Every industry runs the same default stack

By Installmap Research. Published 2026-09-27. Updated 2026-09-27. Version v1.0.

Default software stack by industry statistics 2026

1. WordPress is the most common website platform in 26 of the 28 Inc 5000 industries, from 36.7% of business products homepages to 76.2% of law firm homepages. Source: Installmap, Every industry runs the same default stack, September 2026. Data: rendered homepage crawl of the 2026 Inc 5000 and Y Combinator, September 2026.
2. HubSpot is the most common CRM or marketing automation tag in the same 26 industries, from 8.2% of government services homepages to 49.7% of software homepages.
3. The two other industries sell physical products. Shopify runs 79.0% of consumer products homepages and 46.4% of food and beverage homepages. Klaviyo is on 71.4% and 40.5% of them.
4. WordPress and HubSpot lead every size band from 11-50 staff to 501+ staff. At 1-10 staff Klaviyo leads the CRM count with 18.6%, ahead of HubSpot's 12.6%, because 84 of the 436 smallest companies make consumer products.
5. Software is the one industry where a bigger company means a different CRM. At 501+ staff Marketo is on 7 of 29 software homepages and HubSpot on 5. OneTrust is on 12 of the 29.
6. The ad pixel is where industries differ. The Meta Pixel is the most common ad tag in 11 industries, Google Ads conversion tracking in 9 and the LinkedIn Insight Tag in 6.
7. 87.0% of Inc 5000 homepages load no chat widget. HubSpot Chat, the most common one, is on 6.3%.
8. Microsoft Clarity is on 918 Inc 5000 homepages (18.8%) and Hotjar on 366 (7.5%). Clarity is the most common analytics tool after Google's in 25 of the 28 industries.
9. Marketing agencies are the one industry where RB2B, which identifies visitors as individual people, leads the visitor identification count outright: 32 of 439 agency homepages (7.3%), against 25 for ZoomInfo.
10. Y Combinator startups mostly skip WordPress. 29.3% of YC homepages are Next.js sites with no CMS we can detect, 15.7% run Webflow and 7.4% WordPress.

We expected agencies, software companies and law firms to pick different tools. For the website and the CRM they mostly pick the same two. WordPress and HubSpot lead in 26 of 28 industries, and the lead holds from 11-person companies to companies with more than 500 staff. The industries split on ads instead: law firms and consumer services companies load the Meta Pixel, IT services and HR firms LinkedIn's tag, and software and financial companies Google's.

HubSpot is the most common CRM tag in 26 of 28 industries

Source: Installmap crawl of the 2026 Inc 5000, September 2026

Klaviyo leads in consumer products and food and beverage, the two industries that sell on Shopify. Everywhere else HubSpot leads, although in construction (11.4%) and government services (8.2%) most companies show no CRM tag at all.

The default stack in each industry

Each cell is the tool found on the most homepages in that industry and its share of all homepages in the industry that loaded. "<5" means the leader is on fewer than five homepages.

Visitor identification, ads and analytics beyond Google Analytics and Tag Manager:

Law firms have the highest WordPress share (76.2%) and are the heaviest Gravity Forms users: 66 of 185 law firm homepages (35.7%) load it, against 12.8% of the whole list. Consumer products companies carry a stack of their own: Shopify, Klaviyo, Gorgias for support chat and the Meta Pixel on 57.3%.

WordPress and HubSpot lead at every size from 11 staff up

WordPress and HubSpot lead every band from 11-50 staff up. Two other leaders change with size. The Meta Pixel is the most common ad tag up to 50 staff (629 homepages to Google Ads' 621 at 11-50), and Google Ads conversion tracking leads from 51 staff up. CookieYes leads consent from 11-50 to 201-500 staff, and at 501+ OneTrust (44 homepages) and CookieYes (43) are level.

Inside software the CRM changes at 501+ staff:

The seven 501+ software companies with Marketo on their homepage are Boomi, Emburse, o9 Solutions, Semperis, Smarsh, Trintech and Veeam Software. In software, Qualified, a sales chat and visitor identification tool, is the most common visitor identification tag from 201 staff up. Outside software, and leaving out cells where the leader has fewer than five companies, no industry and size band has a CRM leader other than HubSpot or Klaviyo.

Agencies are the one industry where RB2B leads

At 11-50 staff, 24 of 264 agency homepages (9.1%) load RB2B. ZoomInfo WebSights, the most common visitor identification tag on the whole list, is on 11 of them. The Meta Pixel is the agencies' most common ad tag up to 200 staff; at 201-500 staff it is LinkedIn's.

Hand-written Next.js is the most common YC website

Most YC homepages run no website builder we can detect. 1,576 of 5,386 (29.3%) are Next.js sites with no CMS, which makes hand-written Next.js the most common YC website, ahead of Webflow (845) and WordPress (397). The smallest teams account for most of it: 35.1% of YC companies with 1-10 staff run a Next.js site with no CMS and 10.8% run Webflow. From 11 staff up Webflow passes it, with 24.4% at 11-50 staff against 19.6%. The table counts website builders only, which is why WordPress shows as the leader at 201+ staff, with 36 homepages to Webflow's 35.

PostHog is the most common analytics tool after Google's across YC (12.8%) because the 1-10 staff band is the largest. From 11 staff up Microsoft Clarity leads, as it does on the Inc 5000. HubSpot leads the YC CRM count at every size band.

Nobody runs the whole default stack

We took the most common tool on the whole Inc 5000 in eight categories: WordPress, HubSpot, HubSpot Chat, Gravity Forms, CookieYes, ZoomInfo WebSights, Google Ads conversion tracking and Microsoft Clarity. None of the 4,886 homepages loads all eight. One loads seven: Thrive (thrivenextgen.com), No. 3,600 on the list, in business and corporate services with 1,001-5,000 staff. It has no CookieYes. 22 companies load six.

How we counted

We loaded one homepage per company for the 2026 Inc 5000 (4,886 of 4,969 homepages loaded) and for Y Combinator's company directory (5,386 homepages), rendered in a headless browser in September 2026 (a plain fetch for the 72 Inc and 144 YC homepages the renderer could not load), and matched the page against Installmap's fingerprints. A tool counts when its script, tag or markup is on the homepage. The default in a category is the tool found on the most homepages in that segment, and every share is out of all loaded homepages in the segment, including those with no tool in the category. Website counts a CMS or site builder, plus Shopify, BigCommerce and Adobe Commerce. Industries and employee bands are Inc's own; we combined the bands above 500 staff into 501+. YC bands come from team size in YC's directory. Segments with fewer than 20 homepages are left out.

A homepage shows what a company loads on its public site. A CRM used only inside the company leaves no trace there, and tools that load only on inner pages are missed. The full table, with every tool in every segment, is in the dataset, with a method note.