Similarweb
Digital intelligence software for web, app, ecommerce, and advertising insights.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Similarweb Ltd.
- Entity type
- COMPANY
- Founded
- 2009
- Headquarters
- Israel
- Company size
- 1,001–5,000
- Market role
- Data Provider / Broker
- Ticker
- SMWB
- Official website
- similarweb.com
What Similarweb does
Similarweb operates a B2B software and data business built on proprietary aggregated digital behaviour datasets. It packages this data into subscription software products for different enterprise workflows, including market intelligence, sales prospecting, shopper analytics, app analytics, ad intelligence, and investor research. Value is created by collecting and standardising large-scale digital signals, turning them into dashboards, benchmarks, and APIs that customers use for strategic decision-making, competitive monitoring, and workflow integration.
Category differentiation
This is a B2B digital intelligence and analytics company, not a consumer web browser extension or a web design agency. It competes more directly with search, competitive intelligence, and market analytics platforms than with general-purpose ad buying tools.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Similarweb is a public B2B digital intelligence software company headquartered in Israel. It sells an analytics and data platform that aggregates web, app, ecommerce, advertising, and market signals to help enterprises analyse traffic, benchmark competitors, monitor ad activity, understand shopper behaviour, and support sales and investment research. Its customers include marketers, sales teams, retailers, app developers, analysts, investors, and enterprise data teams. The company generates revenue mainly from recurring subscriptions to its software modules and from data access products such as APIs and enterprise data feeds. Its acquisition history shows a strategy of broadening its intelligence stack across SEO, app analytics, and advertising intelligence, reinforcing its role as a cross-functional market intelligence platform rather than a single-purpose analytics tool.
Company news briefing
Briefing updated:
Following its Q2 2026 financial results, Similarweb launched visibility tools for AI ad placements across ChatGPT, Google AI Overviews, and AI Mode. The company further expanded its generative AI focus by partnering with NIQ to advance agentic commerce measurement, releasing its State of Ecommerce 2026 Report, and publishing the official 2026 Gen AI Landscape report.
Business model & monetisation
The company monetises primarily through recurring SaaS subscriptions, typically tiered by module, feature depth, access level, and seat count. Enterprise contracts appear to drive higher-value deals across products such as Sales Intelligence, Shopper Intelligence, App Intelligence, and Ad Intelligence. It also monetises through Data-as-a-Service and API access via annual contracts, per-seat licences, and broader enterprise agreements. Free and limited-access tools act as a lead-generation funnel into paid plans.
- Core intelligence platform subscriptions
- Software Subscription
- Module upsells for sales, shopper, app, ad, and stock intelligence
- Software Subscription
- Data-as-a-Service and API access
- Pay-per-Use
- Free tools used for lead generation
- Adopt-to-upgrade funnel
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Attain
Commerce data platform for targeting, insights and purchase-based measurement.
- Foursquare
Location intelligence, attribution and geospatial data software for enterprises.
- S&P Global
B2B financial, commodity and mobility data analytics provider.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Generative AI to Become New Discovery Layer in E-Commerce
E-Commerce · Recorded impact score: 3/5
A report by Similarweb indicates that generative AI is increasingly influencing online purchase decisions, appearing in over 11% of shopping journeys prior to transactions, up from under 5% two years ago. However, traditional search remains crucial, with 89% of AI-influenced journeys also using search engines. AI is primarily used in early stages for problem definition and product comparison, while search is relied upon for specific product checks. This creates challenges in attribution, as last-click models often misattribute AI-driven conversions to search or direct traffic. Retailers must now optimize for visibility across multiple digital layers, including AI-generated answers and on-platform shopping assistants like Amazon's, and ensure structured product data to enhance AI recommendations.
- Generative AI appears in over 11% of shopping journeys before a transaction, up from under 5% two years ago.
- In 89% of AI-influenced purchase journeys, a search engine is also used.
Similarweb State of Ecommerce 2026 Report Details How AI is Changing Shopper Journey
Recorded impact score: 3.5/5
Similarweb released its State of Ecommerce 2026 Report, detailing how AI is changing the shopper journey. Additionally, the company announced a partnership with NIQ to advance agentic commerce measurement and unveiled a solution to unlock AI ad placements across ChatGPT, Google AI Overviews, and AI Mode.
