Why we track platform mix as an operating metric.
Most agencies don't measure their CMS / ecom platform mix as a strategic metric. We do. The trailing-12-month split, WordPress 22%, WooCommerce 16%, WordPress 14%, Shopify 9%, and a long tail of Webflow, Wix, Squarespace, Cloudflare Pages, is part of how we think about agency capability and engagement scoping.
The numbers
Trailing-12-month services revenue by detected client-website platform:
- WordPress: led by our healthcare portfolio
- WooCommerce: 16.3%, 16 client stores, our largest ecom platform
- WordPress (non-Woo): 14.1%, our WA-based clients, content-led + B2B sites
- Shopify: 9.1%, B2C + B2C+wholesale
- Webflow: 1.7%, a couple of brands, industrial B2B + property
- Cloudflare Pages, Wix, Squarespace, Next.js custom, others: ~36% combined
Why this is a strategic metric
1. Capability investment maps to platform mix
Where we have our WooCommerce stores, it justifies investment in WooCommerce-specific capability, performance-engineering plugin combinations, B2B for WooCommerce expertise, ACF + custom post type discipline, Australian-host relationships. Where we have our Shopify stores, it justifies parallel Shopify-specific capability, theme development, app stack rationalisation, B2B with Shopify, Markets multi-region. Capability investment that doesn't map to platform mix is wasted spend.
2. Pattern depth compounds within a platform
Sixteen WooCommerce stores teach you what one or two don't. Which plugin combinations break under load. Which checkout customisations survive major-version upgrades. Which Australian hosts work for which AOV profiles. Single-platform pattern depth is what beats single-platform specialism, and pattern depth is a function of platform mix.
3. Platform mix predicts capability gaps
If we wake up tomorrow with 15% of revenue on Magento (we don't), our platform mix would tell us we're either developing Magento capability deliberately or accumulating a capability gap. The metric is forward-looking, it surfaces capability investment decisions before they become operational pain.
4. Platform mix shapes the "platform-agnostic" claim
Most agencies claim to be platform-agnostic. We claim to be platform-aware. The difference: agnosticism is a marketing line; awareness is a capability claim measurable against actual revenue distribution. We can show 22% WordPress, 16% WooCommerce, 14% WordPress, 9% Shopify, that's awareness.
5. It's how we counsel platform decisions
When a client asks "should we be on Shopify or WooCommerce?", our answer is informed by running 9 of one and 16 of the other concurrently. Not by reading platform marketing material. Not by consulting one of each. Pattern depth across both platforms means the platform-decision counsel is informed.
For brands evaluating us
Two practical questions worth asking any agency you're evaluating:
- What's your platform mix as a percentage of revenue?
- If we ask you which platform fits our brief, what's the answer informed by, case studies on each, or theoretical comparison?
If the agency can't answer the first question, they're not measuring the metric. If the agency can answer the second only theoretically, they don't have the pattern depth. The agencies that have pattern depth have it because they've measured platform mix as a strategic metric for years.
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