BuiltWith

What is BuiltWith?

BuiltWith (founded 2007, Sydney, Australia) is the oldest and best-known website technology profiler. Its crawlers fingerprint hundreds of millions of domains — the company's own marketing cites figures in the range of 370M–673M websites and 100,000–127,000+ tracked technologies (vendor claims; exact counts vary by page and date) — and record which CMS, ecommerce platform, analytics tool, ad pixel, payment processor, or hosting provider each site runs. For sales teams, that index becomes a lead-generation engine: "show me every website running Shopify," or more usefully, "every Shopify store that also runs Klaviyo," exported to CSV and pushed into a CRM or sequencing tool.

It deliberately does one thing. BuiltWith finds companies by their technology; it does not find people, verify emails, or run sequences. Teams that treat it as the technographic layer of a broader stack (typically with Clay, a CRM sync, or an API pipeline) get the most from it. Teams expecting an all-in-one sales-intelligence suite are usually disappointed.

Key features

• Lead lists by technology — the core product. Generate the full list of detected sites using a given technology, filter by combinations, region, or category, and export. Pro and Team plans allow unlimited technologies; Basic caps you at two per billing month.
• Detailed site lookups — enter any domain and see its full detected stack, plus spend estimates, ecommerce revenue figures (estimates), and location data. Individual lookups are free forever; the Free plan allows 10 detailed profile lookups per day.
• Trends and history — 18+ years of technology adoption history. You can chart how many sites run Magento vs Shopify over time — genuinely unique data for market sizing and competitive analysis.
• Usage alerts — monitor a list of domains and get notified when sites start or stop using a technology. This is the closest BuiltWith gets to intent signals: a prospect churning off your competitor's tool is a live trigger for outreach.
• List upload/analysis — upload your own domain list (2,000/mo Basic, 20,000 Pro, 100,000 Team) to profile your existing book of business or a scraped target list.
• CRM sync and API — push technographic fields into Salesforce, HubSpot, Pardot, Zoho, Close, or Dynamics; programmatic access via XML/JSON API with prepaid pay-as-you-go credits that never expire. Works cleanly in Clay, and BuiltWith ships MCP tools for AI-agent workflows.
• Browser extensions — Chrome, Firefox, and Edge one-click stack detection, which is how most individual users actually experience the product.

Beyond the headline features, three secondary products matter for specific buyers. Retail Reports slice ecommerce data by platform, category, and country — useful for agencies selling to, say, fashion stores on BigCommerce. Website Spend Data estimates how much a site spends month-to-month on its web technologies, and Sales Revenue Data estimates ecommerce revenue — both are modeled figures (treat them as directional, not audited), but they give reps a conversation-starting size signal before the first call. Predictive Leads attempts to flag sites likely to switch platforms before they do, which — if it works for your category — is the most forward-looking signal in the product.

One workflow detail worth knowing: paid accounts can be "reset" monthly, wiping accumulated reports so you can point a Basic plan's two technology slots at a fresh ICP each month. For teams running a different campaign per quarter, that makes even the entry plan viable in a way the headline cap obscures.

Pricing

Individual lookups are free forever. Paid access splits into a cheap lookup-only tier and three list-generation plans. Yearly billing is 10× the monthly rate (roughly two months free). All figures below are from builtwith.com/plans and builtwith.com/all-products, verified 2026-10-31.

What that costs in practice. A one-person agency prospecting Shopify stores doing $295/mo gets exactly one technology list (plus one keyword report) — enough for a single narrow ICP, and nothing left over for a second campaign until the next month. The moment your targeting needs "Shopify AND Klaviyo AND US-based," you are realistically on Pro at $495/mo, or $4,950/yr — nearly $6K/year for a mid-size outbound motion. A team of five SDRs sharing a Team plan at $995/mo ($199/head) is more defensible, since that tier finally includes multiple logins. Note the one-month minimum term even on monthly plans: you cannot sign up, pull one report, and cancel the same day (the vendor's own FAQ suggests signing up, pulling your report, then canceling — which still bills one full month).

API usage is separate: pay-as-you-go credits (1 credit = 1 domain lookup, no charge on failures) are cheapest in bulk and never expire. At 5,000 enrichments/month through Clay, expect the Pro plan's 20,000 monthly credits to cover typical volume without separate API purchases.

What users say

G2 ratings sit around 4.3/5, and the review pattern is consistent. Praise concentrates on speed and simplicity — the browser extension giving an SDR an instant read on a prospect's stack — and on the free lookups. The recurring complaints: accuracy gaps (reviewers report sites known to run a tool that BuiltWith misses, with one long-term user estimating ~85% accuracy, particularly for marketing-automation detection), a limited free tier, and a dated, sometimes slow interface. Several reviewers note it returns company data but no usable contact details — a structural limitation, not a bug.

How it compares

• Wappalyzer — a strong, cheaper alternative for both lookups and lists (free account includes 50 monthly lookups; paid plans cost a fraction of BuiltWith's). Its technology database and history are shallower; BuiltWith wins clearly on data depth, history, and API maturity.
• All-in-one platforms (Apollo, ZoomInfo, similar) — include technographics as a checkbox feature, usually shallower detection, but bundle contacts and sequencing. If your ICP isn't strongly tech-defined, these may serve better than a dedicated technographic spend.
• Clay — not a competitor but the most common companion: BuiltWith's API/lists feed Clay's enrichment waterfall, where technographics are combined with contact data and AI research.

Who it's for

BuiltWith earns its keep in three scenarios: (1) technology-defined ICPs — if you sell to HubSpot users or Magento stores, a $295–$495/mo list plan directly produces your TAM and pipeline; (2) tech-trigger plays — the alerts product turns stack changes into timely, high-context outreach; (3) market research — the historical trend data has no real substitute for sizing a category or tracking competitor share.

It's a poor fit if you need contact-level data, if your ICP isn't reflected in the website stack, or if $295/mo for two technologies doesn't fit the budget — in those cases start with the free lookups and a cheaper alternative, and graduate to BuiltWith only when data depth becomes the constraint.

A practical buying guide: audit how many distinct technology combinations your current quarter's campaigns actually need. One narrow combination → Basic. Two or more, or any keyword-level targeting → Pro. More than one person generating reports → Team, since Basic and Pro are single-login and seat-sharing is the fastest way to burn goodwill with the vendor and your own team. If you only ever check individual sites, Advanced at $144/yr is the quiet bargain in the lineup — unlimited detailed lookups without paying for list generation you won't use. Verdict: the definitive technographic database with dated UX and punishing entry pricing. Buy it as data infrastructure, not as a sales workflow tool.