Entire Internet Update Insights – Jan to June 2014

These insights are based off of 252 million domains indexed in January 2014 and 287 million domains indexed in June 2014. This data provides some insights into how the Internet has changed in a relatively short period of time (six months).


HTML5 DocType

The HTML5 DocType saw an increase of 6,892,302 million domains, HTML5 has one of the steepest increase curves in the top million trends as well. John Resig, the creator of JQuery (which increased by 3.7 million domains) talks about the advantages of the HTML5 DocType back in 2008. One major reason? Compatibility. Using the HTML5 DocType makes websites easier to build across multiple browsers.


Meta Viewport

The viewport meta tag lets you control how a web page is represented on browsers with different screen resolutions and scales. This meta tag is a part of the web design approach known as Responsive Web Design and provides the necessary workings for a website to have an optimal viewing experience across devices. As smart phone usage increases, the requirement for responsive websites becomes more important, and this increase in domains using it reflects that.


Bootstrap Increase

Twitter Bootstrap is an extremely popular framework for resetting CSS styles and providing a base functionality for building a website. Tables, buttons, grids are all represented within the framework. We use it for BuiltWith.com and so do 3.6 million other websites on the Internet.


Meta Keywords Losers

Google Ignores the keywords meta tag. Keywords aren’t listed on the Webmaster tools meta data page. If Google aren’t using them, why use them at all? Back in the 90ies the keywords tag was one of the most popular meta tags on the Internet (source). However even though it dropped almost 4 million domains in the last 6 months, 47 million domains are still using it, based on those numbers we might still see some websites still using this tag in 2020.


Premium Winners

What are the most prolific premium tools on the Internet? Visual Website Optimizer, Optimizely, Squarespace, MailChimp and WooCommerce increased their usage on over half a million websites combined in the past 6 months.


Technology Consolidation

One of the most interesting stats to come out of the six month update is that 60% of premium technology providers (ones that charge a fee for their software) have lost market share since January losing a combined 817,000 domains, whilst the top 40% have increased their market share, adding a combined 1,200,000 domains. This could be an interesting trend and we’ll follow it closely over the next 6 months.


Premium Sites Index

We’ve added a new index to our tracking systems this week called “Premium Sites” – this is a list of over 10 million online businesses we consider to be of interest to the majority of people using the BuiltWith Pro service because they are implementing technology that is of interest.

This list will be continuously updated and thoroughly indexed as part of our new real time infrastructure. We’ve started by putting premium site totals into our free Trends data -

Premium Sites


One interesting metric that comes out of this is how many premium sites rely on open source tools. For example, the coverage totals above show that over 1 in 5 premium sites are using WordPress for a least one aspect of the web infrastructure.

This also means our free tech profile lookup tool will have much richer data for these additional 7 million businesses going forward.



Moving to Real Time

BuiltWith first told people what websites were “built with” back in 2007, only 11 months after Google Analytics became fully available for people and businesses to add to their websites. In those 7 years web integrated services have grown into a billion dollar industry.

The web is constantly changing and to keep up with the pace of this change we’re rolling out a new project (which internally has been known as Santana22) that moves us to a real time update infrastructure. This means we’ll be using a new resource pool of over 7.5 billion entry points to find new leads and technologies in use on the web today.

Back end Interface to Santana22 – Real Time Updates

The system has entered production today and will be fine tuned over the coming weeks to ensure it’s running at full capacity on production servers from within our test environment.

A Santana22 development processor machine

The refreshed back-end will be used to improve front-end functionality, beginning with a default report type of “Live” – rather than static snapshots between dates, the default technology report type will now reflect live results from the entire internet.

Live Reports

By default, technology reports will now be live.

We’ll be doing some case studies on the power of this system in the coming weeks. If you’ve got any questions please contact us we’re happy to help.

Prioritized Leads

You can now prioritize reports you create on BuiltWith Pro. This allows you to easily create a list of well defined leads relevant to your organization. For example you can now tell BuiltWith Pro to -

  • Show you a list of sites spending between $100 and $1000 on web technologies
  • Show you a list of sites that are not using any form of A/B Testing
  • Show you all of the sites in California that started using Amazon as their web hosting provider in the past 3 months
  • Show you all of the sites that have not implemented call tracking but do have an eCommerce product installed
  • Show you all sites in your list that aren’t or are mobile optimized (demo)

Prioritize Leads The prioritized report filtering configuration options are endless and can be catered to your specific requirements for lead generation. Watch a demo of Prioritized Leads in action. This additional tool doesn’t use any of your quotas and is live on BuiltWith Pro now.


