Tech-Stack Targeting: How to Find Shopify and Klaviyo Brands in Australia

If you sell Shopify development, CRO, email and retention work or HubSpot implementation, your best cold email list is not an industry list. It is a list of companies already running the thing you work on.

This covers how we build those lists for Australian agencies: the categories worth targeting by, the tools that detect them, the filters that matter more than the platform itself, and the limit nobody selling store lists mentions.

It sits alongside how to build a B2B lead list of Australian businesses, which covers the grading and email-finding steps in more detail, and the wider playbook in cold email for marketing agencies in Australia.

How do you find Shopify stores in Australia?

Three routes, and a good list usually combines them:

1. Technology detection lists. Pull Australian websites running a given technology, or a combination of technologies, from a detection tool.
2. Lookalikes of your own client brands. Seed a lookalike search with 10 verified ecommerce clients and expand from there. This tends to produce better-fitting companies than a raw platform list, because it carries the shape of the businesses you already serve.
3. Published "top stores" style lists. Useful for the larger end of the market, and worth grading hard, because the biggest brands in a category are the least likely to reply.

Whichever route you take, the platform is the start of the list, not the list.

What is tech-stack targeting?

Tech-stack targeting, sometimes called technographic targeting, means selecting prospects by the software they run rather than only by industry, size or location. Detection tools read what a website loads and report the technologies behind it, so you can build a list of companies that share a platform, a CRM or a single plugin.

These are the categories we have built campaigns around:

It works because the tech stack is a buying signal tied directly to the agency's service. A HubSpot partner emails HubSpot users. A Shopify developer emails Shopify merchants. The reason for the email writes itself, and it is true, which is most of the battle.

Two of our own case studies were built this way: Engaging Partners targeted Shopify and HubSpot users, and CleanCommit targeted Shopify merchants and Shopify Plus stores.

Which agencies should use tech-stack targeting?

Map your service to the signal that implies a need for it.

The reason this matters for web and CRO agencies in particular is that both services need a stronger trigger than an opinion. Website projects need a stronger trigger than "your site looks dated". CRO needs prospects with traffic, spend, and a measurable leak. A platform plus an ad tag gets you much closer to both than an industry code ever will.

If this is your model, the two service pages worth reading are cold email for web design agencies and cold email for CRO agencies.

The tools: BuiltWith, Wappalyzer and lookalike search

BuiltWith builds lists of websites by the technologies they run, including country-filtered website lists. The useful part for agency campaigns is combinations rather than single technologies. In November 2025 we were pulling Australian lists on combinations like WordPress plus Google Ads and/or Meta Ads, and WooCommerce plus Google Ads and/or Meta Ads, which is a much better CRO list than either filter alone. When we asked BuiltWith how to get country-specific coverage, its support pointed us at its country website lists.

Wappalyzer does the same job from a different angle, and it has been in our stack a long time. We started using it for verticals like ecommerce where the data is otherwise hard to find, and because it let us target by stack rather than by industry.

Lookalike search is the third tool, and it is the one we reach for first now. Seed it with 10 verified client brands, run it in stages of about 100 rows, and grade every row. Some lookalike tools also offer tech-stack filters, so the two approaches overlap.

Now the limit, because it has changed campaigns for us. Detection tools do not catch niche software nearly as well as they catch Shopify and WordPress. On one campaign where the client wanted only businesses running a specific niche platform, the detected pool was too thin and too unreliable to run, and the honest answer was that a list that narrow was better handled internally as a small campaign. We moved that campaign to industry-based targeting and mentioned the platform in the copy instead.

So the question to ask before you build is: is it genuinely vital to reach only businesses on this platform? If the answer is no, an industry list with a platform-aware first line will almost always outperform a thin technology list.

Filter by size and revenue, not just platform

A platform list is unfiltered by definition. Every Shopify store in Australia includes the one-person candle business and the brand doing eight figures, and they are not the same prospect.

Here is an anonymised ideal client profile from an ecommerce growth agency, which shows the filters that actually matter: Australia, New Zealand and Singapore; DTC brands with repeat purchase potential and high average order value; 10 or more employees and over $10 million in gross revenue; running Shopify, Klaviyo and Meta; titles from Director and Founder through to Head of eCommerce. The platform is the last item on that list, not the first.

The reason to be strict is that tiny online stores reply and then cannot buy. One ecommerce agency we work with set its own floor at $10,000 a month in client budget, which translated into a headcount and revenue filter on every list.

Headcount is the hard filter where it matters, and it needs verifying rather than trusting. An 11 to 50 employee band in a database let through many 1 to 9 person shops on our builds.

Online-only niches also exhaust faster than people expect. An online-pharmacy pool capped out at about 75 qualified businesses. Adding the bricks-and-mortar version of the same category lifted the acceptance rate on new rows to 64%, which is usually the move: widen the category rather than page deeper into the platform.

Who to email at an ecommerce brand, and what to say

Titles depend on size, and the list is short: Founder, Director, CEO, CMO, Head of Digital, Head of Ecommerce, Head of Marketing, Ecommerce Manager.

Run the company-inbox version as well. Ecommerce brands often keep decision makers off the website entirely, and in our data the company-inbox versions of ecommerce and retail lists replied as well as or better than the named versions. Treat it as half the programme rather than a fallback.

On copy, the rule is that the signal has to be real. Naming the platform works when it is true and relevant, and it reads as a reason for the email rather than a trick. One of the openers in our framework set works like this: you note that the company runs on WooCommerce with a Meta pixel installed, then go straight to a peer result. If the detection is wrong, the email is worse than a generic one, which is another argument for grading rows rather than trusting a filter.

Timing is worth using in this vertical too. Seasonal angles land for ecommerce in a way they do not elsewhere, so a campaign framed around what you achieved for a comparable brand ahead of Black Friday and Cyber Monday has a built-in reason to arrive now.

Beyond Shopify: HubSpot, Webflow and other platforms

The same method applies to any detectable platform, and the sizing exercise is what tells you whether it is a quarter's work or a month's.

For HubSpot, a contact-database export in June 2026 showed about 2,500 Australian businesses with more than 20 employees running HubSpot, plus about 6,500 with 1 to 20. Filtered to Australia, HubSpot, 21 to 2,000 employees, across all industries, that is a genuine market for a HubSpot partner and small enough to plan around. A tech-stack ICP that narrow tends to produce a handful of genuinely good opportunities each month rather than a larger pile of mediocre ones, which is usually the better trade, but only if that is what you expected.

The way we frame these campaigns to a HubSpot or platform agency is a target of a few meetings a week strictly with businesses running that platform, or a competitor platform if migration work is what you want. Targets, not promises: we don't guarantee numbers.

Campaign naming is where the method shows. Segments get encoded so nothing drifts: Webflow | AU | 11-1000 | CEO/Mar, or Professional Services | HubSpot | UK | 50+ emp. Platform, geography, size band, titles.

One piece of history worth keeping in proportion. In 2022, a Melbourne Shopify-focused Facebook Ads agency's Shopify Plus list reached 886 prospects at a 15.3% interested rate. That was the hand-written era, with every line researched manually, and it is how tech-stack lists used to perform rather than a benchmark to hold us to now. Reply rates across the whole channel have fallen a long way since.