Google Publisher Tag Technology Adoption in E-commerce
Discover 9.8k e-commerce stores using Google Publisher Tag. Analyze technology adoption, market trends, integration patterns, and business insights.
· · Next full refresh: January 2026
E-commerce Platforms Distribution
Custom leads with 85.0% of stores with physical delivery (8,306 stores) , followed by WooCommerce (13.1%) and Shopify (0.9%) .
Note: This distribution covers only stores selling physical products with active shopping carts and physical product shipping. Digital products, services, and non-transactional sites are excluded. All stores are verified by our proprietary AI model to ensure accurate e-commerce classification.
Top 10 Platforms (Physical Delivery)
8,306 stores
1,276 stores
89 stores
31 stores
30 stores
12 stores
6 stores
5 stores
4 stores
4 stores
Visual Distribution
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| Custom | 8306 | 84.98% |
| WooCommerce | 1276 | 13.06% |
| Shopify | 89 | 0.91% |
| GrocerKey | 31 | 0.32% |
| Magento | 30 | 0.31% |
| BigCommerce | 12 | 0.12% |
| FurnitureDealer | 6 | 0.06% |
| PrestaShop | 5 | 0.05% |
| Salesforce Commerce Cloud | 4 | 0.04% |
| HCL Commerce | 4 | 0.04% |
| Squarespace Commerce | 3 | 0.03% |
| VTEX | 2 | 0.02% |
| osCommerce | 2 | 0.02% |
| SAP Commerce Cloud | 2 | 0.02% |
| OpenCart | 2 | 0.02% |
All Stores Distribution
Custom holds 72.3% share of all Google Publisher Tag e-commerce stores (8,306) , with WooCommerce at 21.8% and Shopify at 2.5% (December 2025) .
Note: This broader distribution includes all stores with e-commerce indicators such as platform detection, shopping cart presence, or payment integration. This liberal approach may include some false positives (e.g., WooCommerce installations used for non-commercial purposes) but provides comprehensive market coverage for lead generation and competitive analysis.
Top 10 Platforms (All Stores)
8,306 stores
2,504 stores
284 stores
184 stores
104 stores
20 stores
8 stores
6 stores
5 stores
27 stores
Visual Distribution
| Platform | Total Stores | Percentage |
|---|---|---|
| Custom | 8306 | 72.28% |
| WooCommerce | 2504 | 21.79% |
| Shopify | 284 | 2.47% |
| GrocerKey | 184 | 1.60% |
| Magento | 104 | 0.91% |
| BigCommerce | 20 | 0.17% |
| FurnitureDealer | 8 | 0.07% |
| PrestaShop | 6 | 0.05% |
| Salesforce Commerce Cloud | 5 | 0.04% |
| HCL Commerce | 27 | 0.23% |
| Squarespace Commerce | 28 | 0.24% |
| VTEX | 2 | 0.02% |
| osCommerce | 3 | 0.03% |
| SAP Commerce Cloud | 5 | 0.04% |
| OpenCart | 5 | 0.04% |
Categories Distribution
Arts & Entertainment leads with 13.0% of all stores (825 stores) , followed by Books & Media (11.9%) and Health & Beauty (11.6%) .
Top 10 Categories
825 stores
756 stores
737 stores
665 stores
642 stores
602 stores
443 stores
443 stores
431 stores
170 stores
Visual Distribution
| Category | Number of Stores | Percentage |
|---|---|---|
| Arts & Entertainment | 825 | 13.01% |
| Books & Media | 756 | 11.92% |
| Health & Beauty | 737 | 11.62% |
| Sporting Goods & Outdoor Gear | 665 | 10.49% |
| Vehicles & Parts | 642 | 10.12% |
| Clothing & Accessories | 602 | 9.49% |
| Electronics & Technology | 443 | 6.99% |
| Food & Beverages | 443 | 6.99% |
| Toys & Games | 431 | 6.80% |
| Business & Industrial | 170 | 2.68% |
| Collectibles & Hobbies | 142 | 2.24% |
| Home & Garden | 128 | 2.02% |
| Furniture & Home Decor | 125 | 1.97% |
| Pets & Pet Supplies | 117 | 1.84% |
| Gifts & Special Occasions | 116 | 1.83% |
Payment Providers Distribution
PayPal leads with 26.3% among AI-verified physical stores (269 stores) , followed by Bolt (10.3%) and MasterCard (10.1%) .
Base: 1,245 AI-verified physical stores with detectable payment providers (10.3% coverage of all stores). Percentages show share of detected provider instances (stores may use multiple providers).
Detected from checkout/payment scripts and provider tags; off-site/manual payments excluded where undetectable.
