] and expect further penetration	October 13, 2026	pdf-text
2022	Stated share of US ecommerce	10 %	Shopify Inc., Investor Overview presentation, Q3 2023	Same passage as Type of claim	October 13, 2026	pdf-text
2022	Qualifier printed with the figure	none	Shopify Inc., Investor Overview presentation, Q3 2023	Same passage as Type of claim	October 13, 2026	pdf-text
2022	Claim, as printed	10% [...] US ecommerce market share2 [...] and expect further penetration	Shopify Inc., Investor Overview presentation, Q3 2023	Same passage as Type of claim	October 13, 2026	pdf-text
2022	Market size source, as printed	US Census Bureau	Shopify Inc., Investor Overview presentation, Q3 2023	US Census Bureau - Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2022	Numerator, as printed	Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	Shopify Inc., Investor Overview presentation, Q3 2023	Same passage as GMV year	October 13, 2026	pdf-text
2022	Method footnote, as printed	US Census Bureau - Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales…	Shopify Inc., Investor Overview presentation, Q3 2023	Same passage as Market size source, as printed	October 13, 2026	pdf-text
2022	Statement of record dated	2023-11-02	Shopify Inc., Investor Overview presentation, Q3 2023	Leading the future of commerce November 2, 2023	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	~10% [...] US ecommerce market share* [...] and expect further penetration	Shopify Inc., Investor Overview presentation, Q4 2022	~10% [...] US ecommerce market share* [...] and expect further penetration	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	*Source: eMarketer, November 2022 [...] Shopify market share based on Shopify’s 2022 US GMV…	Shopify Inc., Investor Overview presentation, Q4 2022	*Source: eMarketer, November 2022 [...] Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	Investor Overview presentation, Q4 2022 (February 15, 2023), slide 3	Shopify Inc., Investor Overview presentation, Q4 2022	Leading the future of commerce February 15, 2023	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	10% [...] US ecommerce market share* [...] and expect further penetration	Shopify Inc., Investor Overview presentation, Q1 2023	10% [...] US ecommerce market share* [...] and expect further penetration	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	*Source: US Census Bureau [...] Shopify market share based on Shopify’s 2022 US GMV (excluding…	Shopify Inc., Investor Overview presentation, Q1 2023	*Source: US Census Bureau [...] Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	Investor Overview presentation, Q1 2023 (May 4, 2023), slide 3	Shopify Inc., Investor Overview presentation, Q1 2023	Leading the future of commerce May 4, 2023	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	10% [...] US ecommerce market share* [...] and expect further penetration	Shopify Inc., Investor Overview presentation, Q2 2023	10% [...] US ecommerce market share* [...] and expect further penetration	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	*Source: US Census Bureau [...] Shopify market share based on Shopify’s 2022 US GMV (excluding…	Shopify Inc., Investor Overview presentation, Q2 2023	*Source: US Census Bureau [...] Shopify market share based on Shopify’s 2022 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	Investor Overview presentation, Q2 2023 (August 2, 2023), slide 3	Shopify Inc., Investor Overview presentation, Q2 2023	Leading the future of commerce August 2, 2023	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	10% U.S. ecommerce market share	Shopify Inc., Investor Day 2023 presentation	10% U.S. ecommerce market share	October 13, 2026	pdf-text
2022	Other statements for the GMV year, as printed	*Source: US Census Bureau. Shopify market share shown based on Shopify’s 2022 US GMV (excluding…	Shopify Inc., Investor Day 2023 presentation	*Source: US Census Bureau. Shopify market share shown based on Shopify’s 2022 US GMV (excluding merchant sales made through offline)	October 13, 2026	pdf-text
2023	GMV year	2023	Shopify Inc., Investor Overview presentation, Q2 2024	Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2023	Type of claim	share	Shopify Inc., Investor Overview presentation, Q2 2024	>10% [...] US ecommerce market [...] share2 and expect further penetration	October 13, 2026	pdf-text
2023	Stated share of US ecommerce	10 %	Shopify Inc., Investor Overview presentation, Q2 2024	Same passage as Type of claim	October 13, 2026	pdf-text
2023	Qualifier printed with the figure	over	Shopify Inc., Investor Overview presentation, Q2 2024	Same passage as Type of claim	October 13, 2026	pdf-text
2023	Claim, as printed	>10% [...] US ecommerce market [...] share2 and expect further penetration	Shopify Inc., Investor Overview presentation, Q2 2024	Same passage as Type of claim	October 13, 2026	pdf-text
