List of Ecommerce Websites
Every online shop in our data, from global marketplaces to single-brand stores, tagged with its product subject, country and popularity band. Here is how big the ecommerce list is and what you can do with it.
How many ecommerce websites are there?
Our database covers over 120 million domains. Of these, 8,117,477 carry the Shopping category, which makes ecommerce one of the largest subjects on the web after technology, business and entertainment.
Broad list: 8,117,477
Every domain where online selling is part of what the site does. This includes brand sites with a shop section and publishers with an affiliate store.
Strict list: 6,947,821
Domains where shopping is the main subject of the site. Use this when you want pure online stores and nothing else.
Marketplaces: 168,886
Marketplaces, classifieds and auction sites have their own category. Many also carry Shopping, so you can keep or drop them.
Popular shops: 58,697
Shopping domains among the 300,000 most popular sites. That is 19.6% of the popular web, far above the share in the long tail.
Why two numbers? A domain can carry several categories, ranked by how much of the site they describe. The broad count includes every shop; the strict count keeps only sites where selling comes first.
Top 10 ecommerce websites
The ten most popular online stores in our data, ranked by popularity among real users. We count one domain per brand, so the country editions of the same marketplace are left out of this ranking.
Just below the top 10 sit further marketplaces, warehouse clubs, sportswear brands and the large national marketplaces of Poland, Turkey, India, Brazil and South Korea. The full list keeps every country edition as its own row, because each one has its own visitors and catalogue.
Ecommerce websites by country
Among the 58,697 shopping domains in the 300,000 most popular sites, 36,957 have a country assigned. This is how they split. The rest serve several markets or have no single home country.
What the split tells you
- The US leads, but holds only about one in nine popular shops with a known country.
- Germany, France and Poland punch above their population, with strong local retail scenes.
- India and Brazil are large, fast moving markets with their own marketplaces.
Full database by domain ending
- .com: 4,244,524 shopping domains
- .de: 436,639
- .shop: 245,834 of 628,723 .shop domains
- .uk: 210,160 and .ru: 209,238
- .store: 134,393 of 351,258 .store domains
Country pages such as Germany domains, United Kingdom domains and India domains show how shopping fits next to other subjects in each market.
Ecommerce subcategories in the IAB Content Taxonomy
The Shopping category tells you a site sells. The IAB tiers tell you what it sells. Every domain carries IAB Content Taxonomy tiers in version 2 and version 3, up to four levels deep.
| IAB v3 subcategory | Domains in full database | Typical shops |
|---|---|---|
| Shopping (Tier 1, all) | 4,439,752 | Sites where shopping itself is the subject |
| Shopping > Household Supplies | 656,450 | Cleaning, kitchen and everyday home goods |
| Shopping > Grocery Shopping | 465,464 | Supermarkets, delivery and specialty food stores |
| Shopping > Coupons and Discounts | 312,630 | Voucher, cashback and deal sites |
| Shopping > Gifts and Greetings Cards | 140,318 | Gift shops, personalised items, card printers |
| Shopping > Children's Games and Toys | 130,750 | Toy stores and baby goods |
| Shopping > Sales and Promotions | 110,932 | Outlet and flash sale stores |
| Shopping > Flower Shopping | 102,174 | Florists and flower delivery |
| Shopping > Party Supplies and Decorations | 85,628 | Party, event and seasonal decoration shops |
| Style & Fashion (Tier 1, all) | 3,145,985 | Clothing, shoes, beauty and accessories |
What popular shops sell
Inside the popular shopping domains, the most common deeper tiers point to fashion, beauty and electronics. These are the leading subjects by number of popular shops.
Women's Fashion
8,223 popular shops, led by clothing (4,016), accessories (2,424) and shoes (1,541).
Beauty
3,534 popular shops, from makeup and fragrance to skin care and nail care.
Consumer Electronics
2,231 popular shops, with smartphones as the largest single subject.
Home and DIY
Interior decorating (1,457) and home improvement (1,075) shops, plus household supplies.
Auto Parts
986 popular shops sell parts and accessories for cars and motorcycles.
Arts and Crafts
1,155 popular shops serve hobby makers, from yarn to model kits.
Fashion leads among popular shops because clothing brands run their own stores far more often than, say, furniture or grocery brands. Electronics shops are fewer in number, yet include several of the largest retailers.
The full tree is on the taxonomy page, and the IAB categories list explains each tier.