SendGrid – Technology Growth Award Winner

This in the next post in our Technology Growth Awards series where we look a little more closely at some of the fastest growing technologies on the web today. Using BuiltWith data, we’ve highlighted some of the technologies who have seen a significant and continuous increase in users over the last twelve months. In the last post, we featured WooCommerce. Today, it’s time to take a closer look at SendGrid.

Sendgrid Usage

SendGrid is one of the worlds leading transactional email providers (for a bit of background on the email marketing scene you might want to read this post on premium mail providers). Founded in 2009 by three engineers who were frustrated with the email service providers out there, SendGrid was launched to improve email deliverability. The app has become incredibly popular and SendGrid now sends billions of emails every month. In total, SendGrid has sent out over 200 Billion emails.

SendGrid boasts some high profile users. According to their homepage, SendGrid is used by big names such as Spotify, Pinterest and Foursquare. The BuiltWith B2B Lead Data reveals that plenty of other high profile websites also use SendGrid to handle (at least some of) their email. The image below is a screenshot of a Builtwith report showing the likes of eBay and GoDaddy amongst the list of SendGrid users, but there are plenty of other big names in the list.

BuiltWith SendGrid Screenshot

SendGrid’s growth over the year hasn’t been as fast as some of the technologies that we’ve featured as part of the Technology Growth Awards series, but it has certainly been consistent. There’s been an increase in users of more than 30% over the last year.


Growth of Sendgrid customers in the top 100k sites by traffic since August 2012.

Growth of Sendgrid customers in the top 100k sites by traffic since August 2012.

The technology is especially popular with some of the larger websites and SendGrid handles the transactional email for a big chunk of the top 10K websites. SendGrid’s market share drops when we look at all of the websites out there, although it still maintains a good portion of the overall market. This perhaps suggests that SendGrid is seen to be a more stable and established technology than some of it’s competitors (such as Mandrill, which is also seeing some strong growth).

SendGrid Transactional Email Share Top 10k Sites vs. Entire Internet

SendGrid Transactional Email Share Top 10k Sites vs. Entire Internet

It looks to have been a very good year for SendGrid and the trends suggest that the transactional email is a growing market. SendGrid are positioned very well with some high profile users and look set to have another year of steady but significant growth.

All of the data used in this post and the infographic above has been provided by BuiltWith. You’ll find more data on SendGrid here. Find out more about BuiltWith Pro, the data we have available and how you could use it to benefit your business.

The Growth of Premium Mail Providers 2014

For the last couple of years there has been a lot of hype around social media marketing, content marketing, growth hacking and a whole host of other buzz-phrases. Every so often “the next big thing” is announced and everyone seems to want to pile in.

In all of the commotion, some of the more traditional forms of marketing appear to have fallen by the wayside. Most businesses don’t even consider physical marketing (using snail-mail to send newsletters, brochures etc) any more. Even email marketing has lost it’s appeal for many.

It’s true that email marketing isn’t massively exciting. It isn’t sexy and it definitely doesn’t have the “wow-factor”. However, email marketing works. It’s tried and tested and when done properly, it gets results. With all of the new forms of digital marketing that have been introduced over the last couple of years, email marketing didn’t die. It just kept plodding along, working hard for everyone who stuck with it. Lately, it’s been seeing a bit of a resurgence.

There are two types of email marketing that are typically used today which can be broadly grouped as “Marketing email” and “Transactional email”. Marketing email is what most people usually think of when they hear the term “email marketing”. It would include things like newsletters and promotional emails send out to a mailing list. Anything sent in bulk would count as marketing email. Transactional email is a bit different, focussing on the emails that are sent out to an individual in response to a particular action or request. Examples of transactional email would include password reset emails, notifications about received messages, following up when a cart full of products is abandoned. Marketing through transactional email is a newer approach and it’s the area of the most innovation of the last few years.

Today I want to highlight a few premium (paid for) email providers who have been growing over the last year or so. These aren’t necessarily the biggest email providers but these are all services that stood out from the Builtwith data. They’re all providers which, according to the data, are growing.

