Shopify Statistics: Verified Numbers for Merchants

Most “Shopify statistics” pages are copies of copies: numbers with no date, no source, and no way to tell a figure from an audited filing apart from one a marketing blog invented. This page is built the other way round. Every figure below is one a merchant actually uses — what the platform costs, what it takes per order, where the limits sit, how big it is — and every one carries the date its source published it and the date we last opened that source. Where Shopify's own pages disagree, both numbers appear.

How We Verify These Numbers

A statistic is only as useful as the sentence you can quote underneath it. So the rule for this page is narrow: a figure gets printed only if we opened the page or filing that states it and read the wording ourselves. Nothing is taken from another aggregator, no range is rounded into a cleaner-looking number, and where a figure comes from outside Shopify it is labelled with the organization, the sample and the year in the same line as the number.

The two-date discipline exists because sources move. Shopify's Starter page is the live example: the URL that carried the plan's price now returns a redirect to a general trial page that never mentions Starter, so the $5 figure below rests on an April 2026 capture of the original page rather than on anything you can open today. That is worth knowing before you put the number in a board deck — and it is exactly the kind of detail an undated aggregator hides. Every figure here is re-checked on a two-week cycle; when a source stops publishing a number, we say so in place of the number instead of quietly keeping the old value.

Shopify Platform Scale: GMV, Revenue and Growth

These are the figures that end up in slide decks, so they are the ones worth dating precisely. As of July 2026 the most recent reported quarter is Q1 2026, released on May 5, 2026; Shopify has said second-quarter results will be published before markets open on August 5, 2026, which is when the tables below change. If you need the reasoning behind these metrics rather than the metrics themselves — what each one signals, how to read a release as it lands, what the guidance language means — that belongs to our guide to Shopify investor relations; this page carries the reference rows only.

The Latest Reported Quarter

Source: Shopify Q1 2026 results release, May 5, 2026, and the Q1 2026 Form 10-Q, which is where the GMV growth rate is stated. Figures in USD millions; growth rates as the filings state them. Verified July 28, 2026.

Full-Year 2025 and the Cumulative Figures

Source: Shopify Q4 and full-year 2025 results release, February 2026, and the FY2025 Form 10-K. Figures in USD millions. Verified July 28, 2026.

Two longer-horizon figures sit outside any single quarter. Shopify puts cumulative GMV since its founding at $1.6 trillion, and estimates its share of the US ecommerce market at more than 14% — an estimate Shopify calculates itself, against US Census Bureau quarterly retail ecommerce data for 2025, excluding sales its merchants make through point of sale.

Source: shopify.com/investors. Shopify attaches no publication date to either figure; both were read on July 28, 2026, and the US share is Shopify's own estimate on a 2025 basis, measured against US Census Bureau quarterly e-commerce data and excluding merchant sales made through POS.

Shopify Payments Penetration — the Figure People Call “GPV”

Source: Shopify FY2025 Form 10-K and Q1 2026 Form 10-Q, filed with the SEC. Verified July 28, 2026.

The naming here trips people up, and it is a useful lesson in how to search a filing. The abbreviation “GPV,” for gross payments volume, comes from Shopify's earnings calls, not from its filings — neither the abbreviation nor the spelled-out term appears anywhere in the 10-K or the 10-Q. Search either filing for it and you find nothing, which is how the figure gets reported as undisclosed. The data is right there under Shopify's formal term, Shopify Payments penetration rate, with both the percentage and the dollar volume spelled out. A missing number and a number filed under a different name are not the same thing.

Merchants, Geography and Headcount

Shopify's last precise merchant count — over 2 million merchants as of December 31, 2021 — appeared in the management information circular it filed with the SEC in April 2022; no filing since carries a number, and the audited annual report keeps the qualitative wording even while stating the regional split to the percentage point. That combination is worth reading closely — the vagueness is deliberate, the precision beside it is not an accident:

Source: Shopify FY2025 Form 10-K, as of December 31, 2025. Figures in USD millions; shares as reported, with revenue attributed by the location of the merchant rather than the buyer. Verified July 28, 2026.

Source: Shopify FY2025 Form 10-K, human capital disclosure, as of December 31, 2025. Verified July 28, 2026.

The gap between the two splits is the practical takeaway: a market holding under a fifth of Shopify's merchants can carry a very different share of its revenue, which is why US-shaped averages travel badly. As for the count everyone wants — an exact number of Shopify stores — no reliable one exists, and the reasons sit in numbers we deliberately don't publish below.