Top 10 Payment Providers
269 stores
105 stores
103 stores
99 stores
91 stores
82 stores
64 stores
59 stores
38 stores
32 stores
Visual Distribution
| Payment Provider | Store Count | Market Share |
|---|---|---|
| PayPal | 269 | 26.35% |
| Bolt | 105 | 10.28% |
| MasterCard | 103 | 10.09% |
| Paddle | 99 | 9.70% |
| JCB | 91 | 8.91% |
| Ingenico ePayments | 82 | 8.03% |
| American Express | 64 | 6.27% |
| Stripe Connect | 59 | 5.78% |
| VISA | 38 | 3.72% |
| Apple Pay | 32 | 3.13% |
| BitCoin | 22 | 2.15% |
| Google Pay | 17 | 1.67% |
| MTN Mobile Money | 16 | 1.57% |
| Klarna | 14 | 1.37% |
| Svea | 10 | 0.98% |
Shipping Carriers Distribution
UPS leads with 14.7% among AI-verified physical stores (81 stores) , followed by Estes (12.3%) and USPS (9.8%) .
Base: 873 AI-verified physical stores with detectable shipping carriers (7.3% coverage of all stores). Percentages show share of detected carrier instances (stores may use multiple carriers).
Detected from checkout/shipping pages and shipment widgets; cross-border carriers included where visible.
Top 10 Shipping Carriers
Visual Distribution
| Shipping Carrier | Store Count | Market Share |
|---|---|---|
| UPS | 81 | 14.67% |
| Estes | 68 | 12.32% |
| USPS | 54 | 9.78% |
| Hermes | 54 | 9.78% |
| GLS | 52 | 9.42% |
| FedEx | 42 | 7.61% |
| DHL | 40 | 7.25% |
| Correios | 29 | 5.25% |
| Speedy | 28 | 5.07% |
| DSV | 28 | 5.07% |
| Yamato Japan | 21 | 3.80% |
| DPD | 16 | 2.90% |
| TNT | 15 | 2.72% |
| Canada Post | 12 | 2.17% |
| Correos | 12 | 2.17% |
Store Launch Timeline
Over the past 12 months, 3,261 new stores were launched in Google Publisher Tag , with the highest activity in 2025-11 (377 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
377 stores launched
373 stores launched
331 stores launched
300 stores launched
78 stores launched
133 stores launched
215 stores launched
803 stores launched
403 stores launched
65 stores launched
122 stores launched
61 stores launched
Monthly Trend
| Month | Stores Launched | Percentage |
|---|---|---|
| 2025-11 | 377 | 11.56% |
| 2025-10 | 373 | 11.44% |
| 2025-09 | 331 | 10.15% |
| 2025-08 | 300 | 9.20% |
| 2025-07 | 78 | 2.39% |
| 2025-06 | 133 | 4.08% |
| 2025-05 | 215 | 6.59% |
| 2025-04 | 803 | 24.62% |
| 2025-03 | 403 | 12.36% |
| 2025-02 | 65 | 1.99% |
| 2025-01 | 122 | 3.74% |
| 2024-12 | 61 | 1.87% |
Active Stores by Launch Year
Currently, 8,191 active stores in Google Publisher Tag are tracked in our database , with the most stores launched in 2025 (3,200 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
3,200 active stores
621 active stores
348 active stores
328 active stores
263 active stores
284 active stores
528 active stores
310 active stores
281 active stores
250 active stores
314 active stores
214 active stores
261 active stores
175 active stores
143 active stores
Distribution by Launch Year
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2025 | 3200 | 39.07% |
| 2024 | 621 | 7.58% |
| 2023 | 348 | 4.25% |
| 2022 | 328 | 4.00% |
| 2021 | 263 | 3.21% |
| 2020 | 284 | 3.47% |
| 2019 | 528 | 6.45% |
| 2018 | 310 | 3.78% |
| 2017 | 281 | 3.43% |
| 2016 | 250 | 3.05% |
| 2015 | 314 | 3.83% |
| 2014 | 214 | 2.61% |
| 2013 | 261 | 3.19% |
| 2012 | 175 | 2.14% |
| 2011 | 143 | 1.75% |
| 2010 | 91 | 1.11% |
| 2009 | 71 | 0.87% |
| 2008 | 97 | 1.18% |
| 2007 | 58 | 0.71% |
| 2006 | 45 | 0.55% |
| 2005 | 36 | 0.44% |
| 2004 | 43 | 0.52% |
| 2003 | 34 | 0.42% |
| 2002 | 29 | 0.35% |
| 2001 | 30 | 0.37% |
| 2000 | 48 | 0.59% |
| 1999 | 27 | 0.33% |
| 1998 | 25 | 0.31% |
| 1997 | 20 | 0.24% |
| 1996 | 12 | 0.15% |
| 1995 | 5 | 0.06% |
Geographic Distribution
United States leads with 40.6% (2,440 AI-verified stores) , followed by Japan (18.6%) and Brazil (4.5%) .
Base: 6,006 AI-verified stores across 20 countries. Percentages show share among AI-verified stores.
