Similarweb vs Wappalyzer (2026): which should you pick?

Pick Similarweb if

• Fits if you want an estimate of how much traffic a rival gets and where it comes from
• Works for marketing teams sizing up a market by comparing lots of websites

Look elsewhere if

• Pricey if you want SEO tools, which start on the $333 plan, as the $125 plan covers traffic only
• Skip it if you need exact numbers for other sites, as these are Similarweb's estimates
• Tight if your team is bigger than one or you need more than 6 months of history, since both mean a custom package
• Watch out: the API, data feeds and integrations like Looker Studio and Salesforce need a business package with API access
• Watch out: the free version and extension show a high-level sample only, and there's no desktop or phone app

Pick Wappalyzer if

• Fits if you want to check which tools a site uses while you browse
• Works for sales teams building lead lists by technology

Look elsewhere if

• Tight if you stay free: 50 lookups a month
• Pricey if you only check the odd site: paid starts at $250 a month
• Watch out: lead lists, APIs and CRM connections need a paid plan
• Watch out: company and contact details in single lookups, the extension and the Android app are limited

Similarweb

• Self-service plans cover one user and 3 or 6 months of history; extra seats and up to 37 months of history come in custom packages sold through sales.
• Keyword research, rank tracking, site audit and backlinks start with the $333 plan; the $125 plan covers traffic and competitor analysis only.
• The API, data feeds and integrations such as Looker Studio, Excel and Salesforce need a business package with API access.
• Traffic figures for other people's sites are Similarweb's estimates, not those sites' own analytics.

Wappalyzer

• The free account is capped at 50 lookups a month, and lead lists, APIs and CRM integrations need a paid plan.
• The cheapest paid plan is $250 a month, aimed at lead generation more than occasional site checks.
• Company and contact details in single-site lookups, the extension and the Android app are Plus features.
• API credits included in plans expire after 60 days; bundles bought separately expire after 365 days.

Similarweb

Website traffic and engagement

Estimated visits, engagement, audience demographics and marketing channel mix for any website, set side by side with competitors.

Keyword research and rank tracking

Keyword research, keyword gap analysis and a rank tracker with SERP analysis, included from the Competitive Intel & SEO & AEO plan.

Site audit and backlinks

Technical site audits and backlink data sit in the same SEO bundle, alongside an organic search overview of any domain.

AI brand visibility

Tracks how a brand appears in AI chatbot answers, with 150 tracked prompts, sentiment and citation analysis, and traffic arriving from AI tools.

Ad intelligence

The top self-service plan shows competitors' ad creatives and campaigns, search and display ads, advertiser demand signals and ad spend.

Free browser extension

Shows traffic, AI chatbot visits, top keywords and ranking for the site in the current tab, on Chrome, Edge, Firefox and Opera.

Wappalyzer

Browser extension

Shows the technologies behind a site as you browse. The apps page lists extensions for Chrome, Firefox, Edge and Safari.

Technology lookup

Looks up the technologies a website uses. Company and contact details inside single-site lookups are Plus features.

Lead lists

Builds prospect lists by technology or keyword, filtered by traffic, country and company details, then exports them.

Website alerts

Tracks changes in the technologies a website uses. The free account includes 5 alerts.

CRM enrichment and API

Adds technology data to records in Salesforce, HubSpot and Pipedrive, and exposes an API that is billed in credits, typically 1 per website.

Email verification

Checks email addresses to cut bounces; included in every plan with monthly limits.

Similarweb

• Competitive Intelligence$125

  per month, billed annually ($199 billed monthly)

  1 user and 3 months of history: traffic and engagement, demographics, marketing channels and competitor alerts. No SEO tools.

• Competitive Intel & SEO & AEO$333

  per month, billed annually ($399 billed monthly)

  1 user and 6 months of history. Adds keyword research, rank tracking, site audit, backlinks and 150 tracked AI chatbot prompts.

• Competitive Intel, SEO & AEO & Ads$542

  per month, billed annually ($649 billed monthly)

  Everything in the SEO plan plus ad intelligence: creatives, search and display ads, advertiser demand and ad spend. 1 user.

• Businesses & EnterprisesCustom

  Sold through sales: more seats, up to 37 months of history, country-level data, AI Studio, API, data feeds, SSO and managed services.

Wappalyzer

• Free$0

  50 lookups and 50 email verifications a month, 5 website alerts and sample lead lists.

• Pro$250

  per month, billed monthly

  1 user, 2 lead list technology targets, 5,000 lookups, 5,000 email verifications and API credits; the page does not list a credit count for Pro. Annual billing saves 17%.

• Business$450

  per month, billed monthly

  5 users, unlimited lead list technology targets, 20,000 lookups, 20,000 email verifications and 20,000 API credits, with CRM enrichment.

• Enterprise$850+

  per month and up

  25+ users, unlimited targets, 200,000+ lookups, verifications and API credits, dedicated support and custom terms.

Similarweb

• Annual discount

  Lower monthly rate with annual billing

  Billed annually, Competitive Intelligence is $125 a month instead of $199, the SEO plan $333 instead of $399, and the Ads plan $542 instead of $649.

Wappalyzer

• Annual discount

  Save 17% with annual billing

  The pricing page offers an annual billing option that it says saves 17%; the prices shown are the monthly ones.