New Shopify stores in the US: what they're missing.
Ecommerce Store Leads researches newly launched US Shopify stores and audits each one for 8 marketing gaps. This page publishes the aggregate numbers from every run. Latest run: domains registered 13 Sep – 1 Nov 2026, audited 27 Sep 2026 to 5 Nov 2026.
Last updated: 5 Nov 2026
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Key findings
Among 6,744 newly launched US Shopify stores (domains registered 13 Sep – 1 Nov 2026), 92.5% had no email capture tool, 84.2% had no Meta pixel and 85.6% had no reviews app. The average new store was missing 5.78 of 8 common marketing basics.
- 92.5% of new US Shopify stores had no email or SMS marketing tool detected.
- 84.2% had no Meta pixel and 88% had no Google tag.
- 85.6% had no product reviews app.
- 84.9% of stores were missing 5 or more of the 8 items we check; the average was 5.78.
- 44.7% published a business email address on their own site.
- Horizon was the most common theme (41.8% of stores), followed by Dawn (14.0%).
- California, Florida and Texas had the most new stores.
Marketing gaps in new Shopify stores
Share of 6,744 audited US stores where we did not detect each item on the live store. See the methodology for exactly how each check works.
| Gap | Stores | Share |
|---|---|---|
| No email/SMS capture tool | 6,236 | 92.5% |
| No Google Analytics / Ads tag | 5,934 | 88% |
| No product reviews app | 5,775 | 85.6% |
| No Meta (Facebook/Instagram) pixel | 5,676 | 84.2% |
| No social profiles linked | 5,560 | 82.4% |
| No homepage meta description | 4,810 | 71.3% |
| Free default Shopify theme | 4,295 | 63.7% |
| Homepage slower than 3 seconds | 727 | 10.8% |
How many gaps does a new store have?
Number of the 8 checked items missing per store. 84.9% of new stores were missing 5 or more.
Gaps per store (x-axis) · number of stores (bars)
Which services are most needed?
Share of new US stores with at least one gap that each type of service fixes, and how many of them published an email.
| Service | Stores | Share | With email |
|---|---|---|---|
| Email & SMS | 6,236 | 92.5% | 2,765 |
| Paid ads | 6,447 | 95.6% | 2,859 |
| Reviews & UGC | 5,775 | 85.6% | 2,524 |
| SEO | 5,039 | 74.7% | 2,115 |
| Design & CRO | 4,578 | 67.9% | 1,806 |
| Social media | 5,560 | 82.4% | 2,439 |
New stores by state
Where and what they sell
| Top states | Stores |
|---|---|
| California | 886 |
| Florida | 761 |
| Texas | 500 |
| Wyoming | 472 |
| New York | 326 |
| Georgia | 250 |
| New Mexico | 177 |
| Pennsylvania | 171 |
| State not published | 23 |
| Niche | Stores | Share |
|---|---|---|
| Apparel | 2,117 | 31.4% |
| Other | 906 | 13.4% |
| Jewelry & Accessories | 877 | 13.0% |
| Home & Garden | 835 | 12.4% |
| Beauty & Personal Care | 537 | 8.0% |
| Pets | 358 | 5.3% |
| Food & Beverage | 267 | 4.0% |
| Automotive | 263 | 3.9% |
| Kids & Baby | 209 | 3.1% |
| Health & Fitness | 163 | 2.4% |
| Electronics & Gadgets | 133 | 2.0% |
| Tools & Hardware | 79 | 1.2% |
| Theme | Stores | Share |
|---|---|---|
| Horizon | 2,821 | 41.8% |
| Dawn | 943 | 14.0% |
| Shrine PRO | 447 | 6.6% |
| My Store | 354 | 5.2% |
| Ella | 95 | 1.4% |
| Other themes | 2,084 | 30.9% |
Method, in one paragraph
We collect public lists of newly registered domains, keep those whose DNS points to Shopify's IP range (23.227.38.0/24), and read each store's public pages. We exclude password-protected stores, stores with fewer than 3 products, stores that fail to load and stores whose Shopify business country isn't the US. A "gap" means the item wasn't detected on the live store at audit time. Full methodology.
Download and cite
Download the aggregate statistics (CSV). The numbers on this page are free to quote under CC BY 4.0 with a link. Suggested citation: Ecommerce Store Leads, "New Shopify stores in the US: what they're missing", data as of 5 Nov 2026, https://ecommercestoreleads.com/new-shopify-stores/.
This page contains aggregate numbers only. Store-level data (names, websites, contacts) is never published here; it is researched per order.
Questions about this data
Where does the data come from?
From public sources only. We start with the public list of newly registered domains, check which ones point to Shopify's IP range, then read each store's own public pages (homepage, products and contact pages). We don't scrape social networks and we don't buy third-party data.
How new are the stores?
In the latest run, the domains were registered between 13 Sep – 1 Nov 2026 and the stores were audited by 5 Nov 2026. Every file and every page shows its dates. We refresh the data regularly, so new stores keep coming in.
Is it only US stores?
Yes. Delivered files contain only stores based in the United States. Our audit also sees stores in other countries that ship to the US, but we leave them out of US deliveries and out of the numbers on this site.
How many stores do you find each week?
About 1,024 newly registered domains a day point to Shopify (roughly 31,000 a month). In the latest run we scanned 1,689,723 newly registered domains, found 51,187 on Shopify and 6,744 US stores passed our checks. If your niche is small, message us first and we'll tell you how many are available before you order.
Can a store ask to be removed?
Yes. Any store can ask us to remove it and we will stop including it in reports. See our data policy page.
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