Google Tag Manager Technology Adoption in E-commerce
Discover 1.1m verified e-commerce stores using Google Tag Manager. Analyze technology adoption, market trends, integration patterns, and business insights.
Detected across 1.6m domains. 1.1m verified as active stores with physical delivery.
This is a public preview. Use the catalog, exports, or API for full account lists and CRM-ready fields.
· · Next full refresh: July 2026
1.1m verified active stores out of 1.6m detected · 68.0% verification rate
E-commerce Platforms Distribution
WooCommerce stores with 30.7% of stores with physical delivery (287,496 stores) , followed by Custom (28.4%) and Shopify (20.6%) .
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)
287,496 stores
265,959 stores
192,358 stores
40,061 stores
31,283 stores
27,226 stores
19,191 stores
12,777 stores
12,723 stores
11,684 stores
Visual Distribution
287,496 stores
265,959 stores
192,358 stores
40,061 stores
31,283 stores
27,226 stores
19,191 stores
12,777 stores
12,723 stores
11,684 stores
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| WooCommerce | 287496 | 30.72% |
| Custom | 265959 | 28.42% |
| Shopify | 192358 | 20.56% |
| Magento | 40061 | 4.28% |
| PrestaShop | 31283 | 3.34% |
| Nuvemshop | 27226 | 2.91% |
| 1C-Bitrix | 19191 | 2.05% |
| Cafe24 | 12777 | 1.37% |
| OpenCart | 12723 | 1.36% |
| Tray | 11684 | 1.25% |
Show broader dataset (all e-commerce signals)
All Stores Distribution
WooCommerce holds 47.6% share of all Google Tag Manager e-commerce stores (636,369) , with Custom at 19.9% and Shopify at 15.7% (June 2026) .
Note: This broader view includes all domains where e-commerce signals were detected, useful for lead generation and competitive analysis. Some may be inactive or non-transactional. For verified active stores, see the default view above.
Top 10 Platforms (All Stores)
636,369 stores
265,959 stores
209,568 stores
50,235 stores
33,853 stores
27,610 stores
36,940 stores
13,999 stores
14,560 stores
11,914 stores
Visual Distribution
636,369 stores
265,959 stores
209,568 stores
50,235 stores
33,853 stores
27,610 stores
36,940 stores
13,999 stores
14,560 stores
11,914 stores
| Platform | Total Stores | Percentage |
|---|---|---|
| WooCommerce | 636369 | 47.57% |
| Custom | 265959 | 19.88% |
| Shopify | 209568 | 15.67% |
| Magento | 50235 | 3.76% |
| PrestaShop | 33853 | 2.53% |
| Nuvemshop | 27610 | 2.06% |
| 1C-Bitrix | 36940 | 2.76% |
| Cafe24 | 13999 | 1.05% |
| OpenCart | 14560 | 1.09% |
| Tray | 11914 | 0.89% |
Categories Distribution
Clothing & Accessories stores with 15.2% of all stores (146,035 stores) , followed by Health & Beauty (14.8%) and Food & Beverages (9.8%) .
Base: 962,740 AI-verified stores with physical delivery and detected product categories (90.0% of all verified stores). Percentages show share of stores within each category.
Top 10 Categories
146,035 stores
142,854 stores
93,936 stores
89,592 stores
71,270 stores
61,070 stores
52,956 stores
52,253 stores
42,771 stores
41,307 stores
Visual Distribution
146,035 stores
142,854 stores
93,936 stores
89,592 stores
71,270 stores
61,070 stores
52,956 stores
52,253 stores
42,771 stores
41,307 stores
| Category | Number of Stores | Percentage |
|---|---|---|
| Clothing & Accessories | 146035 | 15.17% |
| Health & Beauty | 142854 | 14.84% |
| Food & Beverages | 93936 | 9.76% |
| Home & Garden | 89592 | 9.31% |
| Sporting Goods & Outdoor Gear | 71270 | 7.40% |
| Tools & Hardware | 61070 | 6.34% |
| Business & Industrial | 52956 | 5.50% |
| Electronics & Technology | 52253 | 5.43% |
| Arts & Entertainment | 42771 | 4.44% |
| Furniture & Home Decor | 41307 | 4.29% |
Payment Providers Distribution
PayPal stores with 22.2% among AI-verified physical stores (134,789 stores) , followed by MasterCard (13.0%) and Apple Pay (9.1%) .
