# Competitor monitoring for ecommerce stores

> Weekly competitor monitoring for online stores: prices, pages, Google rankings, AI cites and Instagram. From $49 a month.

Source: https://overthefence.io/for/ecommerce · Published 2026-10-20

If you sell online, your rivals change every week, prices, promos, product pages, rankings and what AI answers cite. Over the Fence is built for that: one weekly email and a dashboard, each finding linked to the page it came from.

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**In short:** We read your competitors’ public stores every week. You get price and stock moves on the products you care about, promo and page changes across the site, Google ranking shifts, AI Overview citations and Instagram posts, without living in five other tools.

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## What ecommerce rivals change

The pattern is the same whether you sell on Shopify, WooCommerce or a custom stack. Prices and stock move on comparable products. Homepage and collection offers change (free shipping, percent off, gifts with purchase). Products appear and disappear. Shared search rankings shift. AI Overviews cite different sites. Instagram posts keep coming.

## Vertical pages (same product, sharper stories)

| Vertical | URL |
| --- | --- |
| Fashion brands | [/for/fashion-brands](/for/fashion-brands) |
| Coffee roasters | [/for/coffee-roasters](/for/coffee-roasters) |
| Shopify stores | [/for/shopify-stores](/for/shopify-stores) |
| Pet brands | [/for/pet-brands](/for/pet-brands) |
| Beauty & skincare | [/for/beauty-skincare](/for/beauty-skincare) |
| Supplements | [/for/supplements](/for/supplements) |
| Etsy sellers | [/for/etsy-sellers](/for/etsy-sellers) |

## What stood out

On October 20, 2026 we read five US DTC stores from their public homepages and product data (Shopify `products.json` where it was available). **Bombas was the only hard fail** — every attempt returned HTTP 429 — so the apparel column below is **Everlane**, not Bombas. **The Farmer’s Dog** sells subscription plans, not a public SKU grid; we could not verify product prices on that read.

Four of five Shopify-style catalogs were readable the same day. Promo mechanics differ: ColourPop and Brooklinen push **sitewide % off via cart or announcement**; Allbirds and Everlane lean on **compare-at / sale collections**; Farmer’s Dog sells **plans**, not a public price list. Free-shipping thresholds are easy, comparable facts across four brands ($100 / all US / $35+ / $100+); Farmer’s Dog is “any plan” instead of a cart minimum. Markdown depth varies a lot in public JSON: Everlane’s women’s sale and Brooklinen’s Last Call show deep compare-at cuts (often 40%+); ColourPop’s public sale JSON was shallow (~30% on lips) but a separate Halloween **20%** layer sits on top; Allbirds mixes full-price runners with clearance compare-ats. ColourPop’s sale collection metadata count (**60**) and the length of its public `products.json` (**16**) disagree — we report both rather than invent one number.

## Five DTC stores, side by side

Read from each brand’s own store on October 20, 2026, in US dollars. A dash means it wasn’t on the pages we read. Everlane stands in for Bombas (apparel/basics) because Bombas blocked our read.

| | Allbirds | Everlane *(apparel; Bombas blocked)* | ColourPop | Brooklinen | The Farmer’s Dog |
| --- | --- | --- | --- | --- | --- |
| Category | Footwear | Apparel / basics | Beauty | Home / bedding | Pet (fresh dog food) |
| Platform (public) | Shopify | Shopify | Shopify | Shopify | Custom (not Shopify) |
| Homepage / promo highlight | “Wildly Comfortable. Super Natural.” | “Same Quality. Same Styles. Better Prices”; “20% Off Markdowns”; “20% off your first order.” | “20% off Halloween. Applied in cart.” | “Friends & Fam get 20% OFF sitewide…” (code `FRIENDSANDFAM`) | “More good years start here.”; “Over 1 billion meals delivered” |
| Free shipping (stated) | Free ground shipping on orders **over $100** | Free shipping on **all U.S. orders** | U.S. **$35+**; intl **$60+** USD | Orders **$100+** | Free shipping **with any plan** |
| Public sale / markdown signal | Promo collections (e.g. 30% off Tree Runner Go / Gliders, **107** products); many compare-at in catalog | Women’s Sale collection **1323** products; sample markdowns ~25–80% off | `/collections/sale` count **60** (JSON returned **16** SKUs, mostly ~30% off); Halloween 20% collection **150** | Last Call **225** products (~30–85% off in sample); sitewide 20% via code | – (no public SKU sale grid) |
| Stock / availability note | High sold-out rate in first-50 products sample (53 avail / 283 unavail variants) | Sale sample mixed (32 avail / 18 unavail variants) | Sale + catalog samples largely available | Last Call mixed (31 avail / 19 unavail variants) | N/A (subscription plans) |
| Example full-price / list item | Men’s Cruiser Slip On — Natural Black: **$100** | Pointelle Rib Cardigan — Deep Taupe: **$78** | Magical Skies palette set: **$74** | Essential Sheet Set — White/Queen: **$149** | – |
| Example markdown item | Women’s Wool Runner Mizzles: **$99** (was **$125**) | The Dream Pant® — Black: **$29** (was **$98**) | Zuma lip: **$6.30** (was **$9**) | Last Call hand towels set: **$33** (was **$55**) | – |

The same reading done every week, for the products on your list and the rest of each store, is what we do for you.

[Try Over the Fence on your own site](https://overthefence.io/start)

## Setting it up

1. Enter your store URL.
2. Confirm rivals (we suggest from Google; you edit).
3. Confirm the price list.
4. Pick searches to track.
5. Read Monday’s email.

## What we don’t do

- We don't track sizes one by one. We see whether a product is in stock or sold out. We do not report which variants are left.
- We don't see sales. We can tell you a rival marked products down. We can't tell you how many they sold.
- We don't read behind logins. No member prices, no wholesale portals, nothing at checkout.
- We don't reprice your store. We report and you decide.
- We read once a week. A flash sale that starts and ends between two reads can slip past.

## What it costs

Every plan starts with 14 days free, and you can cancel any time from your dashboard.

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## Questions

### Is this only for Shopify?

No. Any store with public product pages works. See also [/for/shopify-stores](/for/shopify-stores) if that’s your platform.

### How is this different from price scraping tools?

Price scraping tools often stop at price. We also watch pages, promos, rankings, AI citations and Instagram, and we write it up once a week so you don’t have to.