31.9% of the Top 1 Million Websites Now Run Sales Engagement Tech, Up From 14.7% in 2021

Sales and marketing teams put a lot of tooling on their websites: chat widgets, CRM forms, marketing automation tracking, customer data platforms and meeting schedulers. This study shows how common those scripts are across the web's most visited sites, based on sales and marketing technologies detected on website homepages each June from 2020 to 2026.

Key findings

• 31.9% of the top 1 million websites ran at least one CRM, live chat, marketing automation, customer data platform or scheduling script in June 2026, up from 14.7% in June 2021.
• Adoption peaked at 33.0% of top 1M sites in 2024 and has held between 31.9% and 33.0% since 2023.
• Live chat is the most common sales tool on top sites, found on 17.6% of the top 1 million in 2026, up from 6.3% in 2021.
• Marketing automation scripts appear on 16.6% of top 1M sites in 2026, up from 9.6% in 2021.
• Detected CRM scripts rose from 0.5% of top 1M sites in 2021 to 4.5% in 2026.
• 8.7% of top 1M sites run two or more of these tool types at once, up from 1.6% in 2021.
• CRM scripts are more than twice as common on the top 10,000 sites (6.0%) as across all 15.7 million sites in the data (2.7%).

A step change, then a plateau

In June 2021, 14.7% of the top 1 million sites (by Chrome UX Report rank) had at least one of the five sales and marketing tool types in this study. By June 2023 that share was 31.2%. Since then the number has barely moved: 33.0% in 2024, 32.4% in 2025 and 31.9% in 2026.

Part of the early jump reflects better detection. The detection rules behind the data added many technologies over this period, and the customer data platform category does not appear at all in the 2021 data. The 2023 to 2026 window, where the set of sites covered and detection were more stable, is the cleaner comparison, and it shows adoption holding at roughly one in three top sites.

The share of sites running two or more of these tool types grew faster than single-tool adoption, from 1.6% in 2021 to 8.7% in 2026. Multi-tool stacks grew more than fivefold while overall adoption roughly doubled.

Chat and marketing automation lead

Live chat and marketing automation are each on about one in six top sites. CRM scripts are less common but are the only category still climbing steadily, from 3.66% in 2023 to 4.53% in 2026. Embedded scheduling tools are rare on homepages, at 0.35% of top 1M sites. Because the data covers homepages only, it does not capture scheduling tools placed on inner pages or shared by email.

Bigger sites run more CRM and CDP tooling

Site size changes the mix. In June 2026, CRM scripts were on 6.0% of the top 10,000 sites, compared with 2.7% across all 15.7 million sites in the data. Customer data platforms show a sharper gap: 7.2% of the top 10,000 sites versus 1.1% of all sites.

Live chat runs the other way. It appears on 10.8% of the top 1,000 sites and 17.6% of the top 1 million. Appointment scheduling is also more common on smaller sites (0.76% of all sites, 0.00% of the top 1,000).

What this means for sales teams

About a third of high-traffic websites have already wired sales and marketing tools into the homepage, and that number has been flat for three years. The growth now is in depth: more sites stacking several tools together, and steady gains for CRM on larger sites. Website tooling captures inbound interest, and teams pair it with outbound channels such as LinkedIn and email to reach buyers who have not visited yet.

Before you add LinkedIn automation to your sales stack, read our answer to is LinkedIn automation safe?

About the data

• What it is: sales and marketing technologies detected on website homepages (mobile versions), from the HTTP Archive public web dataset, as of June 1 of each year from 2020 to 2026.
• Sites covered: the main base is sites ranked in the top 1 million by Chrome UX Report (CrUX) popularity rank, 2021 to 2026 (771,466 to 956,395 sites per year). CrUX rank is not available for 2020, so 2020 appears only in the all-sites series in data.xlsx (6.01% of 5.7 million sites had at least one of the five tool types in June 2020).
• Categories: a site counts in a category if any technology detected on its homepage is tagged CRM, Live chat, Marketing automation, Customer data platform or Appointment scheduling. "Any of the five" counts each site once.
• Calculation: share = sites with the category / all sites in the base for that year.
• Limitations: detection covers client-side scripts and markup only, so server-side CRM use and tools loaded only on inner pages are not included. Detection rules expanded over time, which inflates early growth. The set of sites covered changed (the all-sites base roughly doubled from 2022 to 2023), so the all-sites series is less comparable year to year than the top 1M series. The data covers all websites, not only B2B companies, and has no reliable B2B flag. Results are aggregate shares; no vendors or companies are named.

Sources

• HTTP Archive: httparchive.org/
• Chrome UX Report methodology (rank): developer.chrome.com/docs/crux/methodology