The Wayflyer eCommerce Stack - August 2026
See the way the leaderboard crumbles this month
Do you accept cookies when you visit a website? Or do you default to a blissful cookie-free existence (only to be asked each time you return if you are sure you don't want to accept a cookie)?
Well, the software that makes this possible is the number one app this month. Cookiebot is the fastest growing app both in absolute and relative terms.
Interestingly, it points to a broader trend we are seeing where "Compliance" tools are rising in popularity across eCommerce businesses. Last month, Forter topped the charts, and this month it's Cookiebot's turn. Compliance is becoming a bigger deal, with the EU in particular cracking down on large providers who don't properly adhere to online consent laws. We see even sub-$1M GMV brands increasing their usage of compliance-type apps; it's not just for the big players any more.
Helped by its integration and partnership with Google (cookie consent is mandatory to access Google Analytics) and its easy-to-use customization features, it's no wonder that Cookiebot is, ahem, gobbling up the competition.
Compliance has been growing the past few months, with an uptick since June (when sites advertising in the EEA and UK lost access to Google ad tools like conversion tracking and remarketing if they didn't have adequate consent gathering), growing 5-10% per month, and up 18% compared to August 2025.
Top performing apps
We publish two leaderboards each month. Fastest Growing ranks apps by net new installs, while Trending ranks apps by growth relative to their current size, so it surfaces the breakouts. Here is August.
Two other things to call out this month.
Say hello to Nostra
Nostra enters the top 100, and lands 2nd in "Fastest Growing" this month. An AI-powered storefront accelerator, adoption of this app is skewed towards the larger brands with annual GMV of over $5M. It's likely that smaller brands would not have the visitors to their storefront where investment in speeding up the shop would have a drastic impact on the user journey as a whole.
The fastest-growing brands still love to crunch the numbers
As I wrote last month, the top quartile of fast-growing brands over-index on Analytics. Software like WeTracked, Contentsquare, and Converge show up more than 2x as often as with the general population. Clean, clear numbers and data continue to matter most to the fastest growers.
The refreshed stack - August
Here is the map as it stands for this month. Every app category we see our brands run, with each tool sized by the share of brands that have it installed. It's interactive: filter by annual GMV, by industry, and down to the top 25% fastest-growing brands, and then switch between adoption and month-over-month momentum to see what's hot and what's not. Try it out here.
Disclaimer
Wayflyer Insights are based on aggregated, anonymized data from our base and are provided for general informational purposes only. They are not industry benchmarks, investment advice, or guarantees of outcomes, and may not be representative of the broader market.