What Shopify Costs: Plans and Subscriptions

Subscription price is the number everyone starts with and the one that explains the least, because it excludes processing, apps, themes and the domain. For the full picture of what a store actually spends in a month, our breakdown of true Shopify costs works through the invoice line by line; the table here is the published price list on its own.

Plan Prices, Monthly and Annual

Source: shopify.com/pricing and the Agentic plan help page, verified July 28, 2026. Two caveats belong with this table. Plus is only ever quoted as a starting price — no flat figure and no annual-billing figure for it is published anywhere on the pricing page, and Shopify's POS pricing page ties that $2,300 starting figure to a three-year term. The Starter price comes from an April 15, 2026 capture of shopify.com/starter, because that URL now redirects to a general trial page that does not mention the plan.

The Break-Even Points Shopify Publishes for Upgrading

Source: Choosing a plan — Shopify Help Center, verified July 28, 2026. These are Shopify's own estimates for the regions named, not a calculation of ours; the thresholds differ by country, and the “without Shopify Payments” column is lower because the third-party transaction fee falls faster than the subscription rises. Shopify publishes four regional rows for the Grow break-even and three for Advanced; the two printed here are the rows that include the United States, and Shopify adds that the estimates come from the difference in card rates between plans, so an actual break-even may vary.

Those two rows answer “when does the next plan pay for itself” but not “which plan is mine” — that depends on staff seats, locations, reporting and B2B needs as much as on volume, and our guide to choosing the right Shopify plan walks the whole decision.

Add-Ons With a Published Price

• Shopify POS Pro — $89 per location per month on month-to-month billing, or an effective $67 per location per month on a 12-month term.
• A domain bought through Shopify — from $9 a year including registration, automatic renewal and WHOIS privacy. That is where Shopify says domain prices typically start, not a .com price — prices vary by extension and whether the name counts as premium — and Shopify quotes three different figures for a .com across its own pages, which is unpicked in where Shopify's own sources disagree.
• Shopify Shipping label insurance — up to $200 of coverage included at no cost on eligible US labels for stores on Grow, Advanced or Plus that use Shopify Payments and/or Managed Markets, with more available up to $5,000; the rates are in the shipping section below.

Payment Processing Rates and Fees

Two things drive what an order costs you: the card rate itself, and whether Shopify processed the payment. Shopify Payments is available in 40 countries and regions — a count taken off the list on Shopify's supported-countries help page on July 28, 2026, because Shopify publishes no total — and that number has a direct consequence for everyone outside them: a merchant who cannot use Shopify Payments pays their own processor and their plan's third-party transaction fee on top, which is why the second table below matters as much as the first.

Card Rates by Plan

Source: the Shopify pricing page linked in the plan table above, verified July 28, 2026. These are the US dollar rates; the same page says card fees vary depending on the plan you choose and that pricing and payment options can differ depending on where your business is based, so other markets differ. The Plus column is honest rather than empty: the “from 2.25% + 30¢” figure comes from the Plus plan card on that page, while the comparison table below it shows only “most competitive rates” for Plus in every rate row, and five official pages checked on July 28, 2026 — the pricing page, two POS pages, the Plus page and the Help Center rates page — publish no number for the Plus in-person rate. An April 2026 capture of a Shopify page showed 2.3% + 10¢, but nothing currently published supports it, so it is recorded here as history, not as a live rate.

The Fees That Are Not the Card Rate

Sources: shopify.com/pricing and the Shopify Help Center pages on transaction fees, chargebacks, international pricing and using Shopify Payments with a third-party provider. Verified July 28, 2026.

The arithmetic of those surcharges — which waivers apply, how the mixed-provider premium compounds, and what a different gateway actually costs once the fee is added — is worked through in our guide to Shopify payment gateways.

Does Shopify Take a Cut of Your Sales?

No. Shopify is not a marketplace and takes no percentage of your revenue or your total sales. What it charges on the sale itself is the card-processing rate on orders it processes and, where you use another provider, the third-party transaction fee above. The table also carries the currency-conversion fee when payment is captured in a non-domestic currency, and the mixed-provider premium when an active third-party provider runs alongside Shopify Payments. The full answer, including the cases people mistake for a commission, lives in our FAQ on whether Shopify takes a cut of sales.

Account and Store Limits by Plan

Limits, not price, are what usually forces a plan change. The four rows below are the ones merchants hit first, and each comes from a Shopify page that lists the figure plan by plan rather than in prose.

