Similarweb

Similarweb is a publicly traded digital data and market intelligence company that measures website traffic, app usage, consumer behavior, and digital performance across the web. Its platform and data-as-a-service products are used for competitive analysis, market research, sales intelligence, retail intelligence, and, in financial markets, as a web-traffic-based alternative dataset for tracking company performance^[4].

The company was founded in Israel in 2007 by Or Offer and went public on the New York Stock Exchange in May 2021 under the ticker SMWB^[2][3]. It markets a repository covering over 100 million websites and more than 4 million apps^[1], alongside newer AI search visibility products.

What It Does

Similarweb estimates traffic to websites and apps and derives metrics such as visits, engagement, audience demographics, keyword rankings, and market share of attention. The company describes its offering as digital data intelligence spanning websites, mobile applications, retail channels, and search behavior^[1]. Its rankings cover 210 categories of websites and apps across 190 countries, updated monthly^[2].

Data and Methodology

Data is aggregated from multiple sources: direct measurement from contributing websites, information partners, anonymous data collected through the company's browser extension and other panel products, and public data sources^[2][1]. The company states it combines these inputs with statistical models to produce estimates of total traffic rather than raw counts, publishing its methodology documentation on its support portal^[2].

Products

The product suite includes Web Intelligence (website and competitor analysis), App Intelligence, Retail Intelligence (including Amazon analytics), Sales Intelligence, and Stock Intelligence aimed at investors, plus Data-as-a-Service delivered via API and data feeds, advisory services, and OEM data partnerships^[1]. In recent years Similarweb added AI Search Intelligence tools that track brand visibility inside AI chatbots and answer engines^[1].

Buyers and Use Cases

Customers span marketing teams, SEO practitioners, e-commerce and retail businesses, agencies, media companies, and investors. For equity research, website traffic and app engagement series are used as proxies for company-level demand and user growth between reporting periods; the company maintains a dedicated stock intelligence offering for this audience^[1]. The company claims more than 6,000 customers including over 200 Fortune 500 firms^[1].

History

Or Offer founded the company in Tel Aviv in 2007 after building an internal tool to study competitors while running an e-commerce business^[2]. Similarweb won the Israeli SeedCamp competition in 2009 and raised venture funding from investors including Naspers, which led an $18 million Series C round announced in February 2014^[2]. The company listed on the NYSE in May 2021 at a valuation of approximately $1.6 billion^[2][3]. Acquisitions since founding include Swayy and Quettra (2015), Embee Mobile (2021), RankRanger (2022), Admetricks and 42matters (2024), and The Search Monitor (2025)^[2].

Landscape

Similarweb is frequently positioned as the successor to Alexa Internet's traffic rankings following Amazon's retirement of that service, and competes in digital market intelligence with vendors such as Comscore, Semrush, and Sensor Tower^[2]. Within alternative data, its traffic feeds are commonly bundled by funds alongside app analytics and e-commerce datasets to estimate online revenue drivers.