Top 10 Countries
2,440 AI-verified stores
1,117 AI-verified stores
273 AI-verified stores
267 AI-verified stores
250 AI-verified stores
231 AI-verified stores
173 AI-verified stores
152 AI-verified stores
143 AI-verified stores
128 AI-verified stores
Visual Distribution
| Country | AI-Verified Store Count | Market Share |
|---|---|---|
| United States | 2440 | 40.63% |
| Japan | 1117 | 18.60% |
| Brazil | 273 | 4.55% |
| India | 267 | 4.45% |
| United Kingdom | 250 | 4.16% |
| Australia | 231 | 3.85% |
| France | 173 | 2.88% |
| Spain | 152 | 2.53% |
| Ukraine | 143 | 2.38% |
| Canada | 128 | 2.13% |
| China | 112 | 1.86% |
| New Zealand | 106 | 1.76% |
| Indonesia | 97 | 1.62% |
| Turkey | 85 | 1.42% |
| South Africa | 78 | 1.30% |
| Italy | 78 | 1.30% |
| South Korea | 76 | 1.27% |
| Taiwan | 76 | 1.27% |
| Germany | 64 | 1.07% |
| Bulgaria | 60 | 1.00% |
Featured Stores
Discover the strongest performers and newest entrants in Google Publisher Tag's e-commerce landscape.
Top Stores by GMV
Data will be available soon.
New Stores
Recently launched ecommerce sites detected by ShopRank in the last full month.
Custom — Sporting Goods & Outdoor Gear
Custom — Sporting Goods & Outdoor Gear
Custom — Sporting Goods & Outdoor Gear
Custom — Sporting Goods & Outdoor Gear
Custom — Books & Media
Dataset Coverage
| Field | Rows count | Coverage |
|---|---|---|
| Website | 12.0k | 100.00% |
| Emails | 2.5k | 21.15% |
| Phones | 1.2k | 10.23% |
| Ecommerce platform | 11.6k | 96.80% |
| Couriers | 873.0 | 7.26% |
| Payment Providers | 1.2k | 10.35% |
| Categories | 7.7k | 63.90% |
| Social Media | 5.6k | 46.57% |
Starter Package
Immediate self-service access
Get instant access to our database
- Immediate data access
- Direct download or API integration
- Standard segments available
- Secure online payment
Enterprise Solution
Customized datasets tailored to your needs
Enterprise-grade solutions
- Customized datasets
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Maximize Your ROI
Use our detailed Google Publisher Tag E-commerce Database to:
Gain actionable insights into 9.8k physical stores in Google Publisher Tag.
- Identify High-Value Leads
-
Quickly find and contact the best decision-makers at Google Publisher Tag online stores.
- Conduct Competitive Analysis
-
Analyze your competitors' market share, product categories, and technology stacks.
- Direct Outreach
-
Access verified business contacts to accelerate your sales and marketing outreach.
Data Format & Delivery
Available Formats
- CSV
- Excel (XLS/XLSX)
- Text (TXT)
Delivery Methods
- Direct download
- Email delivery
- API access
Use Cases
- Lead Generation
- B2B Marketing
- Direct Marketing
- Email Marketing
- B2B Retargeting
- Market Research
Frequently Asked Questions
- What data is included in the Google Publisher Tag E-commerce Database?
-
Our database covers over 9.8k Google Publisher Tag physical stores, including website URLs, verified contacts (emails, phones), e-commerce platforms, product counts, categories, estimated monthly traffic, and more.
- How fresh is your data and how often is it updated?
-
We update our database quarterly, using web crawling, AI analysis, and manual verification. This ensures you always receive the most accurate, relevant, and actionable data.
- Can I get a free sample before purchasing?
-
Absolutely! Contact us to request a free sample dataset customized to your needs. We're happy to provide demos and answer any questions.
- Can I buy only selected segments of data?
-
Yes, you can purchase targeted segments tailored specifically to your business needs—by industry, platform, store size, and more. Contact us for details.
- How quickly can I access the full dataset after purchase?
-
You'll receive immediate access upon payment completion. Our data can be downloaded directly or delivered via email or API.
- What licensing options are available?
-
We offer flexible licensing: one-time purchases, annual subscriptions, and customized enterprise plans. Reach out to discuss the best solution for your business.
Social Media Usage
Facebook leads with 26.7% among stores with at least one detectable social profile (3,144 stores) , followed by Twitter (23.0%) and Instagram (18.6%) .
Base: 5,602 stores with any detectable social profile (46.6% of all stores). Percentages show share of detected platform instances (stores may use multiple platforms).
Links and embeds detected on public pages; private/hidden profiles not counted.
Top 10 Social Platforms
3,144 stores
2,707 stores
2,193 stores
1,415 stores
727 stores
556 stores
402 stores
305 stores
243 stores
79 stores
Visual Distribution