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Ecommerce is growing

Since 2018, the number of Shopify store owners making their first sale has grown sevenfold. Many of them are first-timers. That growth is happening alongside a very different story in traditional employment: Employers in the US announced 1.2 million job cuts last year, the most since 2020.

Shopify's data science team analyzed sales data from store owners across the platform and US employment data to compare how entrepreneurship and traditional employment are trending side by side.

Store owners who launched between 2017 and 2020 saw their average sales grow 25% from 2022 to 2025. Despite the challenges they faced at the start—recession, a global pandemic—the ecommerce market has grown from 14% to more than 20% of global retail since 2019. The stores being built today and tomorrow are entering a bigger market than ever.

Entrepreneurship is expanding. More people are choosing to start their own businesses, not only as a response to macroeconomic pressures, but also because they see new opportunities and have better tools at their disposal.

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How to launch an online store

If you have an idea, starting an online store can be easier than you think. This step-by-step guide covers everything from finding your first product to launching your first marketing campaign.

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