Base: 378,098 AI-verified physical stores with detectable payment providers (24.0% 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
134,789 stores
78,548 stores
55,301 stores
54,794 stores
53,964 stores
49,871 stores
41,614 stores
35,115 stores
21,717 stores
18,453 stores
Visual Distribution
134,789 stores
78,548 stores
55,301 stores
54,794 stores
53,964 stores
49,871 stores
41,614 stores
35,115 stores
21,717 stores
18,453 stores
| Payment Provider | Store Count | Market Share |
|---|---|---|
| PayPal | 134789 | 22.24% |
| MasterCard | 78548 | 12.96% |
| Apple Pay | 55301 | 9.12% |
| American Express | 54794 | 9.04% |
| Klarna | 53964 | 8.90% |
| Google Pay | 49871 | 8.23% |
| VISA | 41614 | 6.87% |
| Stripe Connect | 35115 | 5.79% |
| Boleto | 21717 | 3.58% |
| AfterPay | 18453 | 3.04% |
Shipping Carriers Distribution
DHL stores with 17.0% among AI-verified physical stores (55,265 stores) , followed by DPD (14.1%) and UPS (13.4%) .
Base: 296,325 AI-verified physical stores with detectable shipping carriers (18.8% 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
55,265 stores
45,943 stores
43,656 stores
31,209 stores
25,620 stores
24,104 stores
19,328 stores
13,944 stores
12,320 stores
10,214 stores
| Shipping Carrier | Store Count | Market Share |
|---|---|---|
| DHL | 55265 | 17.02% |
| DPD | 45943 | 14.15% |
| UPS | 43656 | 13.45% |
| GLS | 31209 | 9.61% |
| Correios | 25620 | 7.89% |
| FedEx | 24104 | 7.42% |
| USPS | 19328 | 5.95% |
| InPost | 13944 | 4.29% |
| Estes | 12320 | 3.79% |
| PostNL | 10214 | 3.15% |
Store Launch Timeline
Over the past 12 months, 114,152 new stores were launched in Google Tag Manager , with the highest activity in 2026-05 (10,293 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
10,293 stores launched
9,518 stores launched
9,747 stores launched
9,111 stores launched
8,869 stores launched
8,733 stores launched
10,136 stores launched
11,010 stores launched
11,499 stores launched
10,196 stores launched
10,474 stores launched
4,566 stores launched
Monthly Trend
9.0% of last 12 months
8.3% of last 12 months
8.5% of last 12 months
8.0% of last 12 months
7.8% of last 12 months
7.7% of last 12 months
8.9% of last 12 months
9.6% of last 12 months
10.1% of last 12 months
8.9% of last 12 months
9.2% of last 12 months
4.0% of last 12 months
| Month | Stores Launched | Percentage |
|---|---|---|
| 2026-05 | 10293 | 9.02% |
| 2026-04 | 9518 | 8.34% |
| 2026-03 | 9747 | 8.54% |
| 2026-02 | 9111 | 7.98% |
| 2026-01 | 8869 | 7.77% |
| 2025-12 | 8733 | 7.65% |
| 2025-11 | 10136 | 8.88% |
| 2025-10 | 11010 | 9.65% |
| 2025-09 | 11499 | 10.07% |
| 2025-08 | 10196 | 8.93% |
| 2025-07 | 10474 | 9.18% |
| 2025-06 | 4566 | 4.00% |
Active Stores by Launch Year
Currently, 1,057,188 active stores in Google Tag Manager are tracked in our database , with the most stores launched in 2026 (48,342 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
48,342 active stores
113,437 active stores
96,266 active stores
78,008 active stores
72,316 active stores
80,880 active stores
81,372 active stores
56,363 active stores
56,217 active stores
52,420 active stores
32,195 active stores
27,237 active stores
27,140 active stores
34,767 active stores
22,497 active stores
Distribution by Launch Year
4.6% of tracked active stores
10.7% of tracked active stores
9.1% of tracked active stores
7.4% of tracked active stores
6.8% of tracked active stores
7.7% of tracked active stores
7.7% of tracked active stores
5.3% of tracked active stores
5.3% of tracked active stores
5.0% of tracked active stores
3.0% of tracked active stores
2.6% of tracked active stores
2.6% of tracked active stores
3.3% of tracked active stores
2.1% of tracked active stores
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2026 | 48342 | 4.57% |
| 2025 | 113437 | 10.73% |
| 2024 | 96266 | 9.11% |
| 2023 | 78008 | 7.38% |
| 2022 | 72316 | 6.84% |
| 2021 | 80880 | 7.65% |
| 2020 | 81372 | 7.70% |
| 2019 | 56363 | 5.33% |
| 2018 | 56217 | 5.32% |
| 2017 | 52420 | 4.96% |
| 2016 | 32195 | 3.05% |
| 2015 | 27237 | 2.58% |
| 2014 | 27140 | 2.57% |
| 2013 | 34767 | 3.29% |
| 2012 | 22497 | 2.13% |
Geographic Distribution
United States stores with 20.4% (154,380 AI-verified stores) , followed by Brazil (8.0%) and United Kingdom (6.3%) .
Base: 755,029 AI-verified stores across 20 countries. Percentages show share among AI-verified stores.