Who buys a list of ecommerce websites, and why
Online store lists are bought by teams that sell to shops, advertise on shops, or watch them. Each team uses a different slice of the same file.
Ecommerce software sellers
Payment, shipping, review, search and returns tools need every shop in a market. They filter by country and product subject to size territories. See lead generation and sales intelligence.
Adtech and retail media
Demand-side teams build contextual segments around fashion, home or electronics stores. See contextual targeting.
Affiliate networks
Networks recruit merchants and check that new partners really are shops in the right vertical. See affiliate marketing networks.
Market researchers
Analysts count shops per country and subject to track retail growth and the rise of new marketplaces. See ecommerce analytics.
Fraud and security teams
Payment risk teams compare new merchant sites with known shop categories. Fake stores often look like shops but sit on young domains with thin catalogues.
Investors and lenders
Funds screen for brands in a vertical, and lenders that finance online sellers use the list to find and size prospects.
Columns included in the ecommerce list
The ecommerce list is a filtered view of the full database, so every row has the same fields. You receive one row per domain.
| Field | What it holds | How shop buyers use it |
|---|---|---|
| Domain | The registered domain, for example a shop's .com or country domain | Matching with CRM, ad logs or payment records |
| IAB v2 Tier 1 to 4 | Content subject in IAB version 2, up to four levels | Older ad platforms and existing segment setups |
| IAB v3 Tier 1 to 4 | Content subject in IAB version 3, up to four levels | Product vertical: fashion, electronics, grocery |
| Web filtering categories | One or more of 59 categories, ranked by how much of the site they describe | Shopping, Marketplaces, Food & Drink and related flags |
| Audience personas | Typical visitor profiles such as fashion enthusiast or tech buyer | Audience planning and messaging |
| Country | Home country where one can be assigned | Territory and market lists |
| Global popularity band | Band of popularity among real users worldwide | Separating large retailers from small shops |
| Country popularity band | Popularity band within the home country | Finding the leading shops of one market |
What two rows look like
Here are two well-known shops as they appear in the file. Note how the IAB tiers describe what each shop sells, while the web filtering categories say what kind of site it is.
bestbuy.com
- IAB v3: Technology & Computing > Consumer Electronics
- Web filtering: Shopping
- Country: United States
- Global band: top 1,000; country band: top 1,000
ikea.com
- IAB v3: Home & Garden > Interior Decorating
- Web filtering: Home & Garden, Shopping
- Country: Netherlands
- Global band: top 1,000; country band: top 1,000
This is why a list built only on the IAB Shopping tier would miss both stores. The Shopping web filtering category catches every shop, whatever it sells, and the IAB tiers then sort them by product.
Files come as CSV, Parquet or JSON, and a lookup API is included with licences. For how the two IAB versions sit side by side, see dual taxonomy categorization.
How to build your own ecommerce list from the file
Most buyers do not need all 8.1 million shops. A few filters turn the full file into the list that fits the job.
Pick broad or strict
Use every domain with Shopping for reach. Keep only domains where shopping is the main subject when you want pure stores.
Choose the product subject
Add IAB tiers such as Women's Fashion, Consumer Electronics or Grocery Shopping. This turns a generic list into a vertical one.
Set the market
Filter by country, by domain ending, or both. A German list can mean .de shops, shops assigned to Germany, or the union of the two.
Cut by size
Use the popularity bands to keep large retailers, mid-sized brands or the long tail of small shops, depending on who you sell to.
Remove what you do not want
Drop marketplaces, coupon sites or adult intimate apparel if they do not fit. Each has its own category or tier.
Tip: check any single shop first with the domain checker to see the categories and tiers it carries before you design your filters.
What makes ecommerce data hard, and how the list handles it
Shops change faster than most websites. They launch, rebrand, add product lines and close. These are the common problems and how the data deals with them.
Common problems
- Brand sites that look like shops but only show products
- New stores with thin content in their first weeks
- Closed shops that become parked domains
- One brand on dozens of country domains
- Dropshipping stores with generic catalogues
How the data handles them
- Several ranked categories per domain, so brand sites can be told apart from pure stores
- About 300,000 new domains categorized daily, then checked again after a week and a month
- Parked and for-sale domains carry their own category
- Every country domain kept as its own row
- Monthly refresh of all other domains
Fake shops: fraud teams often see new stores that copy a known brand, push deep discounts and vanish within weeks. Comparing a new store against the known shop list, its domain age and its popularity band is a quick first filter. See malware and phishing protection for the security side.
