TOP 10 Most Popular E-Commerce Platforms Among European SMBs in 2025

We have recently analyzed nearly 12 million unique URLs from our dataset on SMBs across Europe.
Out of those, around 25% are e-commerce websites - giving us a clear, data-backed view of which platforms truly dominate the market today.

SMBs and E-Commerce in Europe

E-commerce has become one of the most dynamic engines of growth for European small and medium-sized businesses.
According to the European E-commerce Report 2024 by Ecommerce Europe and EuroCommerce, the European e-commerce market reached €899 billion in 2023, growing steadily year over year. Around 17% of all retail sales in Europe now happen online - and for SMBs, digital presence is no longer optional but fundamental.

A study by the European Commission found that 77% of EU SMEs have a website, and nearly 30% sell products or services online - either through their own webshops or via marketplaces. This growing share of online activity means the choice of e-commerce platform has a direct impact on growth, scalability, and profitability.

Taking a Closer Look at the Technologies Behind SMB E-Commerce

We wanted to understand not just how many businesses sell online, but what powers them. Behind every successful e-commerce store lies a combination of tools, frameworks, and technologies - and these choices reveal much more than what meets the eye.

By analyzing the technographic dataset layer - the underlying technologies used by millions of SMBs - we gain valuable insights into:

• how businesses are evolving digitally
• which platforms and ecosystems they trust most
• and how regional preferences shape Europe’s e-commerce landscape

Understanding this technology footprint matters because it helps identify market maturity, platform adoption trends, and potential growth opportunities for both SaaS vendors and digital service providers. In short: technographic data shows where innovation is already happening - and where it’s about to.

Top 10 Most Popular E-Commerce Platforms Among European SMBs (2025)

Inside the Top 10 E-Commerce Platforms

1. WooCommerce (WordPress)
   For years, WooCommerce has been the go-to choice for small businesses starting in e-commerce.
   Its flexibility, cost-effectiveness, and access to thousands of plugins make it ideal for startups or SMBs looking to scale gradually. However, managing updates, hosting, and plugins still requires some technical effort.
2. Shopify
   Shopify’s SaaS model has revolutionized small business e-commerce.
   Its simplicity, clean UX, and robust integrations allow anyone to launch a store quickly — no code required.
   It’s the top choice for non-technical teams that want to grow fast and focus on marketing, not maintenance.
3. Magento (Adobe Commerce)
   Magento remains one of the most powerful open-source platforms, offering unmatched flexibility and scalability.
   It’s ideal for mid-market and enterprise-level retailers with development resources and complex product catalogs.
   However, hosting, maintenance, and updates come with higher costs.
4. Wix
   Wix offers one of the most accessible entry points into e-commerce.
   Its drag-and-drop editor, all-in-one hosting, and design templates make it perfect for beginners or creative entrepreneurs launching simple stores.
5. PrestaShop
   A long-time European favorite, PrestaShop is open-source and highly customizable.
   It’s especially strong in markets like France, Spain, and Poland thanks to localization support and community extensions.
   It offers a middle ground between Shopify simplicity and Magento flexibility.
6. Odoo
   Odoo is the surprise winner in our data - combining ERP, CRM, and e-commerce in a single system.
   Its integrated suite gives SMBs a unified platform for managing operations, inventory, and sales.
   It’s particularly strong for growing companies that need all-in-one efficiency.
7. JTL-Shop
   A popular choice in the DACH region (Germany, Austria, Switzerland), JTL offers tight integration with POS systems and inventory software.
   It’s practical for retailers managing physical and online operations together.
8. Drupal Commerce
   Built on Drupal CMS, this platform provides security and deep customization capabilities.
   It’s often chosen by public institutions or large enterprises that prioritize data privacy and control over design simplicity.
9. SAP Commerce Cloud (Hybris)
   SAP’s enterprise-grade solution connects deeply with SAP’s ERP systems, making it ideal for multinational corporations with complex product and customer management needs.
   However, it requires significant development and setup resources.
10. Lexity
    A lightweight, lesser-known platform designed for small merchants needing simple online checkout or product listing functionality. It’s straightforward and minimal, suitable for businesses just testing the e-commerce waters.