Top 10 Countries
154,380 AI-verified stores
60,243 AI-verified stores
47,885 AI-verified stores
45,851 AI-verified stores
39,603 AI-verified stores
39,427 AI-verified stores
35,950 AI-verified stores
34,394 AI-verified stores
32,630 AI-verified stores
32,608 AI-verified stores
Visual Distribution
154,380 AI-verified stores
60,243 AI-verified stores
47,885 AI-verified stores
45,851 AI-verified stores
39,603 AI-verified stores
39,427 AI-verified stores
35,950 AI-verified stores
34,394 AI-verified stores
32,630 AI-verified stores
32,608 AI-verified stores
| Country | AI-Verified Store Count | Market Share |
|---|---|---|
| United States | 154380 | 20.45% |
| Brazil | 60243 | 7.98% |
| United Kingdom | 47885 | 6.34% |
| Germany | 45851 | 6.07% |
| Russia | 39603 | 5.25% |
| Netherlands | 39427 | 5.22% |
| Poland | 35950 | 4.76% |
| India | 34394 | 4.56% |
| Japan | 32630 | 4.32% |
| France | 32608 | 4.32% |
Featured Stores
A selection of notable and recently launched stores in this segment.
Notable Stores
A sample of well-known stores in this segment tracked by ShopRank.
Custom
Custom
Custom - Clothing & Accessories
Custom
Custom
New Stores
Recently launched stores detected by ShopRank in the last full month.
Custom - Tools & Hardware
WooCommerce - Food & Beverages
Custom - Arts & Entertainment
Shopify - Clothing & Accessories
Salla - Health & Beauty
Data Coverage
| Field | Rows count | Coverage |
|---|---|---|
| Website | 1.6m | 100.00% |
| Emails | 872.1k | 55.42% |
| Phones | 814.4k | 51.75% |
| Ecommerce platform | 1.6m | 98.73% |
| Couriers | 296.3k | 18.83% |
| Payment Providers | 378.1k | 24.03% |
| Categories | 1.0m | 65.57% |
| Social Media | 1.2m | 77.77% |
Coverage reflects detectability from public website analysis. Payment providers and shipping carriers are identified from checkout pages and shipping widgets. Stores using off-site payment flows or custom shipping integrations may not be detected. Actual adoption rates are higher than shown.
Market Intelligence
On-demand market analysis
Self-service access to market data and insights
- Search and segment stores by any criteria
- API integration for automated workflows
- Monthly data refreshes
- Market sizing and segmentation
Strategic Intelligence
Custom research and competitive analysis
Tailored intelligence for strategic decisions
- Custom market reports and analysis
- Competitive landscape monitoring
- Dedicated analyst support
- Flexible licensing and enterprise pricing
Market Intelligence
Understand the Google Tag Manager e-commerce landscape:
Analyze 1.1m verified e-commerce stores on Google Tag Manager - technology adoption, market share, competitive positioning.
- Track Competitive Shifts
-
Monitor platform migrations, technology adoption, and market share changes across Google Tag Manager e-commerce.
- Size Your Addressable Market
-
Segment stores by country, platform, category, PSP, carrier, technology, and merchant-size signals to quantify your market opportunity.
- Monitor Adoption Trends
-
Identify which payment providers, shipping carriers, and platforms are gaining or losing traction.
Data Access
- Interactive search and filtering via web app
- REST API for programmatic access and automation
- Monthly data refreshes with historical tracking
Use Cases
- Competitive intelligence and market sizing
- Technology adoption and platform migration analysis
- Sales prospecting and account-based targeting
- Investment research and due diligence
Frequently Asked Questions
- What data is included in the Google Tag Manager e-commerce intelligence?
-
We track 1.1m verified Google Tag Manager e-commerce stores with 50+ data points per store: e-commerce platform, product counts, categories, payment providers, shipping carriers, technology stack, merchant-size signals, and available business contact fields.
- How is the data collected and how often is it updated?
-
We continuously crawl 300M+ domains using proprietary web crawlers, AI classification, and technology fingerprinting. The database is refreshed monthly, so you always work with current market data.
- How do I access the data?
-
Self-service plans give you instant access through our web app and REST API. You can search, filter, and segment stores interactively or integrate programmatically into your workflows. View plans →
- Can I filter by specific segments?
-
Yes. You can segment by country, platform, product category, payment provider, shipping carrier, technology stack, store age, cross-border signals, and merchant-size bands. Some advanced signals are plan-gated, and the same field contract is used by the web app, exports, and API.
- Do you offer enterprise or custom licensing?
-
Yes. For large-scale data needs, custom market reports, or dedicated support, contact us to discuss enterprise pricing.
Social Media Usage
Instagram stores with 29.0% among stores with at least one detectable social profile (686,615 stores) , followed by Facebook (28.9%) and YouTube (12.8%) .
Base: 1,223,801 stores with any detectable social profile (77.8% 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
686,615 stores
684,392 stores
302,453 stores
154,192 stores
141,511 stores
120,916 stores
119,584 stores
91,974 stores
57,511 stores
6,305 stores
Visual Distribution
686,615 stores
684,392 stores
302,453 stores
154,192 stores
141,511 stores
120,916 stores
119,584 stores
91,974 stores
57,511 stores
6,305 stores