Google Tag Manager Technology Adoption in E-commerce
Discover 1.4m e-commerce stores using Google Tag Manager. Analyze technology adoption, market trends, integration patterns, and business insights.
· · Next full refresh: January 2026
E-commerce Platforms Distribution
Custom leads with 38.6% of stores with physical delivery (515,409 stores) , followed by WooCommerce (27.3%) and Shopify (17.0%) .
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)
515,409 stores
364,939 stores
227,636 stores
42,568 stores
34,384 stores
29,789 stores
25,527 stores
19,479 stores
16,606 stores
14,516 stores
Visual Distribution
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| Custom | 515409 | 38.55% |
| WooCommerce | 364939 | 27.30% |
| Shopify | 227636 | 17.03% |
| Magento | 42568 | 3.18% |
| PrestaShop | 34384 | 2.57% |
| 1C-Bitrix | 29789 | 2.23% |
| Nuvemshop | 25527 | 1.91% |
| BASE | 19479 | 1.46% |
| Fourthwall | 16606 | 1.24% |
| OpenCart | 14516 | 1.09% |
| Tray | 12766 | 0.95% |
| Shoptet | 9794 | 0.73% |
| Loja Integrada | 8354 | 0.62% |
| Salesforce Commerce Cloud | 7613 | 0.57% |
| BigCommerce | 7573 | 0.57% |
All Stores Distribution
Custom holds 30.1% share of all Google Tag Manager e-commerce stores (515,409) , with WooCommerce at 39.3% and Shopify at 14.7% (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)
515,409 stores
671,747 stores
251,662 stores
52,155 stores
37,440 stores
46,578 stores
26,553 stores
24,821 stores
18,619 stores
16,864 stores
Visual Distribution
| Platform | Total Stores | Percentage |
|---|---|---|
| Custom | 515409 | 30.12% |
| WooCommerce | 671747 | 39.25% |
| Shopify | 251662 | 14.70% |
| Magento | 52155 | 3.05% |
| PrestaShop | 37440 | 2.19% |
| 1C-Bitrix | 46578 | 2.72% |
| Nuvemshop | 26553 | 1.55% |
| BASE | 24821 | 1.45% |
| Fourthwall | 18619 | 1.09% |
| OpenCart | 16864 | 0.99% |
| Tray | 13024 | 0.76% |
| Shoptet | 10435 | 0.61% |
| Loja Integrada | 8513 | 0.50% |
| Salesforce Commerce Cloud | 9106 | 0.53% |
| BigCommerce | 8512 | 0.50% |
Categories Distribution
Health & Beauty leads with 17.1% of all stores (198,613 stores) , followed by Clothing & Accessories (16.1%) and Food & Beverages (9.5%) .
Top 10 Categories
198,613 stores
186,859 stores
110,073 stores
91,811 stores
89,039 stores
86,151 stores
73,455 stores
66,240 stores
49,304 stores
48,299 stores
Visual Distribution
| Category | Number of Stores | Percentage |
|---|---|---|
| Health & Beauty | 198613 | 17.11% |
| Clothing & Accessories | 186859 | 16.10% |
| Food & Beverages | 110073 | 9.49% |
| Electronics & Technology | 91811 | 7.91% |
| Home & Garden | 89039 | 7.67% |
| Vehicles & Parts | 86151 | 7.42% |
| Furniture & Home Decor | 73455 | 6.33% |
| Business & Industrial | 66240 | 5.71% |
| Gifts & Special Occasions | 49304 | 4.25% |
| Jewelry & Watches | 48299 | 4.16% |
| Tools & Hardware | 46610 | 4.02% |
| Sporting Goods & Outdoor Gear | 39301 | 3.39% |
| Arts & Entertainment | 34495 | 2.97% |
| Pets & Pet Supplies | 23816 | 2.05% |
| Toys & Games | 16416 | 1.41% |
Payment Providers Distribution
PayPal leads with 22.4% among AI-verified physical stores (162,144 stores) , followed by MasterCard (14.9%) and American Express (9.9%) .
