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: December 2025
E-commerce Platforms Distribution
Custom leads with 41.3% of stores with physical delivery (531,224 stores) , followed by WooCommerce (26.0%) and Shopify (16.1%) .
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)
531,224 stores
335,214 stores
207,782 stores
38,353 stores
31,612 stores
27,529 stores
23,765 stores
18,281 stores
15,466 stores
13,692 stores
Visual Distribution
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| Custom | 531224 | 41.26% |
| WooCommerce | 335214 | 26.04% |
| Shopify | 207782 | 16.14% |
| Magento | 38353 | 2.98% |
| PrestaShop | 31612 | 2.46% |
| 1C-Bitrix | 27529 | 2.14% |
| Nuvemshop | 23765 | 1.85% |
| BASE | 18281 | 1.42% |
| Fourthwall | 15466 | 1.20% |
| OpenCart | 13692 | 1.06% |
| Tray | 12306 | 0.96% |
| Shoptet | 9661 | 0.75% |
| Loja Integrada | 8399 | 0.65% |
| Salesforce Commerce Cloud | 7129 | 0.55% |
| BigCommerce | 7034 | 0.55% |
All Stores Distribution
Custom holds 32.0% share of all Google Tag Manager e-commerce stores (531,224) , with WooCommerce at 37.2% and Shopify at 14.9% (November 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)
531,224 stores
617,310 stores
246,945 stores
50,151 stores
35,477 stores
47,192 stores
26,232 stores
19,882 stores
17,464 stores
16,759 stores
Visual Distribution
| Platform | Total Stores | Percentage |
|---|---|---|
| Custom | 531224 | 32.04% |
| WooCommerce | 617310 | 37.23% |
| Shopify | 246945 | 14.90% |
| Magento | 50151 | 3.03% |
| PrestaShop | 35477 | 2.14% |
| 1C-Bitrix | 47192 | 2.85% |
| Nuvemshop | 26232 | 1.58% |
| BASE | 19882 | 1.20% |
| Fourthwall | 17464 | 1.05% |
| OpenCart | 16759 | 1.01% |
| Tray | 13379 | 0.81% |
| Shoptet | 10385 | 0.63% |
| Loja Integrada | 8782 | 0.53% |
| Salesforce Commerce Cloud | 8420 | 0.51% |
| BigCommerce | 8278 | 0.50% |
Categories Distribution
Health & Beauty leads with 16.8% of all stores (188,494 stores) , followed by Clothing & Accessories (16.0%) and Food & Beverages (9.7%) .
Top 10 Categories
188,494 stores
180,123 stores
108,398 stores
88,404 stores
86,479 stores
84,320 stores
71,433 stores
64,342 stores
47,288 stores
46,565 stores
Visual Distribution
| Category | Number of Stores | Percentage |
|---|---|---|
| Health & Beauty | 188494 | 16.79% |
| Clothing & Accessories | 180123 | 16.04% |
| Food & Beverages | 108398 | 9.65% |
| Electronics & Technology | 88404 | 7.87% |
| Home & Garden | 86479 | 7.70% |
| Vehicles & Parts | 84320 | 7.51% |
| Furniture & Home Decor | 71433 | 6.36% |
| Business & Industrial | 64342 | 5.73% |
| Gifts & Special Occasions | 47288 | 4.21% |
| Jewelry & Watches | 46565 | 4.15% |
| Tools & Hardware | 45260 | 4.03% |
| Sporting Goods & Outdoor Gear | 37918 | 3.38% |
| Arts & Entertainment | 34470 | 3.07% |
| Pets & Pet Supplies | 23395 | 2.08% |
| Toys & Games | 15981 | 1.42% |
Payment Providers Distribution
PayPal leads with 22.1% among AI-verified physical stores (152,127 stores) , followed by MasterCard (15.2%) and American Express (10.2%) .
Base: 445,068 AI-verified physical stores with detectable payment providers (24.1% 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
152,127 stores
104,533 stores
70,224 stores
55,310 stores
52,671 stores
49,568 stores
48,771 stores
47,527 stores
22,072 stores
16,924 stores
Visual Distribution
| Payment Provider | Store Count | Market Share |
|---|---|---|
| PayPal | 152127 | 22.09% |
| MasterCard | 104533 | 15.18% |
| American Express | 70224 | 10.20% |
| Klarna | 55310 | 8.03% |
| Apple Pay | 52671 | 7.65% |
| VISA | 49568 | 7.20% |
| Stripe Connect | 48771 | 7.08% |
| Google Pay | 47527 | 6.90% |
| JCB | 22072 | 3.20% |
| AfterPay | 16924 | 2.46% |
| Boleto | 16574 | 2.41% |
| Bolt | 14794 | 2.15% |
| Amazon Pay | 13885 | 2.02% |
| Bancontact | 12400 | 1.80% |
| PayU | 11376 | 1.65% |
Shipping Carriers Distribution
DHL leads with 16.4% among AI-verified physical stores (64,915 stores) , followed by UPS (15.2%) and DPD (12.2%) .