Seasonal shops: some stores exist only for one season, such as costume or holiday decoration shops. The monthly refresh keeps their status current, so a store that closed in January does not stay on your prospect list.
Read more on coverage and freshness.
How big are the shops? Popularity bands
Ecommerce is a long-tail market. A small number of retailers draw most visits, while millions of small stores serve niche buyers. The popularity bands make that visible.
| Global popularity band | Shopping domains among the 300,000 most popular | Who sits here |
|---|---|---|
| Top 1,000 | 67 | Global marketplaces and the largest national retailers |
| 1,001 to 5,000 | 276 | Big chains, fashion groups and electronics stores |
| 5,001 to 10,000 | 380 | Strong national shops and fast-growing brands |
| 10,001 to 50,000 | 3,690 | Established mid-sized retailers and category specialists |
| 50,001 to 100,000 | 4,884 | Regional stores and well-known direct-to-consumer brands |
| 100,001 to 500,000 | 48,297 | The broad middle of online retail |
Beyond these bands lie millions of smaller stores. They matter for software sellers, who often win small shops first, and for researchers who track how many new stores open each month.
Ecommerce and its neighbouring categories
Shops rarely carry only one label. These neighbouring categories help you widen or narrow an ecommerce list without losing control of what goes in.
| Category | Domains | Include it when |
|---|---|---|
| Shopping | 8,117,477 | Always: this is the core ecommerce list |
| Home & Garden | 6,299,837 | You sell to furniture, DIY or garden retailers |
| Food & Drink | 2,001,271 | You target grocery, wine or specialty food shops |
| Automotive & Transportation | 3,096,363 | Your buyers include parts and accessory stores |
| Marketplaces / Classifieds / Auctions | 168,886 | You want platforms where many sellers list goods |
| Advertising/Marketing | 2,856,394 | Rarely: useful to remove deal and affiliate pages |
Three ready list recipes
European fashion stores
Shopping as main subject, IAB Style & Fashion, countries in the EU, popularity band up to 500,000. A clean prospect list for fashion tech.
US grocery and delivery
Shopping plus IAB Grocery Shopping, country United States. Good for retail media and delivery software teams.
Electronics shops worldwide
Shopping plus IAB Consumer Electronics, all countries, marketplaces excluded. Useful for brands that look for resellers.
Ecommerce website list FAQ
How many ecommerce websites are there?
Our database of over 120 million categorized domains contains 8,117,477 domains that carry the Shopping category. For 6,947,821 of them, shopping is the main subject of the site.
What are the biggest ecommerce websites?
Ranked by popularity among real users: amazon.com, etsy.com, ebay.com, walmart.com, bestbuy.com, ikea.com, target.com, homedepot.com, alibaba.com and macys.com, counting one domain per brand.
Can I filter the ecommerce list by country?
Yes. Each domain carries a country field where a country can be assigned, plus the domain ending, so you can build lists for one market or a group of markets.
Can I get only fashion or electronics shops?
Yes. Combine the Shopping category with IAB tiers such as Women's Fashion, Consumer Electronics or Home Improvement.
Does the list include marketplaces and classifieds?
Yes. Marketplaces, classifieds and auction sites have their own category with 168,886 domains, and many of them also carry Shopping. You can include or exclude them.
Is this the same as the ecommerce industry page?
No. The ecommerce and retail domains page describes the retail industry as a whole. This page is about the list itself: counts, leaders, fields and filters.
Are new online stores added?
Yes. About 300,000 newly registered domains are categorized every day, and each one is checked again after a week and after a month, because many stores add their catalogue after launch.
Can I use the list for ad targeting?
Yes, within an internal-use or product licence. Adtech teams use the shop list with IAB tiers to build contextual segments.
How do I get the full list of ecommerce websites?
The full list is part of the licensed database. See the pricing page for database sizes and licence options.
Get the full list of ecommerce websites
All 8.1 million shopping domains with IAB tiers, country and popularity bands, as CSV, Parquet or JSON, plus the lookup API.
See pricing and licences Choose a database sizeIAB and the IAB Content Taxonomy are trademarks of the Interactive Advertising Bureau, used here only to identify the taxonomy. Website names belong to their owners and are listed only to describe our data. URL Categorization Database is not affiliated with, sponsored or endorsed by any of them.