Base: 466,716 AI-verified physical stores with detectable payment providers (24.6% 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
162,144 stores
107,766 stores
71,867 stores
56,833 stores
55,858 stores
51,750 stores
49,968 stores
49,715 stores
23,083 stores
19,936 stores
Visual Distribution
| Payment Provider | Store Count | Market Share |
|---|---|---|
| PayPal | 162144 | 22.45% |
| MasterCard | 107766 | 14.92% |
| American Express | 71867 | 9.95% |
| Klarna | 56833 | 7.87% |
| Apple Pay | 55858 | 7.73% |
| VISA | 51750 | 7.16% |
| Stripe Connect | 49968 | 6.92% |
| Google Pay | 49715 | 6.88% |
| JCB | 23083 | 3.20% |
| Boleto | 19936 | 2.76% |
| AfterPay | 17945 | 2.48% |
| Bolt | 15330 | 2.12% |
| Amazon Pay | 14591 | 2.02% |
| Bancontact | 12865 | 1.78% |
| Mercado Pago | 12649 | 1.75% |
Shipping Carriers Distribution
DHL leads with 16.2% among AI-verified physical stores (66,931 stores) , followed by UPS (15.1%) and DPD (12.0%) .
Base: 371,884 AI-verified physical stores with detectable shipping carriers (19.6% 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 |
|---|---|---|
| DHL | 66931 | 16.20% |
| UPS | 62317 | 15.09% |
| DPD | 49752 | 12.04% |
| FedEx | 36523 | 8.84% |
| GLS | 35720 | 8.65% |
| USPS | 34776 | 8.42% |
| Correios | 28246 | 6.84% |
| Estes | 14550 | 3.52% |
| Почта России | 14265 | 3.45% |
| InPost | 13998 | 3.39% |
| Royal Mail | 13009 | 3.15% |
| PostNL | 12645 | 3.06% |
| СДЭК | 11589 | 2.81% |
| TNT | 10697 | 2.59% |
| Australia Post | 8074 | 1.95% |
Store Launch Timeline
Over the past 12 months, 171,179 new stores were launched in Google Tag Manager , with the highest activity in 2025-11 (12,675 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
12,675 stores launched
12,605 stores launched
15,288 stores launched
14,752 stores launched
15,662 stores launched
14,530 stores launched
15,839 stores launched
15,701 stores launched
16,366 stores launched
15,387 stores launched
15,195 stores launched
7,179 stores launched
Monthly Trend
| Month | Stores Launched | Percentage |
|---|---|---|
| 2025-11 | 12675 | 7.40% |
| 2025-10 | 12605 | 7.36% |
| 2025-09 | 15288 | 8.93% |
| 2025-08 | 14752 | 8.62% |
| 2025-07 | 15662 | 9.15% |
| 2025-06 | 14530 | 8.49% |
| 2025-05 | 15839 | 9.25% |
| 2025-04 | 15701 | 9.17% |
| 2025-03 | 16366 | 9.56% |
| 2025-02 | 15387 | 8.99% |
| 2025-01 | 15195 | 8.88% |
| 2024-12 | 7179 | 4.19% |
Active Stores by Launch Year
Currently, 1,407,030 active stores in Google Tag Manager are tracked in our database , with the most stores launched in 2025 (164,045 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
164,045 active stores
143,776 active stores
112,584 active stores
102,507 active stores
110,822 active stores
109,861 active stores
76,773 active stores
77,784 active stores
68,786 active stores
43,864 active stores
36,474 active stores
36,359 active stores
46,610 active stores
30,211 active stores
29,689 active stores
Distribution by Launch Year
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2025 | 164045 | 11.66% |
| 2024 | 143776 | 10.22% |
| 2023 | 112584 | 8.00% |
| 2022 | 102507 | 7.29% |
| 2021 | 110822 | 7.88% |
| 2020 | 109861 | 7.81% |
| 2019 | 76773 | 5.46% |
| 2018 | 77784 | 5.53% |
| 2017 | 68786 | 4.89% |
| 2016 | 43864 | 3.12% |
| 2015 | 36474 | 2.59% |
| 2014 | 36359 | 2.58% |
| 2013 | 46610 | 3.31% |
| 2012 | 30211 | 2.15% |
| 2011 | 29689 | 2.11% |
| 2010 | 26175 | 1.86% |
| 2009 | 24937 | 1.77% |
| 2008 | 20899 | 1.49% |
| 2007 | 19304 | 1.37% |
| 2006 | 14129 | 1.00% |
| 2005 | 12920 | 0.92% |
| 2004 | 15598 | 1.11% |
| 2003 | 13757 | 0.98% |
| 2002 | 12951 | 0.92% |
| 2001 | 15965 | 1.13% |
| 2000 | 13152 | 0.93% |
| 1999 | 10727 | 0.76% |
| 1998 | 7826 | 0.56% |
| 1997 | 4593 | 0.33% |
| 1996 | 3211 | 0.23% |
| 1995 | 741 | 0.05% |
Geographic Distribution
United States leads with 20.6% (196,110 AI-verified stores) , followed by Brazil (8.1%) and United Kingdom (6.5%) .