How SMBs Choose Their E-Commerce Providers

The choice of e-commerce platform depends on a mix of budget, resources, and scale, but also on ease of use, ecosystem, and integration capabilities.

• Small and growing SMBs tend to prioritize simplicity, low setup costs, and ready-to-use SaaS solutions that let them launch quickly.
• Mid-sized companies often seek flexibility, tools that can grow with their operations and connect to their CRM, ERP, or marketing systems.
• Established businesses with internal tech teams prefer platforms that offer deep customization, scalability, and control.

Other factors also play a role:

• Localization (multi-language or multi-currency support),
• Regulatory compliance,
• Third-party ecosystem availability, and
• Hosting and maintenance responsibilities.

These decision-making patterns differ by country but follow one clear trend: the shift from open-source complexity to managed SaaS convenience. To better understand these shifts, we took a closer look at the real technologies behind SMB e-commerce websites across Europe (and below is the full breakdown).

How We Collected the Data

Our analysis is based on InfobelPRO’s technographic dataset, which includes over 40 million company URLs from around the world. For this study, we focused on the European segment and selected only SMBs, totaling 12 million websites.

We then filtered and categorized these domains based on their functionality to identify which were e-commerce-enabled (as opposed to purely informational or service-based pages).
Among those, we detected the underlying web technologies and e-commerce platforms - from WooCommerce and Shopify to Odoo, Magento, PrestaShop, and more.

The result is a data-backed snapshot of how European SMBs are choosing and adopting e-commerce platforms in 2025.

Verified Company Datasets with Website URLs

At InfobelPRO, we don’t just analyze data - we provide it.

Our global B2B database includes verified business records enriched with unique website URLs and detailed technographic attributes that go far beyond standard firmographics.

You can access curated datasets containing:

• Verified company profiles, URLs and domains
• Website classifications (e-commerce, corporate, service, etc.)
• Technographic insights - including CMS, e-commerce, and marketing technologies
• Corporate hierarchies, contact details, and location data

These datasets are used by clients across industries to:

• Train AI and autonomous agents with verified, structured data
• Enhance CRM and GTM platforms with consistent company URLs
• Run market intelligence and technographic segmentation
• Build prospecting and enrichment pipelines powered by real company data

If you’re building, scaling, or training on data - start with verified sources.

👉 Contact us to get a free data sample and a dataset tailored to your use case. 

Data Foundations for EU SMB Growth 

Selecting the right eCommerce platform is just the first step. Once online, SMBs must connect with the right audiences, comply with regulations, and scale efficiently across borders. This is where data quality and enrichment become critical. 

At InfobelPRO, we provide: 

• Verified EU business datasets anchored in official registries, ensuring compliance with GDPR and VAT requirements. 

• Firmographic, demographic, and geospatial data to help SMBs target the right segments in each European market. 

• Point-of-Interest (POI) datasets to support location-based marketing and retail expansion strategies. 

• Data enrichment APIs that improve CRM hygiene and marketing automation - essential for SMBs adopting eCommerce platforms. 

By integrating reliable data with the right platform, SMBs can not only launch their online stores, but also build a growth engine that supports cross-border sales, targeted campaigns, and long-term scalability. 

Conclusion 

The EU eCommerce market is vast, but fragmented. SMBs must weigh local compliance, language support, and integration needs before choosing a platform. PrestaShop and WooCommerce remain foundational, Shopware and Sylius serve regional niches, while Shopify and Lightspeed cater to SMBs seeking fast launches. 

As SMBs scale, aligning the platform to budget, compliance, and ecosystem support becomes the defining factor for sustainable growth.