2023	Market size source, as printed	US Census Bureau	Shopify Inc., Investor Overview presentation, Q2 2024	US Census Bureau - Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2023	Numerator, as printed	Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales made through POS)	Shopify Inc., Investor Overview presentation, Q2 2024	Same passage as GMV year	October 13, 2026	pdf-text
2023	Method footnote, as printed	US Census Bureau - Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales…	Shopify Inc., Investor Overview presentation, Q2 2024	Same passage as Market size source, as printed	October 13, 2026	pdf-text
2023	Statement of record dated	2024-08-07	Shopify Inc., Investor Overview presentation, Q2 2024	Leading the future of commerce August 7, 2024	October 13, 2026	pdf-text
2023	Other statements for the GMV year, as printed	Over 10% [...] US ecommerce market [...] share2 and expect further penetration	Shopify Inc., Investor Overview presentation, Q1 2024	Over 10% [...] US ecommerce market [...] share2 and expect further penetration	October 13, 2026	pdf-text
2023	Other statements for the GMV year, as printed	US Census Bureau - Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales…	Shopify Inc., Investor Overview presentation, Q1 2024	US Census Bureau - Shopify market share based on Shopify’s 2023 US GMV (excluding merchant sales made through POS)	October 13, 2026	pdf-text
2023	Other statements for the GMV year, as printed	Investor Overview presentation, Q1 2024 (May 8, 2024), slide 3	Shopify Inc., Investor Overview presentation, Q1 2024	Leading the future of commerce May 8, 2024	October 13, 2026	pdf-text
2024	GMV year	2024	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	Shopify market share represents sales by Shopify merchants based on Shopify’s 2024 US GMV (excluding merchant sales made through POS).	October 13, 2026	html
2024	Type of claim	share	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	>12% \| US ecommerce market share (5)	October 13, 2026	html
2024	Stated share of US ecommerce	12 %	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	Same passage as Type of claim	October 13, 2026	html
2024	Qualifier printed with the figure	over	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	Same passage as Type of claim	October 13, 2026	html
2024	Claim, as printed	>12% \| US ecommerce market share (5)	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	Same passage as Type of claim	October 13, 2026	html
2024	Market size source, as printed	a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and…	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	The US ecommerce market is based on a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates. Shopify…	October 13, 2026	html
2024	Numerator, as printed	Shopify market share represents sales by Shopify merchants based on Shopify’s 2024 US GMV…	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	Same passage as GMV year	October 13, 2026	html
2024	Method footnote, as printed	The US ecommerce market is based on a combination of US Census Bureau data (Quarterly Retail…	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	The US ecommerce market is based on a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates. Shopify…	October 13, 2026	html
2024	Statement of record dated	2025-02-11	Shopify Inc., Q4 and full-year 2024 results press release (Form 8-K, Exhibit 99.1), filed 2025-02-11	Internet, Everywhere - February 11, 2025 - Shopify Inc.	October 13, 2026	html
2024	Other statements for the GMV year, as printed	>12% [...] US ecommerce market share2 and expect further [...] penetration	Shopify Inc., Investor Overview presentation, Q4 2024	>12% [...] US ecommerce market share2 and expect further [...] penetration	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	The US ecommerce market is based on a combination of US Census Bureau data (Quarterly Retail…	Shopify Inc., Investor Overview presentation, Q4 2024	The US ecommerce market is based on a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates. Shopify…	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	Investor Overview presentation, Q4 2024 (February 11, 2025), slide 3	Shopify Inc., Investor Overview presentation, Q4 2024	Leading the future of commerce February 11, 2025	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	>12% [...] US ecommerce market share** and expect further penetration	Shopify Inc., Investor Overview presentation, Q1 2025	>12% [...] US ecommerce market share** and expect further penetration	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not…	Shopify Inc., Investor Overview presentation, Q1 2025	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) for 2024. Shopify market share represents sales…	