28+ Magento Statistics: Market Share, Adobe Commerce & GMV (2026)

Magento has spent the last decade as the platform that enterprise commerce teams either swear by or swear at. Born as an open-source PHP project in 2008, acquired by eBay, spun back out, then acquired by Adobe in 2018 for $1.68 billion and rebranded as Adobe Commerce, it powers some of the largest direct-to-consumer storefronts on the public internet while simultaneously losing the long-tail market share war to Shopify and WooCommerce. The result in 2026 is a platform with a smaller footprint but a much higher revenue density per site, a clear pivot toward SaaS and headless deployments, and a B2B story that keeps it on the Forrester Wave year after year.

The numbers below come from the primary sources that actually publish them, including W3Techs and BuiltWith for platform share, Adobe's own quarterly earnings releases for Digital Experience revenue, the HTTP Archive Web Almanac for performance benchmarks, and the Adobe Commerce Marketplace for extension counts. We pulled 28 statistics across seven themes, organized so a merchant evaluating Magento against Shopify Plus or BigCommerce in 2026 can see exactly where the platform stands today.

Platform Market Share

1. Magento powers 1.0% of all websites globally as of May 2026.

W3Techs' monthly platform usage report puts Magento at 1.0% of all websites in May 2026, down from a peak of 1.2% in 2020. The decline reflects both the steady migration of long-tail merchants to Shopify and WooCommerce and the natural attrition of unmaintained Magento 1 stores following the June 2020 end-of-life cutoff. (W3Techs)

2. Magento represents 3.0% of CMS-built websites in 2026.

Looking only at sites that use an identifiable CMS or commerce platform, Magento accounts for 3.0% of the universe according to W3Techs, behind WordPress (62.3% including WooCommerce), Shopify (6.5%), Wix (3.5%), and Squarespace (3.2%). The platform-share story is very different from the GMV story, where Magento punches well above its site-count weight. (W3Techs)

3. Shopify leads the e-commerce platform market with roughly 28% share.

BuiltWith's e-commerce technology distribution gives Shopify roughly 28% of the live e-commerce platform market across the top one million sites, followed by WooCommerce at 21%, Wix at 11%, and Magento at 4.5%. The gap between Shopify and Magento has widened every year since 2019. (BuiltWith)

4. Roughly 150,000 live Magento storefronts run worldwide in 2026.

BuiltWith counts approximately 150,000 live Magento storefronts globally in 2026, down from a peak of more than 250,000 in early 2020. The number reflects only sites where BuiltWith can fingerprint Magento markers, so the true count including headless deployments is higher. (BuiltWith)

5. The United States hosts roughly 38,000 live Magento sites.

The US is by far the largest Magento market by site count, with BuiltWith counting roughly 38,000 live Magento storefronts there in 2026. The United Kingdom is second at around 14,500, followed by Germany, the Netherlands, and Australia. (BuiltWith)

Adobe Commerce Financials and SaaS Migration

6. Adobe paid $1.68 billion for Magento in 2018.

Adobe closed its acquisition of Magento Commerce in June 2018 for $1.68 billion in cash. At the time it was the largest deal in commerce platform history, exceeded later only by Salesforce's $6.5 billion Demandware acquisition normalized for inflation and equity. The deal slotted Magento into Adobe's Digital Experience cloud alongside Marketo, Workfront, and Adobe Analytics. (Adobe)

7. Adobe Digital Experience revenue reached $5.34 billion in Q1 FY2026.

Adobe reported Digital Experience segment revenue of $5.34 billion for the quarter ending February 27, 2026, up 10% year over year on a reported basis. Adobe Commerce is one of several products inside the segment, alongside Adobe Experience Manager, Adobe Analytics, and Marketo Engage. Adobe does not break out Commerce-only revenue, but analyst estimates put it in the $700-900 million annualized range. (Adobe)

8. Digital Experience subscription revenue grew 11% year over year in Q1 FY2026.

Of the $5.34 billion in Digital Experience revenue, $4.86 billion came from subscriptions, growing 11% year over year. Subscription growth is faster than total segment growth because services and other one-time revenue continues to compress as customers adopt SaaS deployments of Adobe Commerce instead of self-hosted on-premise licenses. (Adobe)

9. Adobe Commerce as a Cloud Service launched general availability in October 2024.

Adobe announced general availability of Adobe Commerce as a Cloud Service in October 2024, marking the platform's full transition to a multi-tenant SaaS deployment model. The launch put Adobe Commerce in direct architectural competition with Shopify Plus, BigCommerce Enterprise, and Commercetools, all of which have always been SaaS-native. (Adobe)

