Commerce Platforms in European E-Commerce: Only the Beginning? Thanks to Kristian Mørk Puggaard CEO of Tembi - Market Intelligence for sharing this with our group this morning. His team build this useful data from Tembi’s analysis of commerce platforms across European e‑commerce markets. A few key stats stand out:
WooCommerce powers around 40% of stores across European markets, closely followed by Shopify at approximately 30%, together, they dominate with 70–73% of the market . Shopify grew their revenue in the EU in Q” 2029. It was at 49% growth after 8 quarters hovering around 33 - 35%. A little more effort and they got their just rewards.
In Denmark, WooCommerce accounts for about 15,447 webshops (39%), and Shopify follows at 14,689 (37%), together covering 76% of the market . Goog luck being Prestashop.
In Finland, WooCommerce holds around 44%, with Shopify at about 26%, totaling ~70%.
In countries like Slovakia, local platforms such as Shoptet outperform Shopify, thanks to better integration with regional marketplaces and services.
These numbers in isolation do not mean too much. It can help if you are a new platform (why bother) or to maybe help us understand why Scayle see North America as the place to grow or why Centra feel the EU is more ripe for their picking. It does help us to understand some of the dynamics though. The EU is more fragmented and despite not being sexy WooCommerce still holds a strong position of dominance. This data is not categorized, nor does it denote revenue but all shops are “live”. We do not see payment info or marketing technologies.
What would be interesting is to see the SI network, their partnerships and how that dynamic changes over the next 24 months. In north America this is not as much of a problem. It also suggests that true enterprise, as we think of it form a North American perspective has more depth in this space. It is not to say we do not have complicated, mature and technically proficient business requirements here. Quite the opposite when you factor in cross border trade and our continuing lack of unity despite our single currency area (joke.)
To build a more complete picture, here are some questions worth exploring:
What else should we consider to deepen the picture?
1. Market Coverage & Sample Size
Which countries are included in the analysis, and which are left out? I have mentioned some above.
How comprehensive is Tembi’s dataset? Does it capture both large and small operators? It seems to, but getting this breakout alone will help platforms and SIs work more effectively.
2. Platform Trends Over Time
How have market shares shifted over, say, the past 2–3 years? Is Shopify gaining faster than WooCommerce? Gaining is one thing. I would also posit that growth on platform is more interesting here and helps us consider:
Are there emerging challengers, global or local, that could disrupt the current balance? I mention Centra and Scayle - both gaining traction, both with ambitious goals.
3. Market Nuances by Country or Region
Platforms like Shoptet in Slovakia show the strength of local solutions. What other regional success stories exist? (E.g., MyCashFlow in Finland, Unas in Hungary, etc.) Partnerships matter, as does local knowledge.
What makes these local platforms successful, specific integrations, compliance, trusted reputation?
4. Platform Differentiators Beyond Architecture
Do merchants prefer WooCommerce for its open-source flexibility? Is Shopify favored for ease-of-use and SaaS reliability? Is Woo the long suffering incumbent.
What about platforms like PrestaShop, Shopware, are they significant contributors in certain markets? (E.g., PrestaShop in Lithuania or the Netherlands (Reddit), or Shopware's presence in Germany (Wikipedia))
5. Impact of Platform on Merchant Performance
Are Shopify merchants outperforming in site speed, UX, or conversion? They should be. If you are in the platform market, these are some of the areas foer consideration in your messaging.
Do WooCommerce shops have advantages in custom features like historical SEO or WordPress integration? How does this look into the future. Who is making the best partnerships when it comes to AI platforms.
6. Integration with Local Ecosystems
Platforms like Shoptet succeed by integrating with local marketplaces (e.g. Alza, Heureka). How well do platforms connect to essential services, payment methods, shipping providers, tax compliance?
7. Regulatory & Policy Context
How do EU regulations (e.g. DSA, geo‑blocking, VAT/IOSS rules) influence platform selection? Shopware has created competitive advantage in reg tech in the US using its EU framework. ICYMI.
Do some platforms better support compliance or even reduce merchant burden? See Shopware - again.
8. Broader Context: Marketplaces & Channels
Beyond standalone stores, vendors often sell via marketplaces. How do Amazon, eBay, Allegro, Zalando, Temu, etc., fit into this landscape? This is essential. Channel Engine, for example, have over 900 integrations. Approx 300 are in the EU.
Are commerce platforms simply one part of multichannel strategies that include social commerce, live shopping, TikTok Shop, and affiliate models now fueling purchase decisions? Is Shopify a platform anymore. That is a tongue in cheek joke before you pile on, Jeez.
9. Long-Term Outlook
Will the market consolidate further around two giants, or will AI-driven or omnichannel-native platforms emerge?
How will e-commerce evolution (e.g. social commerce, performance-based affiliate models) reshape platform needs and merchant preferences?
Tembi’s snapshot offers a strong foundation, but only the beginning. The real story lies in the trends, the local strategies, the merchant lifecycles, and the broader regulatory and marketplace ecosystems shaping platform choices.
Would love to hear from you:
What platform strategy are you seeing gain ground in your region?
Which platform trends or challenges should we monitor closely in 2026?
What questions would you add to deepen this picture even further?
What platforms should we cover for the Ostrich Report plat form?