Public-page stack data
Ecommerce Marketing Stack Benchmarks From 250 Public Websites
We isolated the DTC/ecommerce cohort from the SoftwareInspect stack study to show which storefront, email, SMS, support, analytics, and paid-media tools were most visible on public ecommerce pages.
Key Ecommerce Stats
Shopify signals
84%
197 of 235. Shopify was the dominant visible commerce platform signal.
Klaviyo signals
61%
143 of 235. Klaviyo appeared far more often than general email tools in this ecommerce cohort.
Meta Pixel signals
64%
151 of 235. Meta remained the broadest visible paid-social pixel in the ecommerce sample.
Gorgias signals
20%
46 of 235. Support-tool visibility clustered around ecommerce-specific service workflows.
The takeaway
The public ecommerce stack pattern is clear: Shopify and Klaviyo are the strongest business-tool signals, while Meta Pixel, Google Ads, TikTok Pixel, Microsoft Ads, and Pinterest Tag show how heavily ecommerce sites instrument paid acquisition. SMS and support tools were not universal, but Attentive, Postscript, and Gorgias appeared often enough to make retention and service fit worth evaluating separately from basic newsletter software.
Storefront, Retention, and Support Benchmarks
These signals are closest to the tools ecommerce teams use for storefront operations, lifecycle marketing, SMS, and customer support.
| Tool | Category | Visible signals | Share |
|---|---|---|---|
| Shopify | Ecommerce | 197 (84%) | 84% |
| Klaviyo | 143 (61%) | 61% | |
| Mailchimp | 25 (11%) | 11% | |
| Attentive | Sms | 41 (17%) | 17% |
| Postscript | Sms | 21 (9%) | 9% |
| Gorgias | Support | 46 (20%) | 20% |
| Zendesk | Support | 12 (5%) | 5% |
| Omnisend | 10 (4%) | 4% |
Paid Media and Analytics Benchmarks
Advertising and analytics tags were the most consistently visible public-page signals, so these benchmarks are useful context for acquisition and measurement expectations.
| Tool | Category | Visible signals | Share |
|---|---|---|---|
| Google Tag Manager | Analytics | 194 (83%) | 83% |
| Google Analytics 4 | Analytics | 161 (69%) | 69% |
| Meta Pixel | Ads | 151 (64%) | 64% |
| Google Ads | Ads | 114 (49%) | 49% |
| TikTok Pixel | Ads | 102 (43%) | 43% |
| Microsoft Ads | Ads | 90 (38%) | 38% |
| Pinterest Tag | Ads | 85 (36%) | 36% |
| Hotjar | Analytics | 32 (14%) | 14% |
How to Use These Benchmarks
Shortlist ecommerce-native email first
Klaviyo's visibility in this cohort supports a separate ecommerce email evaluation instead of treating ecommerce brands like generic newsletter senders.
Compare ecommerce email toolsCompare Klaviyo and Mailchimp by store depth
Mailchimp still appeared in ecommerce, but at a much lower rate than Klaviyo. The real buyer question is whether store data, segmentation, SMS, and post-purchase flows justify the added complexity.
Read Klaviyo vs MailchimpTreat SMS as a dedicated workflow
Attentive and Postscript signals were visible enough to evaluate SMS consent, segmentation, quiet hours, and ecommerce-trigger depth as their own requirements.
Compare email and SMS platformsUse paid-media tags as instrumentation clues
Ad pixels and analytics tags do not prove budget, but their density shows that acquisition measurement is a baseline expectation for serious ecommerce stacks.
See the cross-industry dataDownload the Aggregate Data
The downloadable files cover all four industry cohorts from the parent study. They include aggregate claim-eligible rows only, not raw domain-level detections.
Methodology Notes
This page uses the DTC/ecommerce cohort from the broader 1,000-site SoftwareInspect stack study.
Percentages use 235 normal-status ecommerce domains as the denominator and claim-eligible detections as the numerator.
The counts are visible public-page signals from a sample. They should not be read as market share, paid account status, internal system-of-record adoption, or private app usage.
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