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	Investor Overview presentation, Q1 2025 (May 8, 2025), slide 3	Shopify Inc., Investor Overview presentation, Q1 2025	Leading the future of commerce May 8, 2025	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	>12% [...] US ecommerce market share** and expect further penetration	Shopify Inc., Investor Overview presentation, Q2 2025	>12% [...] US ecommerce market share** and expect further penetration	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not…	Shopify Inc., Investor Overview presentation, Q2 2025	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) for 2024. Shopify market share represents sales…	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	Investor Overview presentation, Q2 2025 (August 6, 2025), slide 3	Shopify Inc., Investor Overview presentation, Q2 2025	Deﬁning the next era of commerce August 6, 2025	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	>12% [...] US ecommerce market share** and expect further penetration	Shopify Inc., Investor Overview presentation, Q3 2025	>12% [...] US ecommerce market share** and expect further penetration	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not…	Shopify Inc., Investor Overview presentation, Q3 2025	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) for 2024. Shopify market share represents sales…	October 13, 2026	pdf-text
2024	Other statements for the GMV year, as printed	Investor Overview presentation, Q3 2025 (November 4, 2025), slide 4	Shopify Inc., Investor Overview presentation, Q3 2025	Deﬁning the next era of commerce November 4, 2025	October 13, 2026	pdf-text
2025	GMV year	2025	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Shopify market share represents sales by Shopify merchants based on Shopify’s 2025 US GMV (excluding merchant sales made through POS).	October 13, 2026	html
2025	Type of claim	share	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	>14% \| US ecommerce market share	October 13, 2026	html
2025	Stated share of US ecommerce	14 %	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Same passage as Type of claim	October 13, 2026	html
2025	Qualifier printed with the figure	over	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Same passage as Type of claim	October 13, 2026	html
2025	Claim, as printed	>14% \| US ecommerce market share	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Same passage as Type of claim	October 13, 2026	html
2025	Market size source, as printed	a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and…	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	The US ecommerce market share is based on a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates.…	October 13, 2026	html
2025	Numerator, as printed	Shopify market share represents sales by Shopify merchants based on Shopify’s 2025 US GMV…	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Same passage as GMV year	October 13, 2026	html
2025	Method footnote, as printed	The US ecommerce market share is based on a combination of US Census Bureau data (Quarterly Retail…	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	The US ecommerce market share is based on a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates.…	October 13, 2026	html
2025	Statement of record dated	2026-02-11	Shopify Inc., Q4 and full-year 2025 results press release (Form 8-K, Exhibit 99.1), filed 2026-02-11	Internet, Everywhere - February 11, 2026 - Shopify Inc.	October 13, 2026	html
2025	Other statements for the GMV year, as printed	>14% [...] US ecommerce market [...] share** and expect further penetration	Shopify Inc., Investor Overview presentation, Q4 2025	>14% [...] US ecommerce market [...] share** and expect further penetration	October 13, 2026	pdf-text
2025	Other statements for the GMV year, as printed	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not…	Shopify Inc., Investor Overview presentation, Q4 2025	The US ecommerce market is based on US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) for 2025. Shopify market share represents sales…	October 13, 2026	pdf-text
2025	Other statements for the GMV year, as printed	Investor Overview presentation, Q4 2025 (February 2026), slide 5	Shopify Inc., Investor Overview presentation, Q4 2025	except as required by law. February 2026	October 13, 2026	pdf-text
2021	Row notes	10.3	Shopify Inc., Investor Overview presentation, Q2 2022	Shopify 10.3%	October 13, 2026	pdf-text
2021	Row notes	41	Shopify Inc., Investor Overview presentation, Q2 2022	Amazon 41.0%	October 13, 2026	pdf-text
2021	Row notes	6.6	Shopify Inc., Investor Overview presentation, Q2 2022	Walmart 6.6%	October 13, 2026	pdf-text
2019	Row notes	no percentage	Shopify Inc., 2019 Year in Review (annual report letter, Form 6-K exhibit), filed 2020-04-21	Same passage as GMV year	October 13, 2026	html