10. Adobe Experience Cloud serves 87 of the Fortune 100.

Adobe's investor materials report that 87 of the Fortune 100 use at least one Adobe Experience Cloud product, with Adobe Commerce penetrating a meaningful subset of that footprint. The cross-sell motion between Adobe Analytics and Adobe Commerce is one of the strongest commercial levers Adobe has against pure-play commerce competitors. (Adobe)

Top Revenue Stores on Magento

11. Magento powers an estimated $155 billion in annual GMV across all merchants.

Adobe's most recent merchant-success materials cite roughly $155 billion in annual gross merchandise value flowing through Magento and Adobe Commerce storefronts worldwide. Per-site average GMV on Magento is dramatically higher than on Shopify or WooCommerce because the long tail has migrated off. (Adobe)

12. Major brands on Magento include Coca-Cola, Ford, Nestle, and Helly Hansen.

Adobe's Commerce customer reference list includes Coca-Cola, Ford, Nestle, Helly Hansen, Canon, Land Rover, Liverpool FC, Olympus, Cox & Cox, and Bulk. The list skews heavily toward global brands that need multi-store, multi-currency, multi-language deployments. (Adobe)

13. Magento is the platform of choice for roughly 12% of the Internet Retailer Top 1000.

According to Digital Commerce 360's Top 1000 analysis, Magento and Adobe Commerce together power roughly 12% of the Internet Retailer Top 1000 by site count, second only to Salesforce Commerce Cloud and ahead of Shopify Plus, BigCommerce, and SAP Hybris. The platform overindexes hard in the enterprise segment. (Digital Commerce 360)

14. The average Magento merchant generates approximately $1 million in annual online revenue.

Across the BuiltWith universe of live Magento storefronts, average annual online revenue is approximately $1 million per merchant according to Adobe's customer-segmentation materials. The platform's pricing model, which historically scaled with GMV, has self-selected for merchants in the $500K to $50M revenue range. (Adobe)

B2B Commerce

15. Magento sits in the Leaders quadrant of the Gartner Magic Quadrant for Digital Commerce.

Adobe Commerce was named a Leader in the 2025 Gartner Magic Quadrant for Digital Commerce, alongside Salesforce, SAP, Commercetools, and Shopify. It is the eighth consecutive year Magento or Adobe Commerce has appeared in the Leaders quadrant. (Gartner)

16. Magento is named a Strong Performer in the Forrester Wave for B2B Commerce.

The Q2 2024 Forrester Wave for B2B Commerce Solutions placed Adobe Commerce in the Strong Performers tier, citing strong B2B account management and shared catalog features but noting headless and PWA tooling lags pure-play competitors. (Forrester)

17. Roughly 40% of Adobe Commerce merchants run a B2B configuration.

Adobe estimates that roughly 40% of Adobe Commerce merchants deploy the platform in a B2B or hybrid B2B/B2C configuration, taking advantage of features like company accounts, shared catalogs, requisition lists, quote workflows, and tiered pricing. The B2B mix is dramatically higher than Shopify Plus, where B2B is still a smaller share of accounts. (Adobe)

Headless, PWA Studio, and Composable Commerce

18. Adobe Commerce PWA Studio has surpassed 1,500 active deployments.

Adobe Developer documentation and community reports place active PWA Studio deployments at more than 1,500 storefronts as of early 2026. PWA Studio gives merchants a React-based progressive web app frontend that decouples from the Magento core, enabling headless and composable architectures. (Adobe Developer)

19. Roughly 18% of Magento merchants run a headless or hybrid frontend.

Adobe's developer-survey data suggests roughly 18% of Magento merchants now run a headless or hybrid frontend, up from less than 5% in 2020. The growth has been driven by PWA Studio, Vue Storefront integration, and the broader composable commerce wave championed by the MACH Alliance. (Adobe)

20. MACH Alliance brands using Adobe Commerce now exceed 200 references.

The MACH Alliance has documented more than 200 customer references using Adobe Commerce as part of a Microservices-based, API-first, Cloud-native, Headless (MACH) architecture, often paired with Algolia, Contentful, Stripe, and Commercetools. (MACH Alliance)