Mandrill is a transactional email product which has been developed by the team behind MailChimp (the popular email platform which sends out more than 6 billion emails every month). They describe the product by saying “Mandrill is MailChimp for apps” which sums things up quite nicely. App developers can use Mandrill to send personalized one-to-one emails (such as receipts, notifications or password reminders) to users.

Mandrill is run as a startup inside MailChimp and there is a lot of overlap with the parent company. A team of MailChimp engineers was formed to work solely on Mandrill and the MailChimp heritage shines through. Even the pricing structure Mandrill have adopted is similar to MailChimp, with a generous free usage quota.

Take a look at the Builtwith usage data for Mandrill. The trend is clear and appears to be accelerating into 2014. Mandrill looks like it might be a product to watch this year.

Mandrill Growth

Mandrill Growth since 2012 in Top 10k/100k/1m Sites

Amazon SES
Based on the infrastructure developed to serve their own customers, Amazon offers an outbound only email service. The SES stands for Simple Email Service and that describes exactly how Amazon are pitching this.

As with some of their other services, Amazon SES users only pay for what they use. There is a free tier and close integration with some of Amazons other product offerings.

Amazon SES has been around for a few years now (since early 2011) and has seen a gradual increase in usage. The Builtwith trends data shows that the growth of Amazon SES has been slow and steady. Over the last year, the product has seen an average monthly increase in usage of just over 3% (based on usage in the top 1 Million websites).

Amazon SES Growth since 2012 in Top 10k/100k/1m Sites

Amazon SES Growth since 2012 in Top 10k/100k/1m Sites

Founded in 2009 by a team of engineers who were frustrated with sending email using the tools available at the time, SendGrid has become an established product in the transactional email domain. SendGrid offer marketing email services but they’re most well known for the transactional side of things. With intuitive reporting and analytics, SendGrid has a strong user base which includes companies like Pinterest and Foursquare.

As you can see in the chart below, SendGrid have a larger user base than Mandrill (who also offer a transactional email service, and are not afraid of being compared to SendGrid) and are growing month on month. However, Mandrill are growing at a faster rate and are closing the gap.

SendGrid growth across Top 10k/100k/1m sites since 2012

SendGrid growth across Top 10k/100k/1m sites since 2012

Wrapping Up
Although some of the buzz around email marketing died down for a little while, the practice never went anywhere. Today’s best email marketing tools do more than just send email though, as the three products described above show. There’s a demand for strong reporting and analytics and transactional email is growing in importance too.

The usage trends of these three products suggest that either more people are using email marketing as a whole or that people are turning to innovative products which offer a more comprehensive email marketing package.

Either way, the email marketing space could be interesting to watch over the next year or so. Mandrill look like they’re going head-to-head with Sendgrid and I wouldn’t be too surprised to see a disruptive new product or two enter the race before too long.

For a closer look at the data behind these email marketing products, as well as a whole host of other technologies, head over to the BuiltWith Trends pages. If you’d like to dig a little deeper into the BuiltWith data for email marketing products or anything else, a BuiltWith Pro membership might be for you. Have a look at what’s on offer with BuiltWith Pro here.




WooCommerce – Technology Growth Award Winner

This in the third post in our Technology Growth Awards series looking at some of the fastest growing web technologies online today. Using our own BuiltWith data, we’ve highlighted some of the companies who have seen continuous and significant growth over the last twelve months (or more in many cases). In the last post, we featured AdRoll. Today, it’s time to take a closer look at WooCommerce.

Woocommerce Growth Award

WooCommerce is (in the words of the team behind it) “a Wordpress eCommerce toolkit that helps you sell anything, beautifully” and is the flagship product from WooThemes. WooCommerce has been seeing huge growth over the last year and has become one of the most popular eCommerce platforms online today.

This isn’t where it all began for WooThemes though, who had been up and running for a while before WooCommerce was launched. The company started out by producing custom themes for WordPress with the aim of enhancing the appearance, functionality and usefulness of a WordPress site. As they’ve grown, WooThemes has expanded beyond the scope of just WordPress themes.

The journey began way back in the early days of WordPress. At the time, only a limited number of themes were available and late in 2007, the very first premium (paid for) WordPress theme was released by Adii Pienaar. The theme turned out to be a hit and Adii was joined by Mark Forrester and Magnus Jepson around the start of 2008. The trio collaborated building themes for a few months and in July 2008, they decided to drop their other freelance work to focus their efforts on building the WooThemes business. The team worked remotely in different countries (which is still the setup the company uses today) and the founding trio didn’t meet in person until April 2009 at a conference in London.

