FisherLeadsMonthly report
The State of New Shopify Stores
A monthly report on newly launched Shopify stores, the brand new stores that went live in July 2026: where they launch, the themes and apps they run, and what they sell, from public signals the day each site appears.
See the live Shopify directory, refreshed daily →
The United States is the launch capital
New commerce is not spread evenly. The United States alone produced 37.7% of every launch FisherLeads saw in July 2026, 1.5× 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 | 36,812 | 37.7% |
| 2 | United Kingdom | 4,943 | 5.1% |
| 3 | India | 4,420 | 4.5% |
| 4 | Brazil | 4,255 | 4.4% |
| 5 | France | 4,043 | 4.1% |
| 6 | Germany | 3,420 | 3.5% |
| 7 | Australia | 3,143 | 3.2% |
| 8 | PK | 2,838 | 2.9% |
| 9 | Spain | 2,496 | 2.6% |
| 10 | CO | 2,383 | 2.4% |
| 11 | Canada | 2,373 | 2.4% |
| 12 | Italy | 2,118 | 2.2% |
| 13 | Netherlands | 1,616 | 1.7% |
| 14 | Mexico | 1,449 | 1.5% |
| 15 | AR | 1,158 | 1.2% |
| 16 | CL | 1,100 | 1.1% |
| 17 | AE | 985 | 1% |
| 18 | JP | 968 | 1% |
| 19 | TR | 896 | 0.9% |
| 20 | Sweden | 765 | 0.8% |
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 | 13,360 | 25.1% |
| 2 | Beauty | 3,904 | 7.3% |
| 3 | Jewelry | 3,396 | 6.4% |
| 4 | Home decor | 2,997 | 5.6% |
| 5 | Food & beverage | 2,633 | 5% |
| 6 | Outdoor & sports | 2,255 | 4.2% |
| 7 | Accessories | 1,994 | 3.8% |
| 8 | Electronics | 1,453 | 2.7% |
| 9 | Health | 1,167 | 2.2% |
| 10 | Toys & games | 1,102 | 2.1% |
| 11 | Garden | 896 | 1.7% |
| 12 | Art Craft | 864 | 1.6% |
| 13 | Books & media | 821 | 1.5% |
| 14 | Fitness | 695 | 1.3% |
| 15 | Pets | 449 | 0.8% |
| 16 | T-Shirt | 364 | 0.7% |
| 17 | Automotive | 226 | 0.4% |
| 18 | Baby Kids | 219 | 0.4% |
| 19 | Tools & hardware | 184 | 0.3% |
| 20 | Dress | 142 | 0.3% |
The first thing new founders buy is an audience
Before a review app or a loyalty program, new stores wire up ads. Cash on Delivery is the single most common tool FisherLeads detects on a new site, ahead of Print on Demand and Meta Ads. Paid acquisition, not organic patience, is how most founders plan to win their first customers.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Cash on Delivery | 3,108 | 27.6% |
| 2 | Print on Demand | 2,508 | 22.3% |
| 3 | Meta Ads | 2,321 | 20.6% |
| 4 | Google Ads | 1,518 | 13.5% |
| 5 | TikTok Ads | 892 | 7.9% |
| 6 | Dropshipping | 806 | 7.2% |
| 7 | Shopify Plus | 99 | 0.9% |
The themes new Shopify stores launch on
Most new Shopify stores do not commission a custom build. Horizon and Dawn, 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 | Horizon | 10,078 | 44.9% |
| 2 | Dawn | 7,399 | 33% |
| 3 | Refresh | 946 | 4.2% |
| 4 | Craft | 891 | 4% |
| 5 | Sense | 875 | 3.9% |
| 6 | Build Your Store Theme | 803 | 3.6% |
| 7 | Tinker | 755 | 3.4% |
| 8 | Spotlight | 705 | 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 ecommerce still competes on affordable, impulse friendly goods, even as a fifth reach for the premium end.
| # | Name | New sites | Share |
|---|---|---|---|
| 1 | Under $15 | 20,775 | 39.1% |
| 2 | $15 to $30 | 9,733 | 18.3% |
| 3 | $30 to $60 | 6,749 | 12.7% |
| 4 | $60 to $120 | 3,739 | 7% |
| 5 | $120 and up | 12,117 | 22.8% |
What the month says
Shopify keeps minting new stores.
FisherLeads caught 97,636 new Shopify stores go live in July 2026, about 3,216 a day. That is the fresh demand agencies and app makers compete for, the week each one launches.
The United States is the launch capital.
The US produced 37.7% of all launches, 1.5× 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
The FisherLeads Index counts new stores and businesses that FisherLeads verified as real, live and newly launched, detected from public launch signals (new SSL certificates and domain records). It is not a claim of every store launched worldwide. This report covers July 2026.
Updated 2026-10-09. Every site is verified as a real, live, newly launched store or business before it enters the Index; parked domains, placeholders and recycled sites never count. Launch dates come from each site’s first public launch signal, the first SSL certificate issued for its domain or a new domain record, dated to the day it first went live and not a later renewal. Figures refresh daily as launches are confirmed.