FisherLeadsMonthly report
The State of New Ecommerce
A monthly census of new commerce: where new stores and businesses launch, what they are built on, and what they sell, drawn from public signals the day each site appears. This is July 2026.
Two platforms carry two thirds of everything new
Two platforms now carry more than two thirds of every new store FisherLeads tracked. Shopify leads at 47.1%, the fastest way for a founder to be selling by the afternoon. WooCommerce follows at 19.9%, a sign the open source, WordPress native route is still thriving. Everything else splits the remaining 33% across a long tail.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Shopify | 48,785 | 47.1% |
| 2 | WooCommerce | 20,618 | 19.9% |
| 3 | Custom / other | 12,574 | 12.1% |
| 4 | WordPress | 7,122 | 6.9% |
| 5 | Wix | 5,435 | 5.2% |
| 6 | Squarespace | 4,538 | 4.4% |
| 7 | OpenCart | 627 | 0.6% |
| 8 | Magento | 541 | 0.5% |
The United States is the launch capital
New commerce is not spread evenly. The United States alone produced 42.6% of every launch FisherLeads saw in July 2026, 2.1× the next six countries combined. The United Kingdom, Germany and Canada follow, but no single market comes close to the American share.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | United States | 44,128 | 42.6% |
| 2 | United Kingdom | 4,869 | 4.7% |
| 3 | Germany | 4,161 | 4% |
| 4 | Australia | 3,244 | 3.1% |
| 5 | Brazil | 3,123 | 3% |
| 6 | India | 2,888 | 2.8% |
| 7 | Canada | 2,786 | 2.7% |
| 8 | France | 2,755 | 2.7% |
Apparel leads what the new stores sell
When FisherLeads can read what a store sells, one category stands out. Apparel is the runaway leader among classified stores, ahead of beauty, food and jewellery. Fashion remains the easiest thing to start selling online, and founders still reach for it first.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Apparel | 14,150 | 29.5% |
| 2 | Beauty | 3,963 | 8.3% |
| 3 | Jewelry | 3,783 | 7.9% |
| 4 | Home decor | 3,541 | 7.4% |
| 5 | Food & beverage | 3,525 | 7.3% |
| 6 | Outdoor & sports | 3,282 | 6.8% |
The first thing new founders buy is an audience
Before a review app or a loyalty program, new stores wire up ads. Meta Ads is the single most common tool FisherLeads detects on a new site, ahead of Google Ads and Print on Demand. Paid acquisition, not organic patience, is how most founders plan to win their first customers.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Meta Ads | 10,139 | 50.7% |
| 2 | Google Ads | 4,156 | 20.8% |
| 3 | Print on Demand | 2,243 | 11.2% |
| 4 | Cash on Delivery | 2,027 | 10.1% |
| 5 | TikTok Ads | 1,077 | 5.4% |
| 6 | Dropshipping | 271 | 1.4% |
| 7 | Shopify Plus | 95 | 0.5% |
The themes new Shopify stores launch on
Most new Shopify stores do not commission a custom build. Dawn and Horizon, Shopify’s own free themes, dress the majority of them. For theme and app makers, that is the canvas your product has to live on.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Dawn | 5,454 | 42.5% |
| 2 | Horizon | 4,142 | 32.3% |
| 3 | Craft | 699 | 5.4% |
| 4 | Refresh | 642 | 5% |
| 5 | Sense | 568 | 4.4% |
| 6 | Spotlight | 515 | 4% |
| 7 | Updated copy of Dawn | 415 | 3.2% |
| 8 | Tinker | 392 | 3.1% |
What the new stores charge
Among new stores that expose a catalog, most launch at entry level prices. The cheapest product is under $30 for the majority of them, a reminder that new commerce still competes on affordable, impulse friendly goods, even as a fifth reach for the premium end.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Under $15 | 18,611 | 43.8% |
| 2 | $15 to $30 | 7,300 | 17.2% |
| 3 | $30 to $60 | 4,821 | 11.3% |
| 4 | $60 to $120 | 2,947 | 6.9% |
| 5 | $120 and up | 8,839 | 20.8% |
What the month says
Shopify and WooCommerce are the new default.
Together they carry 67% of every new store and business launched this month. Everything else splits a long tail.
The United States is the launch capital.
The US produced 42.6% of all launches, 2.1× the next six countries combined.
Apparel still leads what they sell.
Among the stores FisherLeads could classify, apparel is the runaway category, ahead of beauty and food.
Methodology
FisherLeads Index reflects new stores and businesses FisherLeads detected via public signals (newly-issued SSL certificates and domain records), not a claim of every store launched worldwide. July 2026 is FisherLeads' first full month of coverage, so no month-over-month comparison is drawn; trend data begins with the next report.
Snapshot generated 2026-07-27. “Launched” is measured by a domain’s first observed public SSL certificate, not by when FisherLeads discovered it. Figures are frozen at publication and will not change.
Suggested citation
FisherLeads Index: The State of New Ecommerce, July 2026. FisherLeads, LLC. fisherleads.com/reports/state-of-new-ecommerce-july-2026