Things went well and the company focussed mainly on WordPress themes for the next few years. It wasn’t until September 2011 that WooCommerce arrived on the scene. WooThemes worked with the developers of Jigoshop (a WordPress eCommerce plugin) to branch their product and turn it to the first release of WooCommerce. The product proved to be a hit and gradually began gaining support and growing in popularity. That has stepped up significantly over the last year or so and WooCommerce is now in the top 5 most popular eCommerce platforms. As you can see from the chart below, the Builtwith usage data shows the trend is very clearly in an upwards direction, and it shows no signs of slowing down.

WooCommerce Growth in Top 1m Sites 2012-2014

WooCommerce Growth in Top 1m Sites 2012-2014

WooCommerce allows users to launch attractive, high quality stores quickly and easily. The core product is free (users can buy add-ons to extend WooCommerce if needed) which almost certainly adds to its appeal. The company has a rich background in design which really shines through. WooCommerce isn’t just about providing the right functionality for users. WooCommerce offers more than that. It’s about the whole package.

From analysing some of the BuiltWith data for WooCommerce, it was interesting to find that only a very small percentage of the websites using WooCommerce are also using other eCommerce plugins. The uptake of complimentary technologies (as shown in the middle section of the infographic above) is very low. This again points to the fact that WooCommerce offers something of a one-stop-shop for users looking to set up their own eCommerce store. With WooCommerce, there doesn’t seem to be much need to run any additional eCommerce technology.

Things look like they’re going well for WooCommerce, and the trend looks set to continue well into 2014 and beyond. It’ll be interesting to see whether WooCommerce can overtake one of its competitors to cement itself in the top 3 most popular eCommerce platforms.

All of the usage data used in this post and the infographic above has been provided by BuiltWith. View WooCommerce Trends data here. To find out more about BuiltWith, the types of data on offer available and how you can use it, head over to BuiltWith Pro Features.

BuiltWith Predictive Leads

“Predictive Leads”, “Big Data”, “Cloud Computing” – they are all just buzzwords until you can actually use these services to improve your bottom line.

BuiltWith Pro reports now have a Predictive Tab that can help you determine new sources of leads for your business.

Predictive Screenshot
How do I use this new feature?

  • Step 1: Create a report based on a web technology, ecommerce category or your own list of websites as per normal
  • Step 2: Click the “Predictive” tab in your report
  • Step 3: Browse the technologies your lead list websites were previously using to determine a good source of new leads.

Predictive leads use our vast historical technology database to determine the technologies websites in your report used in the past. We then identify patterns that emerge from that data, allowing you to find new sources of leads based on this historical data.

Example: Do BuiltWith Predictive Leads work in the real world?

We took a known technology comparison to see if the predictive tab reported an outcome as we would expect -

Digital Ocean vs. Linode
If you Google the term “Digital Ocean vs. Linode” there’s over 12k results, being one of the most hotly contested comparisons of hosting providers, we thought we’d see where Digital Ocean’s next customers were coming from using the Predictive tab on the report for all sites using Digital Ocean. We expected Linode to feature prominently in that report.

Linode Comparison

The report shows that Linode is the top predictive source for new leads for Digital Ocean, and lists other potential lead sources under hosting below it.

This is just one example, the possibilities are huge for your own research and we welcome you to try out this new feature of BuiltWith Pro.

If you’ve got any questions about this new feature, please contact us, we are happy to help.

Who’s Using Magento?

Magento Logo

Back in 2008, a new eCommerce platform was born. Magento, which was originally intended to be a fork in the development of osCommerce (a popular open source eCommerce platform), has been growing ever since. In 2011 Magento was acquired by eBay Inc and now sits amongst the top three eCommerce platforms on the web. In this article, I’m going to take a closer look at Magento and some of the websites which are using it to handle their eCommerce storefronts.

As you can see from the trends data below, Magento usage has been consistently on the increase for the last few years. In fact, thanks to a recent surge in the number of sites using the Enterprise Edition, Magento usage is accelerating and the platform is off to a great start of 2014.

