How to Do eCommerce Competitor Research: 10 Proven Tactics

If you’re running an eCommerce business, you already know competition is fierce.

Every product you launch, every ad you run, every price you set—someone else out there is doing the same thing. Probably better. Or at least louder.

That’s why competitor research isn’t optional in eCommerce. It’s essential.

This guide breaks down 10 practical ways to analyze your competition, learn what’s working for them, and use that insight to grow your store. Whether you’re selling supplements on Shopify, running an Amazon FBA brand, or building a niche DTC product, these tactics apply.

Identify your real competitors

Before spying on anyone, make sure you’re spying on the right people.

Start by searching your core product on Google and Amazon. Who shows up organically? Who’s running ads? These are your immediate competitors.

Also check:

• Google Shopping results
• Instagram and TikTok influencers in your niche
• Amazon “Customers also bought” sections

Create a shortlist of 5–10 competitors who sell similar products to similar audiences. Bonus points if they’re targeting the same price range.

Analyze their website and product pages

A competitor’s site is a goldmine of strategic intel.

Look at:

• Homepage layout – What’s the first thing they highlight?
• Product page structure – Are they focusing on reviews, ingredients, lifestyle images?
• Pricing strategy – Are they premium, value-based, or discount-driven?
• Copywriting tone – Are they cheeky, clinical, minimalist?

You’re not just seeing what they sell. You’re seeing how they sell it—and that can reveal a lot about their target customer.

Reverse-engineer their SEO strategy

Use tools like Ahrefs, SEMrush, or Ubersuggest to uncover:

• Their top-performing pages
• What keywords they’re ranking for
• Who’s linking to them

For example, if your competitor is ranking for “best vegan protein powder for women,” and you sell a similar product, that’s a keyword you should consider targeting too.

Want a shortcut? Run this Google search:

site:competitor.com inurl:blog

This shows you every blog post on their site. Start with the ones that have lots of backlinks and traffic.

Audit their product catalog and positioning

Are they focused on a single hero product or a full suite of SKUs? Do they have bundles, kits, or subscriptions?

This tells you how they think about LTV (lifetime value) and AOV (average order value).

If they’re bundling and you’re not, you’re probably leaving money on the table.

Study their pricing and promotional strategy

Sign up for their email list. Watch their product pricing for 2–3 weeks.

Are they constantly running 10% off deals? Flash sales? Free shipping?

Use a spreadsheet to track:

This gives you a pattern of how often they discount and what their go-to tactics are.

Monitor their ads (Meta, Google, TikTok)

If you’re not watching your competitors’ ads, you’re flying blind.

Here’s how to check:

• Meta Ads Library: Go to Meta Ads Library, type in their brand name.
• TikTok Creative Center: Check what’s trending in your niche.
• Google Ads Transparency: Google your keywords and see who’s paying to show up.

Take note of:

• What creatives they’re running (UGC, founder-led, product demo)
• What copy and CTAs they’re using
• Which products they’re promoting most

Over time, you’ll see which ads stick around (a sign they’re working) and which vanish quickly (probably not working).

Track their reviews—especially negative ones

Reviews tell you what customers really think. Focus especially on:

• Recurring complaints
• Unmet expectations
• Shipping/delivery issues

You can use this to improve your own product or customer experience—and even use their pain points as angles in your ad copy (ethically, of course).

Tools like Fakespot or ReviewIndex can help summarize patterns quickly.

Analyze their social presence (and comments)

Followers don’t matter. Engagement does.

Look at:

• What platforms they prioritize (Instagram, TikTok, YouTube Shorts)
• What content gets the most engagement
• Comment sections – Are customers asking questions? Complaining? Praising?

This gives you a window into their community—and a feel for what kind of messaging resonates in your niche.

Use tech stack tools to peek under the hood

Want to know what apps, platforms, and tools your competitors are using?

Try:

• BuiltWith – Shows you what eCommerce platform, analytics, marketing tools, and plugins they use.
• Wappalyzer – Browser extension that gives you the tech stack in one click.

If they’re using ReCharge for subscriptions or Klaviyo for email, that tells you how seriously they’re investing in retention and automation.

Place a test order

If you really want to understand a competitor’s experience, become their customer.

Look for:

• Checkout flow – Is it smooth? Optimized for upsells?
• Packaging – Is it premium? Eco-friendly? Cheap?
• Unboxing experience – Is there an insert, QR code, or surprise gift?

This tells you what level of experience they’re delivering post-purchase—which is often where brand loyalty is won or lost.

Turning Insight Into Action

Competitor research isn’t just about copying what others do. It’s about understanding the standards of your market—and finding opportunities they’ve missed.

Use these 10 tactics to get a sharper picture of what you’re up against and how to out-position your competitors.

Because in eCommerce, the brand that understands the customer and the competition usually wins.