Best Competitive Intelligence Tools in 2021 | Spy On Your Competitors

Best Competitive Intelligence Tools in 2021 | Spy On Your Competitors

October 25, 2018

If you want to win at e-commerce one of the crucial things you need is intelligence on your competition.

Making intelligent decisions relies not only on your assumptions but using real competitor data to see how your competitors are performing.

You’ll want to learn about:

  • Your competitors’ prices
  • Your competitors’ SEO strategy
  • Your competitors’ PPC strategies
  • Your competitors’ content marketing

Your customers have more power than you imagine. They get to decide how and when they shop, so it’s important you push yourself to go one step further than your competition.

In this blog post, we’re going to look at 14 competitive intelligence tools you can use to dominate your competition. You’ll also learn how to how to process and analyze the data to help you make better strategic decisions.

Let’s get started.

Content Marketing Competitive Intelligence Tools


Besides Buzzsumo’s popular service to discover top-performing contents, you can also use it to gain competitor intelligence.


Buzzsumo is a practical tool to discover which of your competitors content has performed best and which social media channels are receive high engagement.

Advanced filtering options let you to deeply analyze certain topics and period of time. Also, you can create alerts which will notify you when one of your competitors publishes a new content.

For example, if you have a beard accessories e-commerce store, a company like Beardbrand might be one of your key competitors.


Simply enter their URL onto the main page of Buzzsumo and you’ll populate a list of their best performing content.

You’ll get to see not only when the post was published, but how many shares they received and on which social channels.

Competitive Intelligence Tools Buzzsumo

This data can give you a good perspective as to what social channels your target customers hang out on. You can use this data to understand where you should put your social efforts.

Pricing: Starts at $79/month.


Following dozens of industry and competitor blogs can be a time-consuming and untidy act.

Competitive Intelligence Tools Feedly

But, RSS Feed Aggregator Feedly allows you to customize the sites you’re following, so you can effectively segment the general trends in the industry, customers, and competitors.

Feedly will save you a lot of time and provide you with a fine-tuned component of your content marketing efforts.

If we go back to our beard example, you can use Feedly to not only monitor your competitors (that you know of) but find new ones too.


You’ll notice on the right-hand side, there is a “you might also like” section that highlights content similar to the ones you’re already tracking.

Without having to manually look up each of your competitors, you’ll now have a resource that keeps you up to date with the type of content (and frequency) they have.

Pricing: Free to use.

Competitive News Intelligence Tools


Owletter’s major focus is on gathering intelligence from competitors’ e-mail marketing. It collects all the newsletter of a competitor in a dashboard, analyzing their data and allowing you to learn from your competitors one of the most effective email marketing strategies.


You can learn how competitors set their e-mail marketing strategies and their e-mail behavior.

Instead of signing up for each of your competitor’s emails yourself, you sign up via Owletter and let them store and analyze the emails.

Competitive Intelligence Tools Oweletter

Here you can learn valuable intelligence about your competitors like how often they email, what they email about and their email design.

Pricing: Starts at $19/month.

Social Mention

Social Mention allows you to easily track and measure what people are saying about your online business, a new product, or any topic about your competitors in real-time.

You can monitor and track keyword mentions, company mentions, cross-analyze what is being said across different social networks. Social Mention monitors 100+ social media properties directly including Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.

social mentio

Many business owners will use social mention to monitor their own brand, but one of the hidden benefits is using it to monitor your competition.

If you can see where people are talking about them (and what they’re saying) you can come up with innovative ways to put your own brand right in the hands of people willing to talk about you.

Pricing: Free to use.

Google Alerts

Google Alerts is a really easy-to-use tool that will send instant reports to your mail. If you want to detect the moments your competitor is mentioned online, whether as a link or simply a mention, you’ll be notified.

Compared with other competitive intelligence tools, Google Alerts provides fewer options because Google ignored some of forums and discussion platforms as they are considered untrustworthy.

Competitive Intelligence Tools Google Alerts

As Google tries to only choose the most lucrative results, you’re most likely to see mentions of your competitors within press releases, news articles or blog posts.

This will provide you with enough information to help you market your own business.

Pricing: Free to use.

Competitive Pricing Intelligence Tools


Prisync is a competitor price tracking software for all-sized e-commerce companies. It tracks the prices/stock availabilities of products and sends notifications when there is a change in the market.

Additionally, it lets companies do further benchmark analysis by delivering beautiful reports at brands/categories level.

Competitive Intelligence Tools Prisync

It provides the real-time data you need so you can adjust your prices for greater profit margin and improve the response speed to increase conversion rates.

Pricing: Starts at $49/month.

SEO tools


The world’s largest link index database, Majestic is a great SEO tool which can be effectively used to analyze backlink catalog of your site and your competitors’. If you want to outrank your competitors, you can examine their backlinks and generate potential good link sources which might help your online store to increase its rankings.

Here we can see that BeardBrand has a large number of external backlinks linking to their site.

If you use the paid version of Majestic, you’ll be able to see these specific backlinks and can use that to whittle down the sites you should reach out to for backlinks, knowing they’re already linking to your competitors.

Pricing: Starts at £29/month.


Ahrefs is really helpful when you are trying to understand what links or content perform well for your site and to figure out how your competitors perform.

It’s useful for finding insights on domains and how well particular e-commerce pages perform on search engines. It helps you learn why your competitors are ranking so high and what you need to do to outrank them by providing the data of exact keywords that your competitors are ranking for in organic search results and how much traffic this brings them.

Competitive Intelligence Tools Ahrefs

Here, we can see which keywords rank in the first position of Google on Beardbrand. Not only that, but we get a good idea as to the volume of these search phrases as well as an estimate to the amount of traffic it drives.