Top 100k Sites Using Magento Over Time

Top 100k Sites Using Magento Over Time

Magento comes in three flavours, each offering something slightly different. Here is a very quick run through of the three products offered by Magento:

  • Magento Community Edition – This is really where it all began for Magento. The Community Edition remains an open source, free to download, version of the software. With a bit of work from a developer, the Community Edition can be moulded and shaped to form a reliable storefront for almost any purpose.
  • Magento GO – A solution aimed at small business merchants looking to set up shop online quickly and easily. Magento GO offers a fully hosted storefront with a custom design.
  • Magento Enterprise Edition – As you’d expect, the enterprise edition is where things get serious. Boasting a powerful feature set with custom design and detailed analytics, the Enterprise Edition is aimed at larger, more demanding online stores.

In my opinion there’s no better way to understand a product than to see it in action. So, using BuiltWith website technology data, I’ve picked out ten examples of sites using either the Community Edition or the Enterprise Edition of Magento. As you’ll see below, Magento is a flexible platform which means it can be implemented in a range of different ways.

First up are five sites that are using the Community Edition of Magento.

Sam’s Club Auctions
Sam’s Club sells a huge range of products via an auction format. Whether you’re looking for a blender, a necklace or a new TV, Sam’s Club Auctions may well be the place to go. Magento is used to store and display the product catalogue.

Sam's Club


Shop Heritage
The online store for The Heritage Foundation (a US think tank who formulate and promote conservative public policies) is powered by Magento. The store mainly sells books and apparel, including quite a range of ties.



AAA Ohio
AAA Ohio are using Magento to offer a range of travel gear and other accessories in a traditional store layout. Of all of their products, my personal favourite has to be the OSU Football Purse.



United Airlines advertise their duty free products via a Magento powered eCommerce store. Although most products are not available to be bought online, United have used the format of product listings in an eCommerce store to display information about the what’s on offer during flights.

United Airlines


BMJ Masterclasses
BMJ Masterclasses is a little bit different from some of the more traditional eCommerce stores we’ve looked at so far. Instead of selling and shipping physical products, BMJ Maserclasses is using an eCommerce store to sell tickets to specialist medical training events.



The next five websites are all using the Enterprise Edition of Magento. There isn’t a huge difference in the type of websites using the Enterprise Edition, although you’ll probably notice that the sites in this line-up are generally a bit more polished.

The Blaze Marketplace
This website is all about promoting small businesses. The Blaze Marketplace has a goal to assemble the world’s finest collection of unique small businesses. They’re about more than products or prices – the stories matter too. The Blaze are pretty selective in who they promote and each business that’s featured has a space to share their story and explain what they stand for. The Blaze is proving popular with a growing, active social media following. It’s no wonder they’ve opted for the Enterprise Edition of Magento to deliver their store.

The Blaze Marketplace


Refinery 29
A hugely popular independent fashion website with a strong, crisp design, Refinery29 is all about inspiring visitors to live with style and creativity. Refinery29 attracts over 1 billion page views in a year and offers a clean and attractive eCommerce store as part of the site. Again, it’s no wonder they’ve opted for the robust and customizable Enterprise Edition of Magento.



Warriors in Pink
Warriors In Pink is a website which exists to help the fight against breast cancer. In 2006 Ford launched the Warriors in Pink campaign and introduced the first Warriors in Pink line of clothing and accessories. All of the net proceeds from sales on the site is dedicated to fighting breast cancer with donations going to charities that offer a wide-range of support.

Warriors in Pink


Gallup is a platform which allows users to access and interact with global intelligence data. Powerful information can be interrogated and manipulated in a range of ways. The eCommerce aspect of the site is limited, but important in that it provides a gateway to the underlying analytics platform.



Catholic Answers
This site is much more of a traditional eCommerce store. Catholic Answers stocks Catholic resources and information, mainly in the form of books. Magento provides a stable backbone for the store.

Catholic Answers


So there you have it, the sites shown above are ten of the most popular Magento powered websites online today. It’s interesting to see how the same underlying technology has been implemented differently on each site. There are a couple which certainly stand out as being a step removed from the more traditional eCommerce stores. Part of the power of a platform like Magento is that it’s versatile and robust. It can be successfully implemented in a range of scenarios.

The list of Magento sites presented here has been compiled using BuiltWith data. If you’d like to discover more of the 200,000+ websites using Magento, a BuiltWith Pro Subscription might be for you. There is more free information about Magento usage here.