Staff, Locations, Catalogs and API Limits

Sources: Shopify Help Center pages on user account plan requirements, location setup and B2B catalogs, plus the shopify.dev API rate-limit reference. Verified July 28, 2026. Four notes: a store on Pause and Build keeps one user account; Shopify's pricing page lists a flat 200 inventory locations for Plus, and its separate “includes 20 locations, up to 200 with Shopify Payments” wording belongs to the paid POS Pro row on that page rather than to inventory locations; Shopify publishes B2B catalog limits for Basic, Grow, Advanced and Plus only, so the Starter cell reads Not published rather than a guess; and the API reference labels its tiers Standard, Advanced, Plus and Commerce Components rather than by plan name and never maps Starter to a tier, so that cell reads Not published too, while Basic and Grow are read against the Standard tier and Commerce Components — the enterprise offering — sits at 2,000 points per second. The REST Admin API is legacy and has its own, lower bucket.

Locations are the row with the most operational weight behind it — how stock is allocated, how orders route between locations, and what happens when you run out of them is a topic of its own, covered in our guide to Shopify multi-location inventory.

Product Options and Variants

Each product supports up to three options — size, colour, material — and, since October 15, 2025, up to 2,048 variants per product, raised from the long-standing cap of 100. The option count did not move with it, which is the constraint most catalogs actually run into.

The old 100-variant number has not gone away, though — it survives as a compatibility threshold Shopify documents in four separate clauses:

• Some third-party themes might not support more than 100 variants.
• Some theme app extensions, public apps and sales channels might not support more than 100 variants.
• Some custom apps might not support more than 100 variants.
• Shopify names exactly two apps: Stocky and the legacy Order Printer app. Everything else stays a category without names, so a catalog above 100 variants needs testing rather than assumptions.

There is also a daily throttle on uploading new variants, and it is one of the three places where two official Shopify pages state different numbers — see where Shopify's own sources disagree. If your catalog is pushing against these ceilings by design, the question stops being “what is the limit” and becomes how to model the product at all, which our guide to Shopify product configurators takes apart.

B2B on Shopify in Numbers

The dividing line in every B2B number is April 2, 2026. On that date Shopify extended its key native B2B features to Basic, Grow and Advanced at no extra cost, ending roughly four years in which wholesale on Shopify meant Plus. What remains Plus-only is narrower than most write-ups suggest, and the table below is read straight from Shopify's own plan-comparison chart.

What Each Plan Gets Since April 2026

Source: Shopify B2B features by plan and the B2B catalogs help page, with the 25-catalogs-per-company-location figure and the company-profile limits from the creating companies help page. All verified July 28, 2026. These rows are read off Shopify's availability table, which does not claim to be an exhaustive feature list. Everything not listed here — companies, company locations, quantity rules and price breaks, net terms, vaulted cards, draft-order invoicing, the Trade theme, Flow automations — is available on all four plans.

Whether Plus is worth it for a wholesale operation is a different question from what it unlocks, and our guide to B2B on Shopify Plus carries the feature depth and the cost model.

Company Profile and Payment-Term Limits

• A company profile holds up to 10,000 company locations and up to 10,000 customers.
• A single company location holds up to 50 customers.
• Native payment terms are net 7, 15, 30, 45, 60 and 90, all counted from the day the order is placed, plus due on fulfillment and — on draft orders only — a fixed date.

Growth figures are where B2B reporting thins out. Shopify's chief financial officer said on the Q1 2026 earnings call that B2B GMV grew 80% year over year — but that is unaudited verbal commentary from a call transcript, and no audited SEC filing discloses B2B GMV, a B2B merchant count, or B2B's share of total volume at all. Quote it as what it is, or not at all.

Fulfillment and Shipping Numbers

Shipping figures need reading with care: the headline discounts are maximums Shopify advertises, not averages, and no baseline rate is published to compare them against. They are still useful as a ceiling.

Carrier Discounts Shopify Advertises

Source: Shopify Shipping carriers, verified July 28, 2026. Every figure is an “up to” ceiling with no published baseline or average. Australia Post appears on the same page with an “up to 40% on postage” figure that belongs to Australia Post's own MyPost Business programme rather than to Shopify Shipping, and Royal Mail appears with no percentage at all, so neither is quoted here.

Fulfillment Network and Label Insurance

The Shopify Fulfillment Network is a connector rather than a warehouse business — Shopify does not operate the buildings. Its logistics-partners directory lists eight third-party logistics providers: Flexport, Amazon MCF and Buy with Prime, Bigblue, DHL Fulfillment, GoBolt, Mayple, Shipfusion and ShipBob. The app itself is free to install, with “additional charges may apply” as the only pricing Shopify publishes — there is no rate card, so the real economics of outsourcing have to be modelled from each provider's own quote, which our 3PL versus in-house break-even analysis does in detail.