If you’ve ever been uncertain as to what keywords you should be targeting, Ahrefs site explorer is a great way to find out, using your competitor’s data.

Pricing: Starts at $99/month.


Spyfu differentiates itself as an SEO tool by helping you track your competitors’ most profitable keywords, paid ads and organic search.

In addition, you can make detailed PPC analysis by finding most profitable keywords to prevent money wasting keywords and find the best ad copy.

Here we can see the number of keywords for a number of our competitors.

One of the great things about Spyfu is that I only actually inputted one competitor. They use their software to find other competitors within your niche.

This is a useful tool if you’re not quite sure who your competitors are.

Pricing: Starts at $39/month.


SEMrush provides you with an overview of any domain’s presence across all its databases by analyzing– Bing and Google. It provides a complete SEO competitor analysis showing competitors’ best keywords and helps e-commerce companies to discover new players on market, see all paid strategies of them.

SEMrush gives you a more accurate estimate of your competitors’ SEO traffic which saves a ton of time.

One of the new features (in beta) is their topic analysis. You enter the URL of your competitor of choice and you’ll see a breakdown of the types of topics they cover on their website.

Competitive Intelligence Tools SEMrush

Pricing: Starts at $99.95/month.


Moz provides the best-in-class SEO management tool, great for all size of e-commerce companies.

You can easily evaluate domain authority, keyword ranking and crawl issues for your own online store, along with competitors in the industry. Besides, Open Site Explorer is a well-known and easy-to-use tool also from Moz that helps to monitor backlinks allows you to follow all competitors’ backlinks. You can easily figure out what links your competitors have, compare their link profiles with your links, and boost link building strategies.

Here we can see the sites that link to Beardbrand. Not only that but we get to see whether the link was a follow or no follow link as well as the anchor text.

One of the issues many e-commerce owners have with generating backlinks is not knowing who to reach out to.

If you find that there are a number of sites linking to all your competitors, you can be confident that with the right pitch, they’re likely to link to yours too.

Pricing: Starts at $99/month.

Google Keyword Planner

Because it’s from Google, Keyword Planner is one of the best out of the market. It does bring a lot of value in terms of finding out what keywords to go for, the cost and so on. Moreover, you can gather actionable insights such consumer behaviors, search trends. You can gain a competitive advantage and outperform your competitors by analyzing keywords deeply.

Competitive Intelligence Tools Google Keyword Planner

Above, we can see the price and search volume for a number of keywords to do with beards.

Note, in this example, I used “beard oil” as my target keyword and Google populated a list of other keywords they know are relevant.

Using keyword planner gives you an idea of what keywords to target as well as how difficult it is to achieve them.

Pricing: Free to use.

Website Traffic


Similarweb allows you to get traffic insights for any website. You get a global rank, country rank, and category rank of a website that you want to track, along with a nice graph that shows the weekly number of visitors in the last 6 months.

Competitive Intelligence Tools SimilarWeb

You can see how your e-commerce store and your competitors perform by seeing how many leads come from social, search, referrals, display ads, and much more. Benchmark your online store against your competitors and industry, reveal your competitors’ online strategy and discover new opportunities. It is one of the most useful tools to monitor your competitors’ digital strategy.

Beardbrand generates around 600,000 visits every six months. Of course, these numbers could vary month to month, but it’s useful to have a benchmark to work towards when growing your e-commerce site.

Pricing: Free to use.


Competitive Intelligence Tools Alexa

Alexa is an excellent resource to monitor your competitors. Data listed on Alexa is estimated mainly through panel data and a variety of other sources but can be used directionally to compare metrics with your competitors’ sites. Metrics to compare include: Alexa Rank (Globally and in your Country), Audience Geography, Bounce Rate, Daily Pageviews, Daily Time on Site, Top Search Engine Keywords.

Pricing: Free to use.

Wrapping Up the Competitive Intelligence Tools

It is worth mentioning again that in such a dynamic environment- e-Commerce, it is not a sustainable approach to monitor your competitors and industry manually.

You should definitely consider to use or at least try one of these tools to save you time and increase your conversions.

What tools do you use to track on your competitors? Have you ever used the tools that mentioned above? Please don’t hesitate to share your thoughts in the comments below.

  1. Duke Vukadinovic
    March 7, 2017

    Great list guys! I was particularly glad to see that you mentioned my personal favorite there, SpyFu - a tool that creates and structures its keyword results and metrics somewhat differently than its much famous competitors such as Moz Pro, KWFinder, or Ahrefs. I find its metrics more useful since it creates a far more apparent correlation with exactly how much money a keyword is worth.

  2. Daniel
    November 3, 2018

    I really enjoyed reading your list which I find to be diversified but comprehensive. Nice to see that you mentioned Google Alerts which is still a great tool and on top of that is free. Also was surprised to find out about some new tools which I didn't know about like Owletter.

  3. Jordie Black
    November 8, 2018

    Pleased you managed to learn about some new Tools. Owletter is a great one. Hope you manage to find some use for it :) Thanks for reading, Daniel

  4. Emilia Jazz
    September 6, 2019

    Pricing intelligence is synonymous to Competitive Price Monitoring. With more and more businesses going online (e-commerce is a trillion-dollar industry according to eMarketer), the dynamics in competitive price monitoring has also changed dramatically. No longer do employees walk the aisle of the competitor’s stores. Instead, companies go online and gather all the data they can. What sets modern pricing intelligence apart from other pricing models is that it makes use of data mining tools and techniques.

  5. Amalie Robinson
    May 14, 2021

    Thank You for your information.

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