fisherThe State of New Ecommerce
A monthly census of new commerce. Every month Fisher watches stores and businesses go live and records where they launch, what they are built on, and what they sell, drawn from public signals the day each site appears. This is June 2026, our first full month of coverage.
new stores and businesses went live in June 2026 and were caught by Fisher as they launched. Every figure in this report is a share of that set.
- Online stores
- 84.4%25,353
- Service businesses
- 15.6%4,698
- On Shopify or WooCommerce
- 68.3%20,531
- Led by Shopify
- 39%11,705
- Top market, United States
- 41.4%12,452
- Categories classified
- 55.9%
- Country resolved
- 92%
Two platforms carry two thirds of everything new.
Two platforms now carry more than two thirds of every new store Fisher tracked. Shopify leads at 39%, the fastest way for a founder to be selling by the afternoon. WooCommerce follows at 29.4%, a sign the open source, WordPress native route is still thriving.
Everything else, from fully custom builds to Squarespace and Wix, splits the remaining 31.6% across a long tail of platforms.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Shopify | 11,705 | 39% |
| 2 | WooCommerce | 8,826 | 29.4% |
| 3 | Custom / other | 3,435 | 11.4% |
| 4 | WordPress | 2,613 | 8.7% |
| 5 | Squarespace | 1,788 | 5.9% |
| 6 | Wix | 301 | 1% |
| 7 | Duda | 191 | 0.6% |
| 8 | OpenCart | 174 | 0.6% |
The United States is the launch capital.
New commerce is not spread evenly. The United States alone produced 41.4% of every launch Fisher saw in June 2026, more than double the next six countries combined. The United Kingdom, Germany and Canada follow, but no single market comes close to the American share.
For agencies and app makers, that concentration is the map: the majority of fresh demand still originates in one market, even as the long tail spreads worldwide.
of all new launches came from the US, 2.1× the next six countries combined.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | United States | 12,452 | 41.4% |
| 2 | United Kingdom | 1,431 | 4.8% |
| 3 | Germany | 1,061 | 3.5% |
| 4 | Canada | 911 | 3% |
| 5 | Brazil | 896 | 3% |
| 6 | Australia | 894 | 3% |
| 7 | India | 822 | 2.7% |
| 8 | France | 785 | 2.6% |
Apparel leads what the new stores sell.
When Fisher 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 | 4,040 | 24% |
| 2 | Beauty | 1,152 | 6.9% |
| 3 | Food & beverage | 1,068 | 6.4% |
| 4 | Jewelry | 1,047 | 6.2% |
| 5 | Home decor | 1,014 | 6% |
| 6 | Outdoor & sports | 951 | 5.7% |
What the month says.
Shopify and WooCommerce are the new default.
Together they carry 68.3% 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 41.4% of all launches, 2.1× the next six countries combined.
Apparel still leads what they sell.
Among the stores Fisher could classify, apparel is the runaway category, ahead of beauty and food.
Fisher's Index reflects new stores and businesses Fisher detected via public signals (newly-issued SSL certificates and domain records), not a claim of every store launched worldwide. June 2026 is Fisher's first full month of coverage, so no month-over-month comparison is drawn; trend data begins with the next report.
Snapshot generated 2026-07-03. “Launched” is measured by a domain’s first observed public SSL certificate, not by when Fisher discovered it. Figures are frozen at publication and will not change.
Fisher’s Index: The State of New Ecommerce, June 2026. Fisher Leads, LLC. fisherleads.com/reports/state-of-new-ecommerce-june-2026