Shipping label insurance, by contrast, has published numbers:

• Up to $200 of coverage included at no cost on each eligible US label bought in Shopify, on the Grow, Advanced and Plus plans that use Shopify Payments and/or Managed Markets. Basic stores get none included, whatever their payment setup, but can still buy cover.
• Additional cover bought in $100 increments, up to $5,000 per shipment.
• $0.89 per $100 of coverage domestically, $1.29 per $100 internationally.

Apps, Themes and Partner Payouts

The ecosystem numbers split cleanly into two questions: how big it is, and what the people building in it take home.

How Big the App Store Is

Sources: Shopify FY2025 Form 10-K; Shopify developer changelog on the revenue-share update; live Theme Store listing count. A live Shopify marketing page states a lower app count — see where Shopify's own sources disagree.

One more adoption figure is worth having, because Shopify rarely publishes any: as of February 2026, over 70% of Shopify merchants were already using the new customer accounts, and 800+ apps had shipped customer account UI extensions. What that migration involves, and what breaks in it, is covered in our guide to the customer accounts migration.

What App and Theme Developers Keep

The $1,000,000 exemption became a lifetime allowance rather than an annual one on June 16, 2025 — before that it reset each calendar year. Two adjacent payout rates round out the picture:

• Theme Store: no listing fee, and theme revenue carries a 15% revenue share, so the developer keeps 85%.
• Partner referrals: a recurring 20% of the referred merchant's monthly subscription. On annual plans that is 20% of the discounted monthly rate, paid monthly; Starter referrals earn nothing.
• The Affiliate Program is a different scheme — a one-off bounty of $150 or $25 depending on the region, paid only on full-price Basic, Grow and Advanced signups. Plus and Enterprise referrals pay $0 there.

Store Performance Benchmarks — and What Shopify Doesn't Measure

This is the thinnest evidence base on the page, and saying so is part of the answer. There is no official Shopify conversion rate to compare yourself against; what exists is one analytics vendor's benchmark study and one research institute's meta-analysis, both useful for orientation and neither a market standard. Your own numbers, segmented properly, beat any of them — which is what our guide to Shopify analytics is for.

Sources: Baymard Institute and Littledata on conversion rate and average order value, all re-read on July 28, 2026. None of these is a Shopify figure. The Littledata rows are single-source benchmarks from one vendor's 2023 study of 2,800 sites, not market averages, and the Baymard figure covers ecommerce as a whole rather than Shopify specifically.

Shopify does ship a Benchmarks feature inside the admin, and it is deliberately built the opposite way to a headline statistic — it compares you against stores like yours rather than against everyone:

The same restraint shows up on cart abandonment. Shopify runs one of the largest checkout datasets in commerce and still, when its own blog discusses abandonment, it attributes the number to Baymard rather than citing internal data. Treat any “Shopify average” you meet elsewhere with that in mind. If you want to move your own conversion rate rather than benchmark it, the structural work sits in our study of what the best Shopify stores do differently.

Where Shopify's Own Sources Disagree

Every aggregator that publishes one number for these three has made a silent choice on your behalf. The disagreements below are the current state of Shopify's own documentation, read live on July 28, 2026.

Sources, in row order: the Help Center variants page against the shopify.dev Admin API rate-limit docs; the FY2025 Form 10-K against the live apps.shopify.com page; and shopify.com/domains against two posts on the Shopify blog. All read July 28, 2026.

The domain row has a second layer worth knowing about. There is exactly one per-extension price table published on shopify.com — and it explicitly says it is not Shopify's own pricing:

Picking one value from a pair and presenting it as the answer makes a page easier to quote and harder to trust. Printing both costs a sentence and tells you something real: that the number you need is genuinely contested at the source, and that quoting it in a contract or a forecast deserves a second look.

Numbers We Deliberately Don't Publish

Several figures have already been marked absent at the point where you went looking for them: the in-person card rate for Plus, any flat or annual price for Plus, a rate card for the Fulfillment Network, a platform-wide conversion rate or average order value. Those are gaps in what Shopify itself publishes. This last group is different — these numbers circulate widely, get cited confidently, and have no primary source behind them at all. Naming them is more useful than repeating them.

Each row names where the number circulates and what we could not find behind it. All checked July 28, 2026.

The Bottom Line

The value of a statistic in a business case is not its size, it is whether the person reading it can check it in one click. That is why every table of figures here carries its source and the date we last read it, why the contested figures appear twice, and why the sourceless ones appear only as warnings. Take what you need, take the link with it, and re-check anything older than a quarter.

Frequently Asked Questions