How to Research Competitors for an Online Store

Published 2026-09-30

Online, your competitors are one tab away from your customer, and switching costs nothing. That makes competitor research more important for an online store than for almost any other business, but it also makes it easier, because nearly everything you need to know is public.

1. Find who actually shows up for your customers

Search for your main product the way a customer would, on Google, Google Shopping, Amazon and any marketplace popular in your country. Note the stores that appear again and again, and include marketplaces themselves: for many small stores, the real competitor is "just buy it on Amazon". More ways to find hidden competitors are in how to find your competitors.

2. Compare the full price, not the sticker price

Customers compare what they pay at checkout. For each competitor, write down the product price, shipping cost, free-shipping threshold and any discount on the first order. A store that's 10% cheaper but charges for shipping often loses to one that doesn't. The general method is in how to find a competitor's pricing.

3. Check delivery and returns

Delivery time and returns policy are often where a small store can win. Look for how fast they ship, whether returns are free, how long customers have to return, and how clearly all of this is explained. Unclear or strict policies are an opening.

4. Read their reviews for patterns

Product reviews, store reviews on Trustpilot or Google, and comments on their social posts tell you what customers love and what annoys them. Look for repeated complaints: slow delivery, poor packaging, sizing problems, slow support. How to read them well is in what your competitors' reviews can tell you.

5. Look at where they get customers

Check Meta's Ad Library to see which ads a competitor is running right now, and which ones have been running for months (those are usually the ones that work). Look at which social platform they're most active on and whether they use email pop-ups or influencers. That shows you the channels already proven in your niche.

6. Turn it into one clear edge

You don't need to beat every competitor on everything. Pick one thing customers clearly care about that competitors do badly, whether it's faster delivery, free returns, a better size guide or a niche nobody serves well, and make it the first thing visitors see. More on choosing it in how to differentiate your business.

The shortcut

Describe your store and what you sell, and ScoutBrief does the research above in a couple of minutes, with sources and a 30-day plan. You can see your 3 closest competitors right now with the free no-signup snapshot.

Keep reading

• How to Research Competitors for a Mobile App
  App store listings, reviews, pricing models and onboarding: how to size up competing apps before you build.
• How to Research Competitors as a Freelancer or Agency
  Who clients compare you with, what they charge, and how to position yourself so you're not just another option.
• How to Find Your First 10 Customers
  Your first customers are already buying from someone else. Here's how to find where they are and what would make them switch.

Looking for advice for your trade? Competitor analysis by industry →