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The State Of Website Builders

A look at the trends and market share data from 2020.

Last Updated January 27 2021

Written By Steve Benjamins

In The State of Website Builders I'm sharing data and trends from three categories:

  1. Website Builders — These are general purpose— used for ecommerce, blogging, small business websites, portfolios and more. Examples: Squarespace, Wix.
  2. Ecommerce Builders — Just for ecommerce websites. Examples: Shopify, BigCommerce.
  3. Portfolio Builders — Just for portfolio websites. Examples: SmugMug, Format.

This is my second year doing The State of Website Builders. You can also read last years.

Note: Website builders are no-code, drag and drop tools that include hosting. Wordpress is not a website builder, it's a CMS.

Website Builders

Market Share

Wix and Squarespace continue to be the market leaders— though their share of the market fell to 53% from last year's 56%. Source: BuiltWith

Website Builders

Market Share: Top 1 Million Websites

While Wix has the highest total market share, Squarespace has the highest market share of the top 1 million websites. Impressively, 2.5% of Webflow websites are in the top 1 million. Source: BuiltWith & Comscore

Website Builders


Five website builders more than doubled their market share in 2020. This is their growth rate. Source: BuiltWith

  • 2.67x


    92,330 → 246,588 Websites

  • 2.65x


    2,675 → 6,592 Websites

  • 2.56x


    49,459 → 126,594 Websites

  • 2.19x


    80,438 → 176,398 Websites

  • 2.12x


    6,202 → 13,148 Websites

Ecommerce Builders

Market Share

Top 10 ecommerce builders by total websites powered. Source: BuiltWith

Ecommerce Builders

Total Apps In App Stores

Shopify has the largest app store— and in the last year grew faster (46%) than any other ecommerce builder.

Portfolio Builders

Market Share

Smugmug was the leader last year— but Cargo Collective pulled ahead this year. Source: BuiltWith

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