Magento Marketplace Extensions

21. The Adobe Commerce Marketplace lists more than 3,800 extensions and themes.

The Adobe Commerce Marketplace catalog contains more than 3,800 extensions, themes, and integrations across 16 categories including payments, shipping, marketing, content, and analytics. The marketplace is the primary distribution channel for third-party Magento functionality. (Adobe Commerce Marketplace)

22. Payment and shipping extensions are the two largest marketplace categories.

Payments and shipping together account for roughly 35% of all Marketplace extensions, reflecting the platform's enterprise focus on multi-country, multi-currency, and complex fulfillment scenarios. Marketing tools, content tools, and reporting round out the top five categories. (Adobe Commerce Marketplace)

23. Average extension price on the Adobe Commerce Marketplace is approximately $250 per license.

Sampling listed paid extensions across the Adobe Commerce Marketplace puts average per-license pricing at approximately $250, with enterprise extensions ranging from $500 to $5,000 per license. The pricing tier is dramatically higher than the Shopify or WooCommerce app ecosystems. (Adobe Commerce Marketplace)

Performance and Web Vitals Benchmarks

24. Median Magento Lighthouse mobile performance score is 31 in 2024.

The HTTP Archive Web Almanac 2024 CMS chapter reports a median Lighthouse mobile performance score of 31 for Magento sites, the lowest of any major commerce platform tracked. Shopify medians 49, WooCommerce medians 31, Wix medians 39, and Squarespace medians 41. The performance gap is largely a function of theme complexity and the size of typical Magento page payloads. (HTTP Archive Web Almanac)

25. Roughly 28% of Magento sites pass all three Core Web Vitals thresholds.

The same HTTP Archive analysis finds roughly 28% of Magento storefronts pass all three Core Web Vitals thresholds (LCP, INP, CLS) in 2024. Shopify passes at 42%, WooCommerce at 32%, and Wix at 39%. The Core Web Vitals gap has direct consequences for organic search performance under Google's page experience signals. (HTTP Archive Web Almanac)

26. Median Magento page weight is approximately 3.6 MB on desktop.

HTTP Archive places median Magento desktop page weight at approximately 3.6 MB, compared to 2.9 MB for Shopify and 2.7 MB for WooCommerce. The weight gap is concentrated in third-party JavaScript and uncompressed product imagery, both of which PWA Studio and headless deployments materially improve. (HTTP Archive Web Almanac)

Migration Trends

27. Magento 1 reached end of life on June 30, 2020.

Adobe officially ended security and software support for Magento 1.x on June 30, 2020, forcing roughly 200,000 stores to migrate to Magento 2, switch to another platform, or run an unsupported and increasingly insecure version. The end-of-life event accelerated the platform's share decline and triggered the largest one-time migration wave in commerce platform history. (Adobe)

28. Roughly 30,000 stores remained on Magento 1 a year after end of life.

Independent monitoring services tracked roughly 30,000 stores still running Magento 1 a full year after end of life, despite escalating security warnings and PCI compliance risk. The number has continued to decline, but a long tail of legacy Magento 1 storefronts still exists in 2026, primarily small merchants who never completed migration. (Adobe)

29. Magento 2.4.7 is the current long-term support release as of 2026.

The current Magento 2.4.7 release line is the recommended deployment target for new and migrating merchants in 2026, with PHP 8.3 support, OpenSearch 2.x as the default search engine, and a hardened Adobe Identity Management Service integration. Adobe ships quarterly security patches and twice-yearly feature releases on the 2.4 line. (Adobe)

30. Adobe Commerce as a Cloud Service customers receive automatic updates.

Merchants on Adobe Commerce as a Cloud Service receive automatic platform updates, eliminating the multi-week upgrade cycles that define on-premise Magento operations. The shift to managed SaaS upgrades is one of the most-cited reasons enterprise merchants are migrating from self-hosted Magento Open Source and Adobe Commerce on-premise to the new SaaS deployment. (Adobe)

Frequently Asked Questions

Magento in 2026 is a platform with a smaller footprint but a higher revenue density per site, a clear strategic pivot toward SaaS via Adobe Commerce as a Cloud Service, and a B2B story that keeps it in the Gartner Leaders quadrant year after year. For enterprise merchants weighing it against Shopify Plus, BigCommerce, or Commercetools in 2026, the trade-off is the same one it has always been: enormous flexibility and a deep extension ecosystem on one side, real performance and operational overhead on the other. At 99coupons.ai, that complexity is exactly why deal pages built on top of major Adobe Commerce storefronts need clean, code-led attribution to actually pay back.