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E-Commerce Web Analytics Market Share (January 2010)

January 25th, 2010 by Doug Bright

We’ve wrapped up our first look at web analytics market share among online retailers and if you’ve been thinking about ditching your current package for the free Google Analytics, it appears you’re not alone. Google Analytics is now in use by 44% of online retailers with Omniture close behind at 34%. Coremetrics rounds out the big three with 17% market share.

As expected, Google Analytics dominates with smaller e-commerce players while Omniture owns the 5 million uniques/month and above segment. Coremetrics makes a respectable showing in the 500,000+ monthly uniques segment.

33% of mid-sized retailers use two or more analytics packages — nearly double the rate of larger retailers.

Of those, nearly all are using Google Analytics with either Omniture or Coremetrics. Is this a sign that retailers are kicking the tires on Google Analytics or is it just an inexpensive way to validate the figures from the more powerful packages?

Update: The full e-commerce web analytics market share report is now available for download in PDF format.

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This entry was posted on Monday, January 25th, 2010 at 1:40 pm and is filed under Coremetrics, Google Analytics, Omniture, Web Analytics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

5 Responses to “E-Commerce Web Analytics Market Share (January 2010)”

  1. Dave Chaffey Says:
    January 25th, 2010 at 3:07 pm

    Interesting Doug - but would be useful if we knew more about the sample frame - how selected / surveyed and sectors - is it retail users of your tool only?

    Thanks, Dave

  2. Twitter Trackbacks for E-Commerce Web Analytics Market Share (January 2010) [istobe.com] on Topsy.com Says:
    January 26th, 2010 at 1:22 am

    [...] E-Commerce Web Analytics Market Share (January 2010) istobe.com/blog/2010/01/25/e-commerce-web-analytics-market-share-january-2010 – view page – cached « 37% of Retailers Who Use Omniture or Coremetrics Also Use Google Analytics [...]

  3. Doug Bright Says:
    January 26th, 2010 at 8:39 am

    Hi Dave,

    We’re actually putting the full report together now which will have some of the information you asked about (broken down by sector, etc.).

    The sample is retail users only, but is not limited to users of our tool. There is a lot of overlap between the retailers surveyed in our free shipping report (http://istobe.com/free-shipping.html) so you can check that out in the meatime to get a feel for where the data came from.

    Doug

  4. John Hossack Says:
    January 26th, 2010 at 1:31 pm

    I did a similar piece of research 2 years ago. It is interesting to see how some of the numbers have changed. It seems that Google’s market share is growing and Omniture’s is holding steady. http://blog.vkistudios.com/index.cfm/2008/2/22/Is-Google-Analytics-Taking-Over-the-World

  5. Dave Chaffey Says:
    January 27th, 2010 at 3:23 am

    Thanks Doug - Geography would be useful too - let me know when the full research published.

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