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Analytics Used by UK E-Commerce Companies: Market Share (2026)

Detected Analytics market share across 2,353 of 61,187 trading UK e-commerce companies, with Google Analytics used by 78.9% of detected companies.

Analytics detection covers 2,353 of the 61,187 trading UK e-commerce companies in scope, with 35 systems detected. Google Analytics accounts for the largest detected share at 78.9% (1,856 companies), well ahead of Microsoft Clarity at 17.4% (409 companies).

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The category is skewed towards small employers: Under 10 employees accounts for 1,645 detected companies, compared with 662 in the 10–50 employees band and 46 in the Over 50 employees band. Google Analytics has the largest share in every band, at 79.9%, 76.6% and 73.9% respectively.

The long tail is visible but thin. After Google Analytics and Microsoft Clarity, MonsterInsights reaches 2.9% (68 companies), Lucky Orange 1.8% (42), Smartlook 1.2% (29), Statcounter 0.9% (22), PostHog 0.9% (22) and Mouseflow 0.8% (20), with 27 further systems covering 101 companies.

2,353

e-commerce with detected Analytics

Of 61,187 UK e-commerce

3.8%

Detection rate

2026

35

Systems detected

In this category

78.9%

Leader share

Google Analytics

UK E-Commerce Analytics market share

Google Analytics
Microsoft Clarity
MonsterInsights
Lucky Orange
Smartlook
Statcounter
PostHog
Mouseflow
Other (27 systems)

Share of the 2,353 UK E-Commerce with a detectable system. As of June 2026.

Analytics compared

SystemUK E-CommerceShareMedian headcountLondon shareTypical profile
Google Analytics1,85678.9%618.8%Small e-commerce teams, broad usage
Microsoft Clarity40917.4%623.2%Small teams, higher London share
MonsterInsights682.9%616.2%Small teams, niche adoption
Lucky Orange421.8%——View these companies in Firmbase →
Smartlook291.2%——View these companies in Firmbase →
Statcounter220.9%——View these companies in Firmbase →
PostHog220.9%——View these companies in Firmbase →
Mouseflow200.8%——View these companies in Firmbase →
TWIPLA180.8%——View these companies in Firmbase →
Contentsquare180.8%——View these companies in Firmbase →
ExactMetrics160.7%——View these companies in Firmbase →
Clicky150.6%——View these companies in Firmbase →
Crazy Egg150.6%——View these companies in Firmbase →
FullStory130.6%——View these companies in Firmbase →
Amplitude130.6%——View these companies in Firmbase →
Gauges130.6%——View these companies in Firmbase →
SiteWit90.4%——View these companies in Firmbase →
Fathom Analytics90.4%——View these companies in Firmbase →
Plausible80.3%——View these companies in Firmbase →
Adjust50.2%——View these companies in Firmbase →
Matomo Analytics50.2%——View these companies in Firmbase →
CallRail40.2%——View these companies in Firmbase →
Heap30.1%——View these companies in Firmbase →
AdvertiserReports30.1%——View these companies in Firmbase →
Branch30.1%——View these companies in Firmbase →
CallTrackingMetrics30.1%——View these companies in Firmbase →
Microsoft Power BI30.1%——View these companies in Firmbase →
PagePulse30.1%——View these companies in Firmbase →
Piwik PRO30.1%——View these companies in Firmbase →
Pendo10%——View these companies in Firmbase →
Burst10%——View these companies in Firmbase →
AppsFlyer10%——View these companies in Firmbase →
Tableau10%——View these companies in Firmbase →
Adobe Analytics10%——View these companies in Firmbase →
WebSuccess10%——View these companies in Firmbase →

Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.

Market leader by size

The leading Analytics system shifts with company size: among UK E-Commerce with under 10 employees, Google Analytics leads at 79.9% of the 1,645 with a detectable system; among UK E-Commerce with 10–50 employees, Google Analytics leads at 76.6% of the 662 with a detectable system; and among UK E-Commerce with over 50 employees, Google Analytics leads at 73.9% of the 46 with a detectable system.

Under 10 employees

Google Analytics

79.9% of band

Under 10 employees is the largest detected band, with 1,645 UK e-commerce companies. Google Analytics has the largest share here at 79.9%, while Microsoft Clarity and smaller behaviour-analysis tools compete for the remainder.

10–50 employees

Google Analytics

76.6% of band

10–50 employees contains 662 detected companies, still centred on general web analytics rather than specialist suites. Google Analytics has the largest share at 76.6%, leaving a secondary market for Microsoft Clarity and the smaller systems.

Over 50 employees

Google Analytics

73.9% of band

Over 50 employees is a much smaller detected band, with 46 companies. Google Analytics still has the largest share at 73.9%, suggesting larger e-commerce operators often retain the same core analytics layer.

How Analytics usage is detected

Methodology

Company data

Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.

Detection

Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.

Freshness

Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK E-Commerce by Analytics

E-Commerce Companies Using Google Analytics in the UKE-Commerce Companies Using Microsoft Clarity in the UKE-Commerce Companies Using MonsterInsights in the UK

Related directories

Most-Used Analytics by UK Companies (2026)Analytics Used by UK B2B Companies: Market Share (2026)Analytics Used by UK B2C Companies: Market Share (2026)Analytics Used by UK Field Services Companies: Market Share (2026)Analytics Used by UK Construction Companies: Market Share (2026)E-Commerce in the UK

Frequently asked questions

What is the most-used Analytics among UK e-commerce companies?
Google Analytics is the most-detected Analytics among UK e-commerce companies, with 78.9% share (1,856 of 2,353 companies with a detectable system), ahead of Microsoft Clarity (17.4%) and MonsterInsights (2.9%).
How many UK e-commerce companies have a detectable Analytics?
2,353 of 61,187 actively-trading UK e-commerce companies (3.8%) have a Analytics detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.
What is a Analytics?
An analytics system measures how visitors reach and use an e-commerce site, including traffic sources, page activity and conversion paths. For UK e-commerce companies, it helps teams judge which channels and pages are contributing to sales or enquiries, and where onsite behaviour may need investigation.
How is Analytics usage detected?
Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.
Which has more UK e-commerce companies, Google Analytics or Microsoft Clarity?
Google Analytics: 1,856 detected companies versus 409 for Microsoft Clarity, of the 2,353 UK e-commerce companies with a detectable Analytics.
What is the best Analytics for UK e-commerce companies?
This page reports observed usage shares rather than making a recommendation. Google Analytics has the largest detected share overall at 78.9% (1,856 companies), and it also has the largest share in Under 10 employees at 79.9% of 1,645 companies, 10–50 employees at 76.6% of 662 companies and Over 50 employees at 73.9% of 46 companies.

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