The state of the eCommerce theme market

ThemeForest author eTheme takes a look at the state of the eCommerce theme market and what authors should be doing to cope with it in 2017.

I’ve been selling on Envato Market for five years, specializing in eCommerce themes (Magento, Opencart, Shopify, Prestashop, osCommerce, Cs-Cart etc.) But, recently, on ThemeForest at least, it’s been becoming harder and harder to do so.

So, which direction is the market moving, who are its leaders, and what should theme creators be doing to ensure their future on markets like ThemeForest? In this article, I aim to find out.

The state of the union

Let’s start by taking a look at the most popular items the week of November 21, 2016.


By sales the leader in this area is Shopify at 34%. The leader by money earned is Magento at 47.7%. Opencart and Prestashop are at the lower end of these lists.


This data was take the week of November 8th 2016

Here’s what the sales of that same category looked like two years ago in August, 2014.


Comparing the two data sets we can make some conclusions:

  1. The size of the eCommerce market is the same as it was two years ago – $50K.
  2. Magento was the largest market by sales two years ago. But now Shopify has become the leader.
  3. Magento is still the leader by earned money because the price of Magento themes is the highest. But Magento is undergoing a downward trend when compared to Shopify.
  4. Opencart and Prestashop are losing sales and money.

We can also look at the Google Trends statistics for the above mentioned carts (Magento, Shopify, Opencart, Prestashop).


Combining the above mentioned data we can determine:

  1. The eCommerce market has been plateauing since 2010. It could be that the potential of the eCommerce niche has been exhausted, compared to 6-7 years ago.
  2. Competition between the carts(CMS) leads to software’s complication for all members of the market and it is very important to keep the balance between technologies and functionality from one side and simplicity for the end user on the other. Shopify and Magento are good examples. In early 2010 all eCommerce websites had a simple desktop structure. But nowadays eCommerce stores are powerful applications that process traffic from mobile devices, social networks etc.
  3. I think that the most interesting part of the struggle lay ahead. What features are most needed? Price, functionality, simplicity, speed? We’ll find out as users vote with their wallets.

This small analysis doesn’t cover statistics for a lot of other eCommerce solutions like Woocommerce and other plugins for WordPress; Virtuemart for Joomla; osCommerce, cs-cart, Drupal, AbanteCart, BigCommerce, 3Dcart and others. But my selection has been done for the most popular items according to ThemeForest most popular of the week category.

I don’t think there will be any sort of revolution in the eCommerce niche. Rather, I predict it’ll be more of an evolution. This market has grown up, and is now focusing on improving internal processes. That should be the biggest takeaway for ThemeForest authors still looking to capture what’s left of the audience in the next few years. Get ready for the future; get ready to evolve. Continue improving your product, listening to what the market wants, and you’ll continue to sustain a comfortable position in this maturing category.



This article was originally published on community.envato.com by eTheme.


About the Author Envato

Envato is a creative ecosystem of sites and services, including Envato Market, Envato Studio, Elements, and Tuts+. Every month millions of people use our sites to get creative and learn new skills.