Analytics Used by UK Fashion Retail Companies: Market Share (2026)

Updated June 2026

Detected Analytics use is visible at 2,109 of 119,795 trading UK fashion retail companies; Google Analytics leads with 83.4% of detected installs (1,758).

Among 119,795 trading UK fashion retail companies, 2,109 have a detectable Analytics system. Google Analytics dominates the detectable market at 83.4% (1,758 companies), while Microsoft Clarity is a distant second at 10.1% (212).

Usage is concentrated in a short head of general web analytics tools, with MonsterInsights at 4.3% (90) and no other named system above 1.0%. Statcounter accounts for 1.0% (22), while Lucky Orange, ExactMetrics and TWIPLA each sit at 0.9% (18).

The tail is fragmented: 31 systems are detected in total, and 23 further systems cover 85 companies between them. Google Analytics sits first in every employee band, with 83.4% among companies under 10 employees, 83.5% among companies with 10–50 employees, and 80.6% among companies over 50 employees.

2,109

fashion retail with detected Analytics

Of 119,795 UK fashion retail

1.8%

Detection rate

2026

Systems detected

In this category

83.4%

Leader share

Google Analytics

UK Fashion Retail Analytics market share

Lucky Orange

Other (23 systems)

Share of the 2,109 UK Fashion Retail with a detectable system. As of June 2026.

Analytics compared

System	UK Fashion Retail	Share	Median headcount	London share	Typical profile
Google Analytics	1,758	83.4%	6	17.6%	Small fashion retailers, broad usage
Microsoft Clarity	212	10.1%	7	24.5%	Small teams, more London-skewed
MonsterInsights	90	4.3%	7	14.4%	Small retailers, plugin-led analytics
Statcounter	22	1%	—	—	View these companies in Firmbase →
Lucky Orange	18	0.9%	—	—	View these companies in Firmbase →
ExactMetrics	18	0.9%	—	—	View these companies in Firmbase →
TWIPLA	18	0.9%	—	—	View these companies in Firmbase →
Crazy Egg	17	0.8%	—	—	View these companies in Firmbase →
Plausible	16	0.8%	—	—	View these companies in Firmbase →
Mouseflow	15	0.7%	—	—	View these companies in Firmbase →
AdvertiserReports	12	0.6%	—	—	View these companies in Firmbase →
Smartlook	11	0.5%	—	—	View these companies in Firmbase →
Fathom Analytics	9	0.4%	—	—	View these companies in Firmbase →
Branch	9	0.4%	—	—	View these companies in Firmbase →
Contentsquare	8	0.4%	—	—	View these companies in Firmbase →
FullStory	7	0.3%	—	—	View these companies in Firmbase →
SiteWit	7	0.3%	—	—	View these companies in Firmbase →
PostHog	7	0.3%	—	—	View these companies in Firmbase →
Gauges	7	0.3%	—	—	View these companies in Firmbase →
Amplitude	7	0.3%	—	—	View these companies in Firmbase →
PagePulse	5	0.2%	—	—	View these companies in Firmbase →
Burst	5	0.2%	—	—	View these companies in Firmbase →
Heap	4	0.2%	—	—	View these companies in Firmbase →
CallRail	4	0.2%	—	—	View these companies in Firmbase →
CallTrackingMetrics	4	0.2%	—	—	View these companies in Firmbase →
Clicky	4	0.2%	—	—	View these companies in Firmbase →
Pendo	3	0.1%	—	—	View these companies in Firmbase →
Microsoft Power BI	3	0.1%	—	—	View these companies in Firmbase →
Piwik PRO	2	0.1%	—	—	View these companies in Firmbase →
Matomo Analytics	2	0.1%	—	—	View these companies in Firmbase →
Adobe Analytics	2	0.1%	—	—	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 Fashion Retail with under 10 employees, Google Analytics leads at 83.4% of the 1,455 with a detectable system; among UK Fashion Retail with 10–50 employees, Google Analytics leads at 83.5% of the 587 with a detectable system; and among UK Fashion Retail with over 50 employees, Google Analytics leads at 80.6% of the 67 with a detectable system.

Under 10 employees

Google Analytics

83.4% of band

This is the largest detected band, with 1,455 companies and a clear default around Google Analytics at 83.4%. Smaller fashion retailers appear to favour broad web analytics, with the rest of the market spread across lower-share alternatives.

10–50 employees

Google Analytics

83.5% of band

The 10–50 employee band includes 587 companies, and Google Analytics is almost unchanged at 83.5%. Competition remains concentrated among secondary analytics and behaviour-measurement systems rather than a separate mid-market stack.

Over 50 employees

Google Analytics

80.6% of band

Only 67 detected companies sit above 50 employees, and Google Analytics still holds first position at 80.6%. Larger fashion retailers show slightly more room for alternatives, but not enough to alter the ranking.

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.

Sources

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

UK Fashion Retail by Analytics

Fashion Retail Companies Using Google Analytics in the UK Fashion Retail Companies Using Microsoft Clarity in the UK Fashion Retail Companies Using MonsterInsights in the UK

Related directories

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Frequently asked questions

What is the most-used Analytics among UK fashion retail companies?

Google Analytics is the most-detected Analytics among UK fashion retail companies, with 83.4% share (1,758 of 2,109 companies with a detectable system), ahead of Microsoft Clarity (10.1%) and MonsterInsights (4.3%).

How many UK fashion retail companies have a detectable Analytics?

2,109 of 119,795 actively-trading UK fashion retail companies (1.8%) 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 helps UK fashion retail companies measure how visitors arrive, browse and convert across their websites. In this scope, detected systems include general web analytics, session measurement and related tracking tools used to understand ecommerce and marketing performance.

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 fashion retail companies, Google Analytics or Microsoft Clarity?

Google Analytics: 1,758 detected companies versus 212 for Microsoft Clarity, of the 2,109 UK fashion retail companies with a detectable Analytics.

What is the best Analytics for UK fashion retail companies?

This page reports detected usage rather than recommendations, so the “best” Analytics system depends on the company’s operating model and measurement needs. Google Analytics sits first across all bands: 83.4% among companies under 10 employees, 83.5% among companies with 10–50 employees, and 80.6% among companies over 50 employees. Across 2,109 detected companies, Google Analytics accounts for 83.4% (1,758), followed by Microsoft Clarity at 10.1% (212) and MonsterInsights at 4.3% (90).

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