Reading Time: 5 minutes

It’s not easy to operate a business, especially when you’re worried about the guy down the street taking customers away from you.” – Neil Patel

eCommerce is rife with competition. An eCommerce agency here, an agency there, agencies everywhere.

And just when you think you have a good lay of the land, another one pops up and starts creating ripples on your previously calm(ish) pond.

It’s not all bad, though. With so many competitors surrounding you, you have a prime opportunity on your hands: eCommerce competitor analysis.

Competitive analysis of eCommerce sites is what you should do both before starting a business and while running it. It helps you learn more about your competitors — their strategies, their social footprint, their keywords, everything — and what you can do to either catch up to them and beat them, or widen that gap and keep beating them.

Regarding how to research your competition, you can start with the following 10 tools.

1: SpyFu


SpyFu exposes the search marketing secret formula of your most successful competitors.

SpyFu is one of the best competitor research tools out there.

Whether you want to focus on PPC, SEO or keyword research, SpyFu has MANY tools you can use. For example, you can search for competitors and look over their keywords and ads:

  • AdWords competitor keyword spy tool
  • Monitor PPC competitors
  • Find competitors’ keywords you don’t already buy
  • Etc.

You can also look deeper into their content, keywords and backlinks:

  • Research competitor’s SEO keywords
  • 3-way competitor keyword research tool
  • Check competitor backlinks by keyword
  • Etc.

And go even deeper into their keywords:

  • Quality backlinks for specific keywords
  • PPC and SEO SERP analysis
  • SEO keyword ranking history
  • Etc. 

2: Sprout Social

sprout Social

Social media management made easy.

As you can see from their tagline, Sprout Social specialises in social media.

It gives you insights into competitors’ messages, content, social presence and more, and goes beyond by giving you real-time social monitoring

You also have a Facebook Competitors report that compares your own growth with that of your competition’s by breaking down your Page impressions, measuring fan growth, identifying your best content, and providing customisable reports that make Facebook analytics digestible and ready to present.

3: SEMrush


All-in-one Marketing Toolkit for digital marketing professionals.

As an all-in-one marketing tool, SEMrush helps you with SEO, paid traffic and social media.

With SEO, you have a technical SEO audit, a backlink audit with analytics, competitive intelligence and position tracking.

Paid traffic gives you an analysis of your competition, as well as ad keywords and creatives research and strategy analysis.

As for social media, you can discover best-performing posts, compare how you’re performing against your competitors, and get instant insights into your social strategy.

More on the competitor analysis side, you have:

  • A domain overview that gives you a bird’s-eye into a competitor’s online presence
  • Traffic analytics that identify your competitors’ main traffic sources
  • Benchmarks to compare competitors against each other
  • An overview of your competitors in organic search results
  • An in-depth analysis of competitor backlinks
  • A lot more

4: BuzzSumo


Analyze what content performs best for any topic or competitor.

Like its name states, BuzzSumo centers around what’s ‘buzzing’ online.

To make sure your strategies are as informed as possible, it doesn’t only show you content from your competitors, but also top-performing content from topics that are relevant to your brand.

More on the competitor research side, BuzzSumo shows you:

  • Your competition’s most shared content
  • Who has been sharing your competition’s content
  • Alerts when a competitor publishes something
  • Detailed competitor content performance reports
  • A lot more

5: MozBar


Your free all-in-one SEO toolbar for research on the go.

MozBar is slightly different than the other tools in this list in that it’s more of an “SEO toolbar” that gives you instant metrics while phentermine med viewing any page or SERP.

That being said, the MozBar extension is a must because it shows you how much of an authority (in Google’s eyes) your competitors are.


By showing you both their domain authority and page authority score.

Apart from these link metrics, it also offers a page analysis to explore on-page elements and general attributes, and the ability to find and highlight keywords on a page and separate them by type (followed, no-followed, external or internal).

6: Ahrefs


Ahrefs helps you to learn why your competitors are ranking so high and what you need to do to outrank them.

Ahrefs is a tool that provides you with more tools to grow your search traffic, research your competitors and monitor your niche.

For example, it gives you an organic search report where you can see the keywords your competitors are ranking for and how traffic they’re bringing them.

Like BuzzSumo, it also gives you a look into their top performing content, and provides other tools that fall into the following categories:

  • Competitive analysis
  • Keyword research
  • Backlink research
  • Content research
  • Rank tracking
  • Web monitoring

7: SimilarWeb


Market intelligence solutions to see all your competitors’ traffic.

SimilarWeb is a tool that helps you in many ways. For example, apart from helping you check up on your competitors, it helps you:

  • Track your market share
  • Make the right strategic decisions
  • Optimise your digital effectiveness
  • Discover trends as they happen
  • Win your market

With that in mind, SimilarWeb provides benchmarks against your competitors and industry as a whole so you have something to work toward, and even reveals your competition’s analytics and online strategy.

It also shows you a website’s referral traffic, what their site visitors were searching for and other similar sites they browsed so you have an overarching picture of their brand.

8: Feedly


Be in the know. Keep up with all the topics that matter to you. All in one place.

Feedly is a creative agency favorite you can use to keep up to date with your competitors’ content by gathering their publications, blogs, Tweets, YouTube videos, etc. in an easy to read and manage feed.

As an added extra, it can also integrate into Sprout Social!

9: MailCharts


MailCharts saves you the trouble of secretly subscribing to your competition’s emails and spending hours trying to find something actionable.

As we close, we’ll focus on two tools that specialise in email research.

The first, MailCharts, pretty much does everything for you.

For starters, as with many of these tools, you can track and report on competitors. Even better, you can also see a competitor’s email calendar so you can plan against it and improve your campaigns.

You can also compare your own campaigns with their database of marketing emails, which serves to give you a list of email best practices like timing, frequency and subject line length to ensure your campaigns are well optimised.

10: Owletter


Owletter captures, stores & analyses your competitor’s emails.

Finally, the last tool we’ll cover today — and the second that covers email — is Owletter.

Owletter automatically captures, takes a screenshot, stores and analyses every single email a competitor sends so you can learn from them and, with that information, beat them.

It creates a dashboard with those emails, which serves to break things down into sections, such as how many emails were sent and the days and hours they were sent, and sends you summaries detailing the emails you’ve ‘received’ in the past month.

Let’s Take a Second Look

As you can see, within the realm of eCommerce, there are many competitor analysis tools marketing teams can make use of.

Let’s take a second look at the ones we covered today:

  1. SpyFu
  2. Sprout Social
  3. SEMrush
  4. BuzzSumo
  5. MozBar
  6. Ahrefs
  7. SimilarWeb
  8. Feedly
  9. MailCharts
  10. Owletter


Leave a Comment