The Wayflyer eCommerce Stack - July 2026
A fraud tool tops both our leaderboards this month
Welcome back to the Wayflyer eCommerce Stack, our monthly read on the apps eCommerce brands actually run. Two leaderboards and one map, based on what we see across our own base of brands.
Last month Forter arrived as a new entrant to the 100 most-installed apps and went straight to the top of Fastest Growing. This month it has doubled down, and now leads both lists at once.
Forter and Redo are adding brands in volume and still growing quickly; two to watch for sure.
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 July.
Two things stand out in the stack this month.
Forter is moving down-market.
Forter tops the leaderboard in "Fastest-Growing" and "Trending". Adoption of this app is skewed towards the largest brands; a brand with GMV above $5M is roughly 9 times more likely to run Forter than a brand below $1M. However, the fastest growth this month has come from brands under $5M, with all bands seeing adoption rise.
The fastest-growing brands run analytics more.
Amplitude and Contentsquare both break out this month, which is the second month analytics has shown up on these lists. Furthermore, the fastest-growing quartile of brands are more likely to run analytics: 1.4x more likely to run Triple Whale, 1.8 times more likely to run Heatmap, and about twice as likely to run Richpanel.
Overall in the Analytics category, we see more movement: Amplitude (+8%) and Contentsquare (+12%) both rose this month. At the same time, Segment (-7.6%), Smartlook (-4%), and Hotjar (-2.1%) all fell. Brands are swapping measurement tools; likely because better data gives better decisions, and data insights don't require a long time to come to fruition. With more tools offering expanded offerings, brands are also likely cutting down on duplicative spend, opting for a more concentrated toolset.
The refreshed stack
Here is the map as it stands this month. Every app category our brands run, with each tool sized by the share of brands that have it installed. It is interactive: filter by annual GMV, by industry, and down to the top 25% fastest-growing brands, then switch between adoption and month-over-month momentum to see what is being added and what is being dropped. Try it out yourself.
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.