Methodology

Caveats: Shopify's stated share of US ecommerce

What the figure is. Shopify's footnote says: "Shopify market share represents sales by Shopify merchants based on Shopify’s 2025 US GMV (excluding merchant sales made through POS)." The market size comes from the source the footnote names (eMarketer, then the US Census Bureau, then Census data with internal estimates). "GMV does not represent revenue earned by us." None of the 74 SEC filings and exhibits read, and none of the decks, gives Shopify's US GMV, so the percentages cannot be recomputed. Shopify does not say whether its GMV is adjusted to the scope of the market figure.
Rounding and direction. Percentages are whole numbers printed with a symbol: "~" (about), "Over" or ">" (more than), or none. "Over 10%", ">12%" and ">14%" are lower bounds, so the step from 10% (2022) to over 12% (2024) to over 14% (2025) is not a measured change. The one figure with a decimal, 10.3% for 2021, is a chart label in the slide image of the Q2 2022 deck and is given in the 2021 row note only.
The market-size source changes, so the years are not like for like. For 2021, and for 2022 in the Q4 2022 deck, it is eMarketer. From the Q1 2023 deck it is the US Census Bureau. In the Q4 2024 and Q4 2025 results releases it is "a combination of US Census Bureau data (Quarterly Retail E-Commerce Sales, not adjusted) and internal estimates". The decks for Q1 to Q3 2025 say Census data "for 2024" without internal estimates. Shopify does not say how large the estimates are or why its releases and decks word the market differently.
The column year is the year of the GMV on which the share is based, not the year of the statement. A year's share first appears in the next February's results material, except 2021 (Q2 2022 deck) and 2023 (Q1 2024 deck). The statement of record is the latest statement Shopify filed with the SEC for that year (the Q4 2024 and Q4 2025 results releases). For the other years it is the latest quarterly Investor Overview deck, which Shopify publishes on its investor site and does not file with the SEC. All 17 statements are recorded in the provenance.
Gaps. There is no statement for 2020, and the 2019 row is a rank, not a percentage. Decks not found: Q4 2023, Q3 2024, Q1 2026, Q2 2026 and every deck before Q2 2022. They may exist, so a claim may be older than the first statement shown, and the 2025 figure may have been restated in a 2026 deck. The Q1 and Q2 2026 results releases and Forms 10-Q contain no US share statement.
Other market-share statements are not US ecommerce share and are not in the table. The Investor Day 2023 presentation says "~6% of ecommerce in Western Europe" and "less than 1% market share of global retail sales". The 2022 results releases compare Shopify's growth with the US retail market and give no share. Third-party estimates of Shopify's share are not Shopify statements and are not used.

Deploi's charts and compilation are licensed CC BY 4.0. The underlying facts belong to their sources, which are named on every page. How Deploi Shopify Data works.

Sources

Tier A sources are primary documents: filings, official releases and official price pages. How sources are ranked.

Cite and reuse

Deploi's charts and compilation are licensed CC BY 4.0. The underlying facts belong to their sources, which are named on every page.

APA

Deploi. (2026). Shopify's stated share of US ecommerce (Version 1) [Data set]. https://deploi.ca/shopify/data/datasets/shopify-us-ecommerce-share Retrieved October 13, 2026.

BibTeX

@misc{deploi_shopify_us_ecommerce_share_2026,
  author = {{Deploi}},
  title = {Shopify's stated share of US ecommerce},
  year = {2026},
  version = {1},
  url = {https://deploi.ca/shopify/data/datasets/shopify-us-ecommerce-share},
  note = {Accessed 2026-10-13}
}

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Data: Shopify's stated share of US ecommerce CSV

Changes

October 13, 2026 · Shopify's stated share of US ecommerce
First release. Seventeen statements (14 investor decks, 2 SEC-filed results releases and 1 year-in-review rank claim) read for six years of sales. Other SEC documents and year-in-review letters were scanned for further statements. A 2021 chart value was read from a slide image and appears in a note only.