Base: 951,046 AI-verified stores across 20 countries. Percentages show share among AI-verified stores.
Top 10 Countries
196,110 AI-verified stores
76,835 AI-verified stores
61,583 AI-verified stores
60,899 AI-verified stores
57,590 AI-verified stores
44,635 AI-verified stores
44,279 AI-verified stores
43,073 AI-verified stores
42,570 AI-verified stores
36,917 AI-verified stores
Visual Distribution
| Country | AI-Verified Store Count | Market Share |
|---|---|---|
| United States | 196110 | 20.62% |
| Brazil | 76835 | 8.08% |
| United Kingdom | 61583 | 6.48% |
| Russia | 60899 | 6.40% |
| Japan | 57590 | 6.06% |
| Netherlands | 44635 | 4.69% |
| India | 44279 | 4.66% |
| Spain | 43073 | 4.53% |
| Poland | 42570 | 4.48% |
| Germany | 36917 | 3.88% |
| France | 36511 | 3.84% |
| Australia | 36131 | 3.80% |
| Italy | 35970 | 3.78% |
| Ukraine | 32302 | 3.40% |
| Turkey | 30997 | 3.26% |
| Vietnam | 28738 | 3.02% |
| Canada | 26913 | 2.83% |
| Czechia | 24008 | 2.52% |
| Argentina | 17826 | 1.87% |
| China | 17159 | 1.80% |
Featured Stores
Discover the strongest performers and newest entrants in Google Tag Manager'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 — Health & Beauty
Fourthwall — Clothing & Accessories
Shopify
Shopify — Clothing & Accessories
Tray — Clothing & Accessories
Dataset Coverage
| Field | Rows count | Coverage |
|---|---|---|
| Website | 1.9m | 100.00% |
| Emails | 1.1m | 58.96% |
| Phones | 653.6k | 34.48% |
| Ecommerce platform | 1.9m | 98.85% |
| Couriers | 371.9k | 19.62% |
| Payment Providers | 466.7k | 24.62% |
| Categories | 1.4m | 76.22% |
| Social Media | 1.4m | 76.28% |
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
- Dedicated account management
- Flexible licensing and pricing
- Volume discounts
- Technical support
Maximize Your ROI
Use our detailed Google Tag Manager E-commerce Database to:
Gain actionable insights into 1.4m physical stores in Google Tag Manager.
- Identify High-Value Leads
-
Quickly find and contact the best decision-makers at Google Tag Manager 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 Tag Manager E-commerce Database?
-
Our database covers over 1.4m Google Tag Manager 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 28.8% among stores with at least one detectable social profile (894,031 stores) , followed by Instagram (27.9%) and YouTube (12.9%) .
Base: 1,445,722 stores with any detectable social profile (76.3% 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
894,031 stores
863,288 stores
401,167 stores
219,612 stores
179,245 stores
171,086 stores
152,562 stores
136,270 stores
75,566 stores
6,321 stores
Visual Distribution