Base: 361,916 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 | 64915 | 16.38% |
| UPS | 60124 | 15.17% |
| DPD | 48215 | 12.17% |
| FedEx | 34944 | 8.82% |
| GLS | 34490 | 8.70% |
| USPS | 33423 | 8.43% |
| Correios | 25513 | 6.44% |
| Estes | 13821 | 3.49% |
| Почта России | 13785 | 3.48% |
| InPost | 13628 | 3.44% |
| Royal Mail | 12492 | 3.15% |
| PostNL | 12017 | 3.03% |
| СДЭК | 10668 | 2.69% |
| TNT | 10471 | 2.64% |
| Australia Post | 7805 | 1.97% |
Store Launch Timeline
Over the past 12 months, 165,533 new stores were launched in Google Tag Manager , with the highest activity in 2025-10 (13,464 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
13,464 stores launched
15,888 stores launched
15,238 stores launched
15,243 stores launched
14,084 stores launched
15,094 stores launched
14,540 stores launched
14,770 stores launched
14,216 stores launched
14,174 stores launched
12,607 stores launched
6,215 stores launched
Monthly Trend
| Month | Stores Launched | Percentage |
|---|---|---|
| 2025-10 | 13464 | 8.13% |
| 2025-09 | 15888 | 9.60% |
| 2025-08 | 15238 | 9.21% |
| 2025-07 | 15243 | 9.21% |
| 2025-06 | 14084 | 8.51% |
| 2025-05 | 15094 | 9.12% |
| 2025-04 | 14540 | 8.78% |
| 2025-03 | 14770 | 8.92% |
| 2025-02 | 14216 | 8.59% |
| 2025-01 | 14174 | 8.56% |
| 2024-12 | 12607 | 7.62% |
| 2024-11 | 6215 | 3.75% |
Active Stores by Launch Year
Currently, 1,350,835 active stores in Google Tag Manager are tracked in our database , with the most stores launched in 2025 (146,964 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
146,964 active stores
137,330 active stores
107,715 active stores
97,732 active stores
107,283 active stores
105,842 active stores
73,812 active stores
74,285 active stores
65,356 active stores
43,264 active stores
35,873 active stores
35,604 active stores
46,028 active stores
29,625 active stores
29,334 active stores
Distribution by Launch Year
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2025 | 146964 | 10.88% |
| 2024 | 137330 | 10.17% |
| 2023 | 107715 | 7.97% |
| 2022 | 97732 | 7.23% |
| 2021 | 107283 | 7.94% |
| 2020 | 105842 | 7.84% |
| 2019 | 73812 | 5.46% |
| 2018 | 74285 | 5.50% |
| 2017 | 65356 | 4.84% |
| 2016 | 43264 | 3.20% |
| 2015 | 35873 | 2.66% |
| 2014 | 35604 | 2.64% |
| 2013 | 46028 | 3.41% |
| 2012 | 29625 | 2.19% |
| 2011 | 29334 | 2.17% |
| 2010 | 25810 | 1.91% |
| 2009 | 24559 | 1.82% |
| 2008 | 20528 | 1.52% |
| 2007 | 19125 | 1.42% |
| 2006 | 13906 | 1.03% |
| 2005 | 12692 | 0.94% |
| 2004 | 15465 | 1.14% |
| 2003 | 13605 | 1.01% |
| 2002 | 12923 | 0.96% |
| 2001 | 16063 | 1.19% |
| 2000 | 13111 | 0.97% |
| 1999 | 10639 | 0.79% |
| 1998 | 7833 | 0.58% |
| 1997 | 4570 | 0.34% |
| 1996 | 3213 | 0.24% |
| 1995 | 746 | 0.06% |
Geographic Distribution
United States leads with 20.5% (188,934 AI-verified stores) , followed by Brazil (8.0%) and United Kingdom (6.4%) .
Base: 920,466 AI-verified stores across 20 countries. Percentages show share among AI-verified stores.
Top 10 Countries
188,934 AI-verified stores
73,713 AI-verified stores
58,658 AI-verified stores
58,437 AI-verified stores
57,654 AI-verified stores
42,807 AI-verified stores
42,760 AI-verified stores
42,165 AI-verified stores
41,458 AI-verified stores
35,661 AI-verified stores
Visual Distribution
| Country | AI-Verified Store Count | Market Share |
|---|---|---|
| United States | 188934 | 20.53% |
| Brazil | 73713 | 8.01% |
| United Kingdom | 58658 | 6.37% |
| Russia | 58437 | 6.35% |
| Japan | 57654 | 6.26% |
| India | 42807 | 4.65% |
| Netherlands | 42760 | 4.65% |
| Spain | 42165 | 4.58% |
| Poland | 41458 | 4.50% |
| Germany | 35661 | 3.87% |
| France | 35281 | 3.83% |
| Italy | 34879 | 3.79% |
| Australia | 34796 | 3.78% |
| Ukraine | 31632 | 3.44% |
| Turkey | 29718 | 3.23% |
| Vietnam | 26915 | 2.92% |
| Canada | 25952 | 2.82% |
| Czechia | 23681 | 2.57% |
| China | 18143 | 1.97% |
| Argentina | 17222 | 1.87% |
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.
WooCommerce — Health & Beauty
Custom
WooCommerce — Health & Beauty
Custom
Nuvemshop — Electronics & Technology
Dataset Coverage
| Field | Rows count | Coverage |
|---|---|---|
| Website | 1.8m | 100.00% |
| Emails | 1.1m | 59.27% |
| Phones | 643.8k | 34.86% |
| Ecommerce platform | 1.8m | 98.56% |
| Couriers | 361.9k | 19.60% |
| Payment Providers | 445.1k | 24.10% |
| Categories | 1.4m | 74.53% |
| Social Media | 1.4m | 74.44% |
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 28.9% among stores with at least one detectable social profile (829,845 stores) , followed by Instagram (28.0%) and YouTube (12.9%) .
Base: 1,374,864 stores with any detectable social profile (74.4% 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
829,845 stores
805,244 stores
371,473 stores
197,763 stores
159,227 stores
156,140 stores
138,995 stores
131,737 stores
76,287 stores
5,806 stores
Visual Distribution