AI agents reshape commerce, measurement must catch up
Agentic Commerce, Measurement · Recorded impact score: 3/5
As AI agents increasingly handle product discovery and purchase, brands, retailers, and platforms are investing in new measurement strategies. Google's Universal Commerce Protocol and OpenAI's Agentic Commerce Protocol enable end-to-end shopping within AI experiences. NIQ and Similarweb have partnered to integrate AI-driven discovery measurement with retail sales data, helping brands gauge visibility and conversion. Key measurement areas include consumer intent, agentic shelf visibility, product content readiness, AI-driven traffic, and omnichannel purchase correlation. Emerging capabilities include OpenAI's ChatGPT pre-purchase signals, Mastercard and Visa's 'Know Your Agent' frameworks, and cross-channel identity resolution. Agentic commerce measurement is nascent, but these advancements are closing the gap between AI influence and sales attribution.
- NIQ and Similarweb announced advancements to agentic commerce measurement, adding measurement to NIQ's Commerce Intelligence.
- Google's Universal Commerce Protocol and OpenAI's Agentic Commerce Protocol allow complete shopping journeys within AI experiences.
Organic Visibility of German Online Shops Declines Significantly
SEO · Recorded impact score: 4/5
A study by Sistrix and LEAP reveals that the organic visibility of major German online shops dropped by 16.7% in 2026, the first decline in years. Concurrently, AI Overviews have tripled in presence, appearing in 14.2% of analyzed keywords. Despite this, shops are only cited in 5.3% of AI Overviews, widening the gap. Organic traffic share fell from 42.5% to 33.3%, translating to a €7.5 billion annual loss in organic-influenced revenue. AI Overviews are most prevalent in informational searches (69.7%) but rare in transactional ones (0.2%), indicating a shift in the research phase. Strong SEO domains are more frequently cited by AI, with a correlation of 0.66. The study recommends optimizing for AI citation and improving conversion rates, as 76% of top shops lack A/B testing tools.
- Median organic visibility of German online shops fell 16.7% year-over-year in 2026.
- AI Overviews presence tripled from 4.3% to 14.2% of keywords.
NIQ and Similarweb build AI shopping measurement system
AI · Recorded impact score: 3/5
NIQ and Similarweb are developing a measurement system to connect product discovery via AI assistants with website traffic, conversions, and sales. The first version is planned for Q4 2026 and will initially cover a limited set of product categories and markets. The system will track shopping journeys that begin in generative AI services such as ChatGPT, Gemini, Google AI Mode, Perplexity, and Claude, including cases where AI recommendations lead to visits through other channels. It will combine NIQ's product, consumer behavior, and retail sales data with Similarweb's digital data on AI platform activity and referral traffic. The companies also aim to assess product content readiness for AI representation and brand visibility in AI-generated recommendations. This initiative addresses the growing gap between AI platform usage and measurable referral traffic, as highlighted by Similarweb and Adobe research.
- NIQ and Similarweb are developing a measurement system for AI-assisted shopping, planned for release in Q4 2026.
- The system will cover AI assistants including ChatGPT, Gemini, Google AI Mode, Perplexity, and Claude.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Senior Account Executive, Enterprise(Senior) | GTM | London | |
| Director of Business Analytics(Director) | Operations | Tel Aviv | |
| Data Solutions Consultant - Investors(Mid-Level) | GTM | New York, NY | |
| Lead Data Analyst(Unspecified) | R&D | Prague | |
| Data Strategist - Investors(Mid-Level) | GTM | New York, NY |
Explore company relationships
Questions about Similarweb
What is Similarweb?
It is a B2B digital intelligence platform that provides web, app, ecommerce, advertising, and market analytics data.
Who uses Similarweb?
Its users include enterprise marketers, sales teams, retailers, app developers, analysts, investors, and data teams.
How does Similarweb make money?
It makes money mainly through recurring software subscriptions, enterprise licences, and data/API access agreements.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
